This is the first of our 3Q4 series featuring “three questions for” leading experts, practitioners and influencers in the world of content marketing. With Content Marketing Retreat just weeks away, we’re kicking off the series with some of our guest speakers for the event.
We asked Curata CEO Pawan Deshpande to share some perspective on the difference between hand-crafted curation and automated curation, some of the most common pitfalls, and what’s in store for the future. Here’s what he had to say.
1) What’s the difference between curation that is hand-crafted and curation that is automated? What’s your opinion on the relationship or interdependency on each?
Curation— the process of finding, organizing and sharing content on a specific topic, by definition fundamentally requires a curator and is a very human process. Automation can help assist in finding content by discovering possibly relevant content for the curator. Automation can also help in organizing content for the curator, by indexing and making content navigable. Lastly, automation can facilitate more efficient sharing by syndicating content to various online channels. However, without a human in the loop, curation turns into mindless aggregation. Some of the best curators leverage automation to make their jobs easier and more efficient, but no curator can solely rely on automation.
2) What’s the biggest mistake or pitfalls someone can make in approaching content curation?
The biggest pitfall someone may make when approaching content curation is to pick a bad topic. You want a topic that; (1) is not covered by too many other publications, (2) is relevant to your target audience, (3) has enough third party content to be curated.
If you pick a topic that does not meet all three of these pre-requisites, then you are at risk of having your curation efforts go in vain. If you do a pick a topic that meets all three, then you have a great opportunity to be become to go-to source on a relevant topic for your ideal target audience. For more insight on this, please see my blog post, Crafting the Perfect Content Curation Strategy .
3) What are the leading trends or changes we’ll see in the way people use content curation in the coming year?
For the foreseeable future, the amount of content online will continue to grow. The value of curation is also commensurate with the amount of content online. As more content is created online, the amount of both good and bad content will continue to increase, as will the need for a curator and supporting technologies to discern between the two.
In the past few years, we have seen curated content rise to the top of ways for how people receive updates online. Formerly, people used to access publications, or a feed reader to discover the latest updates on a specific topics. While people still continue to use those resources, people are increasingly accessing content curated through microsites or social media channels to receive updates about the world around them. Similarly in the year ahead, we may see people turn more towards curated channels for more relevant search needs, rather than generic search engines.
Learn more from Pawan at the Content Marketing Retreat January 26-27. Be sure to check out his day- 2 breakout session where he’ll demonstrate how Curata helps marketers maximize their content curation efforts with web-based tools to easily find, organize and share online content – helping them build thought leadership and grow their qualified leads.