Content Curation
What is Content Curation?
Content curation means getting together content from different sources and making sure it is highly valuable to your target audience. It is about creating a source of content that speaks directly to your audience.
One of the greatest successes of content curation is The Hustle newsletter created by Sam Parr and bought by Hubspot. Many newsletters are now following this same model such us Morning Brew or The daily tech crunch.
Content curation is about doing the hard job of discovering, selecting, organizing the content for an audience. Let's not confuse it with copying — it’s about adding context, insight, and relevance to existing content to help your audience cut through the noise and focus on what matters most.
Why Is Content Curation Important?
Everyone writes content and we are all overwhelmed with information. Content curation helps build a community around common interest and can help brands cut through that clutter by becoming a trusted filter.
Content curation is your ticket to better engagement, and here is why:
- It saves time and resources compared to constantly creating new content.
- Puts you in the map as an expert in a certain topic.
- Helps you providing consistent value to your audience without the investment of creating new content.
- Boosting engagement by sharing diverse perspectives and formats
Examples of Content Curation
- Sharing a roundup of industry news articles on LinkedIn or in a newsletter.
- Embedding a relevant YouTube video with your own commentary in a blog post.
- Retweeting thought leaders with added insight or commentary.
- Creating a “Top 10 Resources” blog post that links to helpful guides, tools, or templates.
- Curating user-generated content (UGC) for brand storytelling.
Content Curation vs. Content Creation
| Content Creation | Content Curation |
|---|---|
| Original content created by your team | Content sourced from others, organized and shared |
| Time- and resource-intensive | More efficient and scalable |
| Builds brand voice and authority | Positions you as a knowledgeable resource |
| Often evergreen or branded | Often timely or trend-based |
The best marketing strategies combine both content curation and content creating. When blending original thought leadership with curated content you keep your brand engaging and relevant.
Content Curation Tools
Several tools make it easier to discover, organize, and share curated content:
- Feedly – Collect and organize content from blogs, news sources, and more
- Pocket – Save and tag articles to read and share later
- Scoop.it – Curate and publish themed content collections
- BuzzSumo – Discover trending and top-performing content in your niche
- Flipboard – Create visual content magazines from curated sources
- Buffer / Hootsuite – Schedule and share curated content across social channels
Best Practices for Content Curation
Curating content goes beyond simply resharing a link — it's about providing value, building trust, and aligning curated materials with your brand’s message. Here’s how to do it well, with actionable tips for different digital platforms:
1. Add Value to Everything You Curate
Don’t just share — contextualize. Always explain why you’re sharing the content, what insight it offers, or how it connects to your audience’s challenges.
Ask yourself:
- Why is this content relevant right now?
- What takeaway should my audience walk away with?
- Can I add a quick opinion, summary, or actionable point?
Example:"This post from x highlights the future of AI in retail — a topic we’re also exploring as we evolve our personalization strategy."
2. Tailor Curation Strategies to the Platform
Different channels require different tones, formats, and approaches. Here's how to curate content effectively across popular platforms:
Blog
- Create curated roundups: Monthly or quarterly "Top 10 Resources" articles or trend reports.
- Embed external content: Videos, tweets, or quotes from influencers that support your content.
- Use structured content blocks: Curated content boxes like “Read more,” “Recommended by us,” or “Industry Watch” add value without disrupting the narrative.
Tip: Always use canonical tags or nofollow links when embedding third-party content to avoid duplicate content issues.
Email Newsletters
- Curated digests perform well: Group helpful articles, tools, or event recaps in a simple list.
- Segment by audience: Send different curated resources to first-time subscribers vs. long-time customers.
- Add personal commentary: Include a short intro or closing note that connects the links back to your brand message or current campaign theme.
Tip: Use a consistent format (e.g., "3 Things to Read This Week") to build reader trust and recognition.
Social Media
- Quote and tag the original source: This not only gives credit but also encourages engagement and resharing.
- Use curated content as conversation starters: Pose a question or add a hot take to spark interaction.
- Mix up formats: Share article links, carousel posts (e.g., “Top 5 Tools”), or even short videos explaining curated insights.
Tip: Tools like Buffer, Hootsuite, and Sprout Social can help automate and space out curated posts in your social calendar.
eCommerce Product Pages
- Curate user-generated content (UGC): Feature real customer photos or video reviews to increase social proof.
- Add value with third-party guides or expert recommendations: Link to relevant blog posts, “how-to” videos, or styling guides from respected sources.
Tip: Display curated content in a visually consistent format (e.g., “As seen in” or “Customer spotlight”) to keep it aligned with your brand aesthetic.
3. Stay Selective and On-Brand
Avoid over-curating — too many links or voices can dilute your message.
Stick to content that:
- Aligns with your brand values
- Is factually accurate and trustworthy
- Offers unique insight or relevance to your audience
4. Keep Content Fresh and Organized
Schedule regular audits of curated content (especially blog posts or evergreen pages) to ensure links still work and are still relevant.
Create internal tags or folders to track curated themes (e.g., “AI trends,” “Customer experience”) for reuse or resharing.
5. Give Proper Credit
Always link to the original source and clearly attribute authorship or ownership.
For visual content (like infographics or UGC), ensure you have permission to repost, and credit the original creator in the caption or with a tag.