Not as boring as you probably think
Content curation
Content creation
The solution to
every problem.
Right?
There’s just one problem with
that
 (insert picture of overwhelmed person)
Content curation
Your solution to the content creation problem
What is content curation?
 “The process of sorting through the vast amounts
of content on the web and presenting it in a
...
Curation ≠ Aggregation
“A content curator cherry picks the best content that is important and relevant
to share with their...
Think playlist
 Content curation is
like creating a music
playlist
 “the job of content
curator is highly
personal and
i...
The granddaddy of them all
 Buzzfeed
 http://pando.com/2012/09/20/here-are-the-13-
most-viewed-buzzfeed-posts-ever-and-i...
Why is that useful?
 “We are living in an era
of content abundance”
 Beth Kanter
 “Helps you keep up with
the rapid flo...
What to do
And how to do it
Step 1: strategy
Planning
 What do you or your company want to
accomplish?
 What does your audience want or need?
 Focus your content ar...
Curation contributes to content
marketing objectives
 Sets you/your
company up as THE
source for information
about a nich...
Focus
 “If you’re throwing
content at your
followers and friends
on such a broad array
of topics that it comes
off as a j...
Step 2: find great content
What is great content?
 Evergreens – they
don’t change rapidly
and can be planned in
advance
 Tutorials
 Resource lists...
Where to find great content
 Subscribe to blogs
and newsletters
 Check traditional
media daily
 Use Twitter lists
 Rea...
Other places to find content
 Links people share with you on
Facebook, Twitter, Pinterest, Slideshare, other
social sites...
Tools to try
 Newsle
 Feedly
 Factiva
 PostPost
 PearlTrees
 Flipboard
 Scoop.it
 Paper.li
 Postplanner(Facebook)
Step 3: organize
Sorting through it all
@cshirky  (filter failure quote here)
Start with social bookmarking
“Be discerning”
 “Curate content that is
of impeccable
quality… [it] is a
differentiator as a
curator.”
 Jay Baer, @jayb...
SEO reasons to be discerning
 http://youtu.be/o7sfUDr3w8I
Step 4:
4 strategies to add value when
curating
 Summarizing
 Quoting
 Storyboarding
 Weaving together multiple pieces of cont...
Keeping it ethical
 Draw from many sources
 Always include the link to the original source
 Quote sparingly
 If reprod...
Tools for sharing
Twitter
Tweet
links
Paper.li
Tools for sharing
 Scoop.it
 Makes sharing a
game
 Leaderboard
Comparison
 MyCommunity:
suggestions of people
to compa...
Tools for sharing
Blogs, including
Tumblr
Tools for sharing
 Storify
 https://storify.com/KarenRussell/red-and-black-or-
red-and-dead
Still more tools for sharing
 Curata
 Scribit
 Compendium
Tips
 Include “share it”
buttons on your sites
 Always make sure the
link is included
(especially Pinterest)
 It takes ...
Example: CMO.com
Run by
Adobe
For chief
marketing
officers
Example: Counterparties
Reuters:
finance
news and
commentary
A personal example
Adding curation to the mix
You can’t win with *just* curation
Content curation doesn’t stand alone
Created
Contributed
Curated
 “Sites like The Huffington Post
embrace the three-legge...
The 70/30 Rule
 Your content should
be 70% of
curated, 30% branded
.
 Todd Defren, @tdefren
How often to share?
Source: Heidi Cohen, @heidicohen
Content curation is king graphic
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content curation by Karen Russell

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Slides without pictures for lecture on content curation --it's essentially an example of storyboarding and is based heavily on Donna Papacosta's curation presentation on YouTube

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  • If you have digital dirt to hide, create contentIf you want to build a reputation, identify keywords and create contentIf you want customers to find you, create content
  • Mix tape!
  • It’s also cost effective!
  • Competitor sites: don’t constantly post 1 minute after they do
  • His article, on the eLC site, actually lists 6 strategies that people use, but two of them don’t add value and could cause copyright problems: Abstracting RetitlingAnd those are for people who have nothing valuable to add
  • Counterparties is a curated snapshot of the best finance news and commentary. It’s also an experiment: what would a news website look like if it didn’t need to promote its own content, and just linked to the best stories and posts, regardless of source? We believe that the best way to get people to come back is to send them away: click on a headline, go straight to another site, and see for yourself. And if you click instead on the “All Sources” link, you’ll see a list of everybody else who’s linking to that story.
  • “Why? Because the rest-of-the-world is at least 70% more interesting than your brand; and, promoting external content builds social capital, makes grateful fans of influencers.”
  • QUESTION TO ASK: is it worth my audience’s time?
  • content curation by Karen Russell

    1. 1. Not as boring as you probably think Content curation
    2. 2. Content creation The solution to every problem. Right?
    3. 3. There’s just one problem with that  (insert picture of overwhelmed person)
    4. 4. Content curation Your solution to the content creation problem
    5. 5. What is content curation?  “The process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme.”  Beth Kanter, @kanter
    6. 6. Curation ≠ Aggregation “A content curator cherry picks the best content that is important and relevant to share with their community” -- Beth Kanter
    7. 7. Think playlist  Content curation is like creating a music playlist  “the job of content curator is highly personal and individualistic”  Nancy Pekala, @nancypekal a
    8. 8. The granddaddy of them all  Buzzfeed  http://pando.com/2012/09/20/here-are-the-13- most-viewed-buzzfeed-posts-ever-and-its-13- best-reported-posts-too/
    9. 9. Why is that useful?  “We are living in an era of content abundance”  Beth Kanter  “Helps you keep up with the rapid flow of information”  Donna Papacosta @DonnaPapacosta  “attention has become so scare as to become as valuable as currency”  Robin Good, @RobinGood “it’s like drinking from a fire hose”
    10. 10. What to do And how to do it
    11. 11. Step 1: strategy
    12. 12. Planning  What do you or your company want to accomplish?  What does your audience want or need?  Focus your content area and select platforms
    13. 13. Curation contributes to content marketing objectives  Sets you/your company up as THE source for information about a niche area  Builds personal/brand awareness, gets you noticed by influencers  Attracts social links that influence SEO  Keeps people engaged with you/your brand  Lee Odden, @leeodden
    14. 14. Focus  “If you’re throwing content at your followers and friends on such a broad array of topics that it comes off as a jumbled mess, they’ll flee.”  Becky Gaylord
    15. 15. Step 2: find great content
    16. 16. What is great content?  Evergreens – they don’t change rapidly and can be planned in advance  Tutorials  Resource lists  FAQS  Images  Adam Vincenzini, @AdamVinc enzini  Industry news  Expert tips and how- to/advice  Presentations  Case studies  Book reviews  Photographs, videos  Infographics  Podcasts and webinars  Donna Papacosta
    17. 17. Where to find great content  Subscribe to blogs and newsletters  Check traditional media daily  Use Twitter lists  Read LinkedIn Today  Set up and save relevant Twitter searches  Subscribe to Twitter lists  Donna Papacosta
    18. 18. Other places to find content  Links people share with you on Facebook, Twitter, Pinterest, Slideshare, other social sites  StumbleUpon, Reddit, Digg – social sharing sites  Real-time search (like Social Mention)  Competitor sites  News release distribution sites like PRNewswire or MarketwireReview
    19. 19. Tools to try  Newsle  Feedly  Factiva  PostPost  PearlTrees  Flipboard  Scoop.it  Paper.li  Postplanner(Facebook)
    20. 20. Step 3: organize
    21. 21. Sorting through it all @cshirky  (filter failure quote here)
    22. 22. Start with social bookmarking
    23. 23. “Be discerning”  “Curate content that is of impeccable quality… [it] is a differentiator as a curator.”  Jay Baer, @jaybaer  “The object is not to find as much information as possible and dump it on people, it is to find the best of relevant content and to be discerning.”  Donna Papacosta
    24. 24. SEO reasons to be discerning  http://youtu.be/o7sfUDr3w8I
    25. 25. Step 4:
    26. 26. 4 strategies to add value when curating  Summarizing  Quoting  Storyboarding  Weaving together multiple pieces of content  Parallelizing  Taking content that seems unrelated to the topical focus and making comparisons to draw them together  PawanDeshpande,@ TweetsfromPawan
    27. 27. Keeping it ethical  Draw from many sources  Always include the link to the original source  Quote sparingly  If reproducing some of the content:  Use a thumbnail, not the original photo/art  Copy only part of the text  Add your own thoughts, opinions or ideas  PawanDeshpande
    28. 28. Tools for sharing Twitter Tweet links Paper.li
    29. 29. Tools for sharing  Scoop.it  Makes sharing a game  Leaderboard Comparison  MyCommunity: suggestions of people to compare (compete) with  Silver and gold “Level Up” badges
    30. 30. Tools for sharing Blogs, including Tumblr
    31. 31. Tools for sharing  Storify  https://storify.com/KarenRussell/red-and-black-or- red-and-dead
    32. 32. Still more tools for sharing  Curata  Scribit  Compendium
    33. 33. Tips  Include “share it” buttons on your sites  Always make sure the link is included (especially Pinterest)  It takes time and a consistent presence  Eventually people will learn to count on the quality of the content you share
    34. 34. Example: CMO.com Run by Adobe For chief marketing officers
    35. 35. Example: Counterparties Reuters: finance news and commentary
    36. 36. A personal example
    37. 37. Adding curation to the mix You can’t win with *just* curation
    38. 38. Content curation doesn’t stand alone Created Contributed Curated  “Sites like The Huffington Post embrace the three-legged-stool philosophy of creating some content, inviting visitors to contribute some content, and gathering links and articles from the web.”  Steve Rosenbaum, @magnify
    39. 39. The 70/30 Rule  Your content should be 70% of curated, 30% branded .  Todd Defren, @tdefren
    40. 40. How often to share? Source: Heidi Cohen, @heidicohen
    41. 41. Content curation is king graphic

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