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The Ultimate Guide to Content Curation in Social Media

Content curation is an essential strategy for social media marketers. It allows you to provide valuable content to your audience while showcasing your industry expertise. In this comprehensive guide, we will explore the definition of curated content, its benefits, best practices, and the top content curation tools and software available. Whether you’re a seasoned marketer or just starting out, this guide will help you master the art of content curation and take your social media strategy to the next level.

Table of Contents

  1. What is Content Curation?
  2. The Benefits of Content Curation
  3. Best Practices for Content Curation
  4. Content Curation Tools and Software
  5. Conclusion

1. What is Content Curation?

Content curation is the process of discovering, selecting, and sharing high-quality content from other brands or individuals on your social media accounts. It goes beyond simply re-sharing content; it involves finding the best content that your audience wants to see and that aligns with your brand’s industry expertise.

Curated content can take various forms, such as sharing a blog post, creating a roundup of quotes from industry experts, or even sharing someone else’s social media post. The key is to select and share only the most relevant and valuable content for your audience, just like a museum curator carefully selects the most important artifacts and artwork to display.

2. The Benefits of Content Curation

Save Time

One of the major advantages of content curation is that it saves you time. Instead of ideating, writing, and designing a brand new social media post, you can simply click “share” on something valuable that you recently read. This not only saves time but also reduces content creation expenses, as you often don’t need additional team members to help create curated content.

Build Relationships

Content curation provides an opportunity to build relationships with other brands or individuals whose content you share. When you curate content, make sure to notify the original creators by tagging them in your posts or sending them a message. However, it’s important to approach this in a genuine way, avoiding generic messages that only aim to boost your SEO. Instead, mention what you liked about their content and start a conversation without expecting anything in return. Building connections through content curation can lead to valuable partnerships and collaborations.

Diversify Your Content Calendar

While it’s important to develop your own voice and opinions as a content creator, sharing curated content from other industry experts adds variety to your platform. It exposes your audience to differing opinions and new ideas, sparking conversations and fostering connections. By sharing the best content in your industry, you provide your audience with the value of multiple perspectives.

Position Your Brand as a Thought Leader

Curating the best content in your industry shows that you’re knowledgeable and up-to-date with the latest trends. While creating original content is crucial for thought leadership, content curation complements it by demonstrating that you’re well-versed in your industry. By curating high-quality content, you position your brand as a trusted authority and gain credibility among your audience.

3. Best Practices for Content Curation

To ensure successful content curation, it’s essential to follow these best practices:

1. Know Your Audience

Before curating content, consider how it aligns with your target customers’ needs, problems, and perception of your brand. Ask yourself questions such as:

  • How does this piece of content help my target customer?
  • Is it relevant to the problems they’re facing?
  • Does it align with their perception of my brand?
  • Is it worth sharing?

Understanding your audience’s preferences and interests will help you curate content that resonates with them.

2. Credit Your Sources

Always give credit to the original creators when sharing curated content. Tag and link to them, ensuring transparency and honesty. Plagiarism is not only unethical but also damages your brand’s reputation. If you’re curating content from multiple sources, provide a small preview and link to the full article, video, or source, crediting all the sources in your piece.

3. Add Your Own Thoughts

While you don’t have to do this for every piece you share, try to add your own insights or thoughts to most of the content. This can be a short introduction explaining why you think your audience will find it helpful or a quote from the piece accompanied by an eye-catching visual. Adding your own perspective enhances the value of the curated content and associates your brand with the expert you’re quoting.

4. Schedule Curated Content in Advance

Scheduling your curated content in advance can save you time and ensure a consistent posting schedule. By using a social media management tool like Hootsuite, you can plan and schedule your curated content along with your original content. This not only saves time but also helps you identify any content gaps and fill them accordingly. Scheduling your content in advance allows you to maintain a steady presence on social media and keep your audience engaged.

5. Offer the Right Content Mix

Maintain a balance between your original content and curated content. Aim for a ratio of 40% original content and 60% curated content. Your original content should be high-quality, actionable, and fully original to attract your audience, while curated content keeps them engaged and exposes them to diverse perspectives. Make sure to share curated content that your audience will find useful and interesting.

4. Content Curation Tools and Software

To make content curation more efficient, numerous tools and software are available. Here are some of the top content curation tools:

  1. Hootsuite: Hootsuite not only helps you plan, schedule, and analyze your curated posts but also provides content discovery features. With Hootsuite Streams, you can track keywords, topics, or specific accounts and discover new content to curate. It allows you to leave comments and share content directly from the stream, making content curation quick and easy.

  2. Google News Alerts: This old but reliable tool allows you to set up alerts for specific topics or keywords. You’ll receive email notifications whenever there’s news related to your chosen topics. It’s useful for tracking mentions of your brand or monitoring general news in your industry.

  3. Talkwalker: Talkwalker is a powerful social listening tool that goes beyond social platforms. It indexes over 150 million sources, including websites, blogs, forums, and product reviews. With its Hootsuite app integration, you can discover and curate great content directly from your Hootsuite dashboard.

  4. Curate by UpContent: Curate by UpContent is a content discovery tool that helps you find high-quality material to share across your channels. It offers customization options, such as changing calls to action, URLs, and adding custom images to keep curated content on-brand.

  5. Hootsuite Syndicator: Syndicator allows you to monitor RSS feeds and share articles directly within Hootsuite. It also integrates with Google Alerts, allowing you to pull alerts into Syndicator. This tool helps you curate content efficiently and avoid duplicate content.

  6. ContentGems: ContentGems is a straightforward tool for tracking topics and discovering new content. Its simplicity allows you to focus on the content itself without distractions. It’s free to use and can be integrated with a free Hootsuite account.

  7. Filter8: Similar to ContentGems, Filter8 is also free to use, including with a free Hootsuite account. It allows you to discover content based on your chosen topics and sort results by popularity. This tool helps you find top-tier content or hidden gems that make you stand out.

  8. TrendSpottr: TrendSpottr offers a free app and a Pro version. It allows you to track multiple languages and discover “pre-viral content.” The Pro version offers additional features like tracking global brands and influencers. TrendSpottr enables you to see other recent posts from a brand or influencer directly from the results page, saving you time in content collection.


Content curation is a valuable strategy for social media marketers. It saves time, builds relationships, diversifies your content calendar, and positions your brand as a thought leader. By following best practices and utilizing content curation tools and software, you can enhance your social media strategy and provide valuable, engaging content to your audience. Start curating today and take your social media presence to new heights.

Remember, content curation is about finding the best content your audience wants, and it’s an ongoing process. Continuously monitor trends, discover new sources, and adapt your content curation strategy accordingly. With the right approach, you can establish your brand as a trusted source of valuable information in your industry.

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