The famous blogger Kevan Lee, states
“Content curation is sorting through a large amount of web content to find the best, most meaningful bits and presenting these in an organized, valuable way.”
Content curation is defined as bringing meaningful organization to some subset of all of the content in the world. For practical purposes, it’s the way that we share relevant information with our audiences through social and owned media. It is also an inexpensive way to augment the original content that you’re producing. If done right, it enhances your branding and message. If done wrong, it does the opposite.
One of the most obvious benefits of content curation is the appeal to your target market. Sharing premium content that isn’t your own builds trust in your brand, and shows your brand’s commitment to its industry.
It is important to know that content curation does not always pushes news in people’s faces, sell goods and services, drive home messages to internal audiences, or substitute for external or internal public relations or marketing.
Public relations professionals can create original content that will resonate with their audiences. And while that’s true, it’s important not to overlook the practice of curating and sharing content from respected influencers and brands in your industry.
It is not enough to write and promote your own content. To establish expertise in your field, the public relations person needs to read, understand, filter, and share good materials from other smart likeminded people or companies. This is the whole premise behind content curation.
Content creation is a vital part of public relations. But when adding curated content to your existing content strategy, you are showing your audience that your brand is on top of what is happening right now in your industry. They will associate you with other top thought leaders.
There are a few instances where conventional wisdom can cause you to stray from this: First, a PR person must define a set of topics and sources and leverage your distribution channels. The Internet is rich with interesting content. So much so that trying to curate without a clear purpose can lead you down some unexpected rabbit holes.
Public Relations person can repurpose his own content. The term content curation does not only apply to outside sources. And he will learn more when curating content from other sites, his reading through a lot of great, quality pieces. He can’t help but learn from these, gain ideas for your own content, and form relationships with influencers in the space.
Then, he needs to know how to republish content, by seeking permission from the author first. The big opportunity to have their content exposed in a different distribution channel is enough incentive for many people.
Also, part of adding value via content curation lies in choosing a relevant image and title that could potentially bring a new perspective to the original piece of content that you’re curating. Or to embed and enhance content channels like YouTube, Instagram, Facebook, Twitter, Soundcloud, Vine, Snapchat and others. Which are offer very easy means to embed content in your owned media channels. You could very easily create content around another piece of embedded content.
In conclusion, content curation is the act of organizing content into a meaningful context. There are other ways to plan better, to get better content, to enhance content and to measure your effectiveness. If the public relations professional follows all the steps and keys that I have mentions above, I have no doubt, that he will succeed.