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Hootsuite's 2026 Content Curation Guide Outlines a 7-Step Process

By InnovaAI Research1 min readBlog

Hootsuite has published a 2026 guide to content curation, laying out a 7-step process for finding and sharing third-party content strategically. The guide draws a clear line between content curation and content creation, a distinction that shapes how agencies should plan client content calendars.

Key Facts

01Hootsuite published a 2026 guide outlining a 7-step content curation process
02The guide distinguishes clearly between content curation and content creation
03Five curation types are identified: aggregation, distillation, elevation, mashups, and chronology
04Curation allows agencies to maintain client publishing frequency without scaling original production at the same rate
05Adding editorial commentary to curated content is what separates strategic curation from simple reposting

Why does this matter for agencies?

▶A structured 7-step curation process gives agencies a repeatable framework to apply across multiple client accounts simultaneously
▶Distinguishing curation from creation helps agencies price and scope content calendar services more accurately
▶Different curation formats (distillation, aggregation, mashups) can be matched to specific client verticals and audience needs
▶Treating curation as a formal service line, rather than a filler tactic, opens a revenue opportunity without requiring proportional increases in creative headcount

What should agencies do?

Audit every active client content calendar to calculate the current ratio of curated to original content, then set a target mix with at least 30-40% curated posts to maintain publishing frequency

low effort

Build a vetted source library of 8-12 trusted publications per client vertical so team members have pre-approved feeds to draw from each week

medium effort

Establish a mandatory editorial commentary rule requiring every curated post to include a brief client-voice perspective before scheduling

low effort

Track curated content performance as a separate segment in reporting dashboards so clients can see the measurable contribution of curation to their overall social results

medium effort