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Five Steps to Content Curation
By: Jeannine Wheeler
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If you’re putting together a content curation strategy — or you’re wondering what one is — you’ll benefit from curata’s new infographic outlining the five steps to creating a plan that will help your brand increase sales, leads, and reputation. According to its 2015 Content Marketing Tactics Study, leading marketers are curating 25% of all content they publish (rather than creating it themselves).

Just what is content curation?
Content curation is when an individual or team finds, organizes, annotates, and shares the most relevant and highest quality digital content on a specific topic for their target market.

Step 1: Define Objectives
Decide why you would want to curate content: either for awareness building, demand generation, competitive intelligence, or knowledge management. Perhaps a combination of all or several.

Step 2: Find Topics and Sources
Pick your topic as it corresponds to your industry, which can revolve around competitor landscape, audience interest, or content landscape, with some overlap between the three.

Sources can include trade publications, Twitter lists, LinkedIn Pulse, targeted Twitter users, your PR team, scientific journals, industry blogs, feed readers, and email newsletters.

Step 3: Curate
After determining how often you should curate (48% of marketers are doing so at least once a week), be sure to choose content that is relevant, credible, diverse, unique, and validating.

Stay ethical and be sure to include attribution, along with commentary, links, quotes, and calls to action.

Step 4: Share
This can be done through a dedicated microsite, feeds, newsletters, social media posts, and on-site news widgets.

Step 5: Analyze
There are certain metrics that will help you prove success, including subscriber growth, page views and visitor growth, click-through rates, follower growth, opt-outs and unsubscribes, along with days since last visit.

For further information, curate provides an infographic on curating content, along with a 70-page downloadable guide to curation strategy and tactics.

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About the Author
Jeannine Wheeler is a PR Director who has worked in three countries, including Russia, the US and the UK. She is currently Sr. Vice President of Pure Energy PR, a full-service boutique communications firm with a focus on the energy, healthcare, technology, construction, real estate & land development, tourism & hospitality and food & beverage industries. Jeannine is in the firm's Austin, Texas office.
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