2. Using Content Curation to
Drive Marketing and Revenue
Matthew Kumin, CEO PublishThis
Bruce Clay, CEO Bruce Clay, Inc.
3. Every Brand is a Publisher
#PublishThis –All organizations are now publishers...the company with the most
engaging and interesting content wins (Ann Handley) via @MarketingProfs
4. Fast and Frequent
“Many, lightwei
“Many lightweight
ght interactions
interactions over
over time”
time”
-Paul Adams
Global Brand Manager
#PublishThis – We build relationships with brands the same way
we build relationships with people via @Padday
5. The Clutter Problem
The Rise of
Content…
The Need for
Curation…
#PublishThis – 7.3 million posts happen each week on WordPress.
Your customers are seeking a filter!
6. Content is King,
The Curator Rules
• Filters the Web
• Adds Commentary
• Builds Trust & Authority
• Filters the• Web
Drives Engagement
Rafat Ali • Jason Hirschhorn
Adds Commentary
• Builds Trust & Authority
• Drives Engagement
#PublishThis – @rafat @JasonHirschhorn: Proven master curators.
@MediaReDEF @skiftnews
7. Wanted: Fresh Content
#PublishThis – Regularly posting fresh, relevant, 3rd party content causes 8x+
likelihood of visitor return via @Marketing Sherpa
9. Always Be Engaging
• Engage without selling
• Add Customer Value
• Get Customer Opt-in
• Create a Consistent Dialogue
• Engage without Selling
• Add Customer Value
• Get Customer Opt-in
• Create a Consistent Dialogue
#PublishThis – Monologue has given way to dialogue via @briansolis
11. #1 Aggregation Is Your Friend
Lifestyle Example
•New Approach
•Test
•Automated & Curated
Topics
•No original content initially
•Test Audience Interests
•Data-Driven Planning
•Change/Publish Quickly
#PublishThis – During an average Web page visit, users read between 20% - 28%
of the words via Jakob Nielsen @NNGroup
12. #2 Loyalty Over Page Views…
Community Example
•Home Page for Accounting Industry
•Top New Online Community by
Accounting Today
•45-50 stories curated each day
•80% of Members visit each month
•Dwell time is 4x+ the average of other
community pages
•15% of Page Views
#PublishThis – iShade dwell time increased 4x
with the addition of curated content @iShade
13. #3 Be Your Industry’s Authority
B2B Example
•Home Page for Travel
Industry
•The “Skift Take”
• < 5 minutes per curated item
• > 100’s per week
•A Reason to Come Back…
#PublishThis – A mixed content diet that combines brief overviews
and comprehensive coverage is often best via @NNGroup
14. #4 Create a Lean Content Factory
Original + Curated + Licensed + Aggregated
15. #5 Building Your Content Funnel
eCommerce/Lead Examples
•Track what content drives
the conversion
Promo •Drive contextual promos
•Optimize your mix
Sponsored Content
Promo
Content
19. #3 Collaboration Curation
Curation Distributed To
Subject Matter Experts
(SME’s)
Employees, Freelancers,
and Partners.
20. Topics
7 Content Trends 5 Curation Strategies
•Every Brand is a Publisher •Use Aggregation to Test
•Lightweight customer interactions •Loyalty as a Metric (vs. PV)
•Content Overload; Era of Curation •Be the Authority
•Content is King, Curator Rules •Create a Content Mix
•Fresh Content Matters •Build a Content Funnel
•Curation Can Drive SEO
•Engage without Selling
3 Areas to Watch
•Personalization
•Content Analytics
•Collaborative Curation
Editor's Notes
To be a successful advertiser on the web in the future, you will need to build content based on many, lightweight interactions over time…
Content is exploding (100k tweets a minute, almost 35k likes a minute and 7.3m WordPress Posts a Week, Consumers are overwhelmed with endless choicesUsers are fragmenting across multiple devicesEstablishing trust and loyalty with your brand is increasingly very hardWe need filters – Curation is a Great Solution for This…
To be a successful advertiser on the web in the future, you will need to build content based on many, lightweight interactions over time…
TRANSITION TO ADVICE ON IMPLEMENTATION
Use aggregation and curation technologies to quickly assembles web pages around topics you think your customers might be interested then watch what they click on.Don’t have to hire or create tons of original (expensive) content up front.Send targeted emails isolating different content promotionsSee where/how people click after they landSearch/Aggregation/Curation technology can be used to test content and audience interest before making huge investments in original content.Reverse the "Editor in Chief" paradigm Create test sites to inform the editorial/content strategy based on real customer engagement data.Faith.com mail campaigns revealed the audience most preferred content in the Inspiration category.Optimal SEO can be tested in this research phase and incorporated into content guidelines.Faith.com built for researching Christian market in categories of Family, Food, Wellness, Entertainment and Inspiration.Faith editors built curation playbook specifying target content, messaging, optimal topics and sources.Curation allows them manage, enhanced curate and refresh each week a 100+ page site with 1.5 full time team members.
Note on strikethrough: As mentioned before iShade is not curating out of results returned from PT. Affects spin/where we share this story during the preso.
Use aggregation and curation technologies to quickly assembles web pages around topics you think your customers might be interested then watch what they click on.Don’t have to hire or create tons of original (expensive) content up front.Send targeted emails isolating different content promotionsSee where/how people click after they landSearch/Aggregation/Curation technology can be used to test content and audience interest before making huge investments in original content.Reverse the "Editor in Chief" paradigm Create test sites to inform the editorial/content strategy based on real customer engagement data.Faith.com mail campaigns revealed the audience most preferred content in the Inspiration category.Optimal SEO can be tested in this research phase and incorporated into content guidelines.Faith.com built for researching Christian market in categories of Family, Food, Wellness, Entertainment and Inspiration.Faith editors built curation playbook specifying target content, messaging, optimal topics and sources.Curation allows them manage, enhanced curate and refresh each week a 100+ page site with 1.5 full time team members.
Your customers want diverse content from multiple sources. Curation allows you to bring in all forms of content and “mix” or organize around your customers interests…
Use aggregation and curation technologies to quickly assembles web pages around topics you think your customers might be interested then watch what they click on.Don’t have to hire or create tons of original (expensive) content up front.
