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Content creation isn't just a matter of locating, producing, or disseminating a certain quantity of information. Of most importance is the quality of the information.

But what if you're strapped for time, budget, or personnel? Then consider the practice of curation as a viable alternative to creating content from scratch.

Content Curation Defined

Content curation is the process of discovering, gathering, and presenting digital content that surrounds specific subject matter.

The concept goes beyond mere aggregation or collection, however, and involves taking the time to filter, organize, and select only the "cream of the crop" resources, and, time permitting, adding your own perspective in one or two paragraphs.

It's not unlike what the curator at a museum does to produce an exhibition. She identifies the theme, decides which paintings to include, and determines how they should be annotated and then displayed for public viewing.

Content Curation Benefits

Content curation builds trust and credibility for your brand because it keeps customers informed. Your curation efforts educate and engage customers, providing them with a valuable service—which they will appreciate because it relieves them of the need to source content on their own.

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Paul Chaney is a veteran digital marketing consultant, trainer, writer, editor, and author of four books, including The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media. Reach him via pchaney@gmail.com.

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Twitter: @pchaney