Building Your Content Curation Road Map: 5 Steps to a More Efficient Content Curation Process

1. Building Your Content Curation Road Map: 5 Steps to a More Efficient Content Curation Process Erika Heald, @sferika Head of Social Media & Content Marketing, Anaplan #CMWorld
2. #CMWorld
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6. #CMWorld Map Your Content Curation Objectives to the Right Tools Content Discovery Content Organization Crowd-sourced Content Thought Leadership X X Influencer Outreach X X Website Engagement X X Lead Nurturing X X Brand Building X X X
7. #CMWorld Content Discovery • Alltop • BuzzSumo • inPowered • ContentGems • Swayy Content Organization • Bit.ly • Feedly • Pinterest • Scoop.it • Storify Crowd-sourced Content • Listly • Nuzzel • Paper.li • StumbleUpon • IFTTT
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9. #CMWorld The Marketing Technology Landscape can be a bit overwhelming… Source: Scott Brinker chiefmartek.com (http://chiefmartec.com/2014/01/marketing-technology-landscape-supergraphic-2014/)
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11. #CMWorld What should you be measuring? • Content views • Content conversions • Content reach • Community size and engagement • Sentiment What measurement tools should you use? • Google URL builder • Bit.ly • SumAll • inPowered
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15. #CMWorld List.ly lists • My top 15 content curation tools • Useful content marketing tools Templates • Content curation process worksheet • Editorial calendar How To’s • 4 tips for managing your editorial workflow • 3 considerations for better storytelling with SlideShare
16. #CMWorld Erika Heald • erika@erikaheald.com • Blogging at www.erikaheald.com • Twitter @sferika • Pinterest misserikasf • Instagram misserikasf Hand lettering & design of this presentation by: Designer/Illustrator, Alex Savakis • alex@agsavakis.com • Website agsavakis.com • Twitter @letteringguy • Instagram @letteringguy

Editor's Notes

How many people here are curating content? How many of you are sharing that curated content via social media? And how many of you are doing something else with that content after you’re sharing it on social? How many of you are working primarily with B2B? B2C?

For a lot of people, their content curation process is something along the lines of logging in to their computer first thing, scanning their social media channels, sharing a few items, wondering where the past 2 hours went, and hoping the content gets shared.

That’s not a process. Why? Because it’s not a repeatable series of events that leads to a predictable outcome.
This is a (deceptively simple) process:

FIND great content to share: Industry News, Industry Research, Industry Trends, Industry Blogs, Industry Social Media
ORGANIZE the content you curate by using the right tools
SHARE that content in a variety of formats via on the Company blog, Company social media channels, company publications
Define objectives
Identify appropriate curation tools
Ideation: What to do with that content after it’s curated a.k.a. content creation ideas
Measure: How to measure your content’s effectiveness
Refine your process
Step 1: What objectives are you trying to meet through content curation?
Thought Leadership
Influencer Outreach
Website Engagement
Lead Nurturing
Brand Building

Your objectives will drive the right content curation approach and tools for your process.
Step 2: Define your content curation objectives to narrow down your tool set.
After identifying your objectives and the type of tools you need, you can try out a few of these free tools.
Although many are familiar with bit.ly as a URL shortener, and are aware of its ability to track popularity of links to a specific piece of content, it’s actually a very powerful free content curation tool.
You can create topical bundles that you associate your shared links with, and within each bundle you can assign multiple curators in your organization.
You can drill down from here to see stats on how this piece of content performed, and who’s shared it via bit.ly.
There are a ton of other tools available, but frankly, the landscape of tools can get to be a bit overwhelming. Pick a few that align with how you like to work and stick with them.
Step 3: Ideate!

Don’t just stop with sharing that content you curated on social. Use it to feed your content beast!

Slide build:
Create a SlideShare
Build a list.ly
Draft a Storify roundup
Post an overview on your blog
Design an infographic
Create a Pinterest Board
…and then, SHARE it!
Step 4: Measure

What should you be measuring?
Content Views
Content Conversions
Content Reach
Community Size and Engagement
Sentiment

Measurement Tools
Google URL builder (for better google analytics and marketing automation tool reporting)
Bit.ly (can show you saves, shares, and clickthrough data for the content URLs you share via social.)
SumAll (aggregate your metrics in 1 place)
inPowered (aggregates # of total social shares of your content and estimated views)
Step 5: Refine!
Filter all your reporting data back into your content curation strategy.
What topics are a bigger draw? [word cloud]
What formats are garnering more engagement? [social shares image]
What channels are most successful for amplifying your content? [channel icon cloud]

Curate+Create+Share More of What Works!
Step 5: Refine!

Step 5: Refine!

I’m always collecting new tools, and refining my toolset, and keep up a couple of list.lys
Erika Heald
erika@erikaheald.com
Blogging at www.erikaheald.com
Twitter @sferika
Pinterest misserikasf
Instagram misserikasf

Hand lettering & design of this presentation by:
Designer/Illustrator, Alex Savakis
alex@agsavakis.com
Website agsavakis.com
Twitter @letteringguy
Instagram @letteringguy

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