Content Curation: Strategy and Best Practices

Content Curation: Strategy and Best Practices


What Is Content material Curation?

Content material curation includes gathering and organizing content material (like articles, movies, photos, or audio) from numerous sources. 

Then sharing that content material along with your viewers by way of social media posts, blogs, newsletters, e mail, and extra.

In different phrases, you leverage present content material. So that you don’t have to begin from scratch.

Like how we found this meme on Fb and paired it with a caption that pertains to our viewers:

Semrush's meme Facebook post

Advantages of Content material Curation

Save Time and Cash

Content material curation is an efficient method to produce constant content material with out breaking the financial institution.


Since you lean on present content material. And gained’t have to create each concept your self.

This lowers the price of content material creation—which is nice information for groups with restricted budgets and time constraints. 

However past simplifying content material creation, content material curation affords a number of different benefits.

Develop Your Content material Technique

Companies can typically battle to take care of their content material technique—brainstorm concepts, create content material, publish, repeat.

Or discover themselves solely posting about their services and products.

However curated content material permits you to showcase numerous views, insights, and opinions on subjects related to your small business. With out heavy lifting on brainstorming.

These totally different views can spark dialog and encourage viewers participation. Which is precisely what you need when your purpose is to spice up engagement.

(And generally, curated content material is supposed to purely entertain your viewers.)

Enhancing app Grammarly does this by sometimes curating quotes. They submit the quote to social media and ask their viewers what they assume. 

Grammarly's Facebook with quote

This easy submit generated over 900 feedback and 1000’s of reactions. 

Which retains Grammarly’s viewers engaged on a subject related to Grammarly’s product.

Develop into a Go-To Useful resource

Looking for the appropriate sources will be time-consuming.

Curating top-notch content material in your area of interest saves your viewers the effort of looking out the net themselves. 

They usually’ll respect understanding they will come to you when they need useful data.

For instance, we compiled the best tools for writers within the weblog submit beneath. This submit saves our viewers from trying to find the instruments themselves. And doing in depth analysis.

Semrush's blog on 16 best writing tools in 2024

Actively curating content material might help you uncover traits and insights. And supply a deeper understanding of your {industry}. 

This perception can then information your content marketing strategy

Say you discover folks discussing a sure subject earlier than that subject goes mainstream. You would possibly need to create content material round this subject should you sense it might acquire momentum. 

For instance, information web site Advertising Know-how Options Overview curates weekly information roundups for his or her readers. Which helps them keep on prime of industry-related information.

Marketing Technology Solutions Review's weekly newsletter

You can too hop on traits for leisure functions. Like we did with this meme referencing the Beckham documentary on Netflix. 

Semrush's meme referencing the Beckham documentary on Netflix

Which might help you keep updated along with your viewers’s pursuits. 

Enhance Search Engine Optimization 

Content material curation might help you rank for extra key phrases. And get extra visitors to your weblog.

Sure key phrases work nicely with curated content material. For instance, folks trying to find the “finest pumpkin recipes” possible need a listicle-style weblog submit of curated recipes utilizing pumpkin. 

To search out key phrases for listicle-style weblog posts, use the Keyword Magic Tool. Begin by coming into a broad key phrase associated to your area of interest. And click on “Search.”

"home decor" entered into the Keyword Magic Tool search bar

This shows 1000’s of key phrases. Undergo the key phrases on the left. Click on on any that may very well be related for a listicle-style submit to show key phrases associated to your search time period.

Keyword Magic Tool results for "home decor"

For instance, if we click on the key phrase group named “concepts,” the Key phrase Magic Device shows key phrases with the phrase “concepts.” Like “house adorning concepts” or “house workplace decor concepts.” 

These key phrases might work nicely for a weblog submit with curated content material.

The Key phrase Magic software additionally exhibits the common month-to-month searches for every key phrase (quantity) and its keyword difficulty (KD%). These metrics enable you to select a key phrase the place you’ve got one of the best probability to rank excessive.

"Volume," and "KD%" filters in Keyword Magic Tool

Join with Consumers

Curating content material from related sources might help you spotlight your values. And whenever you spotlight your values, your viewers is extra possible to purchase from you. 

An estimated 44% of shoppers make buy selections primarily based on a model’s alignment with their values, based on the National Retail Federation.

Say your organization values sustainability. Sharing content material from authority figures who additionally worth sustainability can cement that worth to your viewers.

Like on this instance, the place plant-based beverage firm Oatly shares data from Nature Meals, a web-based journal that publishes analysis on meals manufacturing.

Oatly's Instagram post sharing information from Nature Food

So, take care to vet the sources you share. As a result of sharing content material from sources with conflicting values could flip your viewers away out of your model. And harm your gross sales.

How you can Curate Content material

These six steps showcase the easiest way to curate content material.

1. Construct Your Content material Curation Technique

Clearly outline what you need to obtain by means of content material curation. Targets can vary from: 

  • Establishing your model as a thought chief
  • Creating model loyalty by highlighting your values
  • Rising engagement by entertaining your viewers, and extra

And if you have already got a content material technique, overview what your present technique lacks. Then, use your curated content material to fill the hole.

For instance, maybe your content material persistently establishes thought management. However your viewers appreciates extra entertaining content material. You may curate content material to deal with that want.

2. Outline Your Viewers

A well-defined viewers makes it simpler to supply one of the best sorts of content material. 

Begin by analyzing demographic data in your viewers. Like their age, gender, location, earnings, and occupation.

You may entry this data from One2Target. Simply enter your area (or your competitor’s) and click on “Analyze.”

One2Target tool search bar

The software will generate a report with totally different sections like demographics, socioeconomics, habits, and viewers overlap. In every part, you’ll discover related data in your target market. 

One2Target overview dashboard

Then, discover your viewers’s pursuits. Pinpoint what they like, dislike, their targets, and their largest struggles.

You may possible entry this data by means of customer-facing groups (like a gross sales crew). Or by surveying your viewers with a software like Consumer Surveys.

Understanding your viewers helps you curate content material that connects with folks on a deep stage, drives engagement, and builds model loyalty.

3. Carry out Subject Analysis

Subject analysis helps you establish trending subjects that your viewers may be gaining curiosity in.

To begin, head to the Topic Research software. Enter a broad subject associated to your area of interest and click on “Get content material concepts.”

"coffee" entered into the Topic Research search bar

This shows totally different subject concepts related to your broad subject. With trending subjects on the prime.

"Content Ideas" tab for "coffee" in Topic Research

Now you may view subjects which were trending (in your area of interest) for the previous 12 months. 

Even higher, click on “Present extra” to disclose totally different internet pages below “Headlines.” Undergo these headlines to curate content material concepts your viewers would get pleasure from. 

"Headlines" ideas tab for "instant coffee"

If you discover one thing you assume your viewers would get pleasure from, click on the “+” so as to add the headline to your favorites. 

Add the headline to your favorites

This fashion, you may simply preserve observe of your curated content material.

"Favorite Ideas" tab in Topic Research tool

4. Establish Trusted Sources

Figuring out trusted sources (folks and shops you’ll curate content material from) helps slender your content material search. 

Take into account {industry} influencers, well-regarded web sites, and authoritative publications.

And comply with popular culture and meme accounts on social media to remain up to date on traits. This might help you establish related entertaining content material.

Checklist out as many sources as attainable. (Your listing will come in useful within the subsequent step.)

You may additionally need to listing sources from which you don’t need to curate content material.

This will likely embody opponents and controversial figures. Together with their content material might dilute your model. And weaken belief between you and your viewers. 

5. Supply Content material

Sourcing content material forward of time makes it simpler to tug that content material collectively and switch it into one thing helpful in your viewers.

Listed below are just a few environment friendly methods to supply content material:

Signal Up for Newsletters

Join newsletters from related publishers in your area of interest to get {industry} information despatched straight to your inbox. 

Should you aren’t certain whose e-newsletter to subscribe to, use this useful search operator: “your area of interest” inurl:e-newsletter.

Like this:

Google SERP for "home restoration inurl:newsletter"

This shows web sites with the phrase “e-newsletter” of their URL. Making it simpler to search out internet pages with e-newsletter opt-ins.

Observe Influencers on Social Media

Influencer posts can clue you into what your viewers likes. And which sorts of content material they need to see extra typically. 

So, spend time reviewing influencer profiles on social media to see which posts carry out finest.

To begin, head to the Social Tracker software. Set it up utilizing our configuration guide and add influencers to trace.

Then, look to the “Prime Content material by Channel” space. This exhibits you the best-performing content material for every social profile for a given date vary. 

"Top Content by Channel" area in Social Tracker tool

Figuring out the best-performing content material ensures that your viewers will discover it gratifying, too.

Set Up a Google Alert

Google Alerts notifies you by way of e mail when somebody publishes new content material to the net on subjects you specify.

Right here’s an instance of an e mail alert for “canine coaching.”

Google Alerts email alert for "dog training"

To get concepts for Google alerts, use the Keyword Magic Tool. Enter your area of interest and click on “Search.”

"interior design" entered into the Keyword Magic Tool search bar

The software provides you 1000’s of key phrase concepts.

A list of related keywords for "interior design"

Undergo these and decide which phrases you need alerts for. 

Subsequent, set up Google Alerts along with your chosen phrases. Enter every time period within the enter field and click on “Create Alert.”

Creating alert for "tips for interior design"

Now, Google will ship frequent emails for every subject straight to your inbox.

An RSS (Actually Easy Syndication) feed is a file that summarizes and organizes an internet site’s newest content material.

In different phrases, it compiles the most recent weblog posts out of your favourite websites in a single place. So you do not have to test every web site one after the other. 

Semrush’s Social Poster permits you to create as much as 5 RSS feeds to trace authority websites in your area of interest.

Social Poster dashboard

Then, whenever you come throughout one thing you assume your viewers would love, you may schedule it to social media straight from the Social Poster software. 

Schedule post directly from Social Poster

Discover Consumer-Generated Content material

User-generated content (UGC) is content material created about your model by customers.

UGC consists of content material like testimonials, product demonstrations, and life-style posts that characteristic your merchandise or point out your model.

Like this video from make-up model Sephora

Sephora's Instagram post with a user using the makeup

You’ll find UGC by reviewing your tagged posts on social media. And by monitoring buyer evaluations throughout platforms like Fb or Google. 

Additionally take into account a software like Brand Monitoring to trace model mentions throughout the net. As soon as configured, this software notifies you whenever you’re talked about on-line. 

Brand Monitoring mentions dashboard

And Social Inbox collects feedback, personal messages, and mentions. That can assist you preserve observe of name mentions for attainable UGC.

Social Inbox overview

6. Share Your Curated Content material

You’re now able to share your curated content material along with your viewers.

Listed below are some concepts:

Content material Curation for Web sites and search engine optimization

  • Create a roundup of helpful sources like web sites, podcasts, newsletters, or social media accounts
  • Write a weblog submit that options insights from authority voices
  • Compile an inventory of really helpful instruments or merchandise related to your viewers’s pursuits
  • Remodel knowledge into shareable infographics

For instance, author Maria Popova has a content material curation weblog on numerous subjects. She consists of quotes, photos, hyperlinks, and movies (alongside together with her personal commentary) in her posts:

A section of Maria Popova's blog

Content material Curation for Social Media

  • Share entertaining memes along with your viewers
  • Share quotes from well-known figures
  • Share user-generated content material like testimonials or movies of individuals utilizing your product

For instance, house items model Caraway Home curated an inventory of films. They paired every film with their signature colours as a enjoyable method to assist their viewers decide a film to look at:

Caraway Home's Instagram post with a list of holiday movies to watch

Content material Curation for Electronic mail:

  • Create a month-to-month recap summarizing key traits or occasions in your {industry}
  • Create a roundup of articles you assume your viewers would get pleasure from
  • Share an professional quote with subscribers and talk about why you discovered it insightful

For instance, marketer Ann Handley consists of numerous occasions subscribers could need to attend in her e-newsletter:

Ann Handley's selected events section of the newsletter

Content material Curation Greatest Practices

It’s essential to curate content material that displays your viewers’s distinctive wants and desires. 

Nevertheless, there are just a few different factors to remember:

Add Distinctive Worth

Inject your insights into the content material you share to boost its worth. 

Doing so helps your viewers perceive why the content material is effective and the way it pertains to their lives or work.

So, how do you do that?

To begin, search for methods to supply extra context to what you share. This would possibly appear like including your personal opinion on the topic. Or repackaging the knowledge into a distinct format.

For instance, e mail software program Mailmodo curated an article about e mail advertising and marketing stats. The article included perception from different authorities within the house. 

So as to add their very own worth, they compiled the information and created an infographic to make the information extra digestible for his or her viewers.

Mailmodo's infographic on email marketing ROI statistics

Give Correct Attribution

Giving attribution can preserve you out of authorized hassle. However it may well additionally construct rapport with others in your {industry}.

Different companies will respect you crediting their work. And your viewers will belief you after they can view the unique supply for the content material you share. 

To supply attribution, clearly state the content material’s supply. 

This consists of the writer’s identify/username and any related hyperlinks. 

Electronic mail advertising and marketing platform ConvertKit hyperlinks to the creator of the instance they curated for this weblog submit:

ConvertKit's survey email example email

And when quoting or paraphrasing, use citation marks or block quotes. This clearly signifies that the phrases aren’t your personal. Then after the quote, embody a hyperlink to the unique supply. 

Like how software program firm Hotjar does with this quote:

A quote highlighted on Hotjar

Giving credit score demonstrates your dedication to honesty and transparency in your content material curation efforts.

Measure and Observe Efficiency

Monitoring the efficiency of your curated content material helps you make data-driven selections to enhance your curation technique.

To begin, select related key efficiency indicators (KPIs). The KPIs you select will rely in your targets.

For instance, if one in every of your targets is to develop your following on social media, chances are you’ll need to observe a metric like shares. 

Listed below are just a few metrics to contemplate:

  • Engagement Price: Measure the extent of interplay along with your curated content material, together with likes, feedback, and shares on social media
  • Click on-Via Price (CTR): Observe the proportion of customers who click on on the hyperlinks inside your curated content material to gauge viewers curiosity
  • Conversion Price: Consider the variety of customers who take a desired motion, akin to signing up for a e-newsletter or making a purchase order, after participating along with your curated content material
  • Bounce Price: Look at the proportion of customers who depart your web site after viewing solely the curated content material to find out its relevance
  • Time-on-Web page: Measure how a lot time customers spend participating along with your curated content material to grasp its relevance

Recurrently monitor and analyze your KPIs to grasp which content material resonates along with your viewers. And which areas want enchancment.

Diversify Your Sources

Diversify your sources to maintain your content material recent. 

Take into account together with a mixture of authoritative and smaller up-and-coming voices.

Your viewers will respect the big selection of content material. And that includes extra sources provides you better alternatives for collaborations sooner or later.

For instance, recruitment software Wellfound shares a e-newsletter with curated content material. They embody hyperlinks from authoritative sources like TechCrunch:

Wellfound's quick hits section of the newsletter

Additionally they characteristic posts on X (previously often called Twitter) from micro-influencers: 

Wellfound features posts on X from micro-influencers

Use a Mixture of Curated and Authentic Content material

Putting a stability between unique and curated content material includes some experimentation. And will depend on your manufacturing capabilities.

Begin with a 50/50 combine and alter primarily based in your time and funds constraints. 

For instance, if creating 50% unique content material is difficult, enhance the curated content material you publish. 

Experiment till you discover the best ratio in your crew.

And take cues out of your viewers. In the event that they react positively to your curated content material (by means of actions like feedback, likes, and shares) take into account including extra curated content material to the combination.

Use Instruments to Velocity Up Your Course of

We’ve talked about just a few instruments that will help you curate content material. Right here’s a refresher so you recognize which to make use of every step of the best way:

  1. Topic Research to search out content material on particular trending subjects
  2. Social Tracker to establish top-performing content material from influencers
  3. Google Alerts to get new content material on specified subjects despatched to your inbox
  4. Social Poster to create an RSS feed of authority websites
  5. Brand Monitoring to watch model mentions and establish UGC

Begin Curating Your Personal Content material

A well-executed content material curation technique can develop your attain, drive visitors, and construct model consciousness. 

Plus, you will not have to pressure for content material concepts every week. 

Prepared to begin curating content material? 

Join Semrush and get concepts for content material your viewers desires to see.


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