How Brands Use Curated Content


We’ve talked a lot recently about the benefits of using curated content in your marketing but if you’re new to the idea of doing this, you’re probably wondering how it works in reality.

Some brands have already recognised the need to share third party content as a way to build trust with their audience and to highlight user-generated content for better engagement – including some of big names. Others are currently using it to curate their social media content in one handy place.

We’ve put together this post to demonstrate how content curation is being used by a variety of different brands for some inspiration for your own marketing efforts.


Pepsi has dabbled in content curation over the last few years, notably with Pepsi Pulse. This was was created in 2012 as an interactive pop culture ‘dashboard’. Pepsi curated third party content from the likes of and the Associated Press, and also shared tweets and photos from fans. It was intended as a ‘cheat sheet’ for all things pop culture.


Cisco is another brand that has been using content curation for a while now. Their Social@Cisco brings together content from Cisco’s social media channels and their blog posts in one place so that their advocates can easily keep up with their online posts.  The Cisco Buzz feature also highlights what is being said about the company on social media.


Yahoo! curates third party content from a range of news sources to keep users up-to-date on world news and showbiz gossip. There is very little in the way of original content, with a very prominent focus on bringing together third party content from around the world.

CMO by Adobe

CMO by Adobe is a great example of a curated news section. It brings together high quality content from the likes of Bloomberg, the Washington Post, eMarketer and Variety. It’s even broken down into sub sections such as Emerging Media, Online Media and Traditional Media.

While a lot of brands are still concentrating more or less solely on promotional content, some are starting to lean towards curating content, especially if it involves sharing social media posts from fans. You can take this a step further by using other people’s content in your marketing to build trust and authority with your audience.