Producing original content takes serious time and effort. Depending on your resources, you may struggle to scale original content production. Luckily, that’s where curated content comes in. Instead of creating everything from scratch, curation allows you to find valuable content that already exists, evaluate whether it serves the people you’re trying to reach, and share it with context that makes it useful.
Cultivating trust is the ultimate goal of content marketing, and curation can and should play a large role in that. If you can become the trusted resource who always knows the right article, tool, or resource to recommend, you can provide value to your audience—whether or not you create something original.
Let’s dive into the pros of sharing curated content, and how to do it effectively.
What Is Curated Content? Understanding the Basics
Curated content is simply content that you share from other sources. You’re not the original creator. Instead, you sift through what’s out there, judge the quality and relevance, and pass on what’s actually useful to your own audience (often via social networks or owned channels).
At its core, curated content is about gathering and sharing high-quality digital content from sources outside your business. Think of yourself as a trusted filter for the people you’re trying to reach.
That said, good content curation isn’t just hitting “share” on someone else’s work. A content curator helps people understand why something matters through commentary, background, or perspective on a particular topic.
The Content Curator’s Role
Think of a content curator like a gallery curator at a museum. They don’t paint the art, but their choices shape the whole experience. They decide what’s worth showing, how it’s displayed, and the story it tells.
You do the same. Spot the gems, frame them right, and help people see why they matter. The best content curator connects their audience to relevant content that solves real problems.
Why Content Curation Works
Why bother with content curation? A few key reasons:
- You can maintain a steady stream of content without working around the clock to produce it. Creating content eats up a ton of hours and creative energy. It can also be difficult to find the right experts to create content for you. (In fact, 49% of content marketers say they have trouble finding experts to create original content.) Content curation fills in the blanks, makes it easier to maintain a regular publishing cadence, and helps you avoid burnout.
- Your audience gets exposed to new things/fresh viewpoints. Trends, takes, insights—they’re all unique, interesting, and relevant to your audience.
- You become a trusted resource for solid information. An added bonus: Curation can also help expand what you cover—in lieu of on-staff experts—by sharing content that sits just outside your wheelhouse. This grows your reputation as a thought leader, even when you’re not writing said thought leadership.
- You build trust through content creation. When you share something from reputable sources, you show the people you want to reach that you’re looking out for them, not just for your company. You help them cut through the clutter and give them meaningful content that is interesting and relevant. This positions you as a go-to for insight, not just a promoter.
- You form stronger peer relationships. Yes, content curation helps you build relationships beyond your audience. But when you share someone else’s work, you create connections with other thought leaders in your industry. Those relationships matter, and that recognition can lead to partnerships, collaborations, or reciprocal sharing that expands your reach.
Frankly, if you’re not curating, you’re wasting an opportunity to grow and connect with your audience. (Fun fact: Content curation tools are set to become a $2.5 billion market by 2035, so it’s easier than ever.)
But, again, curation isn’t just resharing. The best curated content solves problems, sparks curiosity, or introduces a new perspective. But you need guardrails to make sure what you’re sharing is relevant for your brand.
Common Misconceptions About What Curated Content Is
One big problem: People sometimes mix up content curation and aggregation. They sound similar, but there’s a real difference. Aggregation just pulls things together. Content curation means making choices, then adding insight.
Is Curated Content Something You Created?
No. Curated content comes from other sources, not your own original content. You find content that already exists, evaluate it, and share it with context. Creating content means you produce something new. Content curation means you discover, organize, and share existing work.
Is Curated Content just Reposting?
Another common mix-up: thinking curation is just copy-paste or re-posting. Taking someone else’s work without permission or giving credit is plagiarism. Good content curation is thoughtful. Pick only what’s relevant, add a note or two, and always give credit.
Balancing Created and Curated Content
Content curation isn’t meant to take over from your own content, though. Some recommend an 80/20 split between original and curated, while others aim for 50/50.
The right lineup depends on your marketing goals and your resources. The sweet spot looks different for every brand and every industry.
How to Curate Content Effectively
The stories, curated articles, and resources you choose to share say a lot about your brand. Before sharing anything through social media or your website, you need to identify what you’ll share and why.
1. Know what makes your brand unique. There is a reason people go to you and not your competition. You need to understand why that is and curate content that’s aligned. Ask yourself:
- What do you stand for?
- What stories fit your ethos?
- Which sources match your bar for quality content?
(FYI, if you don’t have clarity about these questions, we work with brands to hammer out that identity.) When you’re clear on what matters, it is easy to determine what content fits your overall marketing strategy. For example, a brand known for sharp data? Lean into research-heavy pieces. A company grounded in fresh ideas? Highlight trendsetters and original thinkers on social media platforms.
2. Know why you’re sharing. Identify your goals up top. Are you…
- Filling gaps in your content calendar?
- Raising your profile in your corner of the market?
- Keeping steady contact with the people you want to reach?
This will help you vet and prioritize content.
3. Know what makes content worth sharing. Outside of your brand’s interest in certain types of content, why would your audience be interested in what you’re sharing?
The truth is not every article deserves space on your social media posts. Quality content beats quantity every time. If you flood people with low-value pieces, they’ll start tuning out. You want high-quality content that adds value to your audience’s day, not more spam for them to wade through.
4. Plan out your posting schedule. Whether it’s once a week or every day through social media, schedule curation alongside original content.
5. Find and collect quality content. Start a shortlist of trusted resource picks: publications, writers, blogs, and brands who get your space. Check in on them routinely to find content online worth sharing.
You can also use content curation tools and alerts to spot good leads. Keep a running list of possible shares and add to it regularly.
6. Add your own context. When you share curated content, add your own thoughts. What caught your attention? How does it relate to challenges your business solves? What should people take away from this?
If you’re not sure what “context” looks like, consider:
- Sharing interesting articles in your weekly newsletter with commentary
- Posting curated articles on your website with added context
- Creating roundup posts of the best content from across your industry
- Highlighting research or data that supports your audience’s work
Remember: The best curated content adds value beyond just linking to the original. You become a thought leader by connecting the dots and showing people why this piece matters to them right now.
Before publishing, ask:
- Is this accurate?
- Is it relevant content for the people you want to help?
- Does it offer a new angle?
- Can you trust the source?
- Would you be proud to put your brand next to it?
Remember: Don’t just chase clicks. Share compelling content because it genuinely helps people. (FYI, having a content strategy makes it easier to say yes or no with confidence.)
Essential Content Curation Tools and Resources
The right tools make collecting and sharing content easier. Some content curation tools help you queue up social media posts, but don’t let automation do all the decision-making. Your input is what sets curated content apart.
Look for tools that help you:
- Find relevant content across different platforms.
- Schedule posts consistently.
- Track what generates audience engagement.
- Organize curated content by topic or theme.
- Share to multiple social media platforms at once.
One great tool can save time and keep your content marketing strategy on track. Just remember that tools assist the process but don’t replace your judgment as a content curator.
The Key to Curation: Consistency
It may be tempting to repost at random, but piecemeal posts won’t cut it. People want to know you’ll show up with something useful every time on social media.
Building a content calendar with both original content and curated content keeps things moving smoothly. You can always schedule posts in advance and maintain a steady presence. That said, it’s better to schedule posts less frequently but with solid picks your people appreciate.
Most importantly, track which approach keeps your audience engaged. The data will tell you if you need more original content or if your curated content resonates just as strongly. Finding the right mix will save time, keep your work on point, and help your brand grow sustainably.
(If you need help developing a strong content strategy that is aligned to your brand goals and optimized to reach the right people, learn more about how we can shape a successful content strategy for you.)
