media update’s Nicole van Wyk equips you with the right tools to make a lasting impression as a content curator.

What is content curation?

Content curation is the process of taking all the information about your brand and using it to figure out what is most relevant to your followers based on their interactions on social media.

Once you have that information, you’ll be able to produce content that appeals to your followers.

Why is content curation important?

With so much data available from a multitude of sources and channels, consumers only want the best possible answers to their questions or solutions to their problems. This is why it’s important for you to only convey what’s relevant to your niche market.

By curating your content, and only offering the best and most relevant information to consumers, you’ll be able to expand your industry presence and make your brand more recognisable.

Ready to start curating your content? Here are four steps you’ll need to take:

Step 1: Identify trends

Stay informed about the latest trends in your field by becoming a trend analyst. You can do this by consulting sources such as social media platforms as well as by conducting interviews and surveys to find the latest industry trends.

Another way to identify trends is to make a list of topics that your followers may be interested in reading or viewing. Start by scrolling through your followers’ accounts and taking note of the type of content and accounts they interact with.

For example, is there a new trending hashtag that your Twitter followers can’t get enough of? Why not click on it to see what it’s about? Doing so will help you learn more about this trending topic, which will provide you with insights for your social media marketing strategy.

You can also follow thought leaders in order to gain insight on the latest trending topics. Thought leaders are people who are well versed in the topics you intend on writing about – these experts set the benchmark for everyone in the industry. Remember that a content curator is not creating new content but rather reformatting information that is already available.

Buzzwords – often used by thought leaders – can be used as a clue to identify trending topics.

As a content curator, you need to be aware of the fact that an active online presence is non-negotiable. You can maintain an active online presence by posting relevant content regularly, replying to tweets or comments and by responding to direct messages. This way, you are always visible to your target audience and they’ll know where to source their information from.

Step 2: Gather data on the trends

Now that you have identified the trends you’ll be writing about, you’ll need to gather data so that you’re able to estimate how well your content will perform after it has been published. Assess the aggregate by ensuring that only relevant information makes it through your trend-gathering filter.

Okay, but what is aggregation? Aggregation is the process of sifting through information and deciding whether or not it will be relevant to your target audience.

Eliminate unnecessary information – there’s no point in gathering data on a subject that you or your target audience won’t find useful. Remember, it’s your job to compile the best information.

Social media platforms are reliable sources to gather data from in the digital age, as trending topics are merely a search bar away. Your data may be presented in varying formats, depending on how you’ve conducted your research on trends.

For example, Twitter impressions are presented as a quantity – that number will give you an idea of how many people are likely to engage with your content based on the number of views it has received per Twitter timeline.

Hashtags are useful because you can type them into a Twitter search bar and everyone joining the hashtag-conversation will appear, meaning you’ll have your target audience in full view.

Retweets on Twitter and shares on Facebook are an indicator of audience engagement. It reveals the number of people who share your opinions – these people are most likely to enjoy the content you put out.

Snapchat and Instagram story views will also provide a clearer picture of who’s interested enough to keep up with the content you’re creating.

Polls, interviews, surveys and focus groups are viable options if you’re seeking personal engagement with your target audience. The outcomes will become the data you have collected based on the trends you identified in step one.

Step 3: Categorise your data

Now that you’ve identified the trends, and gathered data relating to said trends, you’re ready to categorise the information you’ve collected. First things first: you need to name your categories. Then, you’ll need to assign your content into the relevant category.

Your job as a content curator is to simplify and categorise information so that the data you have collected resonates with your audience and makes sense to them.

All of the information and data you’ve gathered needs to be goal-driven, which means you need to know why you’ve included it. Provide commentary on the content you categorised – your audience is interested in your opinion.

Your take on the information enhances the reader’s experience because they are interested in a fresh perspective – otherwise, they would not be following you.

Step 4: Share content on your chosen social media platforms

With your content categorised correctly, we can move on to the next step – sharing your content. This will be dependant on two key factors: timing and reasoning.

For this reason, your posts need to be scheduled. You need to understand the motivation behind your post. Remember who you are addressing in your post.

In order to promote meaningful engagement with your followers, you need to know what the most effective method of distribution for your content will be.

Every social media platform serves a different purpose and the key to mastering the art of content curation is knowing – and understanding – your target market and the social media spaces they occupy.

Let’s have a look at some of the most popular platforms and what they are most commonly used for:


Facebook allows you to post both text and images. The most effective way to utilise this platform is to upload advertisements or social posts regarding your business. You can curate these posts to include text, images and videos.


Although Twitter has a 280 character limit, users find that they get the most engagement with shorter tweets. Be precise and concise. Twitter is conversational and requires fast-paced engagement. You can also attach Images/videos to your tweets.


Instagram is a platform where high-quality photographs perform well. Uploading lengthy text as a caption is not ideal because of the character limit. Short product reviews are better suited for this platform.


YouTube is video-based. This platform can be used to upload instructional videos or it can be used as a vlogging tool.


Snapchat can be used to capture snippets of an industry-related event, for example, or simply to use the geotagging option to keep your viewers up to date about your whereabouts.


LinkedIn has a more professional approach in comparison to the aforementioned platforms. It allows like-minded individuals to create and maintain professional B2B and B2C networks.


These platforms are audio driven and can be used to upload brand associated audio.


These are reserved for lengthy writing. For example, product reviews, open letters or thought pieces.


This contains a summary of what is happening in your organisation. It specifically targets your audience’s interests and highlights only the most relevant news regarding your publication

Do you prioritise scheduled and planned social media posts or do you prefer impromptu posts? Let us know in the comments section below.

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Have a look at these Six things marketers should be doing on social media to make sure that you stay on-brand.
*Image courtesy of Vecteezy