Content curation: marketing’s answer to upcycling

Spend a few minutes scrolling through Instagram or Pinterest and you’re bound to find an example of upcycling, the latest sustainability trend. From ladders turned into bookshelves to old vinyls turned into clocks, the creative possibilities are endless.

When it comes to marketing, we always put an emphasis on the importance of originality. The best content is original and unique; it teaches the reader something new. So surely we wouldn’t dream of re-using our own content, let alone somebody else’s, right?


Content curation can supercharge your marketing strategy, provided you approach it in the right way. Think of it as marketing’s answer to upcycling. You’re taking something old and boring and turning it into something new and exciting.

Content curation is not something that can be rushed, however. It’s not a quick, simple solution for lazy marketers with no imagination. Just like upcycling, the best content curation takes time, effort and inspiration.

While the possibilities for what you create are endless, there are a few things you need to keep in mind when attempting content curation.

What’s the value?

First, content curation needs to add value. Take newsletters, for example. This is a key area where content curation can be used to add value to your existing marketing.

We all want to keep up to date with the latest news, but don’t have time to trawl the internet for hours searching for it. Time is a key commodity, so by helping your audience access information from a variety of different sources quickly and easily, you’ll save them time and help them stay informed.

Add your own voice

You need to add your own voice to make your curated content unique. If you’re sharing somebody else’s content, don’t be afraid to add your opinion, or some additional thoughts that would add further value to the piece. This is an opportunity to demonstrate your knowledge and authority in your industry.

Always be on the lookout for interesting content

Content curation should be a constant, ongoing effort – you don’t want to be left scrambling to find things at the last minute and ending up with poor quality content. A good way to keep on top of things is by using something like Pocket, which allows you to save any articles or webpages you find particularly interesting to a reading list, as and when you come across them.

Don’t forget to give credit

Finally, and this one should go without saying, always give credit when curating content. Not only is it the right thing to do, it can help you to build relationships with other content creators and their audiences.

Looking for other ways to give your marketing a boost? Check out these 5 content marketing lessons from House of Cards.