Content Curation tools are the next-generation digital content platforms having evolved from content aggregation (gathering links, like Google News) and social bookmarking tools (like Delicious and Digg). Most of these tools have been aimed at individual and/or consumer use to help manage and sort through the vast spaces of Web content.
The next-generation tools, like Curata (a HiveFire company) and Curation Station, are focused on B-to-B marketing with a value proposition focused on their ability to drive awareness by improving organic search, and provide organizations with an opportunity to build thought leadership. The key to this evolution is being the “curator.”
The curator is an editor who sorts through the content to find the information relevant to a company and/or its audience. Curators are not content creators. And this is where I think the challenge lies in using these tools for thought leadership.
Curation tools have the potential to deliver the following results:
- Reduce the time needed to collect research and/or develop the issue set
- Provide a real-time broad perspective on pain points
- Combine multiple content formats and platforms (tweets, video, etc.)
- Provide leverage for staff
- Be a ready-made vehicle for content testing and distributing.
Keep in mind, content curation tools are enablers. They are not the answer. To realize the potential value outlined above, and, as the research points out, satisfy the need for “original content,” it will still require a resource investment such as a person and the time to do it.
Curated by Giuseppe Mauriello
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Via Giuseppe Mauriello