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Curating content can help retailers establish their authority
Curating content can help retailers establish their authority

Attract new audiences with curation

Adding organic content is important but a mix of online content can help businesses ease the pressure to keep fans updated. LILIAN SUE discusses some online tools that can help.

Writing and sharing organic blog content is a great way to attract visitors to a business webpage. Organic content refers to web content that is written using specific search keywords, making it more relevant to search queries and therefore more likely to appear in search results organically (naturally).

Business such as jewellers can inform readers about new product launches, sales promotions and even share stories from happy customers who celebrated Mother’s Day, Christmas or a wedding with exclusive jewellery lines; however the time and energy spent running a business can often make it difficult to write content.

This is where content curation fits in. Curating valuable content can help retailers establish their companies as authorities in the jewellery industry and lend creditability to their brands without the need to write everything themselves. Businesses that share useful external content can position themselves as reliable sources of information for a particular topic or even a whole industry.

Content curation lets retailers share the content their audiences prefer, without the need to spend hours creating it. Here are some free tools that make content curation easy.


Pinterest is definitively one of the best platforms for curating stunning visual content. Once users sign up for a free Pinterest business account, staff members can create customised digital boards where they ‘pin’ any content they want to share.

Account holders can install the Pinterest browser button on any web browser and start pinning images of different jewellery lines, gems and techniques to any one of their boards. Employees can add images they want to see on the boards as well, attracting more followers and adding links to the company website where appropriate.

By making the boards public, a business can assess how its audience responds to its content and which ‘pins’ are the most popular.


Juxtapost provides members with easy-to-use, free tools to bookmark photos they find online into categorised postboards, even if the collection includes hundreds of websites.

"Content curation lets retailers share the content their audiences prefer, without the need to spend hours creating it"

Users can install the bookmark on any web browser, allowing them to save photos found online. Images can be selected from any webpage with just one click and short descriptions added before the images are saved to the business’ postboard.

Other Juxtapost members can share and comment on each other’s postboards as well as cross-posting content to their own boards to help them grow a dedicated audience. Each postboard, including all original content and links, can be exported to an Excel spreadsheet to simplify content-strategy planning outside the app.


Unlike the other content curation tools on this list, Triberr encourages users to join or create a ‘tribe’ of content creators with similar interests. Users promote their content by building mutually-beneficial relationships.

Triberr allows retailers to add websites, social media accounts, keywords and hashtags to custom alerts that users can monitor daily. When the platform picks up a result, Triberr can automatically schedule it to be sent out through a company’s social media accounts.

RSS and social sources can be edited to customise content streams and allow retailers to curate enough content within minutes for months at a time. Within their tribes, brands can also build dedicated networks for industry discussions that help retailers grow their audience further.


A platform that organises and stores all manner of content, Pearltrees allows users to share and save everything from web pages and notes to files and photos. Everything they save ends up in a collection that is automatically public and user collections are automatically connected with other collections that share common elements.

This means retailers can explore and curate content from other collections and monitor overall audience-engagement by tracking activity from those collections. Users can also collaborate with other community members on organising collections that interest both parties.

Add web pages and other elements to collections by clicking the ‘add’ button or via the bookmarklet and share links automatically via Facebook and Twitter. Pearltrees also allows users to move items between collections by dragging and dropping onto their collections list, which is found in the account settings menu.

With the right content curation tools, retailers can generate cohesive content strategies that will grow their customer bases and pay dividends in the long term without the need to write everything themselves.

Lilian Sue

Contributor • In Retrospect Writing Services

Lilian Sue is a social media and PR strategist. She operates In Retrospect Writing Services. Visit:

Metro Diamonds Australia

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