Recent Announcement from Big Name Curators Demonstrate the Key to the Future is to Curate Content

Curata on Content Curation (Oct 18 2011)

1. Big companies are making clear what we’ve been talking about for a while now: content curation is the best way to ensure that timely, relevant information reaches consumers through the clutter of the online world. Several media giants known for their reliable information are looking to curation as a way to ensure they continue to be a trusted source in the future. These companies are also practicing what we preach: attempting to strike the balance of curated and original content and allow their information to be easily located and shared on the web.

   Yahoo is one example of a company utilizing curation as a way to drive traffic to their site and engage readers. Curation is an old friend of Yahoo – according to the New York Times, finding and organizing content from around the web has allowed Yahoo to “dominate online news, sports and finance...having more visitors to its news sites than CNN, more sports than ESPN and more finance than Dow Jones.” Yahoo is certainly finding relevant content for its consumers. They recently announced a deal with ABC to curate articles from ABC News and co-brand a website for Good Morning America. Execs want to make certain, however, that the brand itself is perceived as a trusted source, apart from their aggregation of other news sites. By hiring reporters and editors to write exclusive stories, Yahoo hopes to continue bringing readers relevant content but guarantee that some of that content is original.

   It is evident that media big-shots realize being a go-to resource for users to find relevant content is important, but they also have noted that their content must be easily shared. Yahoo and the Wall Street Journal are leading the charge turning to places like Facebook, where they both have created new applications allowing users to see and share articles for their friends to read.

   So what does this mean for B2B marketers?

   This shift media giants are making to find, organize and share their content says something about the future of curation. To become a thought leader and make certain they have a voice in the conversation, content marketers must recognize the trend and create a strategy that enables them to not only provide original content but also curate content on the web that is going to be relevant to their audience and easily shared.  Content curation tools, like our product Curata, can help streamline these efforts making them more effective and less time consuming.  Marketers who think they are ready to play with the big leaguers can try a free 30-day trial of Curata here.

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