Is Content Curation a Good Idea?

Hand Over KeyboardContent curation has become a hot technique to use in content production because it provides (or should!) value to our readers and helps us put out fresh content. But like any content marketing, SEO, SMO, CRO, acronym-of-your-choice technique, there are big caveats to its use. Content curation can be a helpful tool, or it can impact your rank. How do you know if it is going to help or hurt you?

Eric Enge of Search Engine Watch writes in a recent post, “Content curation could be a very risky practice for you.” Why? It depends on your site’s authority. As Enge explains, if you happen to be the New York Times, you will be fine. You have a recognizable, authoritative brand. The editorial practices make it difficult to get content published in the NYT – it has to offer real value. As well, it has a profile of high-quality links and both publisher and individual author authority. Curated content will not hurt the NYT because it has these factors in spades.

You don’t have to an internationally-known brand to use curation – it helps though! If you have a good link profile, authorship (use your authorship tag!), and a solid, reputable site, curation is, indeed, a useful too. And let’s not forget the real value: giving something of relevance to your audience. If a curated list will help them, publish one. But again, there is a caveat.

Google doesn’t have to index your site. It may regard your curated lists as search results, and they don’t want your results to compete with theirs. What you can do to avoid the problem but still curate is to put noindex tags on curated content. So, make sure you have some sort of brand, site, authorship authority, do a link audit, use noindex. Are there any other content curation best practices to help you use this technique effectively?

  • Use curation judiciously. Offer a mix of content to your audience: create, curate, and use user-generated content. This can be a winning formula.
  • Publish across platforms. You have Facebook, LinkedIn, Twitter, Pinterest, and other sites available to you. Find out which are most appropriate to you, and get active.
  • Point your readers to reputable, high-quality sources, and give credit where credit is due.

When you make content curation part of your content plan, you can see great results. Don’t use it simply because you don’t know what to write about on a given day! Provide value to your readers.

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