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Cision Tip Sheet - 10 Tips to Curating Content

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  • 1. us.cision.com  866.639.5087  Copyright ©2013 Cision, Inc. All Rights Reserved.ca.cision.com  877.269.3367 332 S. Michigan Ave., Chicago IL 60604 1100-150 Ferrand Drive Toronto, ON M3C 3E5 According to Mashable, there are 571 new websites launching every minute, 175 million tweets written per day and 48 hours of new video uploaded each minute - and because of this, Stephanie Buck points out, a content curator’s work “is never done.” You might not have given curation much thought in the scheme of your content marketing strategy, but it is an essential practice to building your brand and engaging your community. Thankfully, it’s less time-consuming than creating content, but you must approach curation with the same selectivity and mindfulness as you would the process of writing or producing your own content. To get you started, here are 10 Tips to Curating Content. 1 Stay relevant Remember that you are choosing content for a specific audience. Before you share an article—even if you personally enjoyed it—ask yourself if the material will resonate with your audience. It must be information that is unique or valuable to your followers, prospects or industry. “A content creator cherry picks the best content that is important and relevant to share with their community,” says Beth Kanter, a nonprofit and social media specialist. In addition to relevance, your content should be of the highest quality possible. 2 Forward your goals Make sure you are selecting content that aligns with your content strategy - that is to say, the types and topics that will advance your brand’s goals. If the content you’re curating doesn’t relate in any way to the campaigns and calls-to-action you’ve been communicating to your audience, then you’ll have to dig a little deeper for content that reflects your business objectives. 3 Diversify across platforms Don’t curate the same exact content across all of your digital platforms. If your content is repetitive or you show a fundamental confusion as to how each platform should be used, you might scare your followers away from your social channels. Instead, think about where each piece of curated content will perform best, based on the platform’s capabilities and the segments of your audience. Is it a news article that you want to share in its entirety? You may want to post a headline and link on Twitter, a channel many use as a news feed. Is it an infographic? You’ll probably want to use a visual platform such as Facebook or Pinterest. Is it simply a quote that is relevant to what your company preaches? Put it in a webinar or white paper for added value. 10 tips to Curating Content Tip Sheet
  • 2. us.cision.com  866.639.5087  Copyright ©2013 Cision, Inc. All Rights Reserved.ca.cision.com  877.269.3367 332 S. Michigan Ave., Chicago IL 60604 1100-150 Ferrand Drive Toronto, ON M3C 3E5 4 Offer insight It’s easy to click the “Share” or “Retweet” buttons without providing your two cents, and many brands do. But your followers want know why you’re sharing this content and why it’s important to them— so they look to you for your expertise or relationship with the story. Your audience wants to see you engage with what you’re curating and care about it enough to comment, so they know whether they should care too. An advantage to curation, Matthew Peneycad notes on Social Media Today, is that it is “easy to offer your audience numerous perspectives on a given subject,” and thus there are many ways for you to offer insight on the same issues. 5 Lead the pack Content curation is a unique opportunity to show off your brand’s thought leadership or authority, and reach a wider audience. To do so, you’ll need to be able to recognize industry trends, spot breaking news, identify the influencers in your niche and find stories that are capable of cutting through social noise to reach your followers. You’ll really distinguish your brand as a thought leader in the space if you can demonstrate how a trend or news story has implication or application within your own organization. But also keep in mind, offering something “extra” doesn’t always mean talking about yourself! Identifying the leaders in your field that you follow or admire will show your audience who inspires you, helping to contextualize the mission of your brand. 6 Always give credit Make sure you attribute your curated content to a source, and remember to link to the source’s website or Twitter handle when applicable. Attributing content is a universal best practice, and if your brand is caught not crediting the rightful author, your audience may think you’re trying to pass off curated content as your own. If you’re going to cite longer passages written by someone else—on your blog, in a webinar or in an eBook, for instance—it’s best to ask permission. Curating content is meant as a way to give out professional props and spread good ideas, but it should never upset the content creator. 7 Develop relationships When you give proper credit and link to others’ content, you will naturally begin to catch the attention of those content creators whose work you’re sharing. These writers, designers and producers might thank you over social media, leave comments on your blog or even return the favor by sharing some of the content your brand has created. Seize this opportunity to initiate conversations, grow partnerships, expand your network and participate in a larger content community. Creation and curation are just smaller puzzle pieces within the bigger picture of brand awareness, social engagement and content strategy. 8 Use Tools It would be impossible to read everything on the Internet that affects your brand or industry every day. Luckily, there are content discovery tools and communities that can help you organize your monitoring and curation efforts. Contently, Storify, Twitter Lists and HootSuite were just some of the tools recommended by participants in the Content Curation #PRprochat hosted by Carrie Morgan of Rock the Status Quo. Triberr is a favorite of Gini Dietrich, and some of our bloggers like NewsCred. Tapping into these resources can save you time when you’re trying to hone in on the most relevant selections for your audience. Tip Sheet
  • 3. us.cision.com  866.639.5087  Copyright ©2013 Cision, Inc. All Rights Reserved.ca.cision.com  877.269.3367 332 S. Michigan Ave., Chicago IL 60604 1100-150 Ferrand Drive Toronto, ON M3C 3E5 Tip Sheet 9 (Actually) read your selections This might seem like a no-brainer, but you’d be surprised how many people share content without reading or viewing it. Some companies even prefer to automate their curation efforts, posting unseen articles, to save time. Obviously, there is a danger in doing this. Automating content without reading it puts you at a risk of mistakenly posting irrelevant material, isolating your audience, providing little value and missing the mark on your content strategy. If you’ve already considered the aforementioned tools and still feel strapped, try creating an editorial calendar for curated content (just as you would for creating content), to help you post with more efficiency and regularity. 10 Go beyond sharing How else can curated content help your brand? Use it to inspire your own content creation process. If you happen to strongly agree or disagree with a piece of content, write a follow-up blog post or tackle a case study to support or refute the original work. Also, by examining the analytics of how your curated content is performing, you can see what topics your audience likes, and use this information as a basis for producing stories and headlines your audience will want to click on. Curation can greatly strengthen and inform your overall content strategy, so don’t overlook this practice.