Content has been the buzzword for awhile now and businesses of all sizes are in a race to figure out how to create the content their customers want. One way to avoid building all your content from scratch is to curate or aggregate — i.e., collect — relevant, high-quality content that other people have already created.
The good news is that no matter what business you’re in, there is probably a lot of great existing content you can share with your customers. This infographic, from Uberflip, offers some tips about how to find the right ingredients for a perfect content marketing mix. But there are some rules — some are common courtesy and some are law — to keep in mind as you start to hunt and gather.
Here are a few of them, courtesy of Pawan Deshpande at Content Curation Marketing and the Nieman Journalism Lab.
• Reproduce only the portion of a headline or article that are necessary to make your point. Do not reproduce a story in its entirety.
• ALWAYS identify the source of the article. And do it prominently (note how we did in the intro to this piece, including links back to the original sources). This is both a common courtesy and, depending on how much information you use, a legal consideration. To learn more about copyright and fair use law, check out this post by Kimberly Isbell at the Neiman Journalism Lab.
• When possible, provide context and commentary for the material you use. Your readers may be an entirely different audience than the audience the original source had in mind. Your readers will want to know why you think the material matters to them.