Have Consumers Reached a Saturation Point? The Future of Curated Content

Posted: 31st May 2017 08:07

In a world that is increasingly dominated by the Internet, it appears as though consumers have reached a saturation point. There is only so much time you can spend searching for the information you need when researching new products or brands and in the end, some actually throw their hands up in defeat, unwilling to spend yet another hour looking for informative content that will tell them what they need to know to make an informed buying decision.

Market analysts are now saying that within the next decade or two content marketing will take on a whole new perspective. They predict that we will move into the realm of content curation as a service.

Enter the World of Curated Content

When you hear the title ‘curator,’ what comes to mind? Most people think of that highly knowledgeable expert in a museum who is responsible for seeking out, assessing, and acquiring priceless objects to add to an already extensive collection. The curator will choose which pieces will add value to the museum and those which will offer some bit of history that isn’t already displayed.

Due to the intrinsic value of each and every item within a museum, there is such a thing as having too much of a good thing. Not only is it cost prohibitive but redundant works of art or archaeological artifacts won’t offer any new or important information. It wouldn’t be a wise investment, so they pass most of what they inspect by.

The Value of Curated Content

Actually, curated content offers value on a number of levels, the first being user convenience. Sometimes, a person seeking information spends days, if not weeks trying to find what they need. It’s a royal waste of time and one that can sometimes be attributed to improper use of keywords. Some content marketing agencies don’t spend the time they should analyzing metrics that are readily available and so a person seeking knowledge may be on a wild goose chase.

Other times, the user doesn’t exactly know what terms to use. A big part of the problem, however, is the ridiculous amount of content that is out there, not all of it worth reading. Instead of flooding cyberspace with content, marketers will become curators for great content that is already there. They will gather well-written, informative content into a collection accessible from a single page or a single site.

What Is the Difference between Curation and SERPs?

This may lead you to ask what the difference is between the results on a search engine page and a curated collection of content for you to browse. Actually, there is a huge difference. As mentioned above, there is a lot of guesswork involved in searching via Google. You need to know what terms to search for and if you are not having any luck, the terms you search will yield lousy content while the terms you missed may be where all the information is. This is where a digital marketing agency like Single Grain can benefit both clients and users. They will take the time to search for and read through content based on highly searched terms, list what they like (probably in link format), and pass by the rest. Backlinks will play an even bigger role in digital marketing than they are now but the benefits to clients and consumers will be immense.

Content and SEO still reign supreme, but going forward into the future it will be necessary to publish only the best, most informative content available if you have any hope of making major curated lists. It’s the same strategy in terms of traffic and conversions, just a new route to the same destination.