Getting Content Curation Right for your SEO Process at #smx #smxmuenchen

Aleyda Solís
Aleyda SolísInternational SEO Consultant & Founder at Orainti
#contentcuration AT #smxmuenchen by @aleyda from @woorank
getting content curation right
Hallo München
#contentcuration AT #smxmuenchen by @aleyda from @woorank
HERE’S WHAT I’VE LEARNED FROM +7 YEARS DOING SEO
I’M ALEYDA SOLIS,
INTERNATIONAL SEO CONSULTANT,
HEAD OF DIGITAL STRATEGY AT WOORANK
#contentcuration AT #smxmuenchen by @aleyda from @woorank
LET’S TALK ABOUT CONTENT
#contentcuration AT #smxmuenchen by @aleyda from @woorank
IT ALLOWS YOU TO COMMUNICATE & DRIVE BUSINESS
#contentcuration AT #smxmuenchen by @aleyda from @woorank
it’s a fundamental ingredient of your seo
#contentcuration AT #smxmuenchen by @aleyda from @woorank
#contentcuration AT #smxmuenchen by @aleyda from @woorank
http://searchengineland.com/google-changes-ranking-advice-says-build-quality-sites-not-links-163931
but it needs to be OF *quality*
#contentcuration AT #smxmuenchen by @aleyda from @woorank
not this
#contentcuration AT #smxmuenchen by @aleyda from @woorank
ONLINE BAMBU FOR A HUNGRY GOOGLE PANDA
#contentcuration AT #smxmuenchen by @aleyda from @woorank
LIKELY TO BE PENALIZED too
#contentcuration AT #smxmuenchen by @aleyda from @woorank
HOW can you IMPROVE and scale your CONTENT?
#contentcuration AT #smxmuenchen by @aleyda from @woorank
“CONTENT CURATION” CAN PROVIDE YOU A SOLUTION
Hey Girl, 

i can help your content to become relevant, attractive,
useful, timely, engaging and aligned with your goals
#contentcuration AT #smxmuenchen by @aleyda from @woorank
WHAT IS CONTENT CURATION?
“Content curation is the process of collecting, organizing and displaying
information relevant to a particular topic or area of interest.”
#contentcuration AT #smxmuenchen by @aleyda from @woorank
WHICH ARE THE TYPES OF CONTENT CURATION
1. AGGREGATION
2. DISTILLATION
3. ELEVATION
4. MASHUP
5. CHRONOLOGY
#contentcuration AT #smxmuenchen by @aleyda from @woorank
WHICH ARE THE TYPES OF CONTENT CURATION
1. AGGREGATION
2. DISTILLATION
3. ELEVATION
4. MASHUP
5. CHRONOLOGY
Check it out: http://www.rohitbhargava.com/2011/03/the-5-models-of-content-curation.html
#contentcuration AT #smxmuenchen by @aleyda from @woorank
HOW DO I USE THIS TO IMPROVE MY CONTENT & SEO?
#contentcuration AT #smxmuenchen by @aleyda from @woorank
follow a process
#contentcuration AT #smxmuenchen by @aleyda from @woorank
AUTOMATE AND SCALE
#contentcuration AT #smxmuenchen by @aleyda from @woorank
let’s see how
#contentcuration AT #smxmuenchen by @aleyda from @woorank
1. GATHER RELEVANT CONTENT INPUT
#contentcuration AT #smxmuenchen by @aleyda from @woorank
THE CURRENT CONTENT SUPPLY & characteristics
#contentcuration AT #smxmuenchen by @aleyda from @woorank
Your own MOST SHARED content
Most shared content
in Social Networks
Anchor text used to link
the most shared pages
#contentcuration AT #smxmuenchen by @aleyda from @woorank
in the most popular networks
Percentage of content shared
per social network
#contentcuration AT #smxmuenchen by @aleyda from @woorank
it’s time to spy
Percentage of content shared
per social network
Now crawl your competitors site
and integrate it all!
#contentcuration AT #smxmuenchen by @aleyda from @woorank
Your OWN & your COMPETITORS MOST LINKED CONTENT
#contentcuration AT #smxmuenchen by @aleyda from @woorank
Your OWN & your COMPETITORS MOST LINKED CONTENT
Remember it’s a reference not
about “absolute” numbers
#contentcuration AT #smxmuenchen by @aleyda from @woorank
AUTOMATE IT: RECEIVE ALERTs FOR NEW LINKS with ifttt
#contentcuration AT #smxmuenchen by @aleyda from @woorank
Your COMPETITORS BEST SEARCH PERFORMING CONTENT
#contentcuration AT #smxmuenchen by @aleyda from @woorank
Your community & influencers popular content
#contentcuration AT #smxmuenchen by @aleyda from @woorank
Your community & influencers popular content
#contentcuration AT #smxmuenchen by @aleyda from @woorank
Your industry most SHARED content
#contentcuration AT #smxmuenchen by @aleyda from @woorank
NOW YOU KNOW WHAT THERE’S ALREADY OUT THERE
#contentcuration AT #smxmuenchen by @aleyda from @woorank
THE EXISTING CONTENT DEMAND
#contentcuration AT #smxmuenchen by @aleyda from @woorank
Your SEARCH audience RELEVANT QUERIES
#contentcuration AT #smxmuenchen by @aleyda from @woorank
Google Suggests
on Steroids
Your SEARCH audience RELEVANT QUERIES
#contentcuration AT #smxmuenchen by @aleyda from @woorank
Your COMMUNITY questions
#contentcuration AT #smxmuenchen by @aleyda from @woorank
AUTOMATE IT: ARCHIVE relevant QUESTIONS WITH IFTTT
#contentcuration AT #smxmuenchen by @aleyda from @woorank
AUTOMATE IT: set alerts for new relevant queries
#contentcuration AT #smxmuenchen by @aleyda from @woorank
YOUR INDUSTRY WEB CONTENT REQUESTS
#contentcuration AT #smxmuenchen by @aleyda from @woorank
AUTOMATE IT: GET ALERTS FOR RELEVANT HARO REQUESTS
Only those about your relevant topics
#contentcuration AT #smxmuenchen by @aleyda from @woorank
NOW YOU KNOW WHAT YOUR AUDIENCE WANTS
#contentcuration AT #smxmuenchen by @aleyda from @woorank
and it’s time to PUT THE FINDINGS TO WORK
#contentcuration AT #smxmuenchen by @aleyda from @woorank
2. FILTER THE CONTENT
#contentcuration AT #smxmuenchen by @aleyda from @woorank
IDENTIFY TOP PERFORMING CONTENT CHARACTERISTICS
Content	

Supply
Content	

Demand
What differentiates this content from the rest?
#contentcuration AT #smxmuenchen by @aleyda from @woorank
IDENTIFY TOP PERFORMING CONTENT CHARACTERISTICS
Content	

Supply
Content	

Demand
What differentiates this content from the rest?
Length
Format
Purpose
Topic
Style
Type
#contentcuration AT #smxmuenchen by @aleyda from @woorank
AND THE UNFULFILLED DEMAND
Content	

Supply
Content	

Demand
Length
Format
Purpose
Topic
Style
Type
What’s the unfulfilled demand with the relevant characteristics
#contentcuration AT #smxmuenchen by @aleyda from @woorank
WHICH TYPE OF CONTENT CURATION CAN YOU LEVERAGE?
Content	

Supply
Content	

Demand
Length
Format
Purpose
Topic
Style
Type
What’s the unfulfilled demand with the relevant characteristics
1. AGGREGATION
2. DISTILLATION
3. ELEVATION
4. MASHUP
5. CHRONOLOGY
#contentcuration AT #smxmuenchen by @aleyda from @woorank
WHERE WOULD IT FIT IN YOUR CONTENT MATRIX?
THANKS HANNAH!
#contentcuration AT #smxmuenchen by @aleyda from @woorank
THANKS HANNAH!
Check it out: https://www.distilled.net/blog/the-content-matrix/
WHERE WOULD IT FIT IN YOUR CONTENT MATRIX?
#contentcuration AT #smxmuenchen by @aleyda from @woorank
NOW YOU HAVE THE CRITERIA TO PRIORITIZE IT
#contentcuration AT #smxmuenchen by @aleyda from @woorank
3. IDENTIFY THE OPPORTUNITIES
#contentcuration AT #smxmuenchen by @aleyda from @woorank
assess the opportunity for the identified content
Relevance Audience Unfulfilled Demand Feasibility Profitability
#contentcuration AT #smxmuenchen by @aleyda from @woorank
assess the opportunity for the identified content
Relevance Audience Unfulfilled Demand Feasibility Profitability
#contentcuration AT #smxmuenchen by @aleyda from @woorank
assess the opportunity for the identified content
Relevance Audience Unfulfilled Demand Feasibility Profitability
Channel Promotion Timing Format
#contentcuration AT #smxmuenchen by @aleyda from @woorank
YOU CAN NOW IDENTIFY THE BEST FIT FOR YOU
#contentcuration AT #smxmuenchen by @aleyda from @woorank
FULFILLING YOUR OWN AND AUDIENCE NEEDS
#contentcuration AT #smxmuenchen by @aleyda from @woorank
following a process
#contentcuration AT #smxmuenchen by @aleyda from @woorank
to achieve se0 success
#contentcuration AT #smxmuenchen by @aleyda from @woorank
LET’S SEE some examples
#contentcuration AT #smxmuenchen by @aleyda from @woorank
aggregation
#contentcuration AT #smxmuenchen by @aleyda from @woorank
CHRONOLOGY
#contentcuration AT #smxmuenchen by @aleyda from @woorank
aggregation
#contentcuration AT #smxmuenchen by @aleyda from @woorank
MASHUP
#contentcuration AT #smxmuenchen by @aleyda from @woorank
CHRONOLOGY
#contentcuration AT #smxmuenchen by @aleyda from @woorank
MASHUP
#contentcuration AT #smxmuenchen by @aleyda from @woorank
aggregation
#contentcuration AT #smxmuenchen by @aleyda from @woorank
distillation
#contentcuration AT #smxmuenchen by @aleyda from @woorank
CHRONOLOGY
#contentcuration AT #smxmuenchen by @aleyda from @woorank
MASHUP
#contentcuration AT #smxmuenchen by @aleyda from @woorank
MASHUP
#contentcuration AT #smxmuenchen by @aleyda from @woorank
AND SOME MORE RESOURCES
#contentcuration AT #smxmuenchen by @aleyda from @woorank
Find it at http://moz.com/blog/content-curation-guide-for-seo
AND SOME MORE RESOURCES
#contentcuration AT #smxmuenchen by @aleyda from @woorank
AND SOME MORE RESOURCES
#contentcuration AT #smxmuenchen by @aleyda from @woorank
Find it at http://pt.slideshare.net/CurataTeam/curation-rockstar-
curatacontentmarketingworld2013
AND SOME MORE RESOURCES
#contentcuration AT #smxmuenchen by @aleyda from @woorank
AND SOME MORE RESOURCES
#contentcuration AT #smxmuenchen by @aleyda from @woorank
AND SOME MORE RESOURCES
Find it at http://www.searchenginejournal.com/guide-content-
curation-seo/80773/
RAISE YOUR HANDS
#contentcuration AT #smxmuenchen by @aleyda from @woorank
DO YOU HAVE QUESTIONS?
vielen Dank!
#contentcuration AT #smxmuenchen by @aleyda from @woorank
YOU CAN DOWNLOAD THE SLIDES FROM http://bit.ly/contentcurationseo
images under creative commons



http://www.flickr.com/photos/seeminglee/4041872282/
http://www.flickr.com/photos/definite_yes/11130394375/
http://www.flickr.com/photos/nathaninsandiego/5465079549/
http://www.flickr.com/photos/definite_yes/11130394375/
http://www.flickr.com/photos/timtom/6837380785/
http://www.flickr.com/photos/no1nos/12796459964/
http://www.flickr.com/photos/afagen/3002609890/
http://www.flickr.com/photos/tlimphotography/9551905429/
#contentcuration AT #smxmuenchen by @aleyda from @woorank
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