Google Reinforces the Value of Content Curation


The value of content curation was indirectly reinforced last week with new research noting “online search engines have overtaken traditional media as the most trusted source for general news and information.”

This means consumers would rather get “an at-a-glance look at a wide range of stories deemed relevant by a search-engine algorithm — be they from traditional news outlets, blogs, advertisements and much else besides,” instead of pulling up a single media site — or consuming news via the media property’s offline companion.

The effect that the largest search engine, Google, has on this research just from a brand perspective can’t be overstated. But as Google only curates news content, this research is a reminder of the value of content curation.

Brand’s Curation Strategy Makes Site Sticky
For our client Gorilla Glue, we realized curation should serve as the centerpiece of its content strategy. After sifting through search and social signals, it became clear that there was little white space for the brand to own.

Employing the six principles shown at the top of this article, we established a content curation process. The goal is to inspire the brand’s audience members and to give them the confidence to undertake tough projects. The brand kicked off 2015 by launching 40 pieces of curated content, and we’re optimizing our approach based on reporting data.

We hope to reinforce this research even further and prove the importance of curated content in the editorial mix.

Want more content like this? Subscribe now!

David Germano
David Germano

David is the VP of Content Marketing for Empower Media Marketing, and runs Empower's Content Marketing division, Magnetic Content Studios. For more than 14 years, David has been helping brands develop sustained content marketing strategies and operate like media to build their own audiences. David is often speaking on the topic, and is a guest contributor to Content Marketing Institute.