Retweeting a link, sharing a Facebook post, or liking a LinkedIn article is not content creation. These are infinitely more passive acts that serve as “filler” in the content funnel of many marketers. In order to engage in the process of sifting through the massive amount of content on the Internet today, requires different skill sets: an understanding of the differences between curation, creation and aggregation; an understanding of the platforms and apps for those three process; and an understanding of the difference between human and algorithmic interpretation of context.

There are 157 million blogs creating 1.3 million pieces of content per day.  With this level of content creation, the glut of content requires human aggregation to measure, and provide context for all of this content. Several content curation and aggregation services (and apps) can prove useful tools to fill the content funnel of the savvy peacebuilder. There are several content curation applications for the savvy peacebuilder, but we will focus on the top three here.

First though, a word on content curation versus aggregation. The definitions are important for framing the conversation:

Content aggregation is the process of collecting articles, videos, and other content from across the Internet and gathering it in one place without commentary. The

•    Instapaper (On IPhone) (Content Aggregators)
•    Pocket (On IPhone) (Content Aggregators)
•    Smart Brief (Content Aggregators)

Content curation is the process of providing context through the intervention and suggestion of human beings, rather than software. The two largest web based desktop platforms that are examples of content curation are the Huffington Post and the Drudge Report. Two of the better content curation apps that work well on mobile smartphones are
•    Flipboard (Content Curation)
•    Issuu (Content Curation)
•    Pulse (Content Curation)
•    Feedly (Content Curation

Content creation is what I do through the writing of these blog posts, as well as the blog content and podcast content that I create through the HSCT website.  Content creation is at the heart of inbound marketing, for the savvy peacebuilder, because it allows the peacebuilder’s voice to be the driver for their marketing efforts. But curation and aggregation can also help round out this voice. Each of the above platforms require different skill sets and technical setups to maximize the success of the savvy peacebuilder. Finally, where there is algorithmic (computer program based) aggregation and curation there are sometimes problems.  This is the place where a very human, very savvy, very peace-minded, peacebuilder can truly shine.

Please feel free to contact me via email or explore my blog, The HSCT #Communication Blog, as well as take the time to talk with me via Twitter @Sorrells79, the HSCT Facebook Page or even connect with me via LinkedIn.


Questions or feedback about this?  Write to me at or connect with me via Twitter @Sorrells79 or check out my Facebook Business page and leave a comment there, or message me on LinkedIn.

By Jesan Sorrell

Jesan Sorrells is the founder, owner and principal conflict engagement consultant at Human Services Consulting and Training (HSCT), a boutique, private, conflict communication and corporate training consultancy, based out of Endicott, NY. HSCT focuses on delivering Christian based, alternative dispute resolution solutions in the areas of conflict communication, conflict skills development and conflict consulting for a variety of clients, including corporations, higher education organizations and nonprofits. HSCT accomplishes this by leveraging cutting edge, pioneering and entrepreneurial resolutions to conflict, communications, social media, and organizational development for its clients through trainings, seminars, workshops and 1-on-1 consulting.