Insights on Marketing & Technology

Curate your way to cool new content

Never before has the world seen as much content as today. Most people feel it’s too much content and are suffering from information overload. So, as a marketeer you need to help people sort through the vast sea of information. One of the new ways is called content curation. Let me tell you a little bit about it.

  • By: Signe Damgaard Jepsen
  • Published: 06-01-2014

I’ve just woken up. I roll up the curtain. And immediately I update my Instagram account with a picture of the double rainbow outside my window.

I’m not yet in the shower when I on Twitter comment on the latest development happening on the American tech scene while I’ve been sleeping.

During the day I comment, share and view content on the web, on my mobile - on Facebook, Twitter, Instagram, Vine, Linkedin.

In the evening, I shoot the latest and hottest tango steps at practise and upload them to a Facebook group.

Content record
With my smartphone I produce a lot of content. And I’m not the only one. With more than 1,5 billion smartphones and even more digital cameras, tablets and computers worldwide we are able to create content that the world has never seen before.

For some people it’s divine, for others information overload.

One thing is for sure, as a marketeer your message is competing with so many other messages so you need something extra to stand out.

And here’s one of the answers. It’s called content curation. Some people describe it as “making sense of information”.

Use your knowledge to create added value
I usually use a metaphor from the art world. Imagine an art professional putting together a new exhibition at a museum from the numerous pieces of art that belong to the museum. I imagine her opening the door to the archives, seeing thousands of brilliant paintings, being overwhelmed. She can’t tell an interesting story because there’s too many paintings, too much noise. Too much information.

But using her knowledge, experience and personal values she’s able to pick out 10 paintings that will tell a specific story, for example about artists working in the same city the same year – meeting each other once in a while. She could perhaps remove six paintings from her pack, adding another six. Now the entire exhibition would tell a different story, perhaps about artists feeling blue when working abroad.

Only because the curator has a huge knowledge about art, artists, the history of art and people interested in art she is able to tell stories by selecting different kinds of paintings, adding bits of knowledge, arranging the paintings and the bits of knowledge in a certain order - creating unique value to the spectators; value that they themselves could not have discovered because they lack her knowledge, experience and views.

It’s the same deal with content curation.

In a world overflowing with content, content itself is no longer valuable.
But the ability to connect people and context to content is, and so is the ability to show why content is relevant to a certain target group as well.

And that’s why content curation is a good idea for bloggers, businesses and media.

Storify is a killer tool
Content curation happens online and one the best tools right now is Storify. Created by a few journalists and techies in San Francisco they launched in 2010 and now has over 700.000 users - mostly journalists and marketeers.

Storify allows you...
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