The Ultimate Guide to Content Curation – In 4 Steps

Maximise your reach with our ultimate guide to content curation and repurposing. Learn key strategies for engaging your audience more effectively.

Matt By Matt
15 Min Read

Content remains supreme in digital and social media marketing.

Yet, with the surge of digital content, a strategic content plan is increasingly crucial. Content curation and repurposing are key tactics for sustaining engagement and relevance without always creating new material.

Curating content allows you to offer valuable insights to your audience by choosing content produced by others that matches their interests and your brand ethos.

Repurposing content, on the other hand, extends its lifespan and reach, enhancing the value of your existing work. This method is efficient in content marketing. It focuses on optimising and reimagining successful content rather than starting from scratch.

Through careful selection and adaptation, your content continues to engage and appeal to various audience groups across different platforms.

Key Takeaways

  • Content curation enhances audience value through the strategic selection of existing materials.
  • Repurposing content extends reach by adapting proven material for varied platforms.
  • Effective content strategies rely on consistent evaluation and adaptation for success.

1. Optimising Content Curation and Repurposing

Content curation and repurposing are essential practices in modern digital marketing, significantly impacting your brand awareness and audience engagement on social media.

What Is Content Curation?

Content curation is the process of selecting, organising, and presenting digital content relevant to a particular topic or area of interest, often using specialised content curation tools.

To excel in this, you should be adept at identifying top-notch content that aligns with your audience’s interests and the keywords pivotal to your campaign.

What Is Content Repurposing?

Content repurposing is the art of altering and adapting existing content into various formats to extend its reach and lifespan.

This could involve recycling a well-received blog post into an infographic, video, or a series of tweets to reinforce the message across different social media platforms.

The Distinction Between Curation and Creation

It’s crucial to distinguish between curation and creation. The former involves the strategic selection and sharing of existing content, while the latter pertains to the process of developing new, original content.

A balanced strategy integrates curation with creation, enhancing your overall social media marketing efforts.

The Benefits of Content Curation

The strategic integration of content curation into your digital marketing can lead to numerous benefits:

  • It saves time in content development.
  • Boosts brand visibility and thought leadership.
  • Engages your audience with a diverse range of viewpoints and information.
  • It enhances your social media presence by providing consistent, quality content.

Content Curation Strategy for Achieving Results

A successful content curation strategy requires a thoughtful approach:


  1. Identify the interests and needs of your audience.
  2. Use analytics to determine which content performs best.
  3. Systemise how you find and share content—daily, weekly, or as fits your schedule.
  4. Aim for a balanced mix of curated and original content to keep your audience engaged and informed.

Engaging in both content curation and repurposing can markedly improve your digital presence. It can help you grow an engaged audience and fortify your brand’s stature in its sector.

2. The Curation Process

Curating content requires a strategic approach that involves sourcing, organising and sharing high-value content that resonates with your audience.

This content curation journey enables you to offer valuable insights, establish trust and differentiate your brand from the competition without necessarily creating the original content yourself.

Finding and Organising Content from Various Sources

To effectively curate content, start by sourcing a diverse array of materials that connect to both you and your audience.

Tools like Feedly simplify this initial phase, enabling the consolidation of various feeds for quick reference. This step ensures a broad spectrum of content, from blog posts to social media stories, aligning with your strategic goals.

Planning is crucial for maintaining an overview of your curated content. Opting for spreadsheets or dedicated software can help organize your finds, making it easier to manage and evaluate potential pieces.

Analytics play a pivotal role in this process. Insights from Google Analytics, for instance, shed light on content performance, guiding your curation strategy towards topics that captivate your audience.

Embarking on the Discovery Journey:

Searching for relevant content includes following key industry blogs and social media trends. Tools like Feedly come in handy, offering a streamlined approach to subscribing to various RSS feeds, keeping you abreast of the latest discussions and innovations.

Streamlining Your Curation Process:

To keep your content curation on track, consider using spreadsheets for a simple overview or invest in specialized software for a more refined method. Monitoring engagement through analytics tools is also essential, as it helps identify what truly resonates with your readers, allowing you to adjust your strategy accordingly.

By adhering to these steps, content curation becomes about more than sharing information. It is about providing value, fostering engagement, and building a deeper connection with your audience.

Best Practices for Curating Content

When curating content, it’s essential to credit original creators to uphold trust and adhere to copyright laws.

Strive for a mix of original and curated content to keep your strategy balanced; a suggested proportion is 40% original to 60% curated. This balance ensures diversity in your offerings, providing a rich tapestry of insights and perspectives that reflect your brand’s values and audience’s interests.


Ensure curated content enriches your audience’s experience; it should be pertinent, captivating, and aligned with your brand and product narratives. Sharing content like infographics and succinct social media posts allows your audience to engage with and disseminate your content effortlessly.

Furthermore, it is curated to differentiate your brand from competitors. By carefully selecting content that underscores your unique value proposition, you can establish a distinctive voice in a crowded market.

Acknowledging Original Creators

Crediting sources not only respects copyright but also builds credibility with your audience. It fosters a culture of transparency and mutual respect within the digital ecosystem.

Crafting a Cohesive Content Strategy

Maintaining a 40% original to 60% curated content ratio enriches your content landscape. This blend supports a dynamic content strategy that engages, educates, and entertains your audience, keeping your brand relevant and top-of-mind.

Selecting Content That Resonates

Choose content that adds value and aligns with your branding. This strategic selection ensures that every piece of content—whether an infographic or a social media snippet—reinforces your brand identity and engages your target demographic.

By following these guidelines, you create a content curation strategy that respects the creative works of others and enhances your brand’s visibility and appeal. This thoughtful approach to content curation fosters a deeper connection with your audience, setting your brand apart in the digital landscape.

3. Expanding Your Content’s Reach

In the dynamic landscape of content creation, effectively expanding the reach of your content involves strategic repurposing for various platforms, utilising the right tools for curation, and fostering synergy between content and social media.

Repurposing Content for Different Platforms

Repurposing content across various platforms can significantly expand your audience reach.

Transforming a detailed blog post into a dynamic YouTube video or podcast episode caters to different audience preferences. This adaptation broadens engagement and introduces your content to diverse platform-specific communities, enhancing your presence and authority online.

Adapting Content for Maximum Impact

When you convert a blog’s data into infographics for social media or distil a newsletter into TikTok snippets, you tap into platform-specific audiences. This strategic format change ensures your message contributes uniquely to each space, fostering deeper connections and reinforcing your role as an influential content creator.

Use Tools to Streamline Your Content Curation

Using curation tools like Pocket and Buffer streamlines finding and sharing content that aligns with your audience’s interests. These platforms allow you to sift through extensive user-generated content, helping you curate high-quality, relevant materials that support your marketing objectives.

Incorporating such tools into your strategy ensures a steady flow of curated content that augments your original pieces and maintains lively and attractive social media profiles. This approach enhances your content’s appeal, supports your marketing goals, and contributes to a comprehensive, effective content strategy.

Content and Social Media Synergy

Establishing a synergy between your content and social media involves sharing posts and sparking genuine conversation.

Tracking metrics offers insights into what works well so that you can adjust your strategies accordingly.

Lists and checklists shared as part of a blog can provoke discussions on platforms like Reddit and Medium.

Your social platforms are also valuable channels to spread versions of your content, such as audio snippets from a podcast episode or graphics from a YouTube video.

Creating this interconnected ecosystem ensures your voice remains prominent and your content’s reach is optimised.

4. Measuring Success and Adjusting Tactics

Crafting your content curation and repurposing strategy hinges on understanding the impact of your work. Regular analysis and adaptation are paramount for ongoing success.

Use Analytics and Data to Inform Strategy

Time and engagement data from analytics tools are fundamental to measuring the value and success of your content.

Begin by examining user interaction metrics, such as time spent on page and bounce rates, to gauge the initial appeal of your curated material.

Consider integrating analytics tools mentioned by Smart Blogger to streamline the process.

Next, assess more profound engagement indications: comments, shares, and conversion rates can paint a more detailed picture of your content’s resonance.

Based on this data, boldly adjust your strategy. If certain types of content consistently outperform others, pivot to include more of these successful elements.

Competitor analysis can supplement your insights, showing where you stand in your industry and uncovering opportunities for differentiation.

Feedback is your compass for alignment with audience preferences. Regularly solicit and review comments and critiques across your content platforms.

This honest dialogue can reveal unexpected insights and foster trust and authority.

Simultaneously, maintain agility in your content approach; social media and search engine trends can shift rapidly.

Monitor these changes closely to keep your content relevant.

For example, you might find that updating your mix to feature 40% original content and 60% curated content is more appealing, reflecting advice from Hootsuite’s guide.

Always be prepared to course-correct in real time. New trends could emerge, and your ability to adapt swiftly will keep your strategy fresh and your content valuable.

Frequently Asked Questions

In this section, you’ll find the answers to common queries about content curation and repurposing this year. We’ll give you insights into the best practices and tools currently available.

What are curation tools?

Tools that streamline the curation process and enable you to discover and organise content efficiently. For instance, Buffer and Feedly are popular choices for curating industry-related material. These tools allow you to keep content relevant and timely.

What are good examples of successful content curation?

Successful curation is often showcased by established blogs and platforms. For example, Smart Blogger provides a range of examples where content curation has been executed effectively across various topics and platforms.

What is the Best Content Curation Software in 2024?

Leading platforms for content curation in 2024 include Hootsuite, Google News Alerts, Talkwalker, ContentGems and TrendSpottr. For more, see Hootsuite’s guide to content curation.

Why should you include content curation in your social strategy?

Curated content can broaden your content mix and provide value to your audience. A good practice is maintaining a balance between original and curated content, as Influencer Marketing Hub recommends, to keep your social media channels informative and engaging.

What is the difference between content creation and content curation?

Content curation involves gathering and sharing existing content with your audience, while content creation is about producing new, original content. Curating content allows you to become a trusted source of information on specific topics without the constant need to produce original content.

What is a Content Curator, and what do they do?

Today’s content curators are expected to identify relevant content that resonates with their audience. They must also add context or commentary that aligns with their brand’s voice and share it across appropriate channels to engage and inform their community. For more, see Indeed’s take on this.

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By Matt
I'm the Creative Director at Bona Parle. I'm also a freelance portrait and headshot photographer, award-winning filmmaker, film Colourist and a multi-award winning LGBTQ+ human rights campaigner. For part of my week I lead a successful UK-based charity that brings families closer to together.