Curating Industry News into Shareworthy Content





Blog Date

June 1, 2024


UK, Manchester

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Curating Industry News into Shareworthy Content

Curating Industry News into Shareworthy Content

You know, sometimes in this industry, it feels like we’re drowning in a sea of social media posts, 15-second videos, and corporate jargon. But every now and then, you get the chance to do something that really matters – to tell a story that resonates with your audience on a deeper level.

That’s exactly what happened when my agency took on a project in Compton, California. On the surface, Compton may seem like one of the “roughest” places in the nation, a city plagued by stigmas and stereotypes. But when we arrived, we uncovered a community that was anything but dangerous. In fact, it was a vibrant, tight-knit place that had produced some of the world’s most influential talents, from Dr. Dre and the Williams sisters to the one and only Kendrick Lamar.

As Gavin Guidry, the VP of Director Local Investment at Publicis Media, described it, our task was to create a branded short documentary that would reveal the true heart and soul of Compton – a story of resilience, community, and the power of championing your own.

And that’s exactly what we did. From visiting the local Boys & Girls Club to witnessing Kendrick Lamar receive the key to the city, our crew was able to capture the infectious positivity and sense of pride that radiated throughout the community. We even uncovered the fact that Church’s Chicken had been a cherished landmark in Compton for decades, a testament to the brand’s deep-rooted connection with the people.

In the end, the documentary we produced wasn’t just a piece of branded content – it was a genuine, authentic story that challenged the negative perceptions surrounding Compton and celebrated the city’s unbreakable spirit. As Guidry put it, “This is what branded content in this new digital age should feel like. Real, authentic content that not only engages and entertains users, but reveals a truth or addresses a tension about a particular issue.”

And you know what? I couldn’t agree more. Because in an industry that’s often dominated by generic, cookie-cutter content, the real opportunity lies in curating and sharing stories that truly resonate with your audience – stories that inspire, educate, and ultimately, make them feel something.

But how do you go about doing that? Well, as the experts at THOTH point out, the key is to strike the right balance between creating original content and carefully curating existing industry news and insights.

Sure, producing high-quality, unique content can be incredibly challenging and resource-intensive. But the reality is, your audience is craving authentic, authoritative information – and they’re not always going to find it in the form of your latest blog post or video. That’s where content curation comes in.

By scouring the web for the most relevant, insightful industry news and analysis, and then thoughtfully sharing it with your audience, you can position yourself as a trusted resource and thought leader in your space. And the best part? You don’t have to do all the heavy lifting yourself.

As the THOTH team explains, successful content curation involves a five-step process:

  1. Discover: Use tools like Google Alerts, BuzzSumo, and Feedly to stay on top of the latest industry trends and developments.
  2. Curate: Carefully select the most relevant, high-quality content that aligns with your brand’s values and your audience’s interests.
  3. Customize: Add your own unique spin and insights to the curated content to make it more engaging and relevant.
  4. Amplify: Share the curated content across your social media channels, newsletters, and other marketing platforms.
  5. Analyze: Track the performance of your curated content to refine your strategy and identify what’s resonating with your audience.

Of course, as the experts at MND Marketing point out, there’s a delicate balance to strike between creating original content and curating existing material. After all, you don’t want to become known as the brand that simply reposts other people’s work without adding any real value.

That’s why it’s so important to approach content curation with a thoughtful, strategic mindset. As the AVMA advises, you should always strive to add your own unique perspective, insights, and value-add to the curated content, whether that’s through a thought-provoking commentary, a relevant personal anecdote, or a clever visual treatment.

And don’t be afraid to get a little creative, either. The THOTH team suggests spicing up your curated content with mind-blowing facts, shocking statistics, or bold ideas that will pique your audience’s curiosity and get them engaged.

After all, the ultimate goal of content curation isn’t just to share other people’s work – it’s to build a stronger, more authentic connection with your audience by providing them with the most relevant, valuable, and engaging industry insights, all while showcasing your own unique brand voice and perspective.

And who knows, you might just end up uncovering a story as powerful and inspiring as the one we captured in Compton. Because when you approach content curation with a genuine, human-centric mindset, the possibilities are truly endless.

So, what are you waiting for? It’s time to start curating your way to content marketing success. And don’t forget to visit MCR SEO for all your search engine optimization needs!

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