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Content curation for PR: Are you playing by the rules?

Often described as a ‘short cut’ towards creating impactful content, content curation is an integral component of every marketer’s overall content strategy. But despite its relevance, not all marketing and PR firms truly understand what content curation encompasses and how it can complement content creation with promotion initiatives.

In simple words, content curation focuses upon identifying the most effective, useful bits of web content and then presenting them in an organised manner.

One of the major benefits of content curation is the appeal it brings to the target market. Sharing premium content helps a brand to build trust and display commitment to its audience. For practical purposes, content curation is considered as an inexpensive and handy tool that helps to share key information with the consumers via relevant social and owned media channels.

In recent times, PR domain has been found to be purposefully using content curation tactics to push branding efforts for businesses. PR agencies in India are of the opinion that if content curation is implemented in the right direction, the impact of the branding message intensifies. It helps to sell products/services, send the right message to the audiences and efficiently enact the role of PR and marketing as well.

While Public Relations agencies focus upon developing original content that resonates with the audience, treating content curation as a mere practice should be avoided. As PR can’t exist in a vacuum, promoting self-created content isn’t enough and often fails to bring desired results. PR professionals should aim to project themselves as experts and hence identify, share good content from other relevant sources as well.

There’s no denying that content development assumes significance for PR. This is one of the reasons when curated content is added to the overall content marketing mix, it becomes easy for a brand to project itself as a top-notch thought leader apart from offering an insight into the industry happenings.


Why identify your online consumers for content curation

Today, the Internet is flooded with content. Eyeing content curation without a purpose won’t bring any results. Every PR practitioner should be clear about the topics they want to cover and usage of distribution channels. In fact, mastering the art of content repurposing is absolutely necessary for every PR professional.

It is possible for PR companies to learn the nuances of content curation by forging ties with the key industry influencers. Furthermore, part of value addition through means of content curation is dependent on selecting an appropriate image and title that has the ability to inculcate new perspective to the original piece that is being curated or to strengthen the position of social channels such as YouTube, Instagram, Facebook, Twitter, Snapchat, etc.

Understanding that content curation should be an integral part of every smart marketer’s bag of tricks, we have listed out some of the best practices that should be followed for content curation.

  • Defining TopicsDefining topics and sources

First, identify the key requirements of the audiences. What are the topics and content formats that consumers will relate to and find worth reading/sharing? Marketing experts are of the opinion that content should encompass industry trends and statistics, tips, videos, how-tos, etc.

Determining the source of information assumes relevance. For instance, a BBC write up can generate more buzz in comparison to a random blog post.

  • Distribution on social networksUse of distribution channels

Many prefer to use the social channels only for content curation. Always remember that content curation aims to bring greater meaning to any content.

PR agency owners’ argue that since the aim is to share robust content with the readers, content curation should occur across all the disbursement mediums such as social media, email subscriptions, owned media except for the paid mediums.

  • RepublishingRepublish content

When planning to publish other content on your own media websites, do take permission to avoid plagiarism and content duplication penalties from key search engines.

PR honchos suggest the following measures to avoid penalty –

  1. Blocking of duplicate page with the addition of a non-index meta tag
  2. Creation of a link to the original content
  3. Placing a canonical meta tag on the original article link
  • Value addition

There’s ample opportunity to share value for curated content in the owned media channels. Creating short prefaces to the curated pieces is an acceptable norm and brings value as well.

  • Judge your content curation efforts

Over 40% of the content marketing professionals commit the mistake of not measuring the content curation initiatives. If a PR firm is performing marketing functions without any metrics, achieving the desired target becomes tough.

Hence, every business leveraging content curation in their marketing mix should measure the results as it helps to push conversions and referrals.

The parting words

The act of organizing content into a meaningful context is what content curation is all about. There are varied possible ways to ensure better content planning, improve content quality, content production and judge the efficiency level. Content curation is now a key part of the marketing landscape, so consider investment in resources who will be able to boost the brand position and necessary tools that can manage it.

Also read: Leveraging Content Marketing to boost PR efforts

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