What Are the Characteristics of a Good Content Curation System?
April 24, 2017
Every minute thousands of blog posts, hundreds of thousands of tweets and millions of Facebook comments are shared. If, for example, I want to discover the hottest Marketing trends, I know for certain that I can find many online posts on this topic. However, I don’t know beforehand which of these pieces of content better suit my needs. I also don’t know how long it will take me to find them through an online search or how many articles I will have to compare to be able to draw a general conclusion.
The manual process of finding, selecting, organizing and modifying content from different sources not only involves a great investment of time and effort, but also has a limited scope. Whether content is to be consumed or shared, automatic curation systems become indispensable allies.
Content Curation may have many different goals: sharing content with an audience, managing corporate information, discovering trends, keeping informed on a specific topic ...
If we have access to a large amount of content, the question is not whether we need a curation system. The question is what curation system we need. To answer it, we have selected the following four keys that differentiate a good content curing system.
Content curation includes several processes, but selection is the most essential one. If we were forced to choose a single feature for our content curation system, we would undoubtedly choose the ability to select the most relevant content. When we talk about relevant content, we refer to:
- Topics that interest me: If, for example, I have shown interest in programmatic marketing, the system must be able to identify new content on that topic. An advanced system is capable of weighing different criteria, such as the popularity of a piece of content or an author’s reputation. A system that includes machine learning will also be able to learn constantly from my content consumption and, as a result, adapt more and more to my needs.
- Related content: Although I have not shown explicit interest in a particular topic, the system must be able to detect if it is related to other pieces of content that I have consumed. So, if I have been reading about Snapchat, I might also be interested in knowing how other platforms offer ephemeral content. An advanced system can correctly identify related content thanks to Natural Language Processing (NLP) solutions and semantic networks.
- Recommendations: A good curation system offers us interesting content we didn’t know existed. These recommendations have to go beyond related content. Thanks to user segmentation and machine learning, the system may be able to predict my needs. If people with whom I share interests start to read information about chatbots, the content curation system should recommend me such topic.
- Trends: Trend detection is one of the great advantages of automation. Text Mining solutions enable the discovery of hidden patterns. So, I don’t need to consume multiple pieces of content to draw general conclusions. A good content curation system is capable of analyzing multiple marketing news and detecting the main trends. Likewise, it can alert me that more and more people are talking about marketing automation or notify me that fewer and fewer people are talking about SEO.
An advanced curation system must be capable of integrating content from different sources. In my case, to keep up to date on Marketing I prefer to read information from specialized blogs and opinions from industry experts. Other users need videos, presentations, pdfs, or ebooks. It is essential, therefore, that our content curation system is able to gather varied information and present it in a unified form.
Information Classification is key to content curation. Content must be organized and categorized correctly, taking into account the corresponding relationships and hierarchies. Automatic tagging saves time and ensures that content remains easily accessible.
Classification process, for example, allows me to retrieve with a single click all the articles grouped with the label of programmatic marketing. In the same way, I can also see how these posts are related to other online marketing categories.
How will I take advantage of curated content? What content presentation options do I prefer? What periodicity do I need? The possible answers are varied. The content curation system we choose must adapt to our own answers.
Content Curation may have many different goals: sharing content with an audience, managing corporate information, discovering the trends of a sector, keeping informed on a specific topic ... A good system fits these different needs. Customization is core to the entire curation process. It starts with content selection and ends with the most convenient presentation for each user.
The best content curation system is the one that offers me the content I need, when I need it, organized and presented as I need it.
It is possible to summarize all these keys in a single sentence. The best content curation system is the one that offers me the content I need, when I need it, organized and presented as I need it.