Finding and sharing content with your audience is a great way to engage with them. It also a great way to establish thought leadership, so that when they're ready to make a purchase you'll be one of the first ones they'll turn to.

That entire process of finding and sharing relevant content is known as content curation, something the best content marketers do regularly; in fact, on average, 25% of their content is curated content.

A key component of content curation is identifying the ideal topics to curate that will most engage your audience and support your own content marketing strategy.

In many ways, picking a topic is a lot like selecting a market for a product: It's a matter of consumer demand for it, with you providing the supply. So how can you identify a winning topic area—one that will fulfill a need and for which there's a demand?

Of course, it should be relevant to your overall business goals and therefore worth the investments you are going to make. At the same time, you have to consider three interrelated factors:

  1. Competitive environment
  2. Content landscape
  3. Audience interest

Let's take a closer look at how to successfully select content curation topics.

1. Assessing the Competitive Environment

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image of Michael Gerard

Michael Gerard is the CMO at curation and content marketing solution Curata, where he is responsible for marketing strategy and related activities. He has over 25 years of marketing and sales experience.

LinkedIn: Michael Gerard

Twitter: @michaelgerard