What Is Content Curation 什么是内容策展

原文链接: What Is Content Curation
在medium平台发布

总结

内容策展是组织、添加价值并分享信息的艺术，特别是在信息泛滥的当今，内容策展对于每个想要保持更新的个体至关重要。它不仅帮助用户从海量信息中提取并理解有价值的内容，还通过讲述故事和提供视角来增强信息的价值。有效的内容策展能够引导读者，帮助他们探索不熟悉的主题和领悟重要的背景信息。

关键点

文章原文+翻译

What is content curation and why is it so important for the future of web content publishers?
什么是内容策展，为什么它对 Web 内容发布者的未来如此重要？

“Content curation, simply put, is collecting, contextualizing and sharing information, often on a specific topic.”
“简单地说，内容策展就是收集、情境化和共享信息，通常是关于特定主题的信息。”
Parker, Hilary. “The Case for Content Curation.” Red Rokk, June 13, 2013.
帕克，希拉里。“内容策展案例。”Red Rokk，2013 年 6 月 13 日。

The Essence 精髓

Content curation is the art of finding, organizing, adding value and publicly sharing digital information artifacts on a specific topic for a particular audience interest.
内容策展是针对特定受众的兴趣寻找、组织、增加价值和公开共享特定主题的数字信息工件的艺术。

Content curation grows out of the need to find, discover, filter, preserve and make sense of the vast amount of rare, valuable, disorganized and largely unverified information resources available on the Internet.
内容策展源于查找、发现、过滤、保存和理解互联网上可用的大量稀有、有价值、杂乱无章且基本上未经验证的信息资源的需要。

Is content curation an expedient, a marketing tactic, a strategy to achieve something, or is it a solution to a problem, a complement to a necessity or a natural evolution of the way we are learning to manage information?
内容策展到底是什么? 是一种权宜之计，一种营销策略，一种实现某事的策略，还是对问题的解决方案，对必需品的补充，还是我们学习管理信息的方式的自然演变？

If you were to listen to what content marketers have been screaming out loud for the last few years, content curation is a marvelous new tactic to do miraculous things with the minimum effort. Getting more authority, gaining prestige and reputation, welcoming more readers and visitors on the site, increasing visibility inside search engine page results and working less to achieve all of the above, are just some of the unique benefits heralded by content marketers promoting content curation.
如果你要听听内容营销人员在过去几年里一直在大声尖叫的内容，内容策展是一种奇妙的新策略，可以用最少的努力做奇迹的事情。获得更多的权威，获得声望和声誉，在网站上欢迎更多的读者和访问者，提高搜索引擎页面结果的可见性，并减少实现上述所有目标的工作，这些只是内容营销人员促进内容策展所预示的一些独特好处。

But is it really so?
但真的是这样吗？

The reason why content curation is here, is due to none of these reasons.
内容策展之所以在这里，并不是由于这些原因。

Content curation makes it possible to understand, explore, make sense of a topic, issue, subject, person or event by organizing the best information resources about it and providing keen insight and expert guidance into their exploration.
内容策展帮助理解探索有关话题、问题、主题、人物或事件，通过组织最佳信息资源并为他们的探索提供敏锐的洞察力和专家指导来实现.

The main goal of content curation is to help others discover, learn and make-sense of something they are not familiar with.
内容策展的主要目标是帮助其他人发现、学习和理解他们不熟悉的东西。

“Curation is using your expertise in a field to gather great content around a specific theme and present that content in a way that will educate others.”
“策展是利用您在某个领域的专业知识，围绕特定主题收集精彩内容，并以一种可以教育他人的方式呈现该内容。”
Hatch Leishman, Stephanie. “Curated Content about Curated Content.” MIT Connect, March 1, 2013.Curated content about curated content | MIT Social Media Hub
哈奇·利什曼，斯蒂芬妮。“关于精选内容的精选内容。”MIT Connect，2013 年 3 月 1 日

Information Overload + Keeping Oneself Updated 信息过载 + 保持与时俱进

The first reason that makes content curation so important is that it is critical to the widespread need of keeping oneself updated.
内容策展如此重要的第一个原因是，它对于保持与时俱进的广泛需求至关重要。

批注: keeping oneself updated直译为保持自己信息的更新, 用中国人更容易理解的是与时俱进，时刻关注和学习最新的信息、知识和技能，使自己不落伍. 在快速变化的时代，无论是科技、经济、社会还是个人职业发展，新的信息和知识层出不穷。因此，不断更新自己的知识储备，对于适应社会变化、提升个人竞争力以及做出明智决策都至关重要。 面试时如何回答你怎么保持与时俱进

As you probably know already, the time it takes to follow and go through tens of web sites and blogs takes tangible time, and since most news sources publish or give coverage to more than one topic, one has to browse and scan through lots of useless content just for the sake of finding what is relevant to his specific interest.
您可能已经知道，关注和浏览数十个网站和博客所需的时间需要实实在在的时间，并且由于大多数新闻来源发布或报道多个主题，因此必须浏览和扫描大量无用的内容，只是为了找到与他的特定兴趣相关的内容。

Even in the case of power-users utilizing RSS feed readers, aggregators and filters, the amount of junk that they have to sift through daily is nothing but impressive. So much so, that those who do have the time, patience and skills to pick the gems from the ocean of tweets, social media posts and blog posts flooding our screens, do clearly stand out from the rest.
即使高级用户使用 RSS 阅读器、聚合器和过滤器，他们每天必须筛选的垃圾数量也令人印象深刻。如此之多，以至于那些有时间、耐心和技能从充斥着我们屏幕的推文、社交媒体帖子和博客文章的海洋中挑选瑰宝的人，显然确实脱颖而出。

“…content curation is the act of organizing some of the vast information online around a specific subject or theme to be useful for a particular audience”
Honigman, Brian. “The Future of Content Marketing: 6 Predictions for Content Curation. ” SumAll, February 13, 2014.
“. . . . . . 内容策展是围绕特定主题或主题在线组织一些大量信息以对特定受众有用的行为”
——霍尼格曼，布莱恩。“内容营销的未来：内容策展的 6 个预测。”SumAll, 2014 年 2 月 13 日。

From whichever perspective you look at it, today it is next to impossible to have enough time to scour and scan all of the possible relevant news sources in a certain industry, and unless you start relying on intermediary human filters (the content curators) to aggregate, filter and hand-select the very best and most relevant news for your specific industry niche, you may as well give up on the idea of being on top of the news that are relevant to you.
无论你从哪个角度来看，今天几乎不可能有足够的时间来搜索和扫描某个行业中所有可能的相关新闻来源，除非你开始依赖中间的人工过滤器来聚合、过滤和手动选择最适合你特定行业的新闻。您不妨放弃关注与您相关的新闻的想法。

Here a list of specific reasons that make content curation so compelling:
以下是使内容策展如此引人注目的具体原因列表：

  1. The information tsunami keeps growing daily,
    信息海啸每天都在增长，
  2. there are new blogs, social channels and news sources launching every day,
    每天都有新的博客、社交渠道和新闻来源推出，
  3. there is an increasing amount of personal, serendipitous, but also distracting, colloquial content
    有越来越多的个人的、偶然的、但也分散注意力的口语内容
  4. there is a growing amount of spam and marketing push masked as blog posts or press releases,
    伪装成博客文章或新闻稿的垃圾邮件和营销推送越来越多，
  5. on Twitter and other social media channels, there are a large number of unverified news and stories pointing to low-quality or even missing pages,
    在 Twitter 和其他社交媒体渠道上，有大量未经证实的新闻和故事指向低质量甚至缺失的页面，
  6. it is hard for a newbie to distinguish a reliable, trustable source from a marketer or spammer,
    新手很难区分可靠、可信的来源与营销人员或垃圾邮件发送者。
  7. Crap detection is a rare skill among users and too much low-quality content sifts through unless properly checked,
    垃圾检测在用户中是一项罕见的技能，除非检查得当，否则会筛选出太多低质量的内容，
  8. titling and meta information is often misleading, ambiguous or just not clear enough,
    标题和元信息通常具有误导性、模棱两可或不够清晰，
  9. you can’t be there always. You can’t check the news 24 hours a day, seven days a week,
    你不可能一直在那里。你不能每周 7 天、每天 24 小时查看新闻，
  10. unless you have some advanced skills it may be difficult for you to find new relevant sources of information and news from the ones you know, unless they are the ones to promote them
    除非你有一些高级技能，否则你可能很难从你认识的人那里找到新的相关信息和新闻来源，除非他们是推广它们的人
  11. relying always on the same sources tends to limit your view and awareness of other new ideas and opinions in your field of interest,
    总是依赖相同的来源往往会限制你对你感兴趣的领域中其他新想法和观点的看法和认识。
  12. news stories need to be contextualized — sometimes the relevance of a story for you can only be found by reading the story and extracting something else, than the main call, from it.
    新闻故事需要被语境化——有时，一个故事对你的相关性只能通过阅读故事并从中提取其他东西来找到，而不是主要内容。

Given the above, how do you go about keeping yourself updated on your specific field of interest, without wasting a lot of time by having to follow too many blogs, feeds, Twitter channels and Facebook friends who are often not even talking about what you are specifically interested in?
鉴于上述情况，您如何让自己了解自己感兴趣的特定领域，而不会浪费大量时间关注太多的博客、提要、Twitter 频道和 Facebook 朋友，而这些朋友通常甚至不谈论您特别感兴趣的内容？

Content curation is the process of assembling, summarizing and categorizing and interpreting information from multiple sources in a context that is relevant to a particular audience.”
内容策展是在与特定受众相关的环境中，对来自多个来源的信息进行组合、总结、分类和解释的过程。
Odden, Lee. “Content Curation: 10 Thought Leaders on Content Marketing & Curating.” Online Marketing Blog — TopRank®, June 2010. Content Curation Definitions & Context for Content Marketing – TopRank® Marketing
奥登，李。“内容策划：内容营销与策划的10位思想领袖。”在线营销博客 — TopRank，2010® 年 6 月。

Traditional newspapers curated news content from their associated news wire agencies, affiliated news bureaus and direct reporters, to create a bit-of-everything top-down/broadcast format designed to “inform” the largest number of people.
传统报纸从其相关的新闻通讯社、附属新闻社和直接记者那里策划新闻内容，以创造一种自上而下 / 广播的形式，旨在 “通知” 尽可能多的人。

In the near future, when there will be hundreds of alternative specialty news sources curating tens of thousands of interest areas, it will be you, the reader, who will select your preferred topics and your trusted curator to keep yourself informed.
在不久的将来，当有数百个替代的专业新闻来源策展数以万计的兴趣领域时，您将由您选择您喜欢的主题，而您信任的策展人将让您了解情况。

Thus you will see readers gradually move away from superficial and generic information sources to individual curators or news hubs that curate specific topics and interests. The more specific, the better.
因此，你会看到读者逐渐从肤浅和通用的信息来源转向策划特定主题和兴趣的个人策展人或新闻中心。越具体越好。

Learning 学习

No matter whether you see it as “information overload” the key fact here is that there is so much information being produced out there, that it is next to impossible to follow or keep up with just about any specific topic, without spending considerable amounts of time looking at irrelevant stuff.
不管你是否把它看作是 “信息过载” 这里的关键事实是，那里产生了如此多的信息，如果不花费大量时间查看不相关的内容，几乎不可能跟踪或跟上几乎任何特定主题。

That is the the essence.
这就是本质。

To make the issue even more frustrating, no matter how much junk you go through, you may still be missing on some important news story or product announcement just because there are so many sources to look up and it becomes physically impossible to scan them all.
更令人沮丧的是，无论你经历了多少垃圾，你仍然可能错过了一些重要的新闻报道或产品公告，只是因为有太多的来源需要查找，而且在物理上不可能全部扫描它们。

There is indeed much more food than we can chew.
我们能咀嚼的食物确实特别多。

“_Content curation is the art of collaging sometimes seemingly disparate content from a variety of sources to make previously hidden truths manifest with a NonZero goal of helping others see, understand, interact with and contribute to emerging ideas, memes and truths. _”
“内容策展是一门艺术，将来自各种来源的有时看似不同的内容拼贴在一起，以使以前隐藏的真相显现出来，其非零目标是帮助他人看到、理解、互动并为新兴的想法、模因和真相做出贡献。”
Smith, Martin W. “What Is Content Curation? ” Atlantic BT, April 5, 2012.
Smith, Martin W. “什么是内容策展？” 大西洋 BT, 2012 年 4 月 5 日。

If until yesterday you have relied on generalists on main TV channels and newspapers to “present” and report to you the news they got themselves from other sources, wouldn’t it be a step forward if now you could get:
如果直到昨天，您还依靠主要电视频道和报纸上的通才来 “呈现” 和向您报告他们自己从其他来源获得的新闻，那么如果现在您可以获得以下消息，那岂不是向前迈出了一步：
a) The specific type of news you wanted 您想要的特定新闻类型
b) from those trusted ones you believe to be “in the know” in your field of interest? 来自您认为在您感兴趣的领域“了解”的那些值得信赖的人？

That’s right; individual experts or small teams who curate topic-specific news channels by selecting the best of all the news out there on the topic they have built authority and expertise for (while disclosing and providing you with a link for each and every source).
没错;个人专家或小团队，他们通过选择他们所建立的权威和专业知识的主题的最佳新闻来策划特定主题的新闻频道（同时披露并为您提供每个来源的链接）。

“Content Curation is the act of discovering, gathering, and presenting digital content that surrounds specific subject matter.”
“内容策展是发现、收集和呈现围绕特定主题的数字内容的行为。”
Mullan, Eileen. “What Is Content Curation?” EContent Magazine, November 30, 2011.What is Content Curation .
穆兰，艾琳。“什么是内容策展？”EContent 杂志，2011 年 11 月 30 日

Viewpoint — Insight 视点 — 洞见

But there’s indeed more to content curation than what initially meets the eye:
但内容策展确实比最初看到的要多：

Personal, transparent, disclosed viewpoint rather than seeking objectivity, is the content curation standard.
个人的、透明的、公开的观点，而不是寻求客观性，是内容策展的标准。

“Content curation is the collection of content created by others, then filtered through one’s own point of refer­ence.”
“内容策展是其他人创建的内容集合，然后通过自己的参考点进行过滤。”
SMS Staff. “Editor’s Picks: Content Curation Tools — Search Marketing Standard Magazine | Covering Search Engines.” Search Marketing Standard, March 13, 2012. http://www.searchmarketingstandard.com/editors-picks-content-curation-tools
SMS 工作人员。“编辑推荐：内容策展工具 — Search Marketing Standard Magazine |覆盖搜索引擎。Search Marketing Standard，2012 年 3 月 13 日。

Content curation should not attempt to provide an objective, as-it-is, collection of news, images or other artifacts but it should rather strive to provide value by providing a specific viewpoint, opinion and commentary.
内容策展不应试图提供客观的、按原样的新闻、图像或其他人工制品的集合，而应努力通过提供特定的观点、意见和评论来提供价值。

That insight, is indeed content curation key value.
这种洞察力，确实是内容策展的关键价值。

_“…curation requires conscious thought with the purpose of adding value, context, or perspective to a collection of things. It’s deliberate work, gathering things together for a reason and lending a keen editing eye to those assets, whether it be pieces of art or pieces of writing. There’s also an element of curation that involves preserving things, which is a more challenging proposition when you’re talking about the fleeting nature of the digital world. _”
“. . . . . . 策展需要有意识的思考，目的是为一系列事物增加价值、背景或观点。这是一项经过深思熟虑的工作，出于某种原因将事物聚集在一起，并为这些资产提供敏锐的编辑眼光，无论是艺术品还是文字。还有一个涉及保存事物的策展元素，当你谈论数字世界转瞬即逝的本质时，这是一个更具挑战性的命题。
Naslund, Amber. “Curation Saturation, and Why We Might Need Information Friction after All. ” Blog. Brasstackthinking, February 13, 2013.
纳斯伦德，琥珀。“策展饱和，以及为什么我们毕竟可能需要信息摩擦。” 博客。Brasstackthinking, 2013 年 2 月 13 日。

Storytelling 故事

“Curation is partly the sciences of organisation and conservation and partly the art of interpretation and storytelling.”
“策展部分是组织和保护的科学，部分是解释和讲故事的艺术。”
Stodd Julian. “A Note on Curation in Social Leadership.” Julian Stodd’s Learning Blog, December 5, 2013. https://julianstodd.wordpress.com/2013/12/05/a-note-on-curation-in-social-leadership/ .
圣朱利安。“关于社会领导力策展的说明。”Julian Stodd 的学习博客，2013 年 12 月 5 日。

Storytelling is an essential part of content curation, as it is often the perfect vehicle through which one can guide others into the exploration and sense-making of something that is altogether unfamiliar to them.
讲故事是内容策展的重要组成部分，因为它通常是引导他人探索和构建他们完全不熟悉的事物的完美工具。

By utilizing stories to guide the reader, the curator can facilitate the exploration of a subject which could be otherwise too vast and complex, in a way that is familiar to all cultures on this planet.
通过利用故事来引导读者，策展人可以以一种地球上所有文化都熟悉的方式促进对一个可能过于庞大和复杂的主题的探索。

In the context of content curation, storytelling provides a friendly and familiar navigation layer for anyone interested in learning more about a subject they know little or nothing about.
在内容策展的背景下，讲故事为任何有兴趣了解更多关于他们知之甚少或一无所知的主题的人提供了一个友好和熟悉的导航层。

Instead of simply providing a classification of information, storytelling provides a communication technology to navigate and explore that information in a natural way.
讲故事不是简单地提供信息分类，而是提供一种通信技术，以自然的方式导航和探索这些信息。

“Curation is a form of storytelling that places content within context.”
“策展是一种将内容置于上下文中的故事讲述形式。”
Brown-Martin, Graham. “Curating.” Blog. Graham Brown-Martin. http://www.grahambrownmartin.com/curating/ .
布朗-马丁，格雷厄姆。“策展。”博客。格雷厄姆·布朗-马丁。

“Content curation isn’t about creating new content, just like a museum creator has no hand in creating the artefacts she decides to put on display. Instead, it’s about finding and organising existing content for presentation under a meaningful context.”
“内容策划不是关于创建新内容，就像博物馆创建者无法参与创建她决定展示的文物一样。相反，它是关于查找和组织现有内容，以便在有意义的环境中进行演示。
Madson, Chance. “A Comprehensive Guide to Content Curation.” Social Barrel, September 1, 2014. https://socialbarrel.com/guide-to-content-curation/94819/ .
马德森，钱斯。“内容策展综合指南。”Social Barrel，2014 年 9 月 1 日。https://socialbarrel.com/guide-to-content-curation/94819/ .

“_Curation focuses on three states: _
“策展侧重于三种状态：
1. Discovery, 1. 发现，
2. Perception and 2. 感知和
3. Interpretation. 3. 解释。
_Discovery is about how we find things out.
发现是关于我们如何发现事物。 _

Perception’s about seeing the structure.
感知是关于看到结构的。

Interpretation is about finding the meaning, contextualising it to our reality.
解释是关于找到意义，将其与我们的现实联系起来。

Curation is an active skill, not a passive one_: it’s about identifying gaps in skills and knowledge and plugging them, but also about building communities and networks. _
策展是一项主动技能，而不是被动_技能：它是关于识别技能和知识的差距并填补它们，但也涉及建立社区和网络。

_Curation is a continuous process, forming a foundation for the stories we tell. _”
策展是一个持续的过程，为我们讲述的故事奠定了基础。

Stodd, Julian. “Curation in Social Leadership — a First Draft. ” Julian Stodd’s Learning Blog, September 3, 2013.
斯托德，朱利安。“社会领导力的策展——初稿。”Julian Stodd 的学习博客, 2013 年 9 月 3 日。