Is Social Content Curation The Next “Better” Thing?

social media content curationSocial content curation has blown up in the past year, after a late start that began to show traction around 2007-2008. Pinterest continues to experience massive growth, with Wanelo nipping at its heels.

Social media users have gotten smarter when it comes to sharing; many are no longer posting Facebook statuses about what they ate and are instead using social networks to share their passions, ideas, and content they love.

Social Media Content Value For Brands

The value of content for brands has been slow and time-coming, but businesses are beginning to realize it’s not the fact that you are on social media that counts; it’s what you are publishing. The old-time image of a CEO coming out of his office and proclaiming, “Well, we better get on Twitter,” is transforming into “We now have hundreds of thousands of followers, let’s start showing them some great content.”

Social networks like Pinterest have made it relatively easy to share content in an attractive way through images.

Because technology is making it possible to access the entire Internet anywhere a person goes, thanks to rampant wifi and cell-tower access, users are actually getting better at and more accustomed to consuming a large amount of content on a consistent basis. Most people are no longer interested in just following their high school classmates on Twitter or Facebook. They now want to know what value there is in what they have to say.

It was nice to be able to know that your former 8th grade best friend just had her second child, but reading about 500 different former friends in your newsfeed is overwhelming. So, people are searching for something different. Hence, custom curated content targeted toward specific individuals and their interests has gained a lot of traction.

Content Curation Platforms

The folks over at Medium (who formally were involved with Blogger and Twitter) have the right idea. They wanted to leverage great content on a central platform that could get more exposure than blogs that aren’t as popular. Great content can exist in all corners of the Internet, and bringing it to the foreground via content-sharing and curation platforms makes it easier to find.

Content aggregators continue to help users “cut through the noise on social media,” as Storify and promise. They allow users to share their passions through filtering the best content about a certain topic. Users can choose to “scoop” the content has chosen, or s/he can scoop pages they’ve come across browsing along. is the evolution of sites like HubPages and Squidoo, as it doesn’t rely on users to generate their own content. Instead, it pulls great content that has already been created into a single space. is also a good example of this.

However, collective platforms aren’t the only thing gaining popularity. Aggregated individual profiles, such as RebelMouse and Vizify, allow users to automatically aggregate their shared content across several online platforms into one page.

kelsey jones on rebelmouse

Graphic and visual layout of aggregated content is what is gaining the most traction in the online content space today.

Users want something that is easy to navigate, yet visually appealing enough to keep their interest. Because technology is always at their fingertips, making things as easy as possible (hence the automatic aggregation from the many of sites mentioned) is what readers are wanting.

Copyright Concerns

Pinterest came under fire last year for allowing copyrighted content to be pinned by users. Thus, came a new effort to make sure that content was attributed to its rightful creator. However, as long as individuals and businesses are getting the correct attribution, they should be excited about getting their content curated and should do everything they can to promote it.

Overall, curation leads to greater exposure, which can only lead to good things for the website, blog, company or individual it leads back to. When curating content, all efforts should be made to find the original poster or owner. Additionally, there is a greater possibility of this when the creators themselves are part of the curation community, sharing their own content as well as others’.

Participating in content curation can be fairly easy, if using one of the sites mentioned, especially when it comes to pulling content based on keywords or other social media profiles. However, this type of content curation is useless if online users aren’t contributing their own content once in a while. Well-written content will continue to thrive online as users become more accustomed to finding the best content they can, as easily as possible.

photo credit: Rosaura Ochoa via photopin cc

Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

Related Topics: Channel: Industry | Facebook | Google: Google+ | Pinterest | Social Media Marketing Column | Twitter: Marketing


About The Author: runs her own social media and search marketing business, MoxieDot, where she helps clients grow their online presence. She was voted one of the top 100 marketers of the year by Invesp in 2009 and has worked for Yelp,, and Bounty Towels.

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  • Nick Stamoulis

    I think adding some content curation to your content and social strategies is a great idea. No one company/brand or person knows it all, so why pretend to? Pulling great content from other sources is a great way to stay involved and keep your thumb on the pulse of your industry.

  • Rick Thomason

    Odd that there’s so much about Pinterest in this column, yet no Pinterest share button.

  • NewsWhip

    With a limited marketing budget, our Twitter feed at NewsWhip is primarily composed of curated links – the way I see it, by collating them we provide a service to our followers and give our brand a voice – if only to say “we found this interesting”. We use our own service – to source the stories and news that’s driving conversation around the web – anyone interested please do try it.

  • Matt McGee

    Why is that odd? We’ve tested having a Pinterest button, but our readers didn’t use it very much, so we removed it. No sense having a button taking up space and not being used.

    But just because our readers don’t use it to share our marketing-related articles doesn’t mean their clients wouldn’t find value there. Best advice is always to adapt to the social channels that your audience uses.

  • Tom George

    Hi Kelsey, I am the founder of Internet Billboards, and I am so excited people are finally starting to get it. We are building a strong community of content curators who are practicing some of these things which you have mentioned in your article, and to much success. As a matter of fact your post here was curated on our platform which is how I found it, the reason I read it, and the reason why I am engaging you on it. Great insightful post! My hat is off to you!

  • Tom George

    Right on Nick!

  • Guillaume Decugis

    Care to try the button then @mattmcgee:disqus ? ;-) Sorry but couldn’t resist as I actually discovered this post through one of our users at (I’m one of the founders). We have lots of marketers and social media professionals on the platform. If you’d like to give it a try:

    And thanks Kelsey fro the great post and mentioning us!

  • Kirsten Lambertsen

    “No one company/brand or person knows it all, so why pretend to?” I’m keepin’ that one, Nick ;-)

  • Oliver Starr

    Kelsey, Hi. Google alerts found your post for me. Thought I should introduce you to another curation paradigm: Pearltrees. We let people turn organized collections of links into beautiful collaborative visual libraries. (disclosure, I work for the company)

    Besides being free, we’re also the world’s largest crowd-sourced library with over 50k new links, photos and notes being added to our product every day. What sets our product apart from most others is the enduring value we create for users. Imagine having the ability to collect, organize and easily locate any one of thousands of links you might have found and wanted to keep handy.

    Most products start to lose value once you have more than a few hundred pages but many users of our product have thousands of curated links any one of which they can find again in just a few clicks.

    Please take a look at what we’ve built! I’d be curious to hear your thoughts and stand by to help you should you have questions. Just tweet me: @owstarr.

  • Kelly Hungerford

    Thanks for the mention Kelsey. I’m all things non-technical for

    It’s interesting because we see our community split into two categories: those who are aggregating/curating content for an external audience, and then those who use aggregation for personal consumption and as a means to surface content for social intelligence and decision making.

    In both cases ease of use is high on the priority list and I would add that in the case of aggregating for external audiences, the need to be present and looking after content very important. We make it extremely easy for users to get content to a page, but the human touch is essential for fine-tuning.

  • The Social Robot

    Great comments! Thanks Kelly! -Kelsey

  • The Social Robot

    Good point Nick. I think it’s key to share so you AND your audience can learn. -Kelsey

  • Social Threader

    Thanks Kelsey for writing about new use cases for social content. Social media is getting too fragmented and using them in traditional search and display campaign is becoming very difficult for brand managers. An easier solution is to aggregate and visually curate them to be used in such campaigns. @socialthreader has been pushing this idea to brands and excited to hear others are seeing them as well.


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