How to Curate Content

Content marketing has been gaining popularity for the last couple of years. Many businesses are trying really hard to incorporate it into their marketing strategy. But creating a lot of content on a regular basis can be tricky. Especially when you don’t have as many people on the team.

Automation can help you with content management, but where to get ideas for new content? Businesses are always on the lookout for new content. That’s when curated content comes in. Big and small companies alike can benefit from curated content. In this blog post, we’re going to look at what does curated mean, why we think it’s important and in what ways it can help your social media strategy.

What does curated mean?

Curated content is content from other sources that you share on your social media platforms. It is something that corresponds with your brand and you consider it a valuable piece of information for your target audience.

Content curation means collecting, categorizing and sharing valuable pieces of content on a specific topic. And similarly, like the curator in a museum, you curate your own collection across social media platforms (check out more definitions of curated content).

To define curated content we can describe it as a library of hand-picked content relevant for your target audience.

Advantages of curated content

When creating your social media strategy, you’ve probably already found out who your target audience is and what topics are interesting for them. Now you need to start collecting and sharing relevant content that corresponds with your brand and is useful for your followers. This way, you can share some thought-provoking content and ask your audience what their opinion on the matter is.

Content curation might help you grow the network of bloggers, influencers and businesses in your field. When sharing content, always give credit to the original source. They will notice you sharing their content and might return the favour.

Content curation is especially helpful when it comes to Twitter. It is said that you should tweet at least 15 times a day for your tweets to earn some recognition. With such amount of content needed to be produced every day, it comes in handy to have a folder full of content with a huge sharing potential.

When deciding on what content to share with your audience, try thinking about what you would like to read in their place. Think about whether it’s:

  • New information/innovative point of view.
  • Valuable for your audience.
  • Interesting for your audience.
  • Corresponds with your brand.

I would strongly advise you not to share articles that you haven’t read or videos that you haven’t watched yourself. Even if it’s from a source that you trust, there are a dozen of what ifs. Sharing content only from the most reputable sources makes you look more credible.

When curating content, share only relevant articles with your audience

If you want to establish yourself as a thought leader in your field (who wouldn’t want that, right?), curated content can help you with that. Focus on carefully handpicking sources and stories that you’re going to share.

Curated content doesn’t mean that you’ll go crazy on that retweet button or something in that sense. We’re living in a world surrounded by so much content. It’s difficult to make sense of all that information. That’s why it’s necessary to choose wisely what you post. When sharing somebody else’s content, always add a short original text. Provide context. Give your audience your view on the matter. Comment on it. That way it brings even bigger value and emphasizes your expertise in the field.

There are a lot of different social media rules and approaches that you can follow when thinking about how to distribute your posts equally. Each of them is supposed to ensure that the content you post is well balanced. For example, the 5:3:2 approach suggests that 50% of what you share is curated content. Next, 30% should be your own content, not just hard-sell posts. The last 20% is supposed to be a combination of fun and personal content that will lend a human face to your brand.

Whether you decide to follow a similar rule or not, it’s up to you. Either way, at least half of your content should be curated content. It never looks good when brands talk all day just about themselves…

How do you know what content is worth sharing? Well, you have to read it, of course! Even if you’re posting content that somebody else created (crediting the source, obviously), it will represent your brand and who you are, once it’s on your feed. So, even if you’re using a trusty source, always read the thing before posting it.

Credible sources and well-balanced content is what counts in content curation

Collect, categorize, share!

There’s content wherever you look. But how do you know what content you want to share? Is there a way how you can make the Internet to send you interesting articles from your favourite sources? Of course, there is!

Before you subscribe to all the newsletters available, here’s what you should do.

Write down a list of all the topics that are interesting for your target audience and will bring them value. These topics should be connected to your business. Maybe try coming up with topics around your keywords. One thing is retweeting interesting content, but dumping random content all over your social media and considering that a job well done is something completely different. That’s also why it’s called “curated content” – it should be obvious that your time and thought went into it.

To stay on top of all the possible sources that you can use, you need to start collecting and categorizing the information. When you know what topics you’re going to focus on, it’s time to start the sorting process. There are many paid and free apps and tools that can help you do that efficiently.

Tools for effective content curation

RSS readers – they’re great tools to help you collect and categorize what is your future curated content. I personally use Feedly but there are many others you can choose from based on your preferences.

Feedly has Free and Paid plans. Of course, the Paid plans have more features but the Free plan works fine on the basic level. Whenever you need a content inspiration or when you’re looking for something to share with your audience, articles from your favourite blogs and websites are waiting for you. If you don’t know which blogs to follow, check out our top 50 social media blogs worth following.

Even if your business isn’t in the marketing/social media sphere, you can still find some helpful content there.

GoogleGoogle Alerts lets you create a list of keywords/terms that you are interested in and will send you the results directly to your inbox. You can filter the search by country or language. You can even set how frequently you want to receive these alerts. Google Trends is an easy way to search for topics and seeing their popularity in different countries and regions. You’ll be able to find trending questions or the most searched terms.

BuzzSumo will help you find keywords or high performing influencers for a given topic. It’s great not only for curated content but it can really help you when you’re stuck for new content ideas. If you really need to work with BuzzSumo, you’ll need to upgrade to a paid plan.

ScoopIt is a platform that enables you to discover content worth sharing. You can sort through the available content by choosing topic, specific keywords. When you find something you like, you simply scoop it, add your comment and publish it to Twitter, Facebook or LinkedIn right from there. They have free and paid plans.

Twitter Lists – Twitter has its own little feature to help creators with curated content. You can create private or public lists. In there, you will only see a stream of tweets from accounts that are a part of that list. Others can subscribe to public lists and also receive tweets from this curated feed. Twitter also lets you see the lists your account is a part of.

Newsletters – don’t forget about them! For sure, there are dozens of email newsletters that fly into your inbox every week. Probably none of us read all of the newsletters we’re subscribed to. The best thing to do here is to unsubscribe from the boring and unnecessary ones. Keep only those that bring you real value. There might be some that draw your attention towards the perfect content for curation.

Once you find content that is interesting and valuable for your audience, it’s time to share it. With Kontentino, you can easily schedule all your posts in advance, so you don’t need to spend time with manually publishing posts every day. While preparing your curated posts in advance, make sure they’re up-to-date and topical.


It’s all about content lately. Great content is now more important for brands than ever before. It’s not easy because there is too much information everywhere. It’s difficult to keep on top of everything, to stay up-to-date with news and share some of it with your follower base.

Curating a library full of valuable content that you can share with your audience will save you a lot of time with content creation. The content you post will become more balanced. Your audience will notice that you’re not only publishing promotional and hard-sell posts but you’re providing them with valuable content.


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social media content with Kontentino

Paula Grochalova

Paula Grochalova

Paula is a Content Manager at Kontentino. She loves social media, especially when she can write about it. In her free time, she’s a knitter extraordinaire.
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