The church guide to digital content curation

Digital content is becoming more important to hybrid ministry, especially with waning attendance and participation in livestream worship and events. As the world continues to emerge from the pandemic, digital ministry will become increasingly asynchronous, where digital content anchors conversations and communities. We will see fewer attending events, and more reading stories, watching videos, and discussing ideas.

As we observe this shift, the content we share becomes a new form of Christian witness for a digital age, a way to engage and welcome the neighbor.

At first glance, the demands of digital content may seem to be too much for church leaders already struggling to keep up with worship services, staff meetings, council meetings, weddings, funerals, and youth groups. It is certainly true that church leaders do not have time to create enough content to do digital ministry well. There simply aren't enough hours in the week.

So today's church leader must figure out how to balance content creation with curation, or the act of re-packaging and re-distributing content.

We take up the work of curation not just because it saves us time, but because the church already builds considerable original content each week: sermons, children's messages, prayers, bulletins, announcements, and more. Plus, the broader web is filled with thoughtful (and sometimes not-so-thoughtful) faith-based content. The task of the digital minister in 2023 and beyond will be that of a theologically-trained librarian, selecting and surfacing resources for discussion in their community.

An example of email curation from Faith Lead: Book descriptions and reviews

Step one: Create or curate?

High-quality curation begins with the decision that it's more useful to repackage something existing than to create something anew.

Generally, creating new content is more useful in unique circumstances, or when you're seeking to circulate novel perspectives from within the ministry. In most other circumstances, curation will be just as impactful.

You should create new content when:	You should curate existing content when:
You want to lift up the stories and perspectives in your own community	You want to share expert perspectives from highly-regarded thinkers
Your community is facing a unique challenge or opportunity (ie, a special event, or a transition in staff leadership)	Community is facing a challenge or opportunity shared by many others (ie, a global pandemic)
You want to broadly share an idea that is original or brand new to your community (ie, a work of art or a new piece of music written by a parishioner)	You want to broadly share an idea already circulating within your community: from a sermon, from a discussion group, etc.

Applying this logic, curation ought to be more common than creation in most Christian communities.

Churches tend to use similar source material (doctrines and scripture). Most churches face similar challenges (such as pandemics and declining attendance). And all churches have ideas that are shared via preaching and formation.

Once you have decided to curate an idea, the next step is to determine whether to curate internally or externally.

An example of curation on Facebook, sharing a post from the denomination

Step two: Internal vs external curation

To curate something internally is to repackage what your community has already created, reigniting its usefulness by posting to social media, including in a newsletter, or publishing in a blog or podcast.

Internal curation sources	Curation example
Sermon audio	Publish in a podcast feed
Confirmation lesson	Instagram Reel video
Prayers of the people	Social media post

To curate external content is to share a resource created outside of your community. External curation is the act of embedding quality resources within your ministry's digital platforms, like a newsletter or blog.

​External curation sources	Curation example
Short video (ie, from The Bible Project) explaining context behind weekly scripture passage	Embed the video in weekly newsletter
Podcast episode exploring a question of what it means to be the life of faith (ie, an episode of Another Name for Everything with Richard Rohr)	Post to social media channels and encourage comments on a discussion question
Idea shared via Tweet or other social post	Re-tweet or re-post, with a 1-2 sentence description of how it applies (or doesn't apply) in your community

External curation requires some filtering on the part of the digital minister. Before re-sharing an external idea, think about the author's original objective. Was it to inspire a conversation? Attract eyeballs to their profile? Boost attendance for their worship services? You'll also want to make sure that the author is a real (and reputable) thinker. Relevant Magazine made headlines in 2021 when they reported that four out of the five most shared Christian Facebook pages were run not by ministers but by foreign troll farms. As librarians evaluate the reliability, validity, and accuracy of a resource, the digital minister evaluates its integrity.

Then, consider the author's theological commitments, both those that are explicit in the content and those that are implied from the author's institutional affiliation. The thoughtful curator sources information from a broad spectrum of denominational commitments, but is able to filter, contextualize, and editorialize to align with the needs of a specific ministry context.

Step three: Crowdsourcing as curation

Finally, we lose something if the process of creating and curating content becomes a staff or pastor-driven task. Digital content curators should act as crowd-sourcers, collecting stories and soundbites to share across the community. Digital ministry can only be the work of the people if we draw in more perspectives than rostered leaders, paid staff, and professional Christian content creators.

This is why blogs and podcasts are so important to digital ministry.

Curation in a video: Rev. Jim Keat (@ideasdonedaily) demonstrating how to embed Tweets in a YouTube message

These digital sources are perfect for adding written or recorded reflections from parishioners and community members alike. Whether in response to a specific discussion question, or as a reflection to a text or liturgical season, crowdsourced soundbites give your parishioners a voice.

More importantly, they provide the means with which to articulate God's action in their lived experiences. Digital ministry is at its apex not when it leads to content consumption, but co-creation. We do digital ministry effectively not when we invite someone to watch something, but when the content we create together helps someone to reflect at how God is at work in their world.

Content curation resources:

• Digital Literacy Toolkit: How to Create and Curate Faith-Based Artifacts

• InverHills Community College Guide to Evaluating Sources

• ConstantContact: How to Curate Content

• How to Credit Someone Else's Social Media Post

• The Ultimate Guide to Church Blogging

• Dave Daubert on how to curate stories within your congregation

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Ryan Panzer is the author of "The Holy and the Hybrid: Navigating the Church's Digital Reformation," now available wherever books are sold.

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When nobody clicks: How to consistently create digital ministry content

The web can be a harsh place for content creators, even more so for churches trying to get in the habit of creating digital content. But the harshest reaction isn't an expressly negative one. Rather, the harshest reaction is often no reaction at all.

According to Podcast.co, 50% of podcasts have been downloaded less than 100 times. Meanwhile, Hubspot tells us that 40% of internet users have never read a blog post. And that Tweet you just posted? It's competing with 5,787 Tweets that were also posted at that exact same second.

As it turns out, the typical experience for today's digital content creator is not one of "going viral" or gaining influence. The typical experience is creating a post, video, blog, or podcast that is never viewed or heard by anyone. Digital content creators are constantly playing to an empty room.

This can be discouraging to congregations who want to get the word, and The Word, out. So you come up with a plan, create a team, maybe invest in some new cameras, microphones, and lighting equipment. You brainstorm, create, and publish, and nothing happens. In this moment, we tend to check-out from the act of content creation. What use is it to work so hard to generate so little in views, clicks, likes, and retweets?

But in a church landscape where digital church-hopping is common, where a congregation's online presence is its new front door, calling it quits on content is similar to locking your front door. The podcast you publish on a Tuesday could find its way to someone who worships with you on Sunday. Or in a more likely scenario, the blog you publish in February 2023 may be the conversation starter that opens the door to a visitor in January 2025.

We create content not because it generates clicks and influence, but because it creates a consistent presence. We write, record, and publish not to achieve fame, but because its a consistent form of witness for the 21st century church.

So here are three encouragements to remember the next time your episode isn't downloaded and your post isn't commented on:

Relevant, original content determines your ministry's visibility. Search engines reward relevant, original content that matches a user's search. When you post or podcast, you are engaging the questions that those looking for a church home are also asking. If and when you don't see any clicks after you post to the web, keep in mind that online searchers will be able to return to this content at any time, so long as it pertains to their interests.

Digital content can be re-packaged. When you create something new, you're not creating a one-off project that will never be used again. You're building source material that can be repurposed for future digital content, even for sermons, prayers, and liturgies. This is the foundation of curation, the process of finding exactly the right resource for precise moments in your ministry. You are adding a new set of legos to the toybox with each piece of content you create. Just because it's not viewed today does not mean it won't find an audience tomorrow.

Original content functions as an invitation to a conversation. Physical signage and billboards tend not to get a lot of buzz, but we in the church keep putting up new signs, because eventually they will help someone connect with the church. While it was once sufficient to view a static webpage or social media profile as an invitation to the life of a congregation, today that invitation is extended through stories and narratives shared in digital content. Our digital content is our digital signage. Everything that we create or curate provides an invitation to continue a dialogue.

At times, it seems like digital content is just one more item on a ministry's already overwhelmed to-do list. So let us resolve to think of content creation as a new form of presence. If we remain persistent, if we become more practiced in curating source material like prayers and sermon texts, we might just find that content becomes more and more of a habit. And as content becomes a habit, we increase our witness in this digital age.

Five resources for congregations looking to establish content creation habits:

• Jim Keat: 5 New Year's Resolutions for Digital Ministry

• Tithely: Create a church social media strategy

• UMC: Become a Curator of Cool (Pinterest specific, but the logic works across multiple platforms)

• SundayToSaturday: Why curation is needed in the church

• HootSuite Guide to Content Curation

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Join @ryanpanzer and Luther Seminary Faith Lead for a live workshop on digital visibility. More information here.

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What good is digital ministry if nobody shows up for the livestream?

The trajectory of digital ministry has looked something like this:

According to Google Trends, a handy barometer of cultural trends, there was a meteoric increase in church online searches during the early stages of the pandemic.

Then there was a similarly steep drop-off in searches for church online.

And today, there's almost as much interest in church online as there was before Covid-19 - which is to say, not much interest at all.

If online search data is a leading indicator of cultural trends, online church attendance is a lagging indicator. Some congregations continued to see strong online attendance and participation throughout 2021 and into 2022 as the Delta and Omicron variants spread. It was only in the second half of 2022 that online church viewership for these parishes moved from stable to shrinking.

One of the churches whose churches I occasionally watch saw their online participation drop from hundreds each week (in 2021) to dozens (in early 2022) to low single digits (late 2022).

And as congregations struggled to staff digital production roles for livestreams viewed by few if any people, a question emerged. What good is digital ministry if nobody shows up for the livestream?

In the "Holy and the Hybrid," I argue that hybrid ministry is less about livestreams than it is about inclusion. Combining the online with the offline is not the point. Instead, the goal of hybrid ministry is extending a wide-reaching invitation to life in a Christian community while forming individuals for lives of discipleship and service. We do effective hybrid ministry not when we livestream everything, but when we discern the ideal methods for inviting and equipping using the digital and personal tools available to our community.

If we understand digital ministry in this way, then our attendance metrics are irrelevant. The question we should ask ourselves is not whether we should cancel the livestream moving forward. Instead, the question is how we should best utilize digital tools to be inviting and inclusive.

This might mean pivoting away from streamed services and moving towards more content creation and curation. It might involve developing a set of KPIs that is less focused on viewership and more focused on hospitality.

2022 Barna Group data indicates that Millennials, and particularly non-white Millennials, are more involved with church communities than they were in 2019. 22% of Millennials have even started attending multiple churches, in a pattern of digital church-hopping. As congregations become more fluent in digital content and online forms of hospitality, people are becoming more connected to the church, and to the Gospel message.

And so, as we start a new year of digital ministry, perhaps it is time to discard the 3-year-old playbooks we started to write in March 2020. Maybe it is time to focus less on how many are watching, and focus more on digital ministry practices that are consistently available, original, and hospitable.

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Join Faith+Lead and I for a morning of digital learning focused on online visibility! Registration is now open for this January 26th, 2023 workshop!