Content Curation: 7 Things Merchants Must Know

Why “Creation Only” Honeymoon Is Over!

“I agree that contemporary art may not be simple to understand, but if it is presented in the right way people can enjoy a lot.”

This quote from British-born gallery and museum curator, David Elliott, sums the curator role perfectly. Whether it is art or the online world, the content curation idea is the same. Content curation is an act of human communication and a desire to make our world a more accessible place.

The best curators don’t just share content. Great curators give credit where credit is due. Their shares have context and significance. Curators put others in the limelight. In a nutshell, content curators add value to creation.

How Content Curators Add Value (covered in Slideshare deck above):

  1. Definition of content curation.
  2. Why content curation?
  3. Benefits of content curation.
  4. Ideas to leverage content curation.
  5. Examples of content to curate.
  6. Tips to become a great content curator
  7. Some curators to follow

Marty Note 10.7: Anatomy of an Editorial Mistake
I made a rookie content marketing error here and thought it would be fun to fess up and share instead of avoiding discussing my failures, my many failures (lol). Cendrine’s provided a “better” title for this post. I LOVED her slidedeck so much I tried to kill two content marketing birds with a single blog post and, as Phil’s comment below shares, failed miserably.

The ordered list works. That’s why you see so many Top 10 This or Best 7 That posts. Ordered lists work because they do the impossible – make complex things feel graspable, understandable and even fun. In this case I installed an ordered list where one didn’t belong. Cendrine asked if we could change the title. Not so much as it turns out. I could change the PAGE title, but risk creating too much dissonance to my ordered list title.

Changing the post title changes the url and that loses the shares and ripples the post created. Google’s QDF (Quality Deserves Freshness) dictates mean we are better off ADDING TO the post. Better to ADD CONTENT IN as I’m doing now and not try to kill two content marketing birds with a single stone going forward – one of those lessons I learn over and over (lol). What I should have done is ask Cendrine to write to the deck so Definition of Content Curation should have been the first paragraph not obscured and requiring a click on the deck to see.

When I use Haiku Decks or Slideshares I number the list (as I’ve now done above) and then wrote to those numbers. Phil made the point and he is right and pointing out what I do WHEN I WRITE. My editing skills are nascent and clearly in need of improvement. Will work on my editing and appreciate Phil’s note.

Content Curation Warhol Soup Cans image

Beauty of Content Curation

Curation is works for every industry and any type of business. That’s content curation’s beauty. Your audience must be the focus of any successful content curation strategy:

“But that’s something we already do that with our products. That’s why we build them,” many B2C merchants say.

I know about product creation. I’ve written almost 10 books and recorded a CD. I have made my share of mistakes and learned many great lessons along the way. One important lesson is a business cannot survive without an audience.

The best idea in the world means nothing if no one buys into it.

Creation is wonderful. Creating shows skills and expertise. But when creation is 100% of your strategy creation limits get reached fast. Why? Because heavy self-promotion is not a good option for the long haul. Content creation can become annoying and may scare people away.

Creating content as a promotion is time and resource-intensive process. And inspiration is not always around the corner…

At first, no one cares about you and your products. Prove your willingness to make customer lives easier and build relationships to earn loyalty, sales and online support (social shares). These are the times we live in. Customers have the power. Your content must speak to customer hearts and minds. The more you win hearts, minds and loyalty, the more you, your products, brands and website stand out.

Your website and content needs to win customer hearts, minds and loyalty. This is why content curation is a must. Curation forces you to slow down, pay attention to the world, think like customers, and refocus on what matters: the audience you serve.

Humans crave information from reliable sources. Bring ideas, information and content repeatedly and in a unique way to win trust.  Your readers will start recommending you. Increased brand awareness and exposure happen organically. After a while, other curators, thought leaders and experts in your niche will notice you too. They will check out your work, connect and engage with you, and observe how others respond to you. If you commit to delivering quality content, they will not hesitate to endorse your expertise.

Content Curation museum image

Where B2C Merchants Should Curate Content

Blogs are great places to curate content, but that’s not the only place B2C merchants can gain from content curation:

  • Social Media (Facebook, Twitter, GPlus).
  • Websites (use feeds and curate great content from multiple sources with permission and attribution).
  • Guest blog posts (guest posts like this one can make a big impact on your blog on inside your B2C website).
  • Other “story based” social media tools / platforms such as Pinterest,, Storify and Quora.

Don’t forget to mention other content creators, use relevant hashtags, and respond to comments, ideas and suggestions.

Then, watch what happens!


Cendrine Marrouat Curagami Guest Blogger

Cendrine Marrouat is one of Curagami’s Top 50 Curators and may be the hardest working curator in content curation. She is a social media coach, blogger, and curator, and one of’s blog staff writers. She is also the founder of Social Media Slant, a blog focusing on social media tips, tools, stats, and news for small
business owners and solo-entrepreneurs. Her latest book, The Little Big eBook on Social Media Audiences: Build Yours, Keep It, and Win (2014), focuses on the four pillars of relationship and audience building: Finding, Engaging, Creating, and Connecting.

Follow Cendrine

Twitter: @CendrineMedia



  1. Cendrine Marrouat October 6, 2014 at 2:26 pm

    Thank you so much for this wonderful opportunity, Martin!

  2. Phil October 7, 2014 at 4:04 am

    Tip number one should definately be…Don’t have a content excerpt like:

    Definition of content curation.Why content curation?Benefits of content curation.Ideas to leverage content curation.Examples of content to curate.Tips to become a great content curatorSome curators to follow

    Which is the mistake that the person who uploaded this article to did!

    Also, when the headline is “Seven things blah blah blah” you don’t actually identify “7 things” in your article. I was taught that if you are going to create an article which is headed “7 things to….” then there should be a clearly identified headline and with the 7 “things” easily idetifiable on the page with more details.

    Sorry, but i think you are breaking your own advice with this article. You clearly do not know all about content marketing – and i’m just a beginner! and i can tell that!

    1. Cendrine Marrouat October 7, 2014 at 4:22 am

      Hello Phil,

      Thank you for your comment!

      I wrote the article but it was edited by the owner of the blog to fit its “atmosphere”. My title was actually different. 🙂

      This is important feedback, and I’m sure Martin will be happy to read it.

    2. Martin Smith October 7, 2014 at 12:47 pm

      Good feedback Phil. Don’t know what happened to my upload. I’m in Ohio getting treatment for my leukemia so tired and foggy. Agree the 7 things I picked up in the title, those ideas from Cendrine’s slides, should have been more clear and frontal too. That was my bad not hers and I made that decision before being fogged up (so not the best one I’ve made recently). Appreciate the feedback and will work on making this post better.

    3. Martin Smith October 7, 2014 at 1:20 pm

      The piece you described is from the keywords tagged into the post. Not sure why you were seeing those in the body copy (shouldn’t be there and aren’t in mine). If you could take a screen shot of that it would be helpful as here is what I’m seeing:

      Going to work on the post tonight. Thanks for the feedback and sent a note to your hotmail account. Marty

  3. Pingback: Content Curation: 7 Things Merchants Must Know – via @Curagami | Kenneth Carnesi