How to establish your nonprofit’s authority through content curation

This blog post originally appeared on Nonprofit MarCommunity.


Photo Credit: hjl via Compfight cc.

If the proliferation of information available in today’s world leaves you feeling like you’re staring at a television set with black and white dancing static in front of you, you’re not alone. Ever since the term ‘information explosion’ was first coined, and linked to the online world, we’ve been trying to find shapes, clarity and meaning in the static. Or, at the very least, find the latest side-splitting animated gifs about the nonprofit sector. In all seriousness, as much as it can be a challenge to deal with the dancing static around us, there’s an opportunity here for many charities and nonprofits to differentiate themselves by acting as managers and organizers of information.

Content curation is nothing new. It’s a practice long associated with libraries, museums, galleries and other institutions for hundreds of years. In its current context, there are a number of definitions available about what content curation is. One of my favourites, from a marketing communications perspective, is from Content Rules, where authors Anne Handley and C.C. Chapman describe content curation as, “…the act of continually identifying, selecting and sharing the best and most relevant online content and other online resources on a specific subject to match the needs of a specific audience.”

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