We often think of a person, the curator, or a group of persons, in the case of social curation, as the ones curating content .  But if you think about it backwards, content does passively curate people as well.  (If you didn’t get the reference to Soviet Russia, either head over to Slashdot or read about the Russian reversal.)

To understand this, let’s look at what the role of a content curator is.  As Rohit Bhargava wrote: “A Content Curator is someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.”  Now, how can content curate people?

To do so, content has to continually find relevant people, group them by bringing them together, organizing them and sharing them all around a specific issue online.  While content does not physically perform these actions, relevant content on a specific online issue can indirectly perform these actions.

As an example, let’s say you create an online corpus of content on a specific issue.  Over time, out of all the people on the internet, the individuals who are deeply interested on this topic will self-select, self-organize around this body of content.  At some point, this group could evolve into a vibrant community where people are sharing among themselves. So what initially facilitated the selection, organization and sharing of people around this specific topic or issue?  The content. 

It’s imperative of every marketer to find, group, and organize prospects in a lead generation campaign.  And content can facilitate that for you. 

To learn more about content curation in the context of content marketing, check out my eBook.