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How to Curate Content That Your Audience Will Love

April 25, 2012  

Art museums inspire visitors by selecting for display—curating—meaningful pieces. Like them, you can engage your customers by sharing quality content produced by others (you give the authors due credit, of course). But how do you know what content to curate? The fine folks at Percolate have created a video (titled "What Makes Good Curation?") to answer that very question.

To help you curate content for your own business, here are four tips inspired by the video, which features interviews with expert curators.

Remain curious. To provide your audience with a steady stream of interesting content, you must be curious about what your audiences are curious about. "I think curiosity is an intellectual hunger and creative restlessness that makes us grow," says Maria Popova, the curator at Brain Pickings. As you grow in your understanding of your industry, curate pieces that share that knowledge.


Make unusual connections. Ever see a piece of content outside your industry that reminds you of your business? Share it. Don't be afraid to link seemingly unrelated items. Just don't forget to overtly make the connection for your audience when you share the piece. "A good curator is thinking about not just acquisition and selection but also contextualizing," says Joanne McNeil, senior editor at Rhizome.

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  • by Steve Levine Wed Apr 25, 2012 via mobile

    Rhanka for curating this for us. Why not share the link to their video?

  • by Vahe, MarketingProfs Wed Apr 25, 2012 via web

    Hi, Steve. The mobile version strips away the link; on the main site, the source (Percolate) is linked to: http://blog.percolate.com/2012/what-is-curation/

  • by Steve Levine Wed Apr 25, 2012 via web

    Rhanka (to repeat the typo from my original comment). Rhanka.

  • by Andrew Thu Apr 26, 2012 via web

    haha, Rhanka very much MarketingProfs. I just subscribed and look forward to your articles.

  • by KSingh Mon Apr 30, 2012 via web

    Curating content is becoming increasingly important, particularly as so much time is required to write great copy. It is often simple thing such as the title you use, formatting and images used that can really boost your viewership and engagement.

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