The true meaning of Content Curation and Aggregation by Faux Digital Advertising Agency

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Tutorial > Content Writing Guides > The true meaning of Content Curation & Aggregation SEPTEMBER 20, 2017

The true meaning of Content Curation & Aggregation

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We at FauxBoard are many a time accused of creating only original content. This might seem like a weird accusation but the person in charge of putting up the growth numbers has a completely di erent take at this. Hence, this article is aimed at making you understand Content Curation from Business Perspective. Appropriately titled, the true meaning of Content Curation & Aggregation.

Overview Di erence between Content Curation and Aggregation Rules and Objectives of Content Curation Why should me and you start Curating Content? Tools & Tips for Curation & Aggregation

Di erence between Content Curation and Aggregation Like every other article by Fauxboard, let us start this with a de nition and clear some misconceptions (if any)! “Content curation assembles, categorizes, comments on, and presents the most relevant, highest quality information to meet your audience’s needs on a speci c subject.” – Joe Pulizzi from Content Marketing Institute Please understand that “the most relevant, highest quality information” in the de nition above can be from your Own Content or Someone Else’s. Most people talk about Curation in the light of syndication of other’s content. And that’s why this post majorly focuses on the Content owned by others.

How is Curation di erent from Aggregation? Content Curation is based upon adding editorial value through a personal perspective. These editorials majorly re ect the views of the brand that’s publishing. On the other hand, Aggeration lacks this unique commentary.

In Curation, the aim is to use overlooked content by manually picking the most important parts and garnishing it with attention-grabbing views and comments. Looking at the industryâ&#x20AC;&#x2122;s approach, Aggregation is majorly automated and collects info based on keywords whereas Curation is mostly manual. A simple way to understand the di erence between the 2 would be:

Rules and Objectives Of Content Curation One of the biggest problems with Digital Marketing Services is that this industry is so new that there are no set rules for any particular task. People like you and me have tried, tested and worked around a few things to make their own paths. Although it is important to keep experimenting with these paths, a set of rules and objectives should be used by readers to head in the right direction.

Here are the Objectives of Content Curation 1. Demonstrate thought leadership. 2. Establish brand identity. 3. Engage followers and start conversations online. 4. Create a community around a speci c topic. 5. Educate your employees. 6. Increase tra c to your site. You may choose a speci c or multiple objectives in this list to meet your requirements. Remember: What, How, Where you curate content depends on the Objectives you choose. Slight variations are normal but the end goal, however, must always be in the back of your head.

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Content Curation Rules 1. Never publish content without your own input or insight! Such content is called Content Syndication. “Content Syndication is the process of republishing a blog post, article, graphics or anything on third-party sites with the aim of achieving broader reach and thus readership.” Not like I have anything against Syndication, but the objective of Content Syndication is totally di erent. It is particularly useful for an upcoming writer or a small publisher who wants a larger audience from a more authoritative website, but, do not confuse it with Content Curation. Here is a link, If you wish to understand Content Syndication further.

2. 411 Rule by Andrew Davis / Joe Pulizzi. Though originally coined by Andrew Davis, author of Brandscaping, it was Joe Pulizzi of The Content Marketing Institute that popularized the 4-1-1 Rule for Social Media Marketing. Here is how Joe puts the 411 rule:

3. Always pick content based on where you wish to share it. Let me put it straight for you – When creating content, the sharing medium decides the content type. Since curation is all about “Sourced Content + Attention Grabbing Comments”, it’s your job to decide which content type would work for the audience. This is your main task while Curating.

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4. Build a List of Blacklist sources. As a business, you may want to avoid your competitors’ blog posts or any mention of your competitors, for that matter. Create a list of sources and words that you would like to avoid while Curating Content.

Why should you and me Start Curating Content? Here are some Convincing statistics by Curata, that makes content curation important for both of us: Over 50% of marketers that curate content indicates that it has increased their brand visibility, thought leadership, SEO, web tra

c, and buyer engagement.

41% of marketers that curate content indicates it has increased the number and/or quality of their salesready leads. Now we are down to the business side of things. Didn’t I mention earlier that we get criticised for not curating much, well here is what our team has understood by going through the growth numbers: Curated Content – Curation attracts the people by keeping them up to date with the latest industry trends. Original Content – Original Content proves your authority in these trends. After a few checks and research, we further stumbled on this graphic by Heidi Cohen and built our own version explaining why Content Curation is important

The important thing to understand is that Original and Curated Content compliment each other. And here is why Content Curation should be a part of the content you publish:

1. Curation provides higher Return on Investment I have told this time and again that Investment is calculated in not only Money but also Time. And every business calculates pro t based on the term – ROI (Return On Investment). The best part about Curation is that it needs less Time and Money Investment. This means double pro t! As meeting the demand with original content every time is budget heavy and Curation is a much faster process. More upon the speed later. But honestly, ROI is this one term that can change the way you think about work!

2. Standing on the shoulders of giants This is a term I stumbled upon while going through an old seminar. Sorry but I don’t remember the author name and hence an unable to give him the credit. But let’s make up for it by sharing it with you guys! Curation is based on the principle of sharing great content published by industry professionals. Such content helps the community and in turn, helps you out.

So to get higher returns, it is better to stand on the shoulders of giants. It’s a great source of knowledge and you would see even professionals doing so often. And the reason is simple – Nobody knows it all!

3. Curation is a Win-Win for All By now you know that your audience gets the best of content using curation. These Giants/In uencers, whose content you share get tra c and nally, you gain knowledge and recognition! 85% of the people use curated content to establish thought leadership in their respective elds. Having said this, I have just one question to ask – When a resource is available and it bene ts all, why to not use it? How to Connect & Work with Bloggers and In uencers

4. Save time by maintaining speed of posting Did you know that 42% of HP’s LinkedIn content is OPC (Other People’s Content)? Maintaining speed might seem obvious and might be the rst thing that comes to your head when thinking about curating content. But this doesn’t mean I won’t make this point interesting for you. Here is a tip: Always think of curation in regards to the publishing platform you intend to use. You think original content can work on Twitter where Trapit reports that 57% of marketers say people should share 10 or more pieces of content a day? And would the strategy be same when curating an email? This CoSchedule post shows the lifetime of a common post on your favorite social media channel. Use it to maintain your speed and decide wisely on where can you make up with Content Curation & Aggregation.

5. Helps building engagement Ask anyone and they will tell you that two things are important for Marketing – Your in uence and engagement with the audience. Curation helps to build the latter. Your In uence/Authority is important but it cannot stand on it own. Combine original and curated content in your marketing strategy as Engagement is a necessity for any business growing digitally today.

6. Increases Interaction in the Industry I know! By now you are like.. When is this article gonna end. But just hear me out if you are anyway interested in In uencer Marketing. In uencers have thousands of followers which you can de nitely leverage by actively commenting, sharing and curating. Out of the 3, Content Curation has the maximum impact and is the holy grail for In uencer Marketing.

7. Know what works… What doesn’t! When curating content, one generally uses the content that’s liked and shared by many. Doing this over a period of time, you can understand the pattern. And since curation is for speed content posting… you not only learn it but much much faster!

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Tips & Tools for Curation & Aggregation This last section is going to be fast swoop. Providing you 3 tips and 3 tools while ignoring the fuss:

Tip 1. When Thinking about Aggregating or Curating content, Think like a Publisher! I’d suggest you look up to Hu ngton post for this – They curate existing content aligned to human-interest topics!

Tip 2. If you are an Email content Aggregator, don’t assign the task to a single employee. Incorporate multiple voices instead. Learn from Moz Top 10 and the Very Short List. They both have multiple contributors!

Tip 3. Freshen up things. Use a di erent medium than the source. Share people’s Research by using the Best of Images and videos. A Presentation is the key when using Other People’s Content. The Complete Online Writing Process in 1 Post!

Let’s look at the 3 awesome Curation & Aggregation Tools: IFTTT – Timesfor Automated Aggregation Amazing Content Automator that directly shares recent Times articles through your social Pro le. A must for user engagement. The reason I like it so much that it sometimes breaks the monotony of the topics you share and talk about!

DrumUpfor keyword-based Aggregation Where others charge, DrumUp does it for free! Its my second favorite as this tool is straight to the point. It pulls the content based on keywords and helps you schedule if required. Does exactly what it stands for.

Â Scoop.it for Curation Highly familiar and visual interface of the tool makes content curation all the way easy and enjoyable. The suggestions are based on big data which according to me is the backbone of marketing. Moreover, it is a free tool with paid options for more robust research. Also, have a look at â&#x20AC;&#x201C; Best Content Curation Tools of 2018.

Concluding the article, here is my viewPicking content from best sources means you are going through a wealth of knowledge. Just resharing it without going through it is a missed opportunity. Use aggregation wisely and wherever you can, Curate the best of content!

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Related Posts: 1. Which Content type attracts your Target Audience 2. How to Connect & Work with Bloggers and In uencers 3. 4 things before starting GETTING INTO CONTENT WRITING 4. 5 tips to Building Successful Action Content

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