If you’re a content marketer, and looking at supplementing online lead generation activities with curation, you’ll no doubt have heard about the many Content Curation tools now available.
Content is always a problem for those who’re involved in marketing online. Fresh relevant content is what Google demands, and lots of it. And not those short little fluff pieces either. Google is like a monster with a voracious appetite.
Quite some time ago, content became one of the key criteria that Google stated they used to evaluate your web presence in order to assign authority and rankings for your specific key terms. They set some parameters:
- content had to be original
- content had to be relevant
- fresh content had to be continually added
- posts and pages had to be a minimum of 500 to 1,200 words in length (depending on who you listen to in this regard) – but the longer the better
While this is all a great idea and a good way to stop spammy sites from dominating the search results, for many it has become the ultimate challenge. Coming up with a way to feed your web presence a steady diet of high quality, relevant and useful content of an adequate length is not easy.
Then came content curation. There are literally dozens of curation tools available – each one being offered as the panacea for the problem. If you follow this blog, you’ll no doubt have seen some of these at work as we’ve experimented with the concept and Google’s reaction to it. The theory behind curation is solid. However, the execution is a lot more tricky than most imagine. It’s definitely not a set it and forget it process.
Here’s a video by Matt Cutts of Google explaining exactly how curation should be used and how it should not be used:
Interesting, isn’t it? Wonder how that’s all going to play out with the Google Disavow tool?
The key with great content curation is to use it as the ‘seed’ or the ‘kernel’ for a discussion on a relevant topic. If you’re looking at curation as a way to save time in getting tons of great content onto your site or other web presence, you’ll possibly be disappointed. It’s not as quick as they make out.
First, you have to find the relevant content – that’s not all that hard to do with some of the great tools available. Then you have to actually read the content you found. Then you have to think about how you can add to the content i.e. make a point about it, examine it, discuss it, add to it… Then you have to spin it all together in a cohesive format that will convince Google (and your audience) that what you’ve come up with is both original and insightful.
Then, and only then, is curation ‘not duplicate content’.
As this is something we’ve been doing manually for years, it’s wonderful to have some time saving tools at our disposal. The thing is, these tools often make the editing part of the task pretty difficult. However, if you stick to the guidelines ‘suggested’ by Matt Cutts, you should be fine. It will definitely make it easier to come up with topics, however, it may not save you a heck of a lot of time.