Which of these 5 content curation tools is best for your social media marketing?

Swayy  - Manages to combine most of the important features that a social marketer can ask for.
Swayy - Manages to combine most of the important features that a social marketer can ask for.

One of the most time consuming elements of doing social media marketing really well, is harvesting and curating the content that is right for your community. It’s not only about finding interesting content, it’s also about finding the best content that will engage your target audience and will align with your social strategy.

When building a social media strategy for your company, you establish what is called ‘pillars of content’. You research the topics that are relevant to your company’s strategy, then talk to your target market to understand what content you can produce or curate that will be beneficial to them. Once you decide which content is relevant, that is how you will proceed when posting on your social media channels.

Finding the best content is not always easy and it can be very time consuming. Luckily, there are tools available to help you with this exact issue.  We gathered five of our favorite tools and compared them for you, so you are able to choose the tool best suited for you.

Here are five content curation tools that will save you time and increase social engagement:


Feedly has been around since 2006, going through different incarnations before reaching its current form. Feedly became popular after the company’s fast and brilliant reaction to the death of Google Reader. The same day Google announced they were closing their service, Feedly announced on their blog that they’ve been working on a duplicate engine, so users who log in with their Google accounts will have their RSS feeds seamlessly transferred to Feedly.

Feedly is an improved RSS reader, similar to what Google Reader use to be, only on steroids. It has a better UI, and integrates with several main social media platform and some of the most popular content based apps out there (Evernote, Pocket, Buffer etc.). You can use Feedly through the web, via your desktop, or download a native app to your mobile.  When you first login to Feedly, you can get recommendations for blogs to follow depending on your field of interest (tech, fashion etc.), but from that point on you’re on your own for finding relevant content that may pertain to you.

Feedly – Google reader who?

Feedly is great for checking several resources quickly and regularly. However, it isn’t that great if you’re looking to always expand the reach of your news source.


Prismatic is a personalized digital newspaper for your iPhone and desktop. Prismatic analyzes the content you post to your social account using Twitter and/or Facebook. It connects to the platform of your choosing and then begins recommending things based on what it thinks your interests are.

Through the service itself you can like, favorite, save and comment on articles, but that is about it. It’s a great tool to discover new content based on interest and not specific news sources, which is great for diversity. Another very helpful feature is the tags for each article. It’s a great way to quickly filter articles that match your content strategy. Though it’s not as social media accessible as some of the other tools offered in this post, it does quite a good job when it comes to discovering new content.


Swayy, though being the newest kids on the block, actually manages to combine most of the important features that a social marketer can ask for. Swayy provides custom curated content that matches your brand’s image by analyzing your posts and your audience engagement and your followers’ interests.

After you log into the service you can connect your Facebook, Twitter, and/or LinkedIn to the platform. On the main screen you are provided with a set of trending sources, which you are able to post through the platform onto your connected account. These topics are matched to your audience’s preferences. I have been using Swayy for over a month now, and I find the content suggested to me is mostly relevant, new and is always coming from reliable sources.

Sawyy – Manages to combine most of the important features that a social marketer can ask for.

Some very cool features for the free version – besides the fact that you can schedule the content, you’re also provided examples of relevant hashtags or mentions that would be appropriate to use with the post to maximize the effectiveness. After sharing the content you can track how well it’s doing, using their analytics. For most marketers I think Swayy is the whole package.


Scoop.it is a curation platform built on user generated content suggestions. Scoop.it asks users to build topic pages where they aggregate relevant content. Every page is grouped under a relevant specific topic, when you choose to follow a topic you’ll get the pages indexed under it and that’s how you discover new content.

On each article you see, you can track back to the original user page that curated it. If you find this page really relevant to you, you can also begin following it. Scoop.it also allows you to share the articles that are relevant for you through your social channels and is a great tool to discover content. Although as opposed to Swayy and Prismatic, it requires a bit more work on your part.


RebelMouse allows users to combine updates from across their social networks into a front page. The idea behind RebelMouse is to make it easy for both companies and individuals to create a constantly updated presence on the web without having to trouble themselves with manually updating it.

RebelMouse – Organizes your online presence into a beautiful, dynamic and social site.

While other platforms focus on finding valuable content by topics, RebelMouse focuses on the people or brands sharing the content. This means that you’re meant to follow people by how much they interest you.

In terms of sharing, RebelMouse allows you to share to your own accounts like, Facebook, Twitter and Google+. There is no option to schedule it or track its analytics.

Finding interesting and relevant content for social media isn’t an easy task, especially if you want it to be meaningful and productive for your brand. For me, these five platforms make life easier, each in their own way.

How do you curate content for social media? Share with us in the comments.

About the Author
Roy Povarchik is a consultant for community building for startups and brand, specialising in inbound and content marketing. Roy is a part of Blonde 2.0 PR team. Follow him on Twitter.