12 Most Effective Strategies for Corporate Blog Curation

12 Most Effective Strategies for Corporate Blog Curation

In my last post on launching a corporate blog, I listed “the identification of content sources from across the enterprise” as an effective content generation strategy. Another strategy some corporations find successful is to curate 3rd party industry content instead of that which their internal teams created. This tactic becomes increasingly important for businesses wishing to evolve into a Social Enterprise, which is (in part) defined by their transparency & openness with their audience and community at large.

However, curating content from outside sources is as much an art as planning and authoring your own blog posts. If done well, it can increase your business’ connection to your customers; if done poorly however, it can increase corporate risk. And this applies to content curated for all social feeds including newsletters and emails, not just blogs.

So here is my list of the 12 Most Effective Strategies for Corporate Blog Curation to help set you on the right path.

1. Really get to know your readers

To differentiate yourself from the thousands of curated blogs sites out there, you must go beyond a standard demographic and psychographic profiling and drill down to the minutia of your audience’s business and what stresses them. Then use that fine detail to choose content that addresses their specific needs & desires.

2. Allow readers to customize their feeds

The more detailed you allow your readers to get when setting their preferences and profile date, the broader the range of interests, needs and categories you’ll be able to identify and support. The point is, don’t force-feed content to everyone. Build a blog platform that allows for RSS subscription to specific categories, themes or even keywords. Better yet, provide your readers the option to select a “my page” that presents content from within the site based on their stated content preferences.

3. Focus on recency

If you look at the best curated corporate e-newsletters, you’ll discover that the articles shared are rarely older than 14 days. In the best cases they are less than 3 – 5 days old. Recency or “freshness” of content is critical to make the audience feel like they are “in the know” if they continue to subscribe to your blog/RSS feed.

4. Consider archival relevancy

Another content filter is the relevancy of the content when reviewed in the future. If someone searches your archived blog posts, will that content be historically relevant? Meaning: will it be worth re-reading in the future for benchmark analysis, business trend review or has some business value? Or is the article simply opinion based on a current fad, gossip or innuendo?

5. Consistency still a virtue

Is your publication daily? Weekly? Are you tweeting every hour? Twice an hour? There’s no best strategy in my opinion but you need to be consistent, whatever frequency you choose. Let your audience lead and when you pick a frequency, stick with it.

5. Research competitive blogs

Has your competitor already established a well-read curated blog? If so, ask yourself: can you really do it so much better than they are in order to steal their readership? If not, look at a niche that they may not be serving well and focus on that, build the audience and expand from there.

6. Extend your network

Don’t fall into the trap of using the same few popular news sources for all your curated content. Everyone already subscribes to the popular industry blogs now. Curation is not an excuse to be lazy; you’re better served monitoring a dozen or so smaller or up and coming sources to add a unique perspectives among the leading or celebrity news.

7. Let the clouds in

After the years of negativity created by the economic crisis we’ve been living through, many have a tendency to gravitate towards – and promote – only good news stories. Who wants to be a downer right? The reality is that there’s a place for both negative & positive stories. Choose content based on its relevancy to the audience’s business and that provides insight and education, not based on its positivity, catchy titles or feel-good quality.

8. Don’t over-automate

Too many curated blogs simply post RSS feeds from the curator’s favorite blog sites. Again, this is the lazy route and will not provide any value to your audience. They can set up their own RSS feeds from those same sites and probably do. A good curated blog – like an original blog – has a Point of View that makes it different. Let your businesses point of view shine through by choosing articles that represent it.

9. Be selective

Those that follow curated blogs do so to save the time of scouring many blog sites and email newsletters to find relevant content. Be sure to share content that is very specific to your industry and the audiences stated preferences. Be selective and ensure you’re tagging each article with the very specific sub-topics and themes that allow the customer’s self-identified filters to display more relevant content.

10. Don’t be afraid of the competition

Curating relevant 3rd party content for your customers provides a valuable service and keeps them on your site vs. your competitors. Don’t be afraid to showcase content or references to your competition in the articles you choose to share. Being so open and transparent shows your belief in the superiority of your product and in the end, keeps the audience on your site longer.

11. Give credit where credit is due

The point of curating a blog is to share other source’s content. Be sure to give credit if you’re sharing their content. Provide a link to the original post and reference the source and author on your site. You’ll find you get more link backs and promotion from those authors and news sources when you’re willing to promote them too.

12. Provide insight & analysis on the articles you’re sharing

If you really want to show your expertise, provide a paragraph-long analysis of the article you’re sharing. What is the key point you wish the reader to take away? Or simply provide an executive summary for those that wish to skim all the articles. This is a valuable service for the reader and also showcases your point of view and personality.

The key take away here is that a curated blog is not a short cut for those who don’t want to produce original content. It’s a unique strategy, not necessarily a time-saving one. Choose to produce a curated blog over an original blog based on the value to your audience and business — not the perceived simplicity of curation.

What strategies do you use? Would love to hear them in the comments below!

Sam Fiorella


Sam Fiorella is a globetrotting interactive marketing strategist who has earned his stripes over the past 20 years in senior management roles with corporate sales &marketing teams as well as consulting for more than 30 marketing agencies. Sam’s experience with over 1600 Interactive projects during the past 15 years spans the government, finance & insurance, manufacturing, national retail and travel/tourism sectors. Currently, Sam is the Chief Strategy Sensei at Sensei Marketing, where he is charged with strategic campaign guidance and marketing technology development that power the Sensei Customer Lifecycle Methodology. Sam is a respected blogger and popular keynote speaker on marketing, branding and social media communications having presented at more than 200 conferences in the past 2 years. Follow Sam on Twitter or Connect with him on LinkedIn.

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What curation software would you recommend?


@samfiorella I enjoy reading the content on the 12 Most blog. Will read this after the chat. #profschat


"Don't over-automate" is great. And adding an editorial point of view via insights and analysis is crucial if you want readers to connect.

PaulBiedermann moderator

Very thorough post, Sam. All great points and something the corporate blogging world can really benefit from.

I think your main point that a curated blog should not be looked upon as a shortcut is very important, as I would guess that is the all-too frequent reason that many companies would go that route. Anything of quality takes time, and it always comes down to strategy, knowing your audience and delivering useful, purposeful content.


I'm on the growth curve with this one, Sam. I curate content not only for my own feeds but for Mantis Pulse and a professional organization called RMIMA. I have a decent amount of duplication between the Twitter Feed and Fan Pages. I try my best to curate entirely different content across the identities unless I truly think it is relevant to all of the followers.

At some point perhaps I'll be ready to look into the customized RSS feeds. Right now, the subject area is pretty narrow.


Hi there Sam,

#4 and #6 resonate with particular strength in my mind. As I work on the Blog Library, I envision (as an optimist) that people will look at it at least a year down the road. It's why I try to collect posts people are writing about things going on in the now, whether it's the launch of G+ or the Occupy Wall Street movement. Someday, people may want to know what folks like us were saying about that stuff. This flies directly in the face of the idea that blog content should be evergreen.

Extending the network is also important, not just for your reading demographic but also for the content you pull in. If you curate just posts from the top ten AdWeek Bloggers, you'll only get so much variety. I like to spice it up!

Great post :)



Excellent post as usual. Couldn't agree more with you and specifically #8 and #9. I'm currently testing out a nice piece of content curation software.... sort of an uber RSS reader. Jury is still out -- would love to hear your thoughts on the demo site http://www.InsightAndInformation.com

As I'm building out the site I'm finding that the biggest challenge is selectivity. There is just so much junk being published these days that finding the time to wade through it all and bring the really good stuff to the front is killing me.

Do you have any suggestions for ways to improve that end of the job?



@PaulBiedermann Exactly. This applies to email newletters too! Curation is often seen as simpler (not) or that it provides more value (doesn't unless you infuse point of view and insights into the selection and sharing).


@dbvickery Question: have you/do you allow your readers to choose the content filters?


@margieclayman Yes, variety is good, important even... but for a corporate blog, we need to consider a consistent point of view across that variety. Thanks for commenting (LOVE The Blog Library BTW)


@TomMartin@tommartin Not sure there's a magic bullet for this, other than hiring people to be your editors. What I've done in the past is work with monitoring software @alteriansm2 and created many seraches with advanced filters including sentiment. And then worked the filters to continuously weed out works, phrases, bloggers, etc that slipped through.

In the end curated content must always represent your POV (IMO) so you always have to read/digest the content - but this helped reduce the amount I had to read. good luck.


@samfiorella Not yet, no. My blog focuses on sports and how it would tie to social media, marketing, sometimes leadership. So a pretty narrow focus


@samfiorella@alteriansm2 yes, getting the "feed" very, very clean and tight is key... and then having a mechanism to quickly, and easily get that curation posted on a corp blog is a close second. Part technology and part human solution... great stuff buddy.


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