December 3, 2013 ↘︎

The power of curation.

For years I clung to the mantra that ‘knowledge is power’, and I believed that any of this knowledge gained must be kept at close quarters. Luckily, as I grew older and wiser, I realised how wrongly I’d interpreted this quote.

Information needs to be shared. The process of sharing makes information powerful, and in turn it empowers both the people sharing the knowledge and those who receive it. The same can be said of digital content.

Curation isn’t a dirty word.

Digital content exists to be shared. Our digital world is a place designed for sharing and collaboration.

As digital marketers we can easily fall into the trap of producing content purely for the sake of producing content. In pursuit of the perfect topic, we spend hours tirelessly trawling the web for inspiration, with our heads becoming crammed full of information. And then, the lights go out. We find ourselves suffering from information overload which develops into a creative block when we go to write. Our brains turn to mush, our palms get sweaty and we turn our focus to the cursor on our blank screen, willing it with Jedi powers to spill the sentences with each persistent flash.

We’re all focused on creating content, we must create content, content maketh the brand. Creating content is not always an easy task, especially when you’ve got the added pressure of time.

Hello curated content!

So why do digital marketers struggle to curate content? Is it the unspoken ‘C’ word? Curated content is certainly equally as important to marketing strategy as created content. Yet it never seems to get a look in.

Ideas are rarely original or new, stealing and borrowing are rife in the creative world, artists do it all the time. Even famous ones.

‘Bad artists copy. Good artists steal.’ Pablo Picasso

When we curate content we share the knowledge we’ve gained and give reason for its importance.

What goes around comes around.

By sharing valuable content and adding our own interpretation and views we can attract the attention of influencers in our industry. Linking to the original article and attributing our sources can lead to greater exposure. Influencers will notice your article and with any luck do one or more of the following:

  • share your article
  • comment on your article
  • follow and like your social platforms
  • subscribe to your content

Get cured.

Wipe off those sweaty palms, take a deep breath and take a moment to reflect on all those amazing articles you’ve read while trawling the web. Chose one of your favourites, one that made you feel more knowledgeable.
Share that knowledge, offer your own insights. And feel the power.

Keen for more on curated content? Check out our blog post on the 5 top things to keep in mind when you curate content.

The content and advice contained in this post may be out of date. Last updated on December 3, 2013.
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