Content curation is a popular way for businesses to maintain a relationship with readers while sharing blog posts that match their brand. Properly curating content requires the website to post a link back to the original blog post while adding new insight to the subject matter. If you are asking what is content curation; it is the process of collecting, organizing and displaying information from other websites relevant to a particular topic or area of interest.
As with all forms of content management, there are definite drawbacks and benefits to content curation and any company choosing this approach should be aware of both.
There Is A Fine Line Between Trusted Source And Promoting Competition
One of the biggest benefits of using curated content is the ability to become a trusted source of information to customers or clients. A website that properly uses content curation can become a go-to destination for people in the same industry who don’t want to spend the day scouring the internet for the same news.
The con to this is that there is a fine line that needs to be walked. If a business takes their content from the same outside source repeatedly it can cause readers to stray to the original source for their content.
It’s The Easiest Way To Post Content At A High Volume
Content curation is popular because it allows websites to remain extremely active while putting in a lot less work. Content can be posted at a much higher volume than if the material was created in-house.
However, with every positive there is a negative. Posting curated content can harm the brand that a business has spent years cultivating if no fresh insights are applied to the material. It’s easy to get carried away after seeing how much content can be posted, but readers will notice if the effort isn’t put in and may abandon the website.
Demonstrates That A Business Follows Their Field Closely
One of the often overlooked pros to content curation is that it demonstrates a business actively follows its field and will be knowledgeable on the subject. This builds a sense of trust with customers, clients or readers that the place they spend their time and money is well informed.
Carefully curated content has the ability to properly engage readers and build a sense of trust, increasing the odds of converting those readers into customers. It also has the ability to push those readers to the competition if not done correctly. As with everything in marketing there is a balance that needs to be found in order to pull it off.