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Tuesday, 27 October 2015 17:52

Provide Real Value To Your Audience: Content Curation & Online Tools

As of 2015, the Internet has become a virtually inexhaustible source of information. Choosing relevant topics to share with audience boasts our position as experts and makes us an integral part of the conversation.

But there is a lot to do in order to fulfill this role successfully: browsing for current, relevant and reliable information, organizing it in logical fashion, and distributing it through our social media channels.

This can all be summed up in a process called Content Curation, which entails:

1. Identifying

Finding out which topics pique our audience´s interest and investigating and gathering relevant sources of information.

2. Filtering

Evaluating and choosing relevant titles to share in accordance to our editorial line and the audience´s interests.

3. Distributing

Spreading the end result through our channels.

Clearly, this is A LOT of work…. Content curating tools were invented to automatize and ease this task.

Here are some you may want to try:

1. Trap.It.

This curation tool uses an algorithm that goes beyond choosing the highest ranking content, to find the content most relevant to your interests, even if it is, by all other standards, really “hidden”. It´s also “intelligent”, meaning, the more you use it, the more attuned it becomes to your needs. The company recently merged with Addvocate (a social sharing platform for company employees). This could be are hit or miss for the platform, since first time users looking for a Content Curation tool might find the advocacy message confusing.

2. Sendible.

Used by online marketing professionals, the social media management tool now boasts a content recommendation feature. The integration of curatorial capabilities with the many other virtues of Sendible (like scheduling posts to different social media channels) is a match made in heaven for marketers tending to a diverse clientele and their audiences.

3. Feedly.

A popular tool, since for the longest time it was free. And while the free option still exists and works extremely well –especially for novice feed users, the Premium tiers are very affordable too. Moreover, Feedly took the place of an old favorite, Google Reader (old in Internet Era standards, at least), after it was retired. Feedly is super easy to use, allowing you to add keywords and web addresses to lists, tag them, and organize them in different ways.

4. Scoot.it.

The Pinterest look-alike interface is a sign that this tool was born to share content on social media. Indicate what your topics of interest are, and the engine will not only show the most relevant articles, it will also include “complimentary” topics. Their paid and unpaid versions differ by the number of topics and channels they allow, the analytics and scheduling options, but for a very reasonable $11.00 dollars per year you can subscribe to the basic professional package. For marketing teams, they offer a supercharged tool, the Scoop.it Content Director, with automated publishing workflows, advanced scheduling options for multiple channels and topics, and comprehensive analytics.

5. Curata.

Curata´s content curation software is part of the larger content marketing platform. Theirs is more of a production-line approach, proposing to “build a predictable content supply chain”. Curata allows to easily organize, annotate and create content, using a “self-learning” recommendation engine that suggests entries and prioritizes them according to your previous choices. It integrates seamlessly with CMS, social curation, email and marketing automation, and therefore, allows the use of templates, schedules and publishing rules.   As a very nice plus, Curata comes with an out-of-the box responsive site and blog.

All of these tools are, of course, very cool. But in order to truly engage our audiences, it is our role to add value to the information found.

Here is an example of a commentary that does not add any value to the shared content:

Bloominari curation tools - what doesn't work.

No. If posts spoke for themselves, they wouldn´t need us.

On the other hand, here´s an example of clever commentary:

Bloominari curation tools - what does work.

This remark demands thought and gets the conversation going. By infusing every post with our opinion, assessment or knowledge, we keep the audience coming for more.

There is no tool in the world that can substitute for that.


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Jaime Nacach

Marketing Strategist

I love helping small businesses with their digital marketing and business strategy. I'm a young man with a passion in entrepreneurship and international experience in business development, marketing, sales, and web/graphic design. 

Find me on: Team Page | LinkedIn | Google+Personal Website

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