|WRITTEN BY JONATHAN LEE|
|Content curation is often described as a product of the Digital Age, but earlier forms of news aggregation were already being practiced in the early 90s.“Content curation has been around for years,” explained Michael Kolowich, CEO of KnowledgeVision. “But the evolution of it as a thought leadership, expertise-establishing marketing engine is actually fairly recent.”
Kolowich was the CEO of Individual Incorporated and one of the leading figures behind early news aggregation. Individual Incorporated initially distributed its newsletter, First, through fax machines, then email and finally on online once the World Wide Web took off in the mid-90s.
Today, content curation is not just restricted to media outlets. In conjunction with the growing trend of marketing teams acting as publishers, a diverse array of businesses have been using content curation to position themselves as industry leaders.
Pawan Deshpande, CEO of Curata, cites the success of Green Data Center News as a prime example of content curation. Officials at Verne Global, an Iceland-based green data center, noticed that news about the green data industry was sparse and disparate. What little that could be found on it was restricted to IT publications and specialist outlets. The data center created Green Data Center News and curated any third-party content that discussed green data centers.
“By creating Green Data Center News, Verne Global became the singular, most important company in their industry,” said Deshpande. “But not only did it position them as foremost in their industry, it also drove leads to the sales team.”
Showcasing Valuable Content
To be a good content curator, you must think like a museum curator, observers noted. Marketers need to assemble collections of uncommon pieces that will resonate with their audiences.
“Content curation is inspired by real-world curation,” explained Deshpande. “A curator at an art museum finds masterpieces from around the world pertaining to a specific subject, organizes them into galleries, and lastly shares the gallery to the general public. Similarly, you create value as a content curator, not necessarily by creating content, but by bringing third-party content together and building a narrative around it.”
Decide what kind of content to curate, pick and consolidate the best pieces and organize them for easy consumption, observers advised. Instead of annotations describing an artifact, content curators can provide brief summaries and descriptive headlines, sometimes reflecting the curator’s unique perspective. By doing this, content curators turn themselves into a valuable resource for industry buffs and casual enthusiasts alike.
Don’t Sacrifice Quality For Quantity
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