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1. an eBook by
Content curation
formats, benefits
& methodologies

2. Content curation formats, benefits & methodologies 2
How can sharing other people’s content
help me reach my marketing goals?
Curation. The word has been used for many
different things to cover many different practices.
But while most marketers are familiar with the
practice of sharing other people’s content on social
networks - what we’ll refer as social content
curation, there’s much more to it than that.
This guide will cover the various forms of content
curation, what tangible benefits they bring to your
marketing strategy and how to implement them in
the right way:
1. Social content curation
2. Curated blog posts
3. Curated content hubs
4. Curated email newsletters

3. Content curation formats, benefits & methodologies 3
Content curation formats: summary of the respective
benefits
The above table summarizes the various formats of curation we’ll review in this eBook as well as their
respective benefits for marketers.
In the following pages, we’ll review what each of these content curation practices covers, how they
generate results for marketers and what key best practices they should be used with.
Social content
curation
Curated blog
posts
Content hubs
Curated email
newsletters
What it is
Sharing other people’s
content on social networks
Using somebody else’s
content as the introduction
for a new post on your blog
An aggregation of valuable
curated and original resources
on a given topic
A roundup email mixing
curated articles and original
articles
Benefits
1. Engage your audience on
social
2. Build relationships with
influencers
1. SEO, website traffic and
leads
2. Credibility
3. Time saving
1. Same as curated blog posts
2. Content organization
3. Coexistence with existing
content
1. Higher open and click
through rates
2. Increased email
frequency

4. Content curation formats, benefits & methodologies 4
Social content curation
Sharing other people’s content on social media:

5. Content curation formats, benefits & methodologies 5
Social content curation definition
Sharing other people’s content on
social networks

6. Content curation formats, benefits & methodologies 6
Social content curation benefits
Engage your audience on social
networks:
Bring valuable content
Generate likes, retweets and followers
Maintain top of mind

7. Content curation formats, benefits & methodologies 7
Social content curation benefits
Build relationships with influencers
in your space:
Enter the radar of targeted influencers
Give them love so they become more
receptive to your own requests for help

8. Content curation formats, benefits & methodologies 8
Social content curation methodology
The 4-1-1 rule and other best practices
For each piece of your own content,
share 4 pieces of curated content from
other people.
Mention the author of the curated
content.
Edit tweet or social message to add
value to your audience (don’t just write
the title, say why you liked the piece).
1
1
4
Curated content
Retweet
Own content

9. Content curation formats, benefits & methodologies 9
Curated blog posts: the fastest way to bootstrap or
scale your blog content, traffic and SEO

10. 10
Curated blog posts definition
A curated blog post = your take on
somebody else’s content
1. Short quote(s)
2. Proper attribution / link
3. Your commentary (what are you adding
to the piece to make it unique for your
reader)
as a new post on your blog.
Variant: a round-up of 5-10 articles
with quotes, commentary and
attribution links.

11. Content curation formats, benefits & methodologies 11
Curated blog posts benefits
SEO, website traffic and leads:
Brings social traffic to your site (and not
just sources sites as social content
curation)
Brings SEO value (Google “BruceClay -
SEO-Friendly Content Curation”)
Add CTA’s to encourage conversions just
like on any other blog posts

12. Content curation formats, benefits & methodologies 12
Curated blog posts benefits
Credibility:
Avoid being “me-centric”
Third-party content is 4-7x more
trusted than your own
What types of content do you most trust
and value?
% of
respondents
Professional association research
reports/white papers
67 %
Industry group research reports/white papers 50 %
Customer case study 48 %
Analyst reports/white papers 44 %
Independant product reviews 40 %
Vendor-created content (white papers,
eBooks)
9 %
Source: CMO Council - Better Lead Yield in the Content Marketing Field

13. Content curation formats, benefits & methodologies 13
Curated blog posts benefits
Time savings:
Cut time of doing all the work (research,
ideation, etc…) of an original piece
Writing in reactive mode on a piece you
have subject matter expertise on is
natural and fast
While not a 1-click process as social
content curation, 4-8x faster than
original blog content creation
Time in minutes to publish:
an original blog post a curated post with a content curation tool
30
240
Task Without a tool With a tool
Discovering relevant content 30 3
Reading content 5 5
Editing content (title, quote, image...) 5 5
Writing an insight 15 15
Publishing it to your blog in the right
format
5 1
Distributing it to all your social channels 5 1
Total (in minutes) 65 30

14. 14
Curated blog posts methodology
The 7 attributes of highly efficient curated blog posts
Extract the most meaningful
quote from the original
piece and link to it in a
visible way.
It’s a visual Web: start telling the
story from the image by adding a
text overlay. Curated content
shared with an image on social
media generates 88% more clicks.
Add Call-to-Actions to your
posts to convert your
readers into subscribers
or leads.
Use a title that will make
your target audience want to
click. Present the curated
piece in the right context for
them.
Make it easy for your
readers to re-share your
curated posts.
Show thought leadership by
annotating the curated
piece with your own insight.
This added context will drive
engagement and SEO (~40%
of traffic to Scoop.it pages
come from Google Search).
Categorize your curated
posts to make them easier
to index and archived.
3

15. Content curation formats, benefits & methodologies 15
Becoming a go-to resource in your industry through
content hubs

16. Content curation formats, benefits & methodologies 16
Content hubs definition
A content hub aggregates useful and
engaging resources on a given topic:
1. Your own original content
2. Curated posts
3. Calls to action
Provides easy navigation and
presentation of content with added
insights to introduce it.

17. Content curation formats, benefits & methodologies 17
Content hubs benefits
Publishing curated content through
content hubs provide the same
fundamental benefits as curated
blog posts in terms of traffic, SEO,
lead generation and added
credibility.
Additionally they have the following
benefits:
- Content hubs provide a clear
organization of your content that doesn’t
have to be time-based and that can be
topic centric
- Content hubs coexist nicely with existing
content and site architecture

18. Content curation formats, benefits & methodologies 18
Content hubs methodology
Key elements to include in your content hub
Provide fast navigation through a
visual template
Provide filters and search
capabilities
Add CTA’s and gated content to
generate conversions and leads

19. Content curation formats, benefits & methodologies 19
Scaling email frequency and results through curated
email newsletters

20. Content curation formats, benefits & methodologies 20
Curated email newsletters definition
A curated email newsletter provides a
useful and engaging roundup on a
given topic by combining:
1. Your own original content
2. Curated posts
3. Calls to action

21. Content curation formats, benefits & methodologies 21
Curated email newsletters benefits
Higher open and click-through
rates:
By nature not self-promotional nor
spammy
Valuable content your audience actually
enjoys reading
Performance of brand promotion content vs.
educational content

22. Content curation formats, benefits & methodologies 22
Curated email newsletters benefits
Increase email frequency:
Remove the bottleneck of having to
create original content
Curated content value earns you the
permission to send newsletters more
often

23. 23
Curated email newsletters methodology
Key elements
Introduction
CTA
Curated news articles
(or mix of created and curated stories)

24. Content curation formats, benefits & methodologies 24
Content curation: a key element of the content
marketing mix

25. Content curation formats, benefits & methodologies 25
Content curation formats: summary of the respective
benefits
Content curation has multiple forms. While most marketers are familiar with social content
curation, i.e. sharing other people’s content on social networks, this is not the only nor the most
efficient way curated content can be used to reach marketing objectives.
Using curated posts either in blogs or bespoke content hubs as well as in email newsletters will
help marketers develop traffic, leads in a time-efficient way while also building credibility and trust.
Social content
curation
Curated blog
posts
Content hubs
Curated email
newsletters
What it is
Sharing other people’s
content on social networks
Using somebody else’s
content as the introduction
for a new post on your blog
An aggregation of valuable
curated and original resources
on a given topic
A roundup email mixing
curated articles and original
articles
Benefits
1. Engage your audience on
social
2. Build relationships with
influencers
1. SEO, website traffic and
leads
2. Credibility
3. Time saving
1. Same as curated blog posts
2. Content organization
3. Coexistence with existing
content
1. Higher open and click
through rates
2. Increased email
frequency

26. Interested in adding curated content to
your marketing mix in the right way?
26
DEMANDEZ UNE DEMO