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If Even News Publishers Are Curating Content, Why Aren’t You?

By , on August 1, 2014 at 12:35 pm

There’s an interesting piece from Digiday today about how high-volume news publishers like the New York Times and Buzzfeed are adding curated content to their mobile app products:

For publishers, the new app strategy may be to act less like content creators and more like services. The post Publishers updated mobile app strategy: curation and creation appeared first on Digiday .
Aug 1, 12:02 AM


The money quote in the article comes from Buzzfeed editor-in-chief Ben Smith:

“It’s pretty odd at this point to imagine a reader only wants stories from any one news organization.”

Take a moment and that one settle: news brands are embracing curated content.

That is, even the companies that are the best equipped on the planet to turn out a steady stream of original, high-quality content in multiple formats recognize that the content that they themselves produce isn’t enough to satisfy their audiences. To succeed, they are embracing strategies that include curating and sharing links to other content from other brands and publishers.

If you’re a marketer and you’re still questioning the role that curated content should play in your content marketing strategy, I might gently suggest that you’re having a 2011 debate. In a world of short, snackable content and limited attention windows on mobile devices, your owned and original content won’t be enough to keep pace with your audience’s expectations or consumption habits. Omitting curation from your content strategy is only punishing yourself.

Essentially, if it’s good enough for Buzzfeed and The New York Times, it’s good enough for you.

Go check out the whole article at Digiday.

And if you need a refresher on curation, check out this presentation from our Slideshare.

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Categories: Found on the Internet, Industry News