Curation & Aggregation

Curation is becoming the big marketing trend for 2011. Brands, companies, influencers, evangelists, bloggers, everyone seems to be interested in the matter of curation. Keeping track of the latest articles can be difficult, so if you want to catch up on curation, keep up with this page.

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Content Curation in Organizations - Shel Holtz

... organizations really need to start taking seriously that they reviews need... from a number of different angles for organizations to put together collections of information on a regular basis that serve as the filter to the good valuable vetted material out of the volumes and volumes of stuff is being produced so that people don't have to sift through it themselves they trust the organization... they trust the judgment of the organization and its expertise to create this collection for them so all they have to look at is this collection and that's going to give them access to all the relevant useful good stuff


Why B2B Marketers Should Use Content Curation

Because curated sites draw search engine traffic, they aid SEO strategies.

Some marketers start curating content to enable regular, valuable communication with customers, delivered through the customers’ preferred channels.

Marketers who are good at tracking how web visitors move through the pipeline can track leads and revenue that originate from the audience of a curated site or newsletter.


Big data: Drowning in numbers | The Economist

Digital data will flood the planet—and help us understand it better

Can't embed this video. But watch it...


This post gets to the point about aggregation vs curation and the difference between tools like and Shareist

Content Curation versus Aggregation

I am not. What I've set up simply aggregates information.


If I were curating them, I would have to find the time to have a look at each piece of information, edit them, provide my viewpoints, and then publish - very much like what I did when I was the school paper editor in high school.

Curation/Editorialization, whatever you want to call it, which is very far from simple "aggregation".

[Via philiptiongson]


Content Marketing Strategy: Curation, Community, Rubrics

  • Curation: Rather than reinvent the wheel, curation is a continual approach to judiciously finding and presenting relevant, topical and current content on a given topic, industry or area.

  • Community: Build it and they will come – and create content for you. OK, maybe it’s not that simple, but plenty of companies have benefited tremendously from creating communities in which consumers can gather to discuss given topics.

  • Rubrics: Develop regular, repeatable content units: an events calendar, expert opinion columns, how-tos, a video of the week. Make it original, repeatable, and schedule it to appear regularly.

  • But by now, you should get the idea: sustainability.

Great post.

[Via RebeccaLieb]


It's Not Curation It's Reporting

This post was originally written by Randy Murray and this is a must-read.

There are times when our use of language shifts and the meaning of words is altered. I typically don’t fight against it. But this current hijacking of the word “curation” to mean “a list of things on other web sites

I have come to think the same way about it: what most people do when they refer to "curation", which is essentially sharing interesting content they find online: posts, articles, media, products, etc... is not curation.

They are "reporting" on something, like Boing Boing, Buzzfeed, HuffPost, Mashable, etc...

Be honest. Providing links and commentary is a valuable service. It is an art form, but it is not curation. Some of my favorite daily reads do just that: sites like Boing Boing, Fark, and MinimalMac are terrific. But they’re not museums or libraries or zoos. They exercise no care or control over the things that they link to. They spread the word, but they preserve nothing.

There’s another, better term that is more accurate, a better fit. It doesn’t sound as highfalutin’, though.

It’s called “reporting.” All of these sites are doing journalism. It’s news, not a museum.

People are reporters/editors, citizen journalists not curators. And that is okay, it's just time to recognize what they really do and call it the right way. Understanding what they do enables service providers to build the tools they need in a format that makes sense for the users.

I think Ben Huh has been right for a while, blogging platforms will shape into reporting/newspaper type of platforms, allowing people to share interesting things they find online (since that is what most do) and not label their efforts as curation. This is what's fun, to feel like you are cresting a newspaper or magazine about topics/subjects you like.

One thing: design will be essential to carry this to the users.

Companies, small or big, bloggers, or individuals will find a platform that fits their needs, not to curate, but to report/share things that matters to or interests them.



Others suggest using "editorializing" over "reporting" which i guess makes sense.


Search VS Discovery Engines

This is a post about search engines vs content discovery engines.

It's important to notice the difference between the 2, as mentioned in the article:

  • Search provides answers
  • Discovery provides awareness

As a user i'll go to Google to give me results on a search.

As a content writer, i'll go to content discovery engines to find ideas.

Can both engines co-exist? I think it's hard to say.

Discovery engines' goals are to provide freshness in their results, which is not what you would expect from search engines.

Discovery facilitates unexpected findings.

So essentially, if i am searching for a specific item, product, service, location or answer, a search engine will do a better job providing me with the right result.

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Curation Requires Skills

Presentation given at WebCom Montreal, November 16, 2011


Important Factors To Curation: Verification & Source Attribution

People or organizations tend to falter in two areas. In the verification process or when they should be giving proper attribution to the original content creator. These two areas need special attention.

It's a crucial part of the overall curation process. But how to do it correctly? I agree with what is stated in that article which is:

There are many ways to do this on various platforms, and there are generally recognized “best practices” that people use. If you neglect the attribution part of the equation, this is when you get into sticky situations.

I have not yet posted about it but there has been a lot of discussions around the Jim Romenesko's Saga where over-aggregation, plagiarism and lack of source attribution caused Mr Romenesko's to resign.

over-aggregation as when an aggregated post contains too much volume or substantive work of the original source, such that it removes any incentive for the reader to visit the original story.

More about this soon.

Bottom line, we need best practices and a publishing-curation software should have features built in to take care of these issues for the publisher.



Robin Good on Curation & Publishing

Very interesting presentation.

Robin brings up important principals about publishing that we simply forget.

While technology is important you need to remember about:

  • content strategy
  • communication strategy
  • publishing strategy

Some points:

  • create value
  • help people find something useful (Google's goal)
  • build trust by providing something free, then ask for something
  • get exposure, people will share your findings
  • provide complete information, comprehensive, important resources

Publishing tool requirements

  • not just be another publishing tool: don't make it easy to publish, curation requires tools
  • address curators's needs
  • credit, attribution, transparency
  • support existing open standards
  • reward quality work
  • new display and delivery formats
  • search facilities
  • access to archives
  • freedom of distributing the content


  • email subscription
  • use I, be intimate
  • segment
  • spark conversations, engage them (newsletter, events, email, forum, Q&As, Facebook)

Great Content Curation Is Curating Curators?

Part of good curation is, no doubt.

Curating the curators is not new, it was actually suggested by others earlier this year.

In the distributed social web, all audiences have the size of 1, and no single audience experience is ever the same. In other words, unless you follow the exact same people that I do, your content experience will be different from mine. My personal curators might share a particular article with greater or less frequency than yours, and we will both naturally, and as frequently as daily, adjust our social graphs to optimize for the most relevant curated experience. In the distributed social web, where every participant is a content producer, the audience must curate the curators!

I do agree with what Beth wrote, but it's nothing new there, follow the though leaders in your industry and you will get access to the most relevant information, it's just common sense.

Right now, there is only a dozen of great curators for the topic of "curation" online, and by following them through diverse social media channels, you get your hands first on great data.

But what happens as this group of expert curators grows?

Information gets reshuffled over and over again... causing one of the problems it was first trying to resolve. But that's not the only issue.

It becomes pretty simple to prove yourself as a good curator with little research skills but great analytical and writing skills: let the curators find great content, then curate it. Who benefits at the end? Not necessarily the curator who first discovered and elevated great content with his follower, but the ones who can master the art of amplifying and redistributing it (don't be "shallow" as Robin Good points out...).

As many more good and great curators appear, it will be interesting to watch how curation skills and techniques develop.


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