Five Good Things About Content Curation....Done Right

Posted on July 20, 2012
By admin

Content curation is the new belle of the digital ball as brands look for new ways to effectively embrace the power of content in a cost-efficient way.

As much as content curation is seen as a good thing, Mark Schaefer raised some interesting points earlier this week in a post with the provocative title - "Five big problems with content curation".

Mark wrote the blog after he went to a conference in which a financial institution talked about its "new automated content curation system".

For us, Mark's post was not only interesting but, in many ways, it validates how we believe we're taking the right approach to content curation. In an attempt to illustrate what we mean, let's take a look at each of Mark's points, and then provide some insight into how we address his concerns.

1. Why should I trust you with my news?

Mark asks why the financial institution should deliver the news when there are many other places to get it, and he questions whether the content being presented would be completed and unbiased.

To us, the value of content curation is that it lets people come to one place to access a variety of content that is relevant and valuable to them. If the content is off the mark or seen as biased, people won't read it, share it or come back, so why wouldn't a brand that wants to enhance its digital footprint do otherwise. People aren't fools, and it's only a matter of time before bad or biased content gets uncovered and shoved aside.

2. Whose problem are you solving?

Mark questions why the financial institution is qualified to curate this content outsourcing the task to an algorithm, and whether the content serves the company's interests more than those of the readers.

We would suggest that a brand is qualified as much as a "media organization" or individual to curate content IF it takes a win-win approach. The brands using Atomic Reach's content curation platform want to attract readers and build relationships by delivering good content, not just content they can scrape off the Web.

We don't use an algorithm to collect content. Instead, we work with brands to find high-quality bloggers, and then we invite them to join a community. In the end, everyone wins - the brand, readers and the bloggers.

3. One size does not fit all

Mark wonders why the financial institution provides one feed to serve three different audiences - consumers, retail institutions and other banks.

We completely agree with the notion that one size does not fit all. This why we make it easy for brands to create and operate multiple content communities, which we call Tribes, to serve different target audiences. Our content platform is designed to be user-friendly so a brand can easily and efficiently manage multiple communities.

4. It’s all about customization

Mark suggests readers want to "tweak and filter" their own personal news streams.

While some people may, in fact, want to take this approach, we would suggest that many people don't have the time to do it themselves. This is why they're open to the idea of having content curated as long as it meets their needs and interests. The growing number of brands within our content portfolio have seen an enthusiastic response from readers, which makes them and bloggers happy.

5. Human or machine?

Mark says that if a software program can curate the content, content is not king, it's a commodity.

We believe Atomic Reach offers the best of both worlds when it comes to content curation. Our platform helps to make content curation, management and publishing easy and cost-efficient. At the same time, however, there are people involved who select the bloggers, manage the community and select the content that will appear on the Web.

We don't see content as commodity because we know that not all content is created the same. This is why we focus on finding high-quality bloggers for each content community - something brands demand as a key part of the curation mix.

Mark makes some excellent points because content curation is a new world, and there are different approaches being taken. Like anything, some are good and some are bad.

We're excited about the content curation market's evolution because we believe our platform combines the best of both worlds - technology and content that is managed by people, not an algorithm.

Tags: algorithm, bloggers, content, content curation, Content Curation, content marketing, curate, curation, Mark Schaefer, marketing, tribe