Every two days we now create as much information as we did from the dawn of civilization up until 2003.
— Eric Schmidt, Executive Chairman of Google
That, to put it mildly, is a whole heckuva lot of content — and it’s both the blessing and the curse of the Internet. On the one hand, finding useful content is easier than ever; on the other; it makes it that much harder for your own content to rise above the din.
One way to resolve the dilemma is to combine elements of both by finding good content that’s already out there and adapting it to tell your own story. As this infographic from Uberflip suggests, so-called content curation serves two purposes: It saves you from the time-consuming process of creating original content even as it helps establish thought leadership, brand visibility and better ranking in search.
So where to find such content? The fact is, it’s everywhere — in press releases from medical organizations, news stories on relevant subjects, trend data from sites like RealSelf and mainstream content curation sites like Alltop, Buzzfeed and Huffington Post.
You can’t, however, just cut and paste the content you find into your blog or social profiles. After years of refinement, search engines are now on to that trick and will assign a lower rank to sites they perceive as providing tired, generic information. As the folks at Uberflip put it:
There has to be something about your content that sets it apart from other, comparable content. A combination of relevance, digital marketing tactics, and timing will set your content apart from others, and give you the edge you need to separate you from the competition.
Maybe it’s a personal lead that you add to an association press release or an article you adapt for a local newspaper or a podcast you produce based on a presentation you attend at a conference. Make sure the content you curate is timely, relevant and sharable and the search engines — and the aesthetic consumers who rely on them — will find it.