This article by Lee Odden at TopRankBlog focuses on the use of content curation in a marketing context - but the opening sentence really caught my eye as a way to think about what we're doing when we curate:
"One of the great talents of an effective content marketer is the ability to re-create or as my pal Ann Handley says, “reimagine” content. "
I love the idea that content is "reimagined" and repurposed because it implies a point of view, a purpose beyond mere collection and republishing. And those are good things in my book!
In the article, Lee outlines some practical reasons and ways to reuse content
- efficiency in a hub and spoke model
- catering to the fact of short attention spans and fast moving social media
- the ability to build SEO relevancy
- the possibility of personalizing for different verticals or customer segments
It's that last one that really speaks to me in an internal comms world - the possibility that content can be repurposed, reframed and reused to draw out the benefits for different employee groups and delivered via vehicles specific to those groups.
Lee concludes with something else that seems as relevant to internal audiences as to external customers:
"Beyond the realm of simple content re-purposing is the notion of tapping into the collective wisdom and curation power of communities."
Inviting the audience to participate in a conversation and collaborate in building greater understanding around a topic could give corporate leadership some powerful insights while also providing employees with a way to share and learn.