Curate This!

In a sea of endless information, curating content is the art of making sense of chaos and creating connections worth sharing.

1. The Power of the Human Touch in a World of Algorithms

Our digital world overflows with information, making it both a blessing and a curse. Machines have stepped in to help, but human curators remain indispensable. Algorithms like those used on websites such as Mediagazer and Techmeme can efficiently compile trending content. However, they often prioritize popularity over significance, leaving meaningful or emerging pieces overlooked. Human curators fill this gap by selecting content that resonates deeply with an audience, looking beyond mere numbers.

The founder of Techmeme, Gabriel Rivera, realized that people don’t just want to know what’s trending. They’re searching for relevant, credible material that speaks to them. Algorithms are incredible for preliminary data gathering, but they can't yet replicate the intuitive judgment of a skilled human curator.

Curators combine emotional intelligence, foresight, and personal experience to create connections with their audience. This human touch ensures that the messages resonate and encourages readers to return for more nuanced and meaningful recommendations.

Examples

• Mediagazer’s algorithms compile tech news headlines, while its human editors ensure they are relevant to actual readers.
• Popular playlists on Spotify often involve human editorial input to go beyond mere algorithmic song selection.
• Blinkist summarizes books with inputs from expert writers and editors to extract what’s truly essential for readers.

2. Content Curation is Creation

Curating content goes well beyond reshuffling existing materials. It’s about crafting a new narrative, connecting seemingly unrelated parts, and creating fresh value for the audience. To do this well, curators themselves must be able to create engaging content.

Take Huffington Post, for example. They mix content curation with original writing to attract audiences. This combination fosters trust and shows readers they can rely on a blend of high-quality sourced content and the curator’s own creativity. Further, consistent engagement through sharing and discussing personal viewpoints makes an audience feel seen and valued.

Ultimately, curators turn passive consumption into active participation. When great curation meets creation, it echoes beyond a single link or article, allowing the audience to become part of an ongoing conversation.

Examples

• Huffington Post supplements news links with original opinion pieces to add unique insight.
• A blog curating travel recommendations includes personal accounts of visiting featured destinations.
• Social media influencers mix curated content with their personal stories and posts to maintain authenticity.

3. Building Trust Through Consistency

Consistency in delivering content is critical to building reliability as a curator. Establishing a predictable schedule for sharing new material ensures that your audience knows when and where to find your updates. This creates a sense of trust and reliability.

BuzzFeed exemplifies this. With articles and videos posted daily, followers always know there’s new, engaging content awaiting them. This consistency not only retains existing readers but also attracts new ones as word spreads about the reliable updates.

Regular scheduling also allows audiences to build the habit of engaging with your content, whether it’s every day, every week, or once a month. The more predictable you are, the more your audience appreciates you as a dependable information source.

Examples

• Newspapers deliver editions at the same time daily, fostering a loyal readership.
• Weekly streaming schedules from YouTube creators keep fans engaged.
• A book club’s monthly meetings gain traction when attendees know the set dates far in advance.

4. The BuzzFeed Model: Meeting Readers Where They Are

BuzzFeed’s massive success lies in its understanding of how people consume content today. The company sees platforms like Facebook and Twitter as the “front pages” of the internet. It doesn't wait for readers to visit its website but takes its content to the places where audiences are already active.

The ability to seamlessly reach users on these social platforms allows BuzzFeed to engage people in real-time conversations. They combine the utility of algorithms with human creativity, using social media to amplify their reach and foster discussions that continuously pull in more visitors.

This approach showcases the importance of being present where your audience is. If they primarily use Instagram, be active there; if they look for updates on newsletters, make those newsletters informative and consistent.

Examples

• BuzzFeed’s listicles get millions of shares on Facebook.
• Twitter trends often link back to content curated or amplified by human accounts.
• TikTok creators curate trends for niche audiences who often rediscover those links elsewhere.

5. Aggregation and Distillation: Curation’s Cornerstones

Curation can be approached in different ways. Aggregation gathers varied content into one accessible spot, giving users a broad view of relevant topics. Distillation, on the other hand, simplifies complex ideas into short, essential takeaways.

Blinkist offers an example of distillation by summarizing books into bite-sized bits. Conversely, BuzzFeed heavily relies on aggregation for its viral listicles. Both methods work, though real mastery lies in understanding your audience’s needs and picking the right approach to address them.

Choose aggregation when you want to showcase diversity and depth. Use distillation when your goal is to smooth out complexities. Together, these tools can serve as a powerful curation toolkit.

Examples

• Blinkist’s summaries distill key ideas into ten-minute reads for busy professionals.
• Research papers often aggregate previous studies to create a unified framework.
• Online recipe boards organize hundreds of options, aggregating small details for user convenience.

6. Video: A Dynamic Strategy for Curation

Video curation opens up opportunities to make content even more engaging. YouTube’s playlists serve as an example, helping users browse curated highlights with ease. By incorporating themes into playlists, creators deliver a streamlined experience that encourages binge consumption.

Curators can leverage this power by creating tailored video content that reflects their brand’s mission. Customer-submitted content also amplifies authenticity when thoughtfully selected.

Experimenting with video allows you to target both passive viewers and those eager for immersive storytelling. A strategic video presence meets audiences where their attention spans and preferences align with visual and auditory storytelling.

Examples

• YouTube organizes trends into watchable playlists for instant engagement.
• Restaurants post Instagram stories of customers enjoying their meals for user-driven marketing.
• A fitness company creates weekly video challenges curated around self-improvement.

7. Listening: The Unspoken Skill of Curation

To maintain relevance and avoid being ignored, content curators must actively listen to their audience. This builds a feedback loop where content continuously adapts based on audience input.

Tools like surveys, comment sections, and social polls provide invaluable insights into audience preferences. Encourage readers to speak up about what resonates with them and what falls flat. Constructively analyze this feedback for future work.

Curators who listen ensure their work evolves alongside their audience, making readers feel like co-creators in the process.

Examples

• Instagram creators use polls to decide the next themes of their content.
• Shifting product designs based on customer reviews and shared grievances.
• Authors revising or expanding topics based on growing reader demand.

8. Keep It Relevant: The Selective Curator Thrives

Users today have become skilled at filtering out spam and irrelevant content in an oversaturated world. Curators must respond by becoming selective, sharing only what adds tangible value.

This approach creates a positive association where your audience automatically associates you with high-quality recommendations. By sharing less but focusing on better quality, you stand apart from competitors who flood inboxes with generic updates.

Examples

• Newsletters that consistently deliver vital updates without overwhelming inboxes.
• Curated bookstore shelves that highlight only editor’s picks.
• Movie reviewers focusing on timeless films rather than fleeting blockbusters.

9. Quality Beats Quantity Every Time

In the face of sheer volume, standing out requires impeccable quality. Audiences remember outstanding content that sparks emotion or expands their knowledge, not excessive repetition.

Less is often more. Aim to publish practices or blogs that genuinely spark curiosity or discovery rather than churning out forgettable pieces.

Examples

• Exclusive interviews or think pieces often go viral for their uniqueness.
• Podcasts praised for strong editing without filler conversations.
• Targeted, precise ads ranking higher than broadly defined campaigns.

Takeaways

1. Establish a consistent schedule for content delivery to build trust with an audience.
2. Regularly connect with users to gather feedback and improve offerings.
3. Focus on quality over quantity by cutting through unnecessary noise and providing only what readers will value.