Elevate Your Client’s Emails With Content Curation

4 minute read

With the rise of AI usage and the belief that “content is king,” everyone and their brother is publishing content today. The flood of information makes it challenging to find genuine value.

You can bet your client’s readers feel the same overwhelm. And content curation is a way to change that.

This guide will explain content curation, why it’s a game-changer, and how you can use it to improve your client’s authority, engage their audience, and streamline your workflow.

The Digital Content Conundrum

Hundreds of thousands of blog posts, articles, and social media updates vie for our attention daily.

While this gives us an extensive pool of knowledge, it also creates a challenge — information overload.

The relentless flood of data, articles, social media updates, and multimedia content that individuals face daily can lead to confusion, anxiety, and decision paralysis. It becomes impossible to process and make sense of it all. And it’s hard to discern essential information from trivial information.

Content curation is a solution to this challenge.

What is content curation?

Content curation selects the most relevant and high-quality pieces from various sources and coherently organizes them for other readers.

Acting as a curator helps individuals and businesses stand out as authorities. And it guides audiences to the content that matters most to them.


Imagine you’re writing emails for a client in the healthcare industry.

You’ll pick the week’s (or month’s) best content — articles, videos, podcasts, social media posts — from trusted medical sources that offer unique insights, the latest research findings, or innovative solutions to common health problems. Then, you’ll include these in the emails to your client’s subscribers.

It’s like sorting through the mess and handing readers just the golden nuggets they need.

The Power of Content Curation

Content curation has wide-ranging benefits.

Elevates Email Marketing

Content curation serves a dual purpose. It provides value to the reader, offering content that resonates with their interests and needs.

And, at the same time, it positions your client as a valuable source of information. Your client’s newsletters are no longer mere updates but resources full of relevant information readers value.

Builds Authority and Trust

When you curate high-quality content for your client’s emails, you position them as a trustworthy thought leader and go-to resource in their field. It’s a strategic way to help them stand out in a competitive market.

Saves You Time

Writing original email content can be time-consuming. With content curation, you can deliver a steady stream of valuable content without starting from scratch each time. It makes your workflow more productive and manageable.

Strategies for Curation Success

So, you understand the power of content curation, but how do you do it?

Curation is more than simply choosing content randomly. It’s a systematic process. Let’s walk through the key steps.

1. Identify and Find Relevant Content

You need to understand what resonates with your client’s audience and find insights that align with their interests and needs.

There are several ways to source relevant content for curation:

  • Content Curation Platforms — There are dedicated platforms, like Feedly, Pocket, and Scoop.it, designed to help you discover and organize content. You can follow specific topics, publishers, or RSS feeds and bring together a range of content tailored to your interests.
  • Social Media — Platforms like Twitter, LinkedIn, and Reddit can be treasure troves of content. Follow industry leaders, join relevant groups, or monitor specific hashtags to keep up with trending topics and discussions in your client’s industry.
  • Google Alerts — Set up alerts for key industry terms to receive a steady stream of potential content directly to your inbox.
  • Newsletters and Industry Publications — Subscribe to newsletters and read industry publications that align with your client’s field. These can be rich sources of high-quality content.

Remember, more content doesn’t mean better content. It should align with your client’s brand, appeal to their audience, and contribute value.

Assess each piece of content from the reader’s perspective:

  • Does it answer their questions?
  • Does it offer fresh insights?
  • Is it exciting or entertaining?

If it ticks these boxes, it’s a candidate for curation.

2. Make Curated Content Your Own

Finding content is the first step, but the true art of curation lies in how you present it.

You’ll need to add your context, connect it to your client’s brand, and package it in an engaging and easy-to-digest way.

Here are some ways to achieve this, with examples of how it might look.

Add Insights

Offer your unique take or analysis on the curated content. This could be a key takeaway, an actionable tip, or a thought-provoking question to engage readers.

For example, if you’re curating an article about the latest marketing trends, add a brief analysis of how one particular trend is showing success in your client’s industry.

Draw Connections

Link the curated content back to your client’s brand, products, or services. Show how it supports their position, complements their products, or aligns with their values.

For example, when sharing a study on sustainable practices, connect it back to your client’s commitment to environmentally friendly products or services.

Tailor an Introduction and Conclusion

Craft a compelling intro and conclusion for each curated piece. The introduction should pique the reader’s interest, and the conclusion should leave them with something to ponder.

For example, start an article on time management with a question like, “Ever felt 24 hours weren’t enough?” and conclude with a thought on how the reader can implement one of the discussed strategies.

3. Ensure Quality

Quality is non-negotiable. While relevance helps you decide what content to pick, its quality determines the value it brings to readers.

Start by scrutinizing the credibility of the piece you’re sharing. Check whether the source is reliable and respected and if the author carries authority or expertise in the subject matter.

Next, look at the depth of the content. It should provide substantial insights, not just surface-level information.

Then consider the timeliness of the content. Although evergreen content is always beneficial, including recent data or the latest insights can add value.

Finally, look at the curated content’s tone, style, and messaging. Does it fit well with your client’s brand persona? If your client’s brand is formal and academic, a casual, colloquial piece might feel out of place, no matter how relevant the content is.

Similarly, the values and viewpoints presented in the curated content should align with those of your client’s brand.

The Role of Content Curation in Future Copywriting

Content curation is a strategic move that can elevate your client’s business. It can help them connect with their audience in a meaningful and impactful way. And curation allows you to deliver value, establish authority, and engage audiences in a time-efficient manner.

Ready to take your client’s engagement to the next level? Consider offering content curation as part of your service portfolio.