There are many types of content a business can create to attract, engage and convert customers: Evergreen, Repurposed, Curated and Co-Created.
Of those content types, curated content offers numerous benefits that many companies are not taking advantage of. While content curation has grown in popularity since we first started writing about it in 2010, the question remains: Does it belong in your digital marketing mix?
The practice of collecting and filtering information and then adding value to it has been around a long time. Classic blogging often follows this “oreo cookie” format of sandwiching an excerpt of someone else’s information with your own. Doing so on a continuous basis is content curation and is as old as blogging itself.
I think there are three main reasons for the increased popularity of content curation for marketing: