Not every post on your social channels needs to be original. In fact, the most consistent professionals mix their own insights with relevant content from other sources. This keeps your feed active, positions you as someone who stays on top of industry developments, and takes the pressure off having to create something new every time.
Content curation means finding, filtering, and sharing valuable articles, reports, and insights with your audience, adding your own perspective along the way. It's not just resharing links. It's showing your audience you know what matters in your field.
For professionals at B2B service firms — accountants, consultants, legal advisors, IT companies — curation is especially powerful. Your audience wants to see that you're informed about regulatory changes, market trends, and best practices. Elly from EzwConsult, an HR coach in Belgium, has built her reputation over five years partly by consistently sharing relevant HR content alongside her own posts.
The best curated content sits at the intersection of what your audience cares about and what you know well. If you're an accountant, that might be tax regulation updates, financial planning tips, or digital transformation stories. If you're a recruiter, it could be labour market trends, employer branding insights, or hiring best practices.
Where to find it:
Willow's News tab. Willow brings relevant articles to you based on topics, sources, and RSS feeds you follow. It even suggests content based on what you've shared before. This saves hours of browsing.
Google Alerts. Set up alerts for keywords relevant to your niche, your industry, your competitors, or specific topics. Google sends you new content as it's published, so you're always current.
Pocket. Use Pocket to save articles, videos, or reports you come across during the week. It builds a personal library you can draw from when it's time to schedule posts.
Google's "People also ask". Search for a topic your audience cares about and look at what questions people are asking. These questions point you to content worth sharing and they're topics your audience is actively looking for answers to.
Not all curation requires the same effort. Here are three approaches, from quickest to most involved.
The fastest option. Find an interesting article in Willow or through Will, and schedule it with a suggested caption. This works well for filling gaps in your content calendar without much time investment.
Read the article quickly and write your own take. Pull out a key insight, add a question for your audience, or explain why the piece matters for your industry. This personal touch makes a real difference in engagement.
For example, Inge from Pono regularly shares HR-related articles on LinkedIn with her own perspective added. Her audience knows they're getting a curated view from someone who understands their world, not just a link dump.
The most effort, but the highest payoff. Read one or several articles on a topic, then write your own version: a LinkedIn post, a carousel, or even a short blog. Mix the source material with your own experience and insights.
This is how thought leadership actually works. You're not inventing new ideas from scratch but you're synthesising what's happening in your field with what you see in practice. A tax advisor who reads about upcoming EU regulation changes and then writes a post explaining what it means for Belgian SMBs is curating and creating at the same time.
Always credit your sources when you use significant ideas from someone else's work.
There's no fixed formula, but a good starting point is roughly 40% curated, 60% original. The ratio depends on your capacity. When you're busy with client work and don't have time to write, curated content keeps your presence alive. When you have more breathing room, lean into original posts.
The firms that do this well, like Genscom, who scheduled over 100 posts in a year with a small team, use curation to fill the gaps between their own content. It's not a shortcut; it's a strategy.
A few guidelines to keep your curation effective:
Be selective. Only share from sources you trust and that your audience would respect. One strong article beats five mediocre ones.
Always add context. Even a single line explaining why you're sharing something makes the difference between a useful post and noise.
Credit the original author. Tag them if possible. It's good practice and often starts a conversation.
Keep your audience front and centre. Before sharing anything, ask: will this help someone in my target audience? If not, skip it.
Mix formats. An article link one day, a carousel summarising key points the next, a short video reacting to a trend after that. Variety keeps your feed interesting.
