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![[FREE] The Impact of Content Curation on Reaching Business Goals | #TheMarketingTechAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/5n8pX9BEnvuFjCvSy1iBa_L6dadsvGA8m9WNoVsbzkY=)
76% of professionals who used content curation saw an impact on reported business goals in 2013. This free report takes the guesswork out of evaluating curation as a potential business tool. ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected). 
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Basic/ Digest... 1. Skimming the Headline and Sharing Immediately In the rush to stay active across various social media networks, marketers can sometimes share things a little too quickly. A good headline doesn't mean a good article. Sometimes, it doesn't even mean a relevant article. That's why it's important to take the time to read the entire article before sharing it with an audience.
2. Checking Only the Most Popular Stories and Sources for Content If your content curation is supposed to attract people to the brand for originality and thought leadership, depending on the most-visited sources and most-read articles is merely going to backfire. Your social media accounts won't stand out, and prospects and customers won't see the value in following them.
3. Not Personalizing for Your Audience Personalizing the content you curate for audiences can be a big competitive advantage. According to the CMI/MarketingProfs research, just 19% of enterprises are customizing content based on audience preferences.
4. Promoting the Same Content Across Every Channel One tactic that's employed by time-starved marketers is to share one link across a few different channels, all at once. Ultimately, doing so undermines the purpose of content curation. If someone sees that a business is sharing the same thing on Twitter and Facebook, there's no added value to following the business on both channels.
5. Spending Too Much Time Curating Content Marketers can't afford to spend all day curating content, but that's almost inevitable when companies are expected to be on at least three (if not more) social media networks, maintain an active blog, interact with fans and followers, and send strategic email campaigns. However, content curation platforms can automate the curation and distribution of content across social media networks and email newsletters.
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Joemktg's insight:
Taking exception with two items: (1) I encourage promoting the same content over your channels, as you absolutely do NOT have 100% duplication (I doubt you have over 20% duplication); and (2) You need to infuse a human touch over the curation process, as the technology is just not there to perfectly deliver the perfect content.
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Make content curation faster and easier by combining Feedly and IFTTT to become the go-to expert in your niche and provide more value to your clients. Basic/ Digest... #1: Use Feedly to Find Articles Feedly is an awesome tool for finding timely articles on topics you want to share. On Feedly, you can find content and organize it by categories.
#2: Use IFTTT (If This Then That) to Collect Feedly Articles IFTTT (If This Then That) is one of the most useful tools I’ve come across on the web. It shaves hours off of research time by automating simple tasks. In order to automate tasks, you create what’s called a recipe. For example, now that you’re set up on Feedly, you can create a recipe that sends new articles to a Google spreadsheet—without you doing a thing!
#3: Choose and Curate Content Use the spreadsheet to choose which articles are most relevant to your audience. Once you whittle down the articles to ones that are share-worthy, I suggest writing a status update you can schedule on Twitter, Google+ or LinkedIn. (I usually write the status update in the Title cell to keep track of it.)
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Joemktg's insight:
Honestly, there's no real way to speed up the process other than culling through articles and selecting the best of the best. Once you have your sources identified, it's then all about the knowledge you bring to the table to select and curate.
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Intermediate/ Digest... What do you make of other industries — especially digital media — using words like curator and curation?
Is the widespread use of the term curator a good thing for the art world, or has it watered down the value of the title?
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Joemktg's insight:
Here's the important sentence: "The product of good curation is not just a nice exhibition but how the public creates new knowledge by interacting with the exhibition." As you curate, are you creating an environment for your readers to create new knowledge? Are you allowing them to newly learn from your collection of information?
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…and you don’t even have to pay them. We’re talking about content... ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: goo.gl/rzeg79. No credit card required!
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Joemktg's insight:
Content creation works...and works very well. We're offering a 14 day trial of our AgileContent service: content creation for you. Go here to sign up: http://goo.gl/rzeg79
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Basic/ Digest... PostPlanner (designed for FB)
In terms of finances, it’s much cheaper to subsidize original content with curated content. You can save time and money by including both curated and original content in your marketing strategy. Curated content also adds value by providing a new perspective on a popular topic and diversifying your sources, plus it allows for more frequent updates, which can heighten engagement with fans and followers.
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Joemktg's insight:
Another post supporting the use of curated content as a part of your content marketing strategy.
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Basic/ Digest... 1. Be intentional about your themes & topics 2. Pull from a consistent set of sources (to save you time) 3. Use an automated queuing and distribution system 4. Always give credit back to the publisher 5. Post across channels to increase reach and awareness growth 6. 3-4 curated posts a day is fine 7. Actively curate 2-3 times a week max 8. Make instant curation one-click easy from your browser 9. Use team tools to increase contributions 10. Spread out posts from the same consistently-good sources 11. Prioritize content from partners and prospects ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Joemktg's insight:
Some decent rules for the road, but don't be too reliant on automating curation: part of the value is the human touch associated parsing, delivery and collection of theme-related content.
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Content Shock: Why content marketing is not a sustainable strategy - {grow} | #TheMarketingTechAle
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Content - Most marketers (57%) say they should share 10 or more pieces of content per day to properly engage with their customers, according to a recent report by Trapit.
Basic/ Condensed...
Content Curation
Content Marketing Trends
Time Spent on Content Marketing
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Combine the stats above with the recent Gartner post regarding content curations arrival, and you have to believe that a properly configured content curation strategy may become the most important aspect of your overall content strategy.
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Intermediate/ Excerpt...
In the run up to this holiday season, my thoughts gravitated to the increasingly important role of curation in virtually all forms of audience engagement. Why? Because, spread as we are between so many cacophonous pleas, we all face an abundance of choice that far exceeds our capacity to discern what is—and what isn’t—worthy of our attention.
In this always-on age of information overload, our synapses yearn for some relief.
For many, this relief comes from the discriminating curators who act as intelligent filters across a veritable Sargasso Sea of information, a fire hose of flotsam and jetsam. We count on these curators to help turn the patternless din into a more sensible, more tractable patchwork.
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And THAT'S the role The Marketing Technology Alert plays: a service that tames the fire hose of flotsam and jetsam.
Becoming a discriminating curator will help you distinguish your voice, values and storylines from competing pleas for audience attention. It will help your brand become a beacon in this ever-amplified age of plenty.
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"Curators who act as intelligent filters"-- nice
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You'll want to focus in on slides 15+ which pertains to content curation.
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Intermediate/ Summarized...
1. Read a variety of sources
2. Credit the original source
3. Don't use 'nofollow' links
4. Keep quotes short
5. Write with a point of view
6. Add context
7. Stick to thumbnail images
8. Let readers close an iFrame or share bar
9. Write a new headline
10. Claim Google authorship only when appropriate
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I think you'll find that most if not all of these suggestions are followed within The Alert. As a curator, you're connecting readers with publishers: identifying excellent sources of information for your readers while introducing publishers to readers.
Voici une petite charte pour rendre votre curation efficace, concise et s.
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Intermediate/ Summarized...
1. Draw from a variety of sources
2. Prominently link to the original source
3. Avoid “nofollow” links
4. Quote sparingly
5. Insert your own point of view
6. Fill in the gaps
7. Use thumbnail images
8. Give readers the option to close an iFrame or share bar
9. Add a new title
10. Claim Google authorship, as appropriate
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Go out of your way to drive traffic back to the source! Have multiple links back to the source, and curate only that content that you admire and want to promote. Driving traffic and providing validation helps the source. One more thing: I'd never claim Google authorship, and you shouldn't either. If you were writing a piece that used a third party as a supporting source, then footnote. But do not claim Authorship!
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Condensed...
We see it as a spectrum of activities that evolve from one point to the next:
-- > Simple aggregation and collection of content (with or without a distinct point of view)
-- > Active curation and promotion of a point of view using that collection as a source
-- > Aggregation and curation of user-generated content and social conversation around reported events or news in order to build an engaged community
-- > Active real-time coverage of events and “newsroom” coverage of events around trending topics
We have found that the enterprises that are successfully using content curation as a marketing strategy are, in most cases, deploying solutions that focus on one or more of these four business benefits:
-- > “Taming the firehose of content”
-- > Faster, more agile content marketing
-- > Adding points of view and distinct experiences
-- > Empowering and engaging target audiences
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Content Curation MUST be a part of your content marketing strategy, as it is a SERVICE to your constituents!
See Q8 Content.
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Here are four reasons your content marketing strategy cannot rely on content curation.
Condensed...
1. We Have Hundreds of Sources Today
We turn to more sources than ever before. Twitter, Facebook, even LinkedIn are now steady streams of content from hundreds or even thousands of individual sources. Becoming one of those sources only earns you a small slice of attention. And a small slice of attention doesn’t give you the market advantage you need today.
2. It Makes You A Filter, Not An Authority
The value of a content curator is their ability to filter through the volumes of content and select the best, the most original, the most valuable, pieces.
3. You Build The Authority Of Others
What happens when you continue to share content from certain companies or individuals? You build their authority!
4. Your Perspective Gets Lost
Yes, your point of view comes through in what you choose to share. By allowing yourself (or your company) to become a mouthpiece for the views of others, you provide insight into your beliefs. But it simply aligns you with the masses that ascribe to the view of someone else, it doesn’t provide any insight into the nuances of your own perspective.
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1) Hundreds of sources is the reason why I curate content: to make it easier for you to find and read the best of the best each day.
2) Within a year's time I've become an authority of finding and presenting quality content related to marketing technology, and for many professionals a go-to source for this information.
3) And as a result, my authority is being built.
4) And my perspective is being communicated.
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Condensed...
Content curation certainly has its supporters and detractors. Some suggest that it’s no different than aggregation, while advocates contend that it’s another way to share timely information and insights that support a brand and its corporate marketing goals.
Content Marketing Institute has covered the topic extensively from a number of angles. The following (curated!) collection is designed to give brands one-stop access to a diverse range of ideas and information to help them manage their content curation efforts:
http://contentmarketinginstitute.com/2013/06/create-content-perfection-essential-ingredients/
http://contentmarketinginstitute.com/2013/07/tips-content-curator-write-better-calls-to-action/
http://contentmarketinginstitute.com/2013/06/measure-content-curation-success-scorecard/
http://contentmarketinginstitute.com/2013/02/content-curation-tips-from-brand-success-stories/
http://contentmarketinginstitute.com/2012/12/sources-content-curation-inspiration/
http://contentmarketinginstitute.com/2012/09/7-ways-to-organize-your-content-for-curation/
http://mashable.com/2013/05/09/curator/
http://digitalsherpa.com/content-curation-tools/
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Great collection of articles on content curation. You can click through to the main article for the highlights, or you can peruse each link above.
So I've curated an article on content curation that curated articles on content curation.
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Trying to cull the vast expanses of the Internet for content that’s relevant to your readers and customers takes a lot of work, but these tools can help make it easier.
Condensed...
Aggregation dashboards—multiple source feeds directed to one place
1. NetVibes.com
2. Symbaloo.com
3. ProtoPage.com
4. Feedly.com
5. Individurls.com
6. Google Sites
Content discovery tools—feeds based on keywords and trending posts/topics
7. iFlow.com
8. Zite app
9. ContentGems.com
10. Scoop.it
Discover and deliver—content discovery and publishing with one tool
11. Trap.it
12. PostPlanner.com
All-in-one solutions—discovery, organization, and sharing from a central source
13. Curata.com
Content planning tools—taking your original and curated content and organizing it for review/approval and publishing
14. Kapost.com
15. Compendium.com
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For a full description on each tool, click through to the article. This is the best collection that I've seen, even though it does not include curated content publishing as a separate category.
It doesn’t matter if you are looking for more search engine rankings, better site authority, a more dedicated following, or more social media buzz. Curation is the best way for busy people to reap the rewards of a high-traffic site without spending all day, every day, writing content and trying to "trick" people into visiting their sites with mediocre content.
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Curated content lets you show off your expertise without creating new content. Here are 5 ways to drives comments, shares, and likes with your curated posts.
Digest...
1. Curate from a variety of sources.
2. Think multi-platform.
Readers consume content in different ways, so don’t limit yourself to your own blog and social media channels. Think about ways you could repurpose your curated content into a webinar, ebook, white paper, or other materials. Brainstorm topics for guest blog posts you could contribute to other sites. Consider starting a podcast or web series to discuss the most interesting content you’ve curated and invite guest experts to weigh in.
3. Get reader input.
4. Say something unexpected.
Annotation – or incorporating your own opinion instead of simply summarizing someone else’s piece – is a key part of content curation. Without your unique perspective, there’s no need for readers to visit your blog or website. After all, they can always read the original piece elsewhere online.
5. Include a strong call to action.
Data shows that tweets using the phrase “please retweet” get four times as many retweets as other types of tweets. Calls to action are also a key component in blog posts, where you can encourage readers to share, comment, or take another action. Without this call to action (or CTA for short), readers may simply click over to a new window. Many blog posts conclude by asking readers for their opinions. Do they agree or disagree with the point of view you’ve just shared? Why or why not? These simple questions can spark conversations with your readers.
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Solid content curation is valuable to your audience, but it takes time...about 2-3 hours/day to do what is described above, then you have to consider that you need to do this daily. Trust me, I know.
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Content curation has to be a part of your content marketing mix. There's just too much valuable information published within your knowledge space that someone...you...needs to keep your audience informed.
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The most valuable commodity in the world is information. People thrive on learning new things about their specific interests and the general world around them.
Excerpt...
Perhaps the simplest method to curate the content you’ve gathered is to write a summary. Tell them in your own words what’s going down, and add your own little tidbits of information here and there as well. You’re mixing tons of great stuff to make something new, fun and totally relevant. Quoting a sentence or a short excerpt also falls under summarization, if you provide your own refection of the material before or after it.
You could also tell a story by putting together multiple pieces of aggregated content to make a bigger point or show a process. You are curating content through a cohesive narrative that links separate (but valuable) ideas that together make something truly great. This type of repurposing is the highest valued target but it’s also the most difficult. One bad character or scene and you’ll lose your audience just like in a movie or book.
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There's a ton of static and noise out there, but there's some great writing offering tremendous information and insight. If you're interested in reading it, don't you think others are as well? Curate, comment, distribute, deposit.
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Condensed...
Bruce Clay did an SEO test on three varieties of curated content:
1. Curated links with auto-generated summaries.
2. Curated links with 200+ word annotations written by the human curator, referred to from here on as editorialized curation.
3. An excerpt of the original traditional post and curated links with editorialized curation."
"Our conclusion is that when content curation comes in the form of original content, a website can achieve the benefits of fresh content without threat of negative search engine rankings. The same ranking potential can be gained from curated content with editorialized curation in significantly less time when compared to a traditional blog post."
In order for curated content to enhance your site's SEO, you should follow these best practices:
1. Text should be unique on the Web.
2. Sources linked to should be of high quality.
3. Add value to the collection, for instance through story-telling, new perspective or commentary
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Obviously I'm a big believer in content curation, as it brings value to the target audience by collecting the most pertinent pieces of content written each day relating to your area of expertise. And if done with SEO in mind, it can be quite effective.
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A modern publishing strategy should include four content approaches - original, curated, licensed, and automated.
It's a cost/benefit argument, and if you're able to curate a sufficient amount of content on a regular basis, it could easily be an equal to original content.
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Key excerpt...
If you want similar results, you can add a free tool to your website, but before you do, there are a few things you need to know:
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Creating a tool is (almost) akin to creating a software app. Will it provide you with a better return than content? Absolutely. Is there a required level of effort that is software dev related (think agile)? Definitely. If you don't have this background, you WILL get hosed.
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Viral content can lead to astounding results when the right ideas are shared with the right communities, and coming up with those ideas doesn't have to be a daunting task.
Key excerpt...
I go to the places online that allow for both content curation and the ability to organize that content by what has already been popular. The places I usually use are as follows:
-- > Reddit: Try doing a simple search for about 3 to 5 keywords related to your topical area. Many of their top stories are a great place to start for viral content ideas.
-- > Google: Try searching for (Viral + Keyword) and look for other instances of viral campaigns that have been successful. Add as many of these as you can find to your list.
-- > Trendhunter: Trendhunter does a good job of picking up on trending concepts and ideas that can be searched by keywords. Try searching for your keywords and then list the interesting URLs in your brainstorming dump list.
-- > BuzzFeed: BuzzFeed does a good job with conceptualizing viral ideas. They also have an effective search tool to find these posts. Put these in your list, too.
-- > Latest research: Try searching Google Scholar or Pubmed Search. You can segment your search by date, so try to use content from the past year for fresher stories.
-- > Latest news: Google News, organized by date, can yield a good overview of what newspapers and online news sites are covering most around your topic area.
-- > Datasets: Listing all possible datasets out there would take a long time, but I usually check out this Quora post to see if there is anything that jumps out to me as being applicable to the topic area I'm looking at. Also, https://explore.data.gov/ is a great place to do a few keyword searches to see if anything pops up as well. Reddit also has an active dataset subreddit that is worth looking at. You can also try a search at ZanRan.com, which can sometimes give some good results as well.
Still stuck?
Here are a few other places you can go if you are still having trouble filling out your research dump:
-- > http://www.portent.com/tools/title-maker/
-- > http://wikipedia.cognition.com
-- > Content Idea Generator V2 (Put your topic area in cell B3)
-- > Google Autocomplete
-- > Quora Web Search
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This is one of the most important articles for your content creation process.
This is more than an article about where to find ideas (which is the focus of the aforementioned scoop). The article outlines a complete PROCESS of finding an idea and drawing it out into insightful content.
Action item: Read and absorb and incorporate.
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Social Media - Industry media sites are the most common source of content shared by B2B marketers on Twitter, accounting for 62% of all content shares, according to a recent analysis by Leadtail.
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The pertinent table is above, but there are other interesting datapoints including individuals followed and RT'd. Regarding above: 4, 5, 7, 11, 13, 20, 21, 25. Add to that Forbes Sales and Marketing, Heinz, Customer Experience Matrix, and the most overlooked Chief Marketing Technologist.
It's a quick view report, albeit a bit biased, that covers the topline points you need to know about curation.