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10 Steps to Ethical Content Curation

by Pawan Deshpande  |  
December 9, 2013
  |  4,318 views

To fill their pipelines with a steady stream of timely, relevant content that doesn't have to be created from scratch, a growing number of marketers are using content curation—the process of finding, organizing, annotating (contextualizing), and sharing digital content on a specific topic for a target market.

Compared with the creation of original content, curation can be a faster and easier way to generate content. But bad curation can damage your brand's credibility and potentially lead to copyright and legal issues.

Let's be clear: good curation is not piracy, and it's not unethical, because good content curation properly credits sources and adds something new to the conversation instead of ripping off other people's content.

Below are 10 tips to from our latest e-book to help you curate ethically. (Disclaimer: I cannot offer specific legal advice. These are simply guidelines. For more specific guidance on copyright law, you will want to consult an intellectual property lawyer.)

1. Read a variety of sources


Relying on one or two curation sources isn't merely boring for your readers, it also violates the spirit of good curation because it could well mean you're profiting off of the original creator's work.

To prevent this curation pitfall, make sure you're reading both the A-listers in your niche and the newer (but credible) upstarts. Also mix in a few other sources that may be only tangentially related to your topic, because you can always make a stronger connection to your subject by adding your insights and interpretation during curation. This approach offers readers more variety in the opinions and ideas you share, and it positions you as an in-the-know expert.

2. Credit the original source


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Pawan Deshpande is the founder and CEO of Curata, a leading provider of content marketing software. He is an accomplished entrepreneur, marketer, and technologist.

LinkedIn: Pawan Deshpande

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  • by Dan Linstroth Mon Dec 9, 2013 via web

    Fantastic post and very useful. I am a one-man shop, running a brand new eCommerce site. I produce original content but in order to keep things rolling and guide my own content production, I would like to start curating content for my early followers. I have been hesitant to do so because I did not know the rules, both written and unwritten, and was fearful of stepping on toes and certainly did not want to be improperly using other people's content. This post, along with the eBook will be a great resource to get started. Thank you.

  • by Randy Milanovic Mon Dec 9, 2013 via iphone

    You've touched in a topic that's a bit personal for me Pawan. I'm continually reaching out to websites that "borrow" my infographics and then put an embed link : BACK TO THEIR OWN SITE! I see it often. These people steal hard earned links.

  • by Kari Rippetoe Mon Dec 9, 2013 via web

    Great tips! Don't forget a recent development from Google: according to Matt Cutts, "content stitching" is bad-quality content. This, according to MarketingLand, "is the practice of taking snippets of content from other websites and pasting them on your own site, with citations."

    So this obviously affects content curation to a great extent. Here's the full article from MarketingLand: http://searchengineland.com/googles-matt-cutts-stitching-content-is-bad-seo...

  • by Kari Rippetoe Mon Dec 9, 2013 via web

    Sorry - that article was from Search Engine Land, not MarketingLand.

  • by Pawan Deshpande Mon Dec 9, 2013 via web

    Thanks for your kind words everyone. Glad you've found the article helpful, the ebook dives more into tactics and additional components of curating content the right way. http://www.curata.com/resources/ebooks/content-marketing-done-right/

  • by 'TC' Teresa Clark Mon Dec 9, 2013 via web

    Hey there Pawan,
    Completely love this article! It is very informative and agree with you that we need to add context to our content and always credit the original source. Here is a little something that I like to do when curating quality content.

    I create content that comes from the people that know the most about why someone buys, the customer. Consumers are a vital source when creating content to help improve your businessís success. Not only will they share stories about their experience with you, they will also have quirky antidotes that can help boost the morale and performance of your business.

    Thanks again,
    'TC' Teresa Clark

  • by Robin Williams Tue Dec 10, 2013 via web

    Love the post. Especially about content being king. Itís the biggest factor in driving organic search results to a website.

  • by Randy Milanovic Tue Dec 10, 2013 via iphone

    "TC" good point. We curate infographics on our site, and always work to include a dialogue discussing a key point in it. The curious thing is that ONLY ONE of roughly 50 creators has ever reached out to engage with us about their work. (And not one has thanked us for the PR5 link back to their original. )

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