We’ve talked a lot recently about marketers starting thinking like publishers. We’ve outlined three key phases of the publishing cycle: planning, sourcing, and governing.

To dive deeper, let’s take a look at sourcing content. After your team of go-getter content strategists have planned for the type of content that is required to meet business, brand and consumer needs — the type of content that’s going to inspire, resonate and promote engagement through relationship building — you are now tasked with the question: Where’s all this awesome content going to come from?

Creating content from scratch is expensive and time consuming. Chances are you already have plenty of usable content at your disposal. If you’re a major corporation, chances are you have too much.

This is where the emerging concept of content curation can help. Content curation is “defined as a highly proactive and selective approach to finding, collecting, presenting and displaying digital content around predefined sets of criteria and subject matter,” according to Rebecca Lieb, Vice President, North America at Econsultancy.

Content curation is more than just a Google search of your company name, though. Curating good content takes time and good editorial judgment. Here are 4 things to think about when curating content.
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