Content Curation, Content Marketing, Owned Media, Shared Media
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Content promotion and distribution are a huge part of any content marketing strategy. But you never want to share your own content 100 percent of the time. This is why having a content curation and/or aggregation plan should be a part of your long-term content marketing strategy.

Curated blog posts are a great form of content that are valuable to readers and easy to create. There are many tools available to aid in finding industry-specific content that you can share with your audience to continually position your brand as an expert (even when it’s not your own content). Additionally, these content pieces can serve as inspiration for future content. Below are some of the easiest ways to curate great content and benefit your website:

1. Social Media

Social media is a great place to find amazing content related to your industry. It’s hard to scroll down your news feed and not discover something directly related to you these days, thanks to interactive content and your many friends sharing or liking industry-related articles. But believe it or not, Facebook and Twitter are not the only social networks that can boast such great curation opportunities.


Pinterest will always be best known as an image-sharing site, but it is so much more. Many companies use Pinterest to share their own content, but do not use it to its full potential for content curation.

There are many Pinterest boards pinned with excellent infographics, blog posts and articles specific to almost every industry. As you discover these boards, not only can you re-pin these images to your own boards, but you can also follow the image’s link to reach the originating site, or grab the link and share on your other networks.


Storytelling is an important part of content marketing, and Storify makes telling a story through social media fairly simple. Similar to, this tool is often used by many journalists and news organizations, and allows users to easily curate online content focused on a specific event or niche in order to tell a story.

storyifyStorify allows you to aggregate text, documents, videos, images and social media posts to convey a storyline of any topic. You can then share your story across all of your social network and distribution channels.

2. Hashtags and Keywords

You might use Twitter to share your content and engage with your followers. But are you really following all the people and brands in your industry? You may be missing out on quality content that is being shared.

To help find the best content out there, start by tracking your targeted keywords, hashtags and brand names so you always have a stream of content at your fingertips. Try using a third-party application like Hootsuite or Tweetdeck and set up saved searches for hashtags and keywords for an easy way to monitor industry blog posts, videos, infographics and more.

Once you discover the best industry-related content, you can then share them with your audience and put your brand in the discussion.

List-centric content is often popular on social networks, so using to create lists — about anything — is a no-brainer. You can make a list of the top influencers, hashtags, videos and infographics specific to any industry. Users can then vote items up or down or add their own suggestions to your list.

These types of lists are easily shared through social networks and even embed lists to a website or blog post. has grown quite a bit in the last few years and is great for content curation, but as a bonus it also adds a community aspect to the aggregation process.

3. Newsletters & Blogs

Most websites and blogs include a way for people to subscribe and have awesome content delivered to them via email or other channels. Today, many websites offer a monthly newsletter that includes industry-related content and use their blogs to offer readers a subscription to their content through email or RSS Feed.

Subscribe to newsletters offered by industry websites and to your favorite industry blogs, and then share this content on your own social channels. After that, you should notice an increase in newsletters and blog posts on varying days throughout the month – enabling you to be constantly supplied with fresh content.

4. Google News and Alerts

Set up Google Alerts for top industry keywords. I think this is the easiest way to have content delivered right to your inbox. Google Alerts will notify you via email when new blog posts, news articles, videos, and other content is released containing the keywords you’re targeting.

Additionally, you can utilize Google News to aggregate industry-specific content. You can do so by setting up a saved keyword search in Google News, which allows you to easily find local and national news coverage on specific topics. Google Alerts and Google News are excellent ways to ensure you’re keeping up to date on the latest industry information available.


Curata makes gathering relevant, high-quality content a more efficient process. Not only does the tool allow you to find, organize and share content very easily, it learns your content preferences so the most relevant content (to you, personally) is presented first.

Additionally, with a bookmarklet browser plugin, it’s easy to add content found on the Web to your Curata account, so it can then be worked into your publishing plan. With dedicated support for users, even those who are just getting started with content curation can utilize Curata.

Follow the Rule of Thirds

Overall, it is recommended to have a content curation plan as part of your content marketing strategy, as it is imperative to share content other than your own on your social networks and even on your website. Consider following the rule of thirds:

  • Spend one-third of your time posting your own blog posts, articles, videos, infographics, etc.
  • Spend one-third of your time sharing the content from an external source.
  • Spend one-third of your time engaging in conversations and asking questions.

The rule of thirds in social sharing ensures that you’re not just pushing content to your audience — and, that when you do share content, it comes from a variety of sources. When it comes to distributing content besides your own, consider using the above tools to discover quality content to share within your own network.


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