The ‘Mouthful’ Definition of Curation
As I write this article Wikipedia says that curation is “the selection, preservation, maintenance, collection and archiving of digital assets. Digital curation establishes, maintains and adds value to repositories of digital data for present and future use. This is often accomplished by archivists, librarians, scientists, historians, and scholars. Enterprises are starting to use digital curation to improve the quality of information and data within their operational and strategic processes. Successful digital curation will mitigate digital obsolescence, keeping the information accessible to users indefinitely.”
The Digital Marketing view of Curation
For digital marketers like me, it’s simply a process that enables businesses to move from being a single voice presenting its view of a subject to a subject authority. By informing people of excellent, useful and relevant facts and ideas published by others, you show that you have your ‘finger on the pulse’ in your area of expertise.
By adding your own insights and perspectives on other’s articles you demonstrate understanding and mastery of your subject and hence potentially differentiate yourself from your competition. Of course if your competitors are curating and you’re not, they are differentiating themselves compared to you.
But please don’t just tap into other’s articles and use automation to republish them on your website. Here’s why you must not do this from Google themselves
How to use Curation in Your Content Marketing Strategy
- Producing an article via curation is quicker than producing your own articles from scratch
- A good ration of curated articles to your own, for most businesses is 4 to 1
- The single most important factor in successful and time efficient use of curation as part of your content marketing strategy is establishing and maintaining an automated feed of possible source articles. I recommend Feedly as the tool you use for this and the use of blog RSS feeds and Google Alerts as sources
- If you want curated articles to significantly contribute to your search ranking efforts, your own portion of them must be significant so that your articles are seen as unique and not duplicate. For some good advice on unique content, watch Google’s video below
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