Curator-Led Product - Deepstash
Curator-Led Product

Curator-Led Product

💡 answering customer survey



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Content Curation

Content Curation

Content Curation is the process of gathering, organizing, and presenting information relevant to a particular topic or area of interest. 

This involves sifting through vast amounts of content on the web and presenting the best, most relevant content in a structured manner.


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The Curator

The Curator

Content Curator, is the one manages the process of finding, grouping, organizing, or sharing the best and most relevant content on a specific topic.

She identifies key themes, latest trends, and the most insightful resources, and then presents these in an easily digestible format for her audience.

The goal of a curator is not to generate new content (although Deepstash allows to create from scratch as I'm doing right now), but to extract the best content available from various sources. She adds value by saving her audience or herself time and effort in finding and understanding the information.


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Two Types of Curators

Based on my experience, I've observed two types of curators, each differentiated by their motivations, goals, and the unique expectations they have from the medium where they share their curated content.


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Two Types of Curators (#1)

Two Types of Curators (#1)

Authority-driven Curators: These curators are primarily motivated by extrinsic factors such as gaining authority, growing a community, and increasing their number of followers or likes. Their goal is to appear authoritative, which in turn attracts more followers or prospects. They curate and share content that will boost their numbers and enhance their perceived authority.


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Two Types of Curators (#2)

Two Types of Curators (#2)

Intrinsic Curators: These curators are driven by intrinsic motivation. They curate content because it is useful to them personally. In the era of information overload, their goal is to learn deeply about useful resources, digest them to uncover valuable insights, and organize them in a way that makes it easy to find important information when needed.

A secondary effect of their curation is that when they share their collections, they can also help others. This type of curator is more focused on the value and utility of the information rather than the potential for gaining followers or likes.


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What Do Curators Want From the Product They Want to Use?

From the product perspective, I pondered on some key features that a curator-focused platform should possess for optimal growth.

But first, I'd like to introduce the terms "closed" and "open" platforms. Then we can delve into what do curators expect from a product.


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Closed vs. Open Platforms

Closed vs. Open Platforms

In a "closed platform" the connection of the content creator with the audience is controlled by the platform itself. For example on YouTube, there's no way to migrate your subscribers to another video sharing site. It doesn't matter how many subscribers you have, most viewers primarily see recommended videos, an aspect you have limited control over.

In an "open platform" content creator has a direct connection with the audience. You can take your email list, RSS feed, and customer list anywhere you move. Substack (email), WordPress (RSS), Patreon (membership) are good examples.


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What Authority-driven Curators Want?

Authority-driven Curators prefer open platforms because they allow for a more direct and controlled communication with their audience. They are also in search of tools that can amplify their perceived authority and facilitate the growth of their audience.


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Crucial Product Features for Authority-driven Curators

Crucial Product Features for Authority-driven Curators

  1. Tools for driving engagement and increasing followers or likes: This includes highlighting features like social sharing buttons, comment or reaction systems, and analytics to understand their audience behavior and preferences.
  2. Possibility for direct communication and branding: Authority-driven curators would appreciate customization options to reflect their authoritative persona, and direct message or email features to manage communication with followers.
  3. Openness and portability: They require the ability to transfer their followers list and data when switching platforms.


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What Intrinsic Curators Want?

Intrinsic Curators are seeking more flexible platforms which allow them to organize their content in the best way possible to express their unique insights and where gaining popularity is less central. Integrations that brings ease of use is one of the most critical features they're looking for.


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Crucial Product Features for Intrinsic Curators

Crucial Product Features for Intrinsic Curators

  1. Features aiding content organization and discovery: This would consist of categorization, tagging and search functions, saving for later, and suggestions based on interests or activity.
  2. Flexibility: As intrinsic curators focus less on followers and more on the value of the content, they'd prefer platforms that allow them to manage their curated content without interference or limitation.
  3. Interoperability: This curators would value the ability to easily exchange and synchronize their content between different products or platforms so they can manage and share their content wherever they prefer.


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ぬ-shaped person: Passionate learner having diverse interests. Tech entrepreneur. Obsessive optimizer. Uncomfortably skeptic and curious. Suffering from tsundoku.


While answering Deepstash's customer survey today, I found myself deep in thought about the topics if I would be building a curator-led product. :)

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