Home / Digital Advertising & Marketing Glossary / Content Curation

What Is Content Curation?

Content curation is the process of discovering, gathering, and presenting digital content that surrounds specific subject matters. Unlike content creation, curation does not involve generating new content, but rather collecting high-quality information from various sources and sharing it with your audience in a meaningful way. The aim is to add value for your audience by filtering through vast amounts of content on the web and presenting it in a coherent, organized fashion. Effective content curation can enhance your marketing strategy by establishing your brand as a thought leader and a reliable source of valuable information.

Why Is Content Curation Important for Your Marketing Strategy?

Content curation holds significant value in marketing strategies for several compelling reasons.

Saves Time and Resources

Creating original content demands considerable time, effort, and resources. Content curation, however, involves collating and sharing existing high-quality content relevant to your audience. This process significantly reduces the burden on your content creation team and allows for the efficient allocation of resources towards other strategic initiatives. By curating content, companies can maintain an active online presence without the constant need for original content production.

Enhances Brand Visibility

Curating and sharing insightful content from various sources not only diversifies your content stream but also increases your brand's visibility. When you curate content that resonates with your audience's interests and needs, it encourages sharing and discussions across platforms. This heightened engagement amplifies your reach and can lead to increased visibility in your industry. Moreover, regularly sharing valuable information helps in capturing the attention of a wider audience, thereby expanding your brand’s footprint online.

Builds Thought Leadership

Thought leadership is crucial for differentiating your brand and establishing authority in your industry. Through content curation, you can showcase your brand's understanding and expertise on top trends, developments, and insights that matter to your audience. By weaving your perspectives and insights into curated content, you position your brand as a knowledgeable leader. This approach not only earns the trust of your audience but also fosters credibility and respect in your domain.

How Can You Start Curating Content Effectively?

Effective content curation begins with strategic considerations and the right tools.

Identifying Your Audience

Understanding who your audience is serves as the foundation for effective content curation. By identifying your target audience's interests, needs, and challenges, you can tailor your content curation efforts to provide the most value. This involves researching your audience's demographics, online behavior, and preferred content formats. Knowing your audience ensures that the curated content resonates with them, thereby increasing engagement and loyalty.

Choosing the Right Tools

A plethora of tools are available to streamline the content curation process, from discovery to distribution. Utilizing these tools can greatly enhance efficiency and effectiveness. Tools like Feedly for discovering content, Pocket for saving articles, and Hootsuite for scheduling and sharing can simplify the curation process. Selecting the right combination of tools that align with your objectives and workflow is crucial for curating content effectively and maintaining a consistent online presence.

Selecting Quality Content

The core of content curation is the selection of high-quality content that aligns with your brand's standards and audience's expectations. Quality content should be credible, informative, and engaging. It's important to vet sources thoroughly and choose content that adds value to your audience's experience. Additionally, curating a variety of content types and sources can keep your audience engaged and interested, making your brand a go-to resource for valuable information.

What Mistakes Should You Avoid in Content Curation?

Avoiding certain pitfalls is key to effective content curation.


While content curation is beneficial, there is a fine line between being helpful and overwhelming your audience. Over-curation happens when too much content is shared too frequently, leading to audience disengagement. It's crucial to find a balance in the volume and frequency of curated content. The focus should be on quality rather than quantity, ensuring that each piece of content shared holds significant value and relevance to your audience.

Ignoring Copyright

One of the critical legal aspects of content curation is respecting copyright laws. It’s essential to understand the boundaries of fair use and ensure you have the right to share or repurpose content. Ignoring copyright laws can lead to legal complications and damage your brand's reputation. Always give proper credit to original creators, seek permission when necessary, and use content in a way that complies with legal requirements.

Failing to Add Value

Simply aggregating and sharing content is not enough. The essence of content curation lies in adding value to the curated content. This can be achieved by providing additional insights, commentary, or context that enhances the original piece. Failing to add value results in missed opportunities to engage your audience and diminishes the potential benefits of content curation. Always aim to enrich the curated content in a way that underscores your brand's unique perspective and expertise.

How to Measure the Success of Your Content Curation?

Assessing the impact of your content curation efforts is vital for continual improvement.

Engagement Metrics

Engagement metrics are a direct indicator of how your audience interacts with the content you curate. This includes likes, shares, comments, and the time spent on content. High engagement rates often suggest that the content is resonating well with your audience. Monitoring these metrics can help you understand what type of content generates the most interaction and refine your curation strategy accordingly.

Traffic Analytics

Traffic analytics provide insights into the volume of visitors directed to your website through curated content. Analyzing data such as page views, unique visitors, and bounce rate can indicate the effectiveness of your content curation in driving web traffic. Tools like Google Analytics can track these metrics, offering a clear view of how curated content contributes to your site’s overall traffic and engagement levels.

Conversion Rates

Ultimately, the goal of any marketing strategy, including content curation, is to convert audience engagement into tangible outcomes such as sales, leads, or subscriptions. Measuring conversion rates — the percentage of visitors who take a desired action after engaging with curated content — can indicate the ROI of your curation efforts. A positive correlation between curated content and conversions signifies the success of your strategy in influencing audience behavior.

What Are the Best Practices for Content Curation?

Adhering to best practices ensures your content curation efforts are effective and reputable.

Providing Context to Curated Content

Simply sharing content is not enough; providing context makes it relevant to your audience. This means adding your insights, explaining why the content matters, or how it relates to your industry or audience's interests. By doing so, you enhance the value of the content, making it more engaging and tailored to your audience’s needs. Context transforms curated content from mere information to a valuable resource that reflects your brand’s perspective.

Maintaining a Consistent Posting Schedule

Consistency is key in content curation, just as it is in content creation. A consistent posting schedule keeps your audience engaged and helps build anticipation for your content. Determine a realistic frequency for curating content that matches your team's capacity and your audience's appetite for information. Whether daily, weekly, or bi-weekly, adhering to a schedule helps in maintaining a steady flow of content and keeps your audience coming back for more.

Giving Credit to Original Sources

It is critical to acknowledge and give credit to the original creators of the content you curate. Not only is this ethical, but it also fosters goodwill within your industry. Proper attribution can be as simple as mentioning the source by name, linking back to the original content, or tagging the creator’s social media profile. Giving credit enhances your credibility and integrity, showing your audience and peers that you respect the content ecosystem.