Home > Content curation, Content marketing, Social media management, Thought leadership > Twelve Use Cases for Content Curation in Marketing

Twelve Use Cases for Content Curation in Marketing


Content curation offers the promise of addressing both information consumers’ and marketers’ challenges in taming the flood of digital information.  But as I look at the vendor landscape it is apples and oranges.  Vendors are solving several different problems.  Here is my take on the twelve ways that content curation is used in marketing.

Demonstrate thought leadership.  Here marketers use curation to become the “go to” site for information on an issue important to their customers.  They lead the conversation by incorporating their own original content and reflecting their point of view while also including important pieces by competitors.

Nurture leads.  Educating and staying in touch with prospects through the sales cycle requires a large volume of good quality content to share. Incorporating third-party content conserves resources without sacrificing quality.

Cultivate a community.  This extends the thought leadership objective (above) by enabling customers to interact with each other and the curator.

Keep current on critical issues.  Create knowledge bases for groups within a company (i.e., product development, marketing, IT).

Gather competitor intelligence.  Assess web and media mentions of and actions by competitors.

Monitor brand activity.  Assess web and media mentions of their own company and brand.

Support mission.  Become a valuable reference site for a constituency in organizations that have information dissemination as part of their mission.

Reduce costs.  Enable editors in an existing publishing operation to handle more topics and/or complete work faster.

Manage social media participation.  Identify new content relevant to customers.  Enable the right person to respond appropriately or lead discussions in social channels.

Capture and repurpose social media mentions.  Identify user-generated content that supports the objective of a web page (e.g., product reviews, endorsements).  Publish it on that page.

Build advertising or sponsorship revenue.  Draw eyeballs of customers in order to sell advertising or sponsorships to companies that serve those customers.

Different use cases drive many of the variations in functionality of content curation platforms.  Are there other use cases you have used/observed?

  1. 07/23/2013 at 6:54 pm

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  2. 04/20/2013 at 8:49 am

    It’s awesome designed for me to have a web page, which is good in support of my knowledge. thanks admin

  3. 02/15/2013 at 9:56 pm

    Great post but I was wondering if you could write a litte more
    on this subject? I’d be very grateful if you could elaborate a little bit more. Thanks!

  4. 03/14/2011 at 4:03 am

    Hi Pawan, thanks for that interesting thoughts! We have created an infographic on how organisations can use http://www.mytweetmag.com for content-curation, I think many points of your list are visualized there: http://blog.mytweetmag.com/index.php/blog/infografic-curate-your-knowledge-with-twitter/

  5. 01/13/2011 at 4:17 pm

    Hi Pawan, Thanks for your additions. I had been thinking of the two you suggested as benefits of using content curation to establish a thought leadership position. On further reflection, I think you are right that some companies will move to content curation for the sole purpose of generating more leads (your first point) and/or nurturing leads that are not sales ready. These are different from a thought leadership objective.

  6. 01/13/2011 at 3:40 pm

    Two more:

    Another one is “Improving SEO to support lead generation efforts” — it’s different from thought leadership because some organizations want to improve SEO and lead generation but may not have outright goals of leading in thought leadership.

    Another is “Educating and staying in touch with prospects”. Content curation enables marketers to publish content continuously with limited resources. As a result they can continuously publish and share content with their prospects while educating them along a protracted sales cycle.

  1. 09/30/2016 at 10:37 am
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