We come back to this phenomenon with the perspective of inbound marketing enthusiasts . This article is fairly oriented and reports our observations, we are of course open to your comments and contributions!

What is content curation?
Curation refers to selecting, editing and aggregating existing content around a given theme. This practice appeared around 2010/2011 to finally fully Estonia Email List in recent months with the rise of well-known platforms such as Scoop It , Pinterest , Paper.li , and all the others… To put it simply, when we does curation, we spot the work of others, we possibly comment on it and we share it with everyone in the form of a compilation. It’s not really that new!

Why we find this concept interesting
Not everyone is a journalist, editor or blogger for several reasons: lack of time, lack of editorial skills, lack of inspiration, poor spelling… We believe that the internet media is a field of expression that must remain available to everyone and as such, curation is an alternative to pure content creation . I personally prefer reading a news feed from someone doing smart, well-commented curation rather than a poorly written and meaningless blog. In a logic of inbound marketing , I have often approached people who distributed interesting articles that I ended up choosing as partners or providers, so it works quite well …

Appreciate the work of others

Another point which is ultimately one of the most important: doing curation is also having something else to say on social networks without talking exclusively about your articles and yourself , so you have to get used to this idea: you cannot be an expert everywhere and sometimes it is much better to disseminate the opinion of an expert! Is curation cheating? It’s a way to get right to the heart of the matter, and in our minds, quality curation shouldn’t be demonized or paired with a black hat version of blogging.

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Many people associate it with a form of laziness and ultimately the appropriation of ideas by people with little expertise who want to be talked about. Millions of content are produced every day and enrich the internet, knowledgespotting the best of them and compiling them, commenting on them intelligently, that’s already not bad … I think that no one is fooled and that everyone knows how to spot the real authors, those who bring an original reflection and who deserve that we are interested in their words. In fact, the people who did the best curation in a sector of activity were very often those who offered the best original content… What should we be afraid of?

Our practice and what we recommend:

As you will have understood, we are quite adept at curation as long as it is well done and when we identify well-treated subjects, it is with pleasure that we share them and aggregate them in our Scoop It . If we don’t share other people’s ideas, who will share ours? However, there is one element that must catch our attention and be taken into account: the SEO aspect .

And yes … What happens if my blog is “victim” of massive curation, what happens if the robots get involved, what happens if I curate on my business blog? Good: if we had the miracle solution for SEO in Google, we would write this post to you from our villa on a paradise island … Still, the Google law is more and more clear as it evolves: sanction what is abusive and reward what is built and intelligent . If curation does not require as many skills as writing a complete article, it remains a form of expression and can find its place in the practices of companies and advertisers by participating in inbound marketing with some limitations:

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