Content curation is about finding high-quality relevant content from external sources and promoting it to help build your authority and engagement. Similar to content creation, curation can be automated using AI and machine learning.
With this type of tool, you can engage in data-driven content marketing at scale with a minimum of effort. I’m sure you’d like to generate more and better marketing content in less time.
Curata and Scoop.it can help with that. They aim to find and curate content, and then help to distribute it, measuring the results at the same time. They find the most relevant and popular content for your company’s customer base and improve the marketing results from your investment in content publishing.
Content curation is about finding high-quality relevant content from external sources and promoting it to help build your authority and engagement.
Take Hawkeye from Scoop.it as an example. This content intelligence platform enables marketers to analyze and measure web content. It eliminates the guesswork in content marketing by providing data-driven insights to marketers that help them define their content strategy, create better content, identify influencers to work with, and measure their content performance against competitors.
When talking with Guillaume Decugis, Co-Founder and CEO of Scoop.it, he explained, “Hawkeye indexes the web’s editorial content from mainstream media sites to niche industry blogs. By using a unique combination of data sources—including content sources provided by the Scoop.it community of more than four million users—Hawkeye has access to content from tens of millions of sources over the world in any language.”
Each piece of content is then measured, and its quality is scored and performance assessed. Marketers can query Hawkeye’s database to better understand their content universe.
In particular, they can identify top-performing content and influencers on that topic, analyze their competitors’ content to identify what topics they’ve been successful with, and identify trending topics that are getting traction.
Another company, Vestorly, enables personalized, news-driven content marketing curated by artificial intelligence.
Their tool scans and indexes the Internet for relevant content to curate, determines the interests of all the individual contacts in your database by harvesting their social media engagement and other online activities, and choses individualized curated content for each contact in your audience.
I find it interesting to see AI not just helping with content curation, but personalizing it for each individual contact based on their personal interests
The tool then sends or publishes the personalized curated content in the form of newsletter emails, social media posts, or dynamic content streamed as a content feed to your website. In effect, each person in your audience gets content recommendations that are most engaging for their particular interests.
Justin Wisz, CEO of Vestorly, says that this “enables users to scale authentic engagement (with an average 300% lift in email engagement rates) while reducing marketing tasks, leading to stronger client relationships, increased referrals, and lead generation.”
I find it interesting to see AI not just helping with content curation, but personalizing it for each individual contact based on their personal interests. No marketer or organization would have the time to do this manually for anything but audiences of trivial sizes.
This is a great example of how AI can extend a marketing team’s capabilities into areas they realistically couldn’t handle before.