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Content Curation TechSoup Canada Presentation

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In a digital age where attention spans are short and everyone is screaming to be heard, the content you share can make or break you. Creating or distributing unique, valuable content that your audience will read (and hopefully share) is as important to your marketing strategy as your public service announcement, your direct mailer, or your Facebook page.

Find. Organize. Share.

Efficient content curation is important for a variety of reasons - it can keep you on top of industry trends, help boost your search engine ranking, publicize your opinion on a specific subject, or establish your as a niche expert. Finding this content, however, can be daunting.

This presentation delves into the fundamentals of content curation - what it is, what purpose it serves, how you can apply it to your communications strategy, and the tools that make it easier.

Hopefully after reading this presentation you’ll be more proficient in finding and disseminating all sorts of awesome content. Or, at the very least, you’ll have a few more tools in your pocket to allow you to do what you do a little more efficiently.

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Transcript of "Content Curation TechSoup Canada Presentation"

  1. 1. What is Content Curation?
  2. 2. What is Content Curation?Think of your online presence as aMuseum
  3. 3. What is Content Curation? A museum is a collection of curated pieces.Some pieces are owned by the museum.Some are brought in from other collections. Curators are responsible for finding the piecesthat they think visitors will like, and showcasing it
  4. 4. You’re probably alreadydoing it.
  5. 5. Creating vs Curating
  6. 6. Pure creation is demanding.Pure automation doesn’t engage.Curating content can provide the best of both.~Lee Odden, Feb. 2013http://www.toprankblog.com/
  7. 7. Why Curate?
  8. 8. Why Curate?Fundraise
  9. 9. Why Curate?FundraiseCompetitive Research
  10. 10. Why Curate?FundraiseCompetitive ResearchExtend reach
  11. 11. Why Curate?FundraiseCompetitive ResearchStay abreast of newsExtend reach
  12. 12. Why Curate?FundraiseCompetitive ResearchStay abreast of newsBuild credibilityExtend reach
  13. 13. Why Curate?FundraiseCompetitive ResearchStay abreast of newsBuild credibilityExtend reachImprove SEO
  14. 14. Why Curate?FundraiseTarget Market ResearchCompetitive ResearchStay abreast of newsBuild credibilityExtend reachImprove SEO
  15. 15. Why Curate?FundraiseTarget Market ResearchCompetitive ResearchStay abreast of newsMarketingBuild credibilityExtend reachImprove SEO
  16. 16. Why Curate?FundraiseTarget Market ResearchUncovering trendsCompetitive ResearchStay abreast of newsMarketingBuild credibilityExtend reachImprove SEO
  17. 17. Why Curate?Lead generationFundraiseTarget Market ResearchUncovering trendsCompetitive ResearchStay abreast of newsMarketingBuild credibilityExtend reachImprove SEO
  18. 18. Why Curate?Lead generationFundraiseTarget Market ResearchUncovering trendsCompetitive ResearchStay abreast of newsMarketingBuilding relationshipsBuild credibilityExtend reachImprove SEO
  19. 19. Why Curate?Lead generationFundraiseTarget Market ResearchUncovering trendsCompetitive ResearchStay abreast of newsProfessional DevelopmentMarketingBuilding relationshipsBuild credibilityExtend reachImprove SEO
  20. 20. Why Curate?Lead generationFundraiseTarget Market ResearchUncovering trendsCompetitive ResearchStay abreast of newsProfessional DevelopmentMarketingBuilding relationshipsBuild credibilityExtend reachImprove SEOCreating links
  21. 21. Why Curate?Lead generationFundraiseTarget Market ResearchUncovering trendsCompetitive ResearchStay abreast of newsProfessional DevelopmentMarketingBuilding relationshipsFind new customersBuild credibilityExtend reachImprove SEOCreating links
  22. 22. Why Curate?Lead generationFundraiseTarget Market ResearchUncovering trendsCompetitive ResearchStay abreast of newsProfessional DevelopmentMarketingBuilding relationshipsFind new customersBuild credibilityExtend reachImprove SEOHighlight industry connectionsCreating links
  23. 23. Steps to Curating Content
  24. 24. Steps to Curating ContentDefine your topic
  25. 25. Steps to Curating ContentDefine your topicKnow your audience
  26. 26. Steps to Curating ContentDefine your topicKnow your audienceFind your sources & tools
  27. 27. Steps to Curating ContentDefine your topicKnow your audienceFind your sources & toolsGather and filter
  28. 28. Steps to Curating ContentDefine your topicKnow your audienceFind your sources & toolsGather and filterAdd value
  29. 29. Steps to Curating ContentDefine your topicKnow your audienceFind your sources & toolsGather and filterAdd valuePublish &Repurpose
  30. 30. Step 1Could be related to:• Sales/marketing goals• Business problems• Customer pain pointsOne main topic,with related niche topicsDefine your topic
  31. 31. • Who are they?• Why are they interested in yourtopic ?• Where do they look forcontent ?• What types of media do theyconsume ?• Where are they currentlygetting information ?• What do you want your nicheto be ?Know Your AudienceStep 2
  32. 32. Find your sourcesSources can be varied:• Thought leaders (viablogs, RSS, Twitter feed,FB pages)• News sources (via RSS,email subscription)• Topical (via GoogleAlerts, StumpleUpon,Flipboard, SmartBrief)Step 3
  33. 33. Choose your content wisely• Pick content from a variety offormat types (video, images,blog posts, articles,infographics, presentations,etc).• Use content from platforms you(and your audience) arealready on.Gather and FilterStep 4
  34. 34. • Why are you sharing this?• What is your opinion on thepiece?• What would you like people todo with this?• How does this benefit thereader?Add ValueStep 5
  35. 35. Publishing or sharing yourcurated content can be as easyas clicking “Tweet this” or ascomplicated as writing asummary blog post, creating apoll for your readers, or writing afollow-up blog post.Don’t forget to attribute! It buildsrelationships with the originalauthors (and you probably don’twant to be thought of as athief!).Publish & RepurposeStep 6
  36. 36. Building Your Toolbox
  37. 37. Building Your ToolboxHere is a quick snapshot of my favourite contentcuration tools:• Google Alerts• Hootsuite• Flipboard• Scoop.it, paper.li• RSS• SmartBrief• Pinterest• AllTop• Reddit, Digg, StumbleUpon• Tumblr• YouTube, Vimeo• Mashable-
  38. 38. To Summarize• Create your goal, purpose or focus of contentto curate• Examine your audience to meet their needs• Collect sources and curation tools• Add value to the content shared• Publish and Repurpose
  39. 39. If You Can’t Be a Creator, Then Be a CuratorBharati Ahuja, October 31, 2012http://searchenginewatch.com/article/2221068/If-You-Cant-Be-a-Creator-Then-Be-a-Curator14 Sources for Content Curation InspirationBy PAWAN DESHPANDE published DECEMBER 6, 2012http://contentmarketinginstitute.com/2012/12/sources-content-curation-inspiration/3 Essential Content Curation Best Practices to Boost ContentMarketing PerformanceBy Lee Odden on Feb 25th, 2013http://www.toprankblog.com/2013/02/content-curation-best-practices/?goback=%2Egmp_3946859%2Egde_3946859_member_218449102Curatahttp://www.curata.com/resources/Beth Kanterhttp://www.bethkanter.org/content-curation-101/http://www.bethkanter.org/content-curation/Sources
  40. 40. Shannon HarveyDigital Strategist & Community Manager,Getinvolved.cashannon.k.harvey@gmail.com@shannonkharveyhttp://www.linkedin.com/in/shannonkharveyKeep in touch
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