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    Content Curation Paper Content Curation Paper Document Transcript

    • Content Curation Archana Basarur Marketing in a Digital Environment Dr. Eric Brey 04/10/2012
    • Content CurationTable of ContentsOVERVIEW ............................................................................................................................................................. 3TREND.................................................................................................................................................................... 3CASE STUDY ........................................................................................................................................................... 4APPLICATION IN OTHER INDUSTRY ........................................................................................................................ 5TREND WORTHINESS ............................................................................................................................................. 6REFERENCES:.......................................................................................................................................................... 8 Archana Basarur | University of Memphis Page 2
    • Content CurationOverview Enormous amount of information is spread all over the web. Twenty hours of video areuploaded to YouTube every minute, 210 billion e-mails are sent daily, 30 billion pieces ofinformation is shared on Facebook each month; Wikipedia hosts 17 million articles([Infographics], Jeff Bullas). This has made the task of searching for a specific content relevantto your context very tedious. Even with sophisticated, art-of-the state search engine and SEO,pulling the content that is right for your users/customers at that time is a lot time consuming.Interesting content is what makes Internet sparkle. Specifically for business sites, content is thevehicle for building customer relationships that are scalable, measurable, and commerciallyvaluable [Andrew Davies, Co-founder at idio Ltd]. We are seeing the shifts in market place, asbrands are realizing that they can pull the interested consumers by publishing qualitative,engaging and informative content instead of pushing interruptive adverts. Instead ofbroadcasting at target market, you can engage with them; instead of just talking about yourbrand and sales preposition, you can talk about consumers and their needs; instead of justtalking and then listening for response, you are able to listen and then talk across any of thesocial media platforms. Instead of buying the media, you can become the media. Internet hasturned what used to be a controlled, one way message into a real time dialogue with millions[Daniel Sacks, Fast Company]. And you need to have enough breadth and depth of content totalk with them. People love to share good quality and interesting content with their circle ontheir comfortable channels. That is why sharing websites has become popular. Even the majorsearch engines are catching on and beginning to recognize content that people are sharing.Trend So where do you get such interesting and value-adding content? There are two ways:one way is to spend good amount of time to create your original content and publish/distributeit on your sites; other way is to find already existing high quality content from the web, analyzeand organize according to the needs of your users and share it on your sites. The second way offinding depth in the content is called content curation. It’s the ongoing classification andgrouping of disaggregated pieces of information such that each piece increases in context,meaning and importance. Content curation is the addition of context, trust, and meaning forthe benefit of the reader. Though it is still considered a "buzz word" by many in the contentworld, content curation is now becoming a marketing staple for many companies with asuccessful online presence. Many of us have been participating in a rough form of contentgathering for years without even knowing it. It can be RSS feed, links posted on blogs, socialmedia feeds, an online news mash up, popular online destinations like Delicious and Digg etc.Anyone with a Facebook feed or Twitter stream has seen content curation first hand. Whatmakes content curation stand out from these feeds (which are completely automatic) is thehuman interaction in considering the right content, organizing it, deciding the flow to fit thecontext. For most companies, content curation is being used to drive Search EngineOptimization (SEO). A company that links multiple pieces of content about a specific subjectincreases its exposure when that topic is searched. Archana Basarur | University of Memphis Page 3
    • Content CurationCase StudyScoop.It It is a content curation platform, where users can curate information about any topicthey want. The site is geared towards providing users a very quick and easy way to “scoop” anyinformation that you feel is relevant to the topic you have chosen. There are several ways youcan do this, the easiest being via a drag and drop tool that you add directly on your browser. Ithas a suggestion engine which provides a list of suggested links based on your keyword toquickly sift through the content; good if you don’t have time to search. You can add your ownsources too to make the content more rich. Overall, it’s a very handy tool for the contenteditors especially in blog, media, marketing fields where rich content is the King. Scoop.it alsohas a metrics system that lets you track your progress. It’s the only program of its kind thatreally gets you an authentic magazine layout that screams “read me!” Gabriella Sanninoprofessional SEO specialist says, “Scoop.it has to come up with better time managementfeature in terms of ability to schedule your Scoop.it. They can make it affordable for smallerbusiness to take advantages of their services. Make the twitter RT easier instead of having totake time to copy the actual url in order to get the correct link.” She also feels that they have toexplain their ranking system since their algorithms make no sense. If you arent incrediblyspecific when putting in your key terms for feeds, youll get a load of unrelated content. One ofthe other drawbacks is that Scoop.It doesn’t provide an option to embed the content onto aprivate blog. It does, however, provide an interactive widget. Keep in mind that Scoop.it won’treally be an asset in branding and content promotion if your content is lacking to begin with. Ifthat’s the case for your business, then start with beefing up your content first. Create aneditorial calendar and use curated content platforms like Curated.by and Pearltrees to see whatthe leading conversations are. Once you’ve done that you’ll be in a better position to brandyour own work through Scoop.it.Pinterest It is a Virtual Pin board that lets you organize and share all the beautiful things you findon the web. It allows users to “pin” images and video to a virtual bulletin board they create.They can be photos they took and uploaded, images found on other websites, videos they findonline or videos they have created themselves. A user then shares that pin with their friends,who can then like or re-pin it to their boards. The primary purpose is to share your interestswith friends through images and video. The genius of the UI is that when you hit the "Pin It"button, it pulls out all the images on the page youre visiting, allowing you to select just theright one. Using individual photos instead of the whole URLs means that Pinterests boards endup slick and aesthetically appealing. People rarely post content created by the media at all.Instead, people post links to retail sites. They curate vast selections of goods that they want tothink about purchasing. People found its actually ridiculously helpful for planning wedding"details" because you can quickly accumulate a bunch of examples of things of a type. Unlikeother social networks, which waited years to monetize through advertising, Pinterest has taken Archana Basarur | University of Memphis Page 4
    • Content Curationa different route. Theyre monetizing already by taking a cut on sales that pins on their site helpgenerate. They partnered with a firm called SkimLinks, which automatically scans through everylink posted on the site to see if it goes to retail site with an affiliate program. If it finds that kindof link, it secretly adds an affiliate code that ensures Pinterest will make some cash from salesthat derive from that link1. Right now Pinterest has limited uses for businesses. They do notoffer any advertising or paid placements like other services do. If your business doesn’t haveimages or video associated with it, or is a business you can’t represent visually, you’re going tohave a tough time finding any use in Pinterest. If you fall into this category, you need to comeup with a way to represent your business visually, whether it is photos of your customers usingyour product or service, photos of your products or infographics representing the services youprovide. Copyright is a huge concern as it is literally impossible for Pinterest to ensure thatevery picture being pinned is done so with the copyright holder’s permission. Pinterest doesprovide a link for a copyright holder to tag a photo for removal. Pinterest doesn’t currently giveusers an option to restrict pins to a specific geographic area. In addition, it is impossible to findout where users are located. That doesn’t mean local businesses can’t use Pinterest, they justneed to accept the lack of geo-targeting on the network and work with it. We all know thatPinterest has a female dominated customer base. I recommend considering this before startingan account for your business. Right now Pinterest does not provide effective metrics tool tomeasure your success there. Most people aren’t visiting Pinterest to find business-relatedcontent, at least not yet. Pinterest also lacks the ability to search and connect by a user’s bio bykeyword.Application in Other IndustryCurata Curata is Hivefire Company’s signature product specially targeting B2B marketers toestablish brand leadership and Drive Online Lead Generation through Content Marketing.Company’s content curation solution helps aggregate, organize and distribute fresh content forB2B marketers to attract prospects and engage customers online. Curata, already being used byleading organizations such as Novell and Airvana, is a cost-effective way for marketers to have asingle solution for content creation and content curation, combined with distribution tomultiple channels, including social media outlets. In addition, Curata will automaticallysyndicate content to social media channels such as Twitter, Facebook and LinkedIn as part ofthe curation process, allowing marketers to seamlessly increase their brand presence on socialmedia channels. Currently, Curata is the only B2B marketing platform that combines contentproduction with distribution, leveraging patent-pending machine learning and natural-languageprocessing technologies for online content.1 Pinterest: Covert affiliate link scheme exposed, Search Engine Journal, By David Angotti Archana Basarur | University of Memphis Page 5
    • Content CurationRedux TV Video discovery startup Redux has launched a native app for Google TV-poweredconnected TVs, Blu-ray players and other devices, enabling viewers to navigate curatedchannels of online content in the same way they navigate linear TV channels. Redux TV doesn’thunt down television shows or online web series; instead it searches the web for interestingvideos, documentaries, and displays them in channels centered on a certain topic. For instance,the Tech channel has TED talks and interviews by Digg founder Kevin Rose; The Dress Codechannel is all about fashion, home life, and style. The Redux app enables viewers to pickchannels of interest from a personalized menu and watch a continuous stream of videoswithout having to choose them individually. Users can also navigate through channels or videosusing the same up-down-left-right remote control functions that they’ve come to rely on fortraditional TV browsing.Trend Worthiness Content curation has become the buzz word all over the internet. But according toGabriella Sannino, International Content Strategist, “Saturation is going to be curations worstenemy. But today its wonderful; you have an attentive audience that wants to read yourcontent. They are focused on a given topic. But curators can become obsessive about theirtopic. Basically they are researchers doing all the footwork. A free R&D gathered for any givenproject or study. The key is to focus on your readers content needs, then you have won the firststep of gaining their affinity and of course their business. One more thing I would like to add isif you are doing an outstanding job "curating" their reading habits it can lead toconversation...then naturally a relationship is born. Its the best way to get them to know, likeand trust you.” Content curation has a major impact on SEO2. Since content curation targets atdelivering high-quality and relevant content to a group of users or audience, it could be one ofthe most effective and trendiest ways of gaining traffic, reputation and internet success.Content curation impacts almost all businesses over the internet where high quality contentplays an important role; especially B2B businesses and inbound marketing where great contentis the king. It is a very handy tool for B2B content marketers enabling them to quickly find thehigh quality content relevant to their business and share with their target audience veryfrequently. Sannino has personally seen an explosion in content curation for mobile and socialtopics. Evolution has proven that technology keeps innovation moving forward. Thereforedepending on humans and their need for consumption of vast amount of information thisplatform could have a few more surprises in store. Journalists, including large newspapers, maybe well served by giving access whether paid or not to archived articles into curated formats;where they can offer print, video, audio, images all in one page. Once the curator (company)2 SEO – Search Engine Optimization Archana Basarur | University of Memphis Page 6
    • Content Curationhas established their presence they become the authority on any given topic. At the very leastbecome the person or business that is approached for verification (if any are needed). Forexample (theoretically) if you had someone curating the civil unrest in Egypt they could beapproached by a film maker doing a documentary. The advantage of being the hub ofinformation available in one place is invaluable. From recorded dates, names, locations, images,videos, every imaginable format all in one place. Youre not restricted to just one format.Relevance is attained by clicking on one page. Futurists in the media industry3 conclude that there is a bright future for news in termsof both demand and the propensity for consumers to pay for it whilst the transition to a newand undefined ecosystem will be both painful and challenging. It is also clearthat content curation and content aggregation are going to continue to be key in the newecosystem that is evolving. In Curation Nation4, Steven Rosenbaum reveals why brands,publishers, and content entrepreneurs must embrace content aggregation and curation to growan existing business or launch a new one. In fact, he asserts that curation is the only way to becompetitive in the future. In order to be ahead of competitors in content curation business,strong analytics including capacity to schedule is very important, says Sannino. She furtherdescribes “Time management is one of the biggest hurdles many face in curating for themasses. Unless thats all they do, not something we advise anyone...With that said in order toget as much exposure to your curated content you have to have the ability to put things oncruise control once you have taken the time to find 10-15 various posts. The other thing to keepin mind is how to distribute this content to all your social circles, networks etc. Timing is veryimportant in the way these applications perform or maybe I should say lack inperformance. Nothing worse than seeing someones various social networks feed posting atbreak neck speed. Therefore when you are spending time curating it would be nice to includethe capacity to schedule the frequency and time.” The importance of content curation is also felt when Twitter made an importantacquisition, it bought young startup called summify in Jan 2012, a company whose service (asits name implies) was designed to cut through the noise of all those social-media streams andsummarize the content that matters. More than anything, this is perhaps the single biggest holethat exists not just in Twitter but Facebook and other services as well: the need to give usersmore ways of filtering the massive amounts of information that keep flooding their activitystreams and other social-media inboxes. There are so many ways of producing and sharingcontent but so few good ways of filtering. Eventually content curation tools can become inbuiltpart of these big social medias. Going forward, content curation tools might also focus onbuilding the community within and sharing curated content related to each other’s interestthus forming big ocean of circles.3 Futurists & Keynote Speakers Gerd Leonhard & Ross Dawson: The Future of Newspapers4 Curation Nation: How to Win in a World Where Consumers are Creators, By Steven Rosenbaum Archana Basarur | University of Memphis Page 7
    • Content CurationReferences:1. A New Online Content Curation Resource For Associations And Nonprofits Launched By Wild Apricot Membership Software, (PRWEB) March 22, 2012 http://www.prweb.com/releases/2012/3/prweb9309961.htm2. Content Curation Marketing Today, October 18 2011 http://www.contentcurationmarketing.com/articles/56536/recent-announcement-from-big-name- curators-demonst/3. Content Curation: Truths, Threats, Motivations and Opportunities, By Jaimy Szymanski, March 27, 2012. http://www.altimetergroup.com/2012/03/content-curation-truths-threats-motivations-and- opportunities.html4. Content Curation Tools for B2B Marketing, By Scott Gillum, January 06, 2012 http://www.forbes.com/sites/gyro/2012/01/06/content-curation-tools-for-b2b-marketing/5. Know Your Internet: What Is Pinterest and Why Should I Care? The Atlantic, By Alexis Madrigal http://www.theatlantic.com/technology/print/2012/02/know-your-internet-what-is-pinterest-and- why-should-i-care/252835/6. Pinterest turns virtual ideas into reality, By Lee Woodruff, March 29, 2012 http://www.cbsnews.com/8301-505263_162-57406371/pinterest-turns-virtual-ideas-into-reality/7. Pinterest: Just what exactly is on it? BB News Magazine, By Lauren Everitt, March 2, 2012. http://www.bbc.co.uk/news/magazine-172043138. Redux TV delivers curated, leanback viewing experience for Google TV , by Andrew Kameka, December 27, 2011 http://androinica.com/2011/12/redux-for-google-tv-android-app/9. Build Your Employer Brand on Pinterest, By Jessica Miller, SmartRecruiting http://www.smartrecruiters.com/static/blog/build-your-employer-brand-on-pinterest/10. Gabriella Sannino, Professional SEO Specialist | International Content Strategist | Global Marketing Analyst | Speaker | CEO at Level343.com11. Twitter acquisition confirms that curation is the future, by Mathew Ingram, January 20, 2012 http://gigaom.com/2012/01/20/twitter-acquisition-confirms-that-curation-is-the-future/12. Curata: How to feed your content beast without getting eaten alive http://www.getcurata.com/ Archana Basarur | University of Memphis Page 8