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Content Curation: Its Role in a Successful Inbound Marketing Plan


In the past month, we've covered content creation in-depth on this blog. That's because high-quality, original content is at the heart of inbound marketing and social media optimization services, increasing organic search traffic, and providing value to your website visitors.content curation

But content curation is important, too, especially as it relates to an effective inbound marketing plan. If you're sitting there wondering exactly what content curation means, you're not alone.  But once you realize how simple it really is, you'll see how you can leverage it to provide even more value to your website visitors and your social network as a whole.

Content curation is the act of gathering, and then distributing in an organized fashion, content of interest to your market segment.

 A few examples of content curation include:

  • RSS feeds

  • Daily newsletters or “dailies,” often distributed via Twitter or Facebook

  • Links to original content resources in blog posts

  • Sharing links to relevant content via Twitter, Facebook, Linked in or Google +

The Difference Between Content Creation and Content Curation

Content curation is not content creation, where you, or content writers you hire, are generating original content. It's actively scanning through your best content resources to find useful content in your industry, content created by other people that answers questions or problems your audience may have, and sharing it.

“How does content curation benefit me?” might be your next question. It should be part of your inbound marketing strategy for a number of reasons. Content curation:

  • Is usually more cost- and time-effective than content creation, since it's likely that you will come across useful material during your daily content consumption efforts

  • Shows that you are interested in providing value above self-promotion. Even if useful content comes from competitors, it's okay to share it (once in a while)!

  • Positions you as someone who is “tapped in” to the news in your industry, an expert people can trust when it comes to unbiased information

A strong inbound marketing plan should include a blend of content creation and content curation, along with true interaction and engagement with your network.  Successful inbound marketing can't be all about “broadcasting” links -- even if it's not just your own company's content that you're sharing. Engagement and interaction is another critical aspect of successful execution... but content creation and content curation help get your brand noticed. The quality of the content you share is what makes others want to begin to interact with you.


Love this....I often come across content that is valuable to my network and am unsure of the best way to use it. Rewrite it or just share it "as is"? I am glad to know that sharing it "as is", is not only acceptable but valuable. Sometimes the content found is just perfect and sharing it that way will help increase what I am putting out there and save time. The perfect supplement to content I create. Thanks so much!
Posted @ Friday, March 02, 2012 10:36 AM by Karen
I like reading your articles about inbound marketing. Thanks for sharing!
Posted @ Saturday, March 03, 2012 2:55 PM by Mattias Gronborg
Great post! 
I hadn't considered RSS as a content curator, but I suppose it really is. :) 
Thank you for including the #socialMM newsletter -- Groovy seeing my mug up there. 
Posted @ Sunday, March 04, 2012 8:28 PM by Keri
Karen - sharing is great - adding your viewpoint when you pass it along is even greater! It makes it all the more relevant to your friends and connections. Thanks for your viewpoint here! 
@Mattias - glad you are enjoying the inbound marketing info - hope you can put it to beneficial use! 
@Keri - my iGoogle homepage is the first thing I go through every day and it still blows my mind how much good content is out there - yours included!
Posted @ Sunday, March 04, 2012 9:39 PM by Rich McElaney
It seems like most content marketers are focused on distributing to social sites.  
I'm a big advocate of sending out content through an email newsletter. We've seen higher engagement rates with email in our experience.  
Posted @ Thursday, March 08, 2012 10:46 AM by Patrick
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Rich McElaney / brassCycle