How to Curate Content

Posted by Samantha Steele

One of the biggest challenges brands face when taking onInbound marketing is creating enough interesting, relevant content to interest and nurture leads into customers. Content curation is an excellent way to help fill the content gap, and is a handy method to keep in your tool box.

Content curation is neither content aggregation nor references to other sources alone. It’s also not plagiarism. It’s sharing content with added original commentary, which means it looks a lot like content aggregation, but gives you completely unique, original content that lets you tap into and utilise the full extent of the internet and all the rich, interesting and relevant content out there.

Says The Content Marketing Institute, “Content curation adds editorial value through a personal perspective and commentary that integrate your 360-degree brand. Curated content isn’t just sharing or aggregating other people’s content. Content curation can be totally new, original content that you publish for the first time.”


Big sites that churn out a lot of content, like Jezebel and the dearly departed Gawker (RIP!), do this exceptionally well as they need to put out a high volume of content and don't always have time to write everything from scratch. There are several styles of curated content, but the one I’m going to share is quite common and easy to execute.

It’s important to remember that being a good curator of information is just as valuable as producing brand new content. There is so much content available on the internet, that acting as a funnel - and adding your brand’s valuable perspective and expertise - is an overlooked and important function for a content creator. “Content curation assembles, selects, categorises, comments on, and presents the most relevant, highest quality information to meet your audience’s needs on a specific subject,” says the Content Marketing Institute.

For a great example of curated content, have a look at this article by Gawker. They excellently curated an article from New York Magazine, and did it by adding original commentary, crediting the original and creating a new heading.


  • Unique heading. This is important for SEO and search results, and also to indicate that your content is unique.
  • Unique introduction introducing the topic, and the original article too. Remember that the focus of the piece is the TOPIC and not the original article itself
  • Credit the original article (We read an excellent piece on x)
  • Sift out your key takeaways from the piece
  • If you can, add additional information
  • Add in a second link to the article (to read more, here's a link to the full article)

Content Curation tips.png

Content curation is NOT plagiarism - and it’s important to note that plagiarism extends to rewriting and paraphrasing paragraphs from the original source too. Content marketers Contently write about idea attribution theft, a big no-no when it comes to content curation.

In short, content curation can add vibrancy to and extend the life of your content plan. Use it wisely, with content you know will add value to your reader’s lives.  

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