The case for content curation

What is content curation and why should I care?

Content curation is one of those buzzwords you’ve likely come across in passing, but unless you’re actively curating, may not fully understand. Or, you may have begun to wonder, “Should I hop on the content curation bandwagon?”

It pays to learn more about this concept and examine how it might apply to your business. Here, I’ll provide a brief rundown of the “what” and “why” of this concept.

What is it?

Content curation, simply put, is collecting, contextualizing and sharing information, often on a specific topic.


By capitalizing on conversion-centric email marketing, social media, online giveaways, and abandoned cart emails, we significantly increased brand loyalty, awareness, and most importantly—eCommerce sales.

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    Think of content curation like a scrapbook: You choose a topic, such as your child’s kindergarten year, then you begin collecting the photos, art projects and mementos that best represent your child’s experiences. (Anyone who’s had a kinder knows how difficult this is, based on the sheer number or adorable drawings that come home from school!) From there, as you assemble your scrapbook, you add captions to the objects you’ve included – the context for your collection. Finally, as a proud parent, you share with interested constituents, like grandma.

    Why is it important?

    As more and more information is available online every day, it’s impossible to wade through it all for the best content on the topic of your choice – just like those kindergarten art projects. Content curators are like editors of the entire web, assembling and making sense of information, and presenting it in a way that is easily digestible.

    The business case for content curation falls in line with best practices for establishing yourself, your business or nonprofit as an expert in your field. Carefully curated content can be added to the mix along with the original content on your website, email newsletter or social media platforms. Information that your audience finds useful, presented with your unique spin on it, demonstrates your thought leadership on the topic.

    Now that you’re up to speed on the “what” and “why” of content creation, you’re probably looking for the “how.” Stay tuned for a future post on that subject.