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Best Practices for Content Curation on Social Media

In today’s digital landscape, content is undoubtedly king. The internet is flooded with an overwhelming amount of information, ranging from news articles and blog posts to videos and social media updates. For businesses and individuals alike, the challenge lies not just in creating content but in finding and sharing the right content that resonates with their specific audience.

This is where content curation comes into play. Unlike content creation, which involves crafting original material, content curation is the art of discovering, selecting, organizing, and sharing existing content. But it’s not just about reposting others’ content; it’s about adding value through context, commentary, and presentation. The curated content must align with the brand’s voice, message, and audience’s interests, creating a cohesive and engaging narrative.

Content curation on social media has become an essential strategy for brands looking to provide value without constantly creating new material. By leveraging existing high-quality content, brands can engage their audience, establish authority in their field, and foster community interaction. This article delves into the best practices, tools, and strategies for effective content curation on social media, providing insights and guidance for those looking to enhance their online presence through curated content.

What is Content Curation?

Content curation is the art of discovering, gathering, and presenting digital content that surrounds specific subject matter. Unlike mere aggregation, where content is collected without any additional insight, content curation involves adding a unique perspective and providing context to create a meaningful experience for the audience.

For example, a social media manager might curate articles, videos, and images around the topic of sustainable living. Rather than simply sharing these pieces, they might add commentary on why each piece is relevant, how it connects to the broader theme, and what the audience can learn from it.

In his book “The Content Code,” Mark Schaefer discusses the importance of content curation in building brand authority and engaging the audience. He emphasizes that curation is not just about finding content but about “finding the best content.” It’s about selecting material that resonates with the audience and aligns with the brand’s values and message.

Similarly, in “Content Rules” by Ann Handley and C.C. Chapman, the authors highlight the role of content curation in providing value to the audience without always having to create original content. They argue that curation allows brands to become “thought leaders” in their industry by sharing and commenting on relevant content from various sources.

Content curation is not a new concept; it has been practiced in various forms throughout history. In the digital age, it has become a vital tool for brands and individuals to sift through the vast amount of information online and present it in a way that is engaging, insightful, and valuable to their audience.

Why Content Curation Matters

In the age of information overload, content curation helps brands stand out by offering curated insights and information. It builds brand authority, fosters community engagement, and can significantly enhance SEO efforts.

Best Practices for Content Curation

Know Your Audience

Understanding your audience’s interests, pain points, and preferences is crucial. Tailor your curated content to meet their needs and spark their interest. For example, if you are curating content for a fitness community, you would focus on gathering articles, videos, and tips related to exercise routines, healthy eating, and wellness. Sharing a piece about the latest political news might not resonate with them, whereas an article on the benefits of a particular workout would likely engage them. Knowing your audience helps you select content that is relevant and appealing to them, thereby enhancing engagement and building trust.

Choose Quality Over Quantity

Curate content that is relevant, valuable, and from reputable sources. Quality always trumps quantity. For instance, if you are curating content for a technology blog, it would be more beneficial to share a well-researched and insightful article from a recognized tech expert or a reputable technology news site rather than multiple posts from unknown or unreliable sources. Sharing one piece of high-quality content that provides in-depth analysis and valuable insights will have a greater impact on your audience than sharing several pieces of mediocre or inaccurate content. It enhances your credibility and ensures that your audience receives information that is both trustworthy and meaningful.

Add Your Voice

Content curation is not mere aggregation. Add your insights, opinions, and voice to make the content uniquely yours.

Be Consistent

Maintain a consistent tone, style, and posting schedule. Consistency builds trust and reinforces your brand identity.

Give Credit Where Credit is Due

Always attribute the original content creators. It’s not only ethical but also fosters relationships within the industry.

Tools for Effective Content Curation

Leveraging the right tools can streamline the content curation process. Here are some popular tools:

  • Feedly: A content aggregator for tracking blogs and news sites.
  • Pocket: Save articles, videos, and stories to read later.
  • Curata: A professional platform for content curation and content marketing.
  • Scoop.it: A content curation platform that allows you to create and share your content boards.

Strategies for Content Curation Success


Content curation on social media is a powerful strategy for brands looking to engage their audience, build authority, and enhance their online presence. By following the best practices, leveraging the right tools, and implementing effective strategies, content curation can become a vital part of your social media marketing arsenal.

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