The Art of Curation in Three Simple Steps

1. Identify

The first step in content curation is identifying the information that is most relevant and valuable for customers. Research shows that people are more apt to click on a news article they agree with than one they disagree with: 58% of the time vs. 43%. Offering information that the target audience agrees with and is looking for will ensure they become frequent visitors of the company's content channels.

Some key questions to ask yourself when identifying relevant material:

* On what topic do you want to be the go-to authority? Identify a critical and specific topic that your customers what to hear from you about every single day. Make sure that you can be a trusted and unique resource on this topic without having to compete with other online resources.
* Who are the topic sources and influencers on this topic? Identify the key sources and influencers for your topic. You can then follow these outlets for their insights via email, Twitter, news feeds, or otherwise and selectively pick the best content for your curation strategy.
* What can you leave out? The tendency is to want to include too much, which can overwhelm your audience and drown out your own message. As a curator, focus on the 5-10 most relevant articles, posts, and tweets daily.

2. Organize

The next step is to organize the information so that customers can easily consume that content. As you build a rich library of relevant content, the need to organize and structure that content will grow; therefore it's best to organize your content as an integral part of your curation practice.

A few aspects to consider when organizing your curated content:

* How do I segment my content? All your customers may not be interested in all your curated content. If possible, you should categorize your content along the lines of your customer base. For example, if your technology is used both by cardiologists and by ophthalmologists, categorize your content accordingly so that your customers can easily get to the most relevant content quickly and directly.
* Where should I archive this information? If you curate items every day, then in a year you will have several thousand pieces of content. As a curator, you should not lose this rich repository that you have built up. Give that content a home in public form—whether your corporate blog or a dedicated microsite. This repository can enhance your search visibility and your stature as a trusted resource.

3. Share

This is the easiest aspect of the curating role, because the information has already been selected and organized. To share effectively, you will need to think through the following:

* How often should I share? Just as with a good friend, sharing needs to happen regularly. If you do not share content regularly enough, you will not be considered a reliable source for your key topic.
* How should I share? You can share your content through a website or blog, social media channels, or email newsletters. Whatever you decide, consider your audience and how they consume content.