10 Great Ideas for Valuable Curated Content
Curated content, or content aggregated from various sources into one comprehensive resource (be it a blog post, an ebook, a presentation, etc.) can be a valuable part of any marketer's content mix. That said, the process of actually curating it isn't easy.
Photo: NazarethCollege/Flickr (Creative Commons)
There's a misconception among marketers that curated content is lazy and unoriginal, but we think it's the complete opposite. It takes time and careful evaluation to create quality curated content, and the result is oftentimes a very valuable piece of content that helps people seeking information on a given topic to cut through the clutter on the web and save time. After all, what's better than one awesome resource? How about 15 awesome resources? All accessible in one place! There's a reason art galleries are so popular.
So how can you take advantage of the power of curated content? Here are our top 10 ideas for great curated content.
10 Types of Curated Content
1. Expert Tips: One of the great things about curated content is that anyone with good online research skills has the ability to curate. I, for example, may not be an expert on video cameras, per se. However, through some careful research and evaluation, I could probably create a valuable list of the top tips for choosing a great video camera just by pulling the various tips from other video experts into one comprehensive guide. Consider aggregating tips from various experts in your industry on a given topic into a list for one great piece of curated content.
2. Presentations/Webinars: These days, the smartest presenters and speakers are making their presentation slides and webinar archives available online via websites like SlideShare. Search for the best presentations on an industry-related topic by searching with appropriate keywords and sorting by the most popular. Then aggregate the best picks into a blog post by embedding the slide presentations!
3. Quotations: One of our very recent, best-performing ebooks is a great example of this. Our "101 Awesome Marketing Quotations" ebook is simply a compilation of various inspirational quotations from marketing experts, presented in a visually stimulating way. This leads me to another great point about content curation. Oftentimes, it isn't enough just to aggregate. A blog post listing these 101 quotes would not have performed as well. Many times, by adding value (in this example, by adding visual elements), you can take your curated content to the next level and make it even more successful and valuable.
4. Case Studies: People love to learn by example, and they love social proof. Want to emphasize or disprove a simple point or idea? Pull together some case study examples of others that support or refute that point.
5. Industry Blogs/Sites: What blogs do you turn to for information about your industry? Share them by aggregating a list and offering brief descriptions of the top blogs in your industry or on certain topics.
6. Infographics: Who doesn't love a compelling new infographic? If you've noticed a few are cropping up in your industry, include them in a blog post and share your thoughts about them!
7. Statistics, Data, Charts, and Graphs: Let's face it: data is a hot commodity for content, and all content creators out there have struggled at one point or another to find that perfect statistic to back up a point they were trying to make. Consider pulling the top statistics for your industry into one comprehensive resource. Or compile a list of the most interesting charts/graphs.
8. Videos: Are videos a primary form of content in your industry? Perhaps you could collect the best how-to videos and embed them into a post.
9. Books/Ebooks: Why not create a reading list for your own readers? If there are some must-read books or ebooks you think would be valuable for your audience to read, suggest them in a list!
10. Industry Examples: Are you a web design company? Take screenshots of your favorite web designs and explain what's great about each. Are you a landscaping company? Find pictures of great landscaping jobs and highlight the why they're each awesome. The possibilities are endless!
And for all of the above ideas, as with any type of curated content, always be sure to properly attribute your sources!
Importance of Quality & Relevance in Curation
Final thought: no matter what type of content you're curating, quality and relevance should always apply. No one wants to access a list of ten mediocre industry blogs. They want the best. The individual content elements you choose, therefore, should represent the utmost level of quality. In addition, make sure the content you're curating is relevant to your audience. That aggregated list of funny viral videos may very well be funny, but if you're not in the business of humor or marketing, it doesn't belong on your blog.
What other types of content curation have you used?
Photo Credit: Nazareth College
Before HubSpot, Mike worked as Director, Marketing Operations at SolidWorks Corp., an engineering software company, where he managed all of the company's global lead generation and lead management, advertising, Internet marketing, branding, PR, tradeshows and events. Mike transitioned SolidWorks from "old marketing" to "modern marketing" by launching multiple blogs, starting podcasting, ...
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