This document discusses content curation strategies for businesses. It defines content curation as gathering relevant information on a topic. It notes that major platforms like Facebook, Instagram, and Pinterest act as curators by selecting content for users. The document encourages businesses to think like curators by identifying interesting content for target audiences. It provides tips on using tools like Google Alerts, paper.li, and RebelMouse to curate content from various sources. Finally, it emphasizes that businesses should start curating content now by repurposing existing information for blogs, emails, and other marketing materials.

1. Tips & Tricks for
Curating Content:
Doing More with Less
Suzanne Carawan
Chief Marketing Officer
HighRoad Solution

2. • Content curation is the process of
gathering information relevant to a
particular topic or area of interest.
Services or people that implement
content curation are called curators.
Curation services can be used by
businesses as well as end users.
-Wikipedia
What is Curated Content?

3. Curators We Know

4. Curators We Don’t Think About
• Homepage of Our Website?

5. Curators We Don’t Think About
Facebook?

6. Curators We Don’t Think About
Instagram?

7. Curators We Don’t Think About
SlideShare?

8. Curators We Don’t Think About
YouTube?

9. Curators We Don’t Think About
Pinterest?

10. Why Aren’t We
Thinking Like a
Curator?

11. • Top Blocking Points:
– We don’t have images
– We sell information
– We sell networking
– We sell courses
– There’s no time for this
– We’ve never done it before
Why Don’t We Think This Way?

12. • Modern consumer expectations of
what’s worth their time:
– Entertainment
– Education
– Makes me a better me
– Do good in the world
Why the Time is Now

13. • What will my population find:
– Interesting
– Entertaining
– Informative
• What can I bring to my population
that
– They Didn’t Know, but Should
– Will Deepen their Understanding
– Will Create Further Inquiry in the Topic
Mindset of a Curator

14. • Curators are there to provide a
collection of items with an
educational purpose
• Marketers are there to get users to
take a specific desirable action
Curator vs. Marketer

15. Content Curation:
Nice to Have or
Mission Critical?

16. 1) Lead generation (Acquisition)
2) Member engagement (Retention)
**Caveat to Pubs Departments
Why Content Curation Now?

17. Acquisition Funnel

18. Retention Funnel

19. Content Curation: Acquisition
People We Don’t
Know, but Want
to Know
Person Who Has
Paid

20. Content Mapping is Key

21. • Know Your Population
– Prospect
– Member
– Partner
– Staff
What’s the Whole Key?

22. Who Studies Target Populations?
MARKETING

23. Who Are the Best Curators?
COMMUNICATIONS

24. • Have one half, but not the other
• Don’t have the data, but have the
questions
• Have the data, but don’t have the
questions or interpreter of data
• Don’t have creative license
• No one at executive level knows
what we’re talking about
Real Challenges of Curation?

25. Start Curation at a
Place Where
People
Understand

26. Start Curating Today
Why Not the
Newsletter?

27. Start Curating Today
Why Not the
Newsletter?

28. Where Can I Find
Interesting
Content, Images &
Factoids?

29. • Fun Facts:
http://www.factslides.com/
• Pinterest
• SlideShare
• Google Alerts
• Pixabay.com Free Images
Sources for Curated Content

30. Google Alerts

31. Google Alerts

32. Paper.li www.paper.li

33. Rebel Mouse

34. Repurpose as a
Way for Content
Curation

35. Content Re-Purposing at It’s Finest
Topic: Web Optimization for Direct Response
Speaker: Oded Noy
Pre-Show Speaker Interview
1. Video
Interview
2. Blog Post
3. In-Person
Education Session
4. Post-Session
Speaker Interview
5. Post-Session
Video Recording

36. Blogging: 6, 7, 8, 9, 10…

37. Web Optimization for
Direct Response
eBook
+ relevant content
+ engagement
+ lead generation
+ list growth

38. The +++

39. New Ways to
Think About
Distribution of
Curated Content

40. Blog as Content Curation

41. Blog Email Notification

42. More Resources in
Content Curation

43. Curation Software World
• Contently
• Stackla
• Curata
• Trap.it
• Curation Suite

44. Content Curation
Takeaways

45. 1) You have the content now
2) Identify target markets
3) Focus on packaging of content
4) Know your software tools for
targeting or get the right technology
5) Think differently
6) Start now
Summary

46. • Executive Tip #1:
Start with growth campaign and not
into your current base!
• Executive Tip #2:
Start with a little known target
market and get going on studying it!
If You Need Buy In

47. Marketing Technology for Associations
Contact us: HighRoad Solution
Name: Suzanne Carawan
Phone: 703.297.8480
Email: scarawan@highroadsolution.com
www.highroadsolution.com
www.highroadu.com