How to Harness the Power of Curating and Repurposing Content for Your Brand

Original content is great but, the online competition has become so much tighter than before. You need more than just unique content to survive. The truth is content marketing is everywhere and it is here to stay. It is one of the most important things to focus on when you want to increase brand awareness and customer engagement.

Content marketing has proven to boost sales. However, not everyone can be satisfied with their efforts. One of the most challenging areas of managing content is to create pieces that are engaging consistently.

Your prospects have increasing demands when it comes to the information you provide, thanks to mobile connectivity. Unfortunately, there seems to be too much available content and it is somewhat overwhelming.

What marketers need to do now is to prioritize their content, particularly those that add value to the prospects. If you want to save time, curating content is the answer.

How Curating Content Can Boost Brand Awareness

Since there is too much online content, including those not relevant, so you have to filter out the ineffective ones. You should choose the best available material not only from your team but also from other sources.

This is what content curation is about. It is a part of content marketing strategy where you look for content, organize it, annotate, and eventually share it with your target audience. Many brands use this method regardless of the industry they are in. One thing is for sure: curating can help increase the popularity of the business.

Let us have an example. A tourism brand found content that the team knows its audience will appreciate. The present customers are already engaged in the topic. They choose to leverage existing content by re-sharing a viral social media update related to their brand.

The good news is that they posted at the correct time. Since the Internet is continually changing and shifting, they needed to act quickly because they feared they would fall off the map in the next instant. However, with the regular posts, they were able to take advantage of the benefits of social media. They made the old story new by adding unique insights to it.

Over the years, content creation has become trendy. Normal people to brands to influencers have developed and shared content for their websites, social networks, and blogs. This is where content curation became a huge hit.

People accepted the challenge of arranging and organizing the immense instability of content. They took information and chopped it up so it is easier to digest. This is what happens with curating content and it can help your brand become even more influential

Over time, quality curation can help associate the content with the company. When curating content is done correctly, it allows the business to define its unique selling points and show precisely what it stands for. These fundamental concepts are useful in classifying editorial themes for almost everything, such as content calendars, topics, and social media content.

Other Benefits

Curating content has many benefits for your business as well as your content marketing goals. Here are some of them:

While original content can truly help you boost sales, awareness, and customer retention, you can add curation into the mix.

The Best Practices for Curating Content

There are several techniques that can make curating content much easier and more effective. Here are the best practices you can apply as you curate sources, organize different types of content, and determine where to publish:

Finding your source

You do not just go for any content you see on the web. It is significant that you choose wisely. The best sources include:

You can also review websites that you compete with and you can monitor mentions about their brand. This method will help you figure out what kind of curating tactics they are currently using. You can also bookmark or subscribe to updates from blogs, magazine, and industry news sites.

Type of content

Aside from the source, it is also essential that you select the type of content to curate. The best ones include:

You can also run surveys, contests, and polls that result in content. Another technique is to aggregate the best comments from your blog or other places.

Where to publish

Once you have found the material to curate, you should also know where to release it. Here are the best places for that:

You can also publish the content to a niche microsite or industry sites.

As much as possible, you should look for a way to highlight amazing content. Although the content you have posted is curated from another source, it should result in something your readers have not seen before. This content strategy can help add value to the content and your brand as well. Furthermore, there is a chance that you will impress the original source.

Curating vs. Repurposing

When you are curating content, it means you compile information that you believe is useful. Therefore, you want the pieces to be accessible in just one place, which is your website, blog, or social media. You eventually have lots of content and this can help you repurpose them.

When you repurpose curated content or even your original pieces that were posted before, you use them in another way. For instance, a blog post can be turned into a newsletter, a Slideshare entry, an email course, or as a lead magnet.

When you repurpose content, you can use it to generate leads and improve sales as well. The wonderful thing about repurposing content is that there is no end to it. You have the power to use it however you want. Make sure though that you always give credit to the original writer or author of the content.

Real Life Strategies of Businesses in Curating and Repurposing Content

There are many reasons why companies are curating content. In fact, a survey showed that 95% of brands as well as marketers use the method for their business:

Establishing credibility

The idea is to get content not just from any source but the best source and this is what Scott Mauro Entertainment did. The award-winning production for theatricals, award shows, and Broadway curated content from Time.

Instead of curating content from a niche blog, they linked the post to Time, allowing them to look credible in the eyes of the readers.

Increasing brand awareness

GainBitcoin knows that they should criticize, comment, and add their own voice to an article from authority sites, including Bloomberg and Forbes. As they curated their articles, they added their perspective and shared it with their target audience through their social accounts and blog.

After stating their point of view on certain issues, the original authors found their side appealing and they ended up getting their brand featured on the sites mentioned.

Improving search engine optimization (SEO)

While almost everyone uses content curation these days, some brands apply the method to improve their rankings on the search engines. According to Curata, about 65% of businesses and marketers utilize curation for SEO purposes.

This is why Charlotte, the blogger behind, chose the method for her posts. A curated article is much easier to create than a new one so businesses can produce content more rapidly. It helps the website get more indexed pages, which is especially essential for creating new keywords that the site ranks for.

Although Charlotte does not always take advantage of the strategy, she publishes new content way more frequently than her competitors. It helps her increase organic traffic for her blog.

Converting blog posts to other forms

Trusted Beasts shows how easy it is to repurpose content. What they do is that they repurpose their blog posts by transforming them into guides. The posts are typically very long and detailed, with more than 2,000 words.

Because they have tons of long content, they can easily convert their older posts into a comprehensive guide. They even make their content downloadable for their audience. The same guides are also submitted to sites that allow PDF sharing, such as Scribd and DocStoc.

As a result, the brand has gained exposure and reach.

Repurposing older videos

Jay Baer offers an example of how to repurpose videos. He is the founder of Convince and Convert and he creates short-length videos (typically lasting only three minutes) about different topics.

Later on, his team discovered that the old videos should not be overshadowed by the new ones. They can be transformed into different formats, such as blog content, podcasts on iTunes, and posts on LinkedIn.

Expanding the fan base

Benjamin Hardy is the author of Slipstream Time Hacking and the owner of When he started as a blogger in 2015, no one knew about him. He needed an audience to read his blog posts, which was why he would repost all his original content through

His primary goal was to be noticed by a traditional publisher. Unfortunately, he was not popular yet so it was difficult for the publisher to figure out who he was. However, through repurposing his content on Medium, he was able to grow from zero to 20,000 subscribers in just six months.

Collecting other people’s research

Buffer’s Kevan Lee creates great pieces of content. One example is the curated “The Ideal Length of Everything Online.” He collected information from different people and he organized them to give readers a gathered source for the most relevant research.

He also added extra value to the content by inserting his commentary regarding the topic. Of course, he gave credit to the original authors and sources. He even takes a step further as he provided a summary in the form of an infographic.

Highlighting the best images

Inc. curated content from Huffington Post through the article “World’s Coolest Offices.” This content is a useful example as the author utilized vibrant and appealing photos, which drew in more readers. The images were put together so that the target audience would keep clicking to view them.

Even better, the value of the curated post is enhanced because it was a credible site. It gave full credit to the original piece and linked to it as well.

Content curation and repurposing are not just about extending the life of existing content – whether from your blog or other sources. It also increases awareness about your brand and lets you add your commentary so that other people can learn about your point of view.

Key Takeaways

  1. Curating content helps boost your brand awareness.
  2. When curating, add value to your audience and credit the original source.
  3. Repurposing your original content helps you get more value out of it and reach new customers.