Last week, I shared some examples of content marketing as a PR tool. Today, let’s look at content curation as a specific approach to content marketing.
With so much information being created and shared, it’s impossible to keep up with it all, right? This explains the increasing popularity of content curation – the process of sifting through articles, resources, etc and compiling the stuff that’s actually worthwhile.
According to Content Marketing Institute, 90% of B2B companies are implementing some form of content marketing — whether they realize it or now. If you trying to test various types of content marketing, or want to expand the types of content you share, content curation may be a way for you to deliver real value to your audience, while alleviating their struggle to keep up with all the information being shared.
At Explore Minneapolis, Jolina Pettice from TopRank Online Marketing, shared five ways brands can curate content:
- Aggregate: Compile relevant content into a single location
- Simplify: Break down large content pieces into key points
- Elevate: Tie a number of small concepts to a larger theme
- Mashup: Content from multiple points of view, compiled in one place
- Timeline: Review of events, trends, topic shifts over time
Two of my favorite enewsletters – Sarah Evans’ Commentz and Jason Hirschhorn’s Media ReDEFined – are excellent examples of aggregation. (Also, just a heads up, every Friday, I’m sharing a roundup of PR-related articles you might have missed. You’re busy, so I want to help you sift through the noise and read the can’t-miss articles!)
What are your favorite examples of brands incorporating curation into content marketing? Let me know in the comments or on Twitter.