The document discusses content curation and the changing customer journey. It defines content curation as consistently finding, curating, and sharing the highest quality content on a specific topic. Findings from the research showed that effective curation involves building trust, awareness and engagement through choosing relevant content aligned with the brand. Key takeaways include starting with a content strategy, performing an audit, establishing workflows, understanding the audience, and using analytics and testing to refine the curation process over time.

1. A Royal Smack Down:
Content is NOT King.
It’s the Jack.
Findings from my qualitative research.

2. Housekeeping
 Presentation available via email
 Twitter account @FaithInFashion
 Use hashtag #teamcurate
 Q&A after talk

3. Desired Learning Outcomes
INTRODUCE the content marketing process
EXPLAIN content curation
LEARN about the new customer journey
DISCUSS findings & curation best practices
TALK about key takeaways

5. Quick Poll
 Who knows what content curation is?
 Who’s responsible for curation?

7. The Content Marketing Process
Create &
Manage
Optimize,
Aggregate,
Curate
Learn &
Measure
Converse &
Listen
Source: Content Marketing Institute

8. Content Curation Defined
“CONTENT CURATION is when an
individual (or team) consistently finds,
curates, and shares the most
relevant and highest quality digital
content on a specific topic for their
target market.”
-Curata

11. The New Customer Journey
Source: McKinsey Consulting

12. The Customer Journey
is Changing.
Source: www.toprankblog.com

13. The 6 Questions
1. What is CONTENT CURATION?
2. What is the ROLE OF CONTENT CURATION?
3. What are the BIGGEST CHALLENGES with
content curation?
4. What are the GOALS of content curation?
5. What are BEST PRACTICES for content
curation?
6. Where will CONTENT CURATION BE IN
TWO YEARS?

14. Findings
CURATION is more than automated
aggregation; it’s about choosing relevant,
high-quality content for the reader’s
benefit.
GOOD CURATION involves building trust,
awareness, and engagement.
EFFECTIVE CURATION consists of proper
alignment with brand image.

15. TECHNOLOGY has enabled anyone with
an Internet connection to become a
curator.
QUALITY curation is hard work.
SOME READERS ARE NOT ENGAGED.
EFFFECTIVE CURATION helps brands
achieve their business goals.
Findings

16. Emerging Content Curation Framework
Finding &
Collecting
Organizing,
Adding &
Engaging
Refining
Evaluating

17. Key Takeaways
 Start with core content strategy for firm,
and then integrate core curation
practices.
 Perform a content audit.
 Establish a content workflow.
 Understand your audience.
 Write your content with
social and SEO in mind.
 Use analytics.
 Conduct usability testing.

19. Who Treats Their
Customers Like Royalty?

20. Resources
 Robin Good’s Mind Map
Link to Infographic
 Eloquo’s Content Grid
Link to Infographic
 CMI’s Content Checklist
Link to Checklist

23. Dena A. Lorenzi, Graduate Student
Master of Arts in Emerging Media
Loyola University Maryland
dena.lorenzi@verizon.net