Content curation: Best practices


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Content curation strategies and tactics, as presented by Donna Papacosta at the IABC Western Region conference, Whistler, BC, November 8, 2011.

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  • When you hear CURATION you may think of a museum, and that’s good. The museum curator doesn’t just dump the artifacts in the middle of the room. They are found, organized, cataloged, described, and shown in a way that’s pleasing. To tell a story.
  • You may have seen a lot about curation lately; it’s a hot topic. Even Fast Company says so.
  • Keeping track of info was easier when we had fewer sources of info. Many of us used to start the day with a newspaper. In print. I still do.
  • Do you remember watching the nightly news?
  • Do you agree that it was easier to organize stuff a decade ago?
  • Then came the web.
  • Remember the early search engines?
  • We can search for anything.
  • And bookmarks! Are yours as messy as mine?
  • Some refer to today’s web as an information firehose – too much water at too high a pressure to drink.
  • We can subscribe to thousands of feeds if we want. Or more.
  • Then there’s Twitter with its endless supply of news, links, jokes and more.
  • Let’s not forget Google Plus.
  • New York University new-media professor, writer, and consultant
  • The answer.
  • The answer.
  • Curation may seem foreign, so let’s break it down into steps.
  • Benefits
  • You will later see examples of curation in action as well as tools.
  • Adobe runs and maintains for Chief Marketing Officers.  Contains both original thought leadership content as well as more frequently updated curated content from various marketing oriented publications such as BizReport, Adage and MediaPost among others.  Adobe has taken the high ground by positioning this as a vendor neutral-site with a minimal sponsorship advertisement.
  • Intel Free Press is a tech news beta project from Intel Corporation, covering technology and innovation stories that are often overlooked or warrant more context and deeper reporting. The stories are reported and produced by writers employed by the company with a focus on people, technology, events and topics relevant to Intel. NOT marketing stories about Intel.
  • List of web links – Delicious – can create OWN categories. SHARING – social bookmarking
  • Ragan publishes various curation channels – healthcare, speechwriting, etc.
  • Counterparties from Reuters, the financial news service, is a site that highlights 20 to 30 of the day's most compelling financial news and opinion stories and links directly out to each one from the homepage
  • Smartbrief publishes e-newsletters on hundreds of topics, delivered via email. They carry advertising.
  • Smartbrief publishes e-newsletters on hundreds of topics, delivered via email. They carry advertising.
  • Bio-IT World Weekly is a newsletter produced by the Cambridge Healthtech Institute (CHI) that reaches 35,000 readers. Each week they publish 5 to 7original articles along with a stream of curated content. In the three months since they have supplemented their own content with curated content, CHI has seen a steady growth in their length of visits on their properties
  • Multimedia digital magazines
  • Short Form video curation
  • The Big Apple Circus has created a section of their site for videos. Rather than solely relying on their own original content, they publish curated videos from third-party user-generated content sites such as YouTube.  
  • News portal
  • Verne Data, wholesale supplier of data centre space, achieves global recognition as green IT leader using Curata
  • Content curation: Best practices

    1. 1. Best practices for content curation IABC Western Region Conference November 2011 Donna Papacosta
    2. 2. Tweet tweet?#iabccanwest@donnapapacosta
    3. 3. Clay Shirky“It’s not information overload. It’s filter failure.”
    4. 4. What is curation? Finding, grouping, organizing andsharing the best of relevant content
    5. 5. Why curate?• For your own knowledge and learning• Show others you’re a resource
    6. 6. Curation steps• Find content• Collect it, save it• Document it; add context and meaning; tell a story• Share it; allow others to embed
    7. 7. Individuals as curators• Helps you to be seen as a leader, expert• Combine your original content with curated content• Trusted guide
    8. 8. Storify
    9. 9. Brands as curators• Helps keep brand top of mind, especially during long B2B sales cycle• Organization as a trusted guide
    10. 10. Aggregation vs. curation• Aggregation – no human factor• Curation – adds the human factor“When we like it, it’s curation; when we don’t like it, it’s aggregation.”
    12. 12.
    13. 13.
    14. 14. Format?• E-newsletter• Blog• Microsite• Curation tool
    15. 15. Quick list of tools• Delicious • Curata• Pearltrees • Curation Station• Diigo• Storify••• Triberr• Google+ Sparks• Tumblr•
    16. 16. Defining your curation strategy• How are you trying to position yourself or your organization?• What role does content play in your overall marketing or communications strategy?• How can you keep your efforts going?• How will you measure success?
    17. 17. Ideas for curated content• Industry news• Expert tips and advice• Presentations• Case studies• Reviews of events or books• Photos• Infographics• Videos, podcasts
    19. 19. Curating company news for the intranet• Company news• News about competitors• What’s happening in the industry• Other factors that affect the market
    20. 20. Best practices• Understand your market and your place in it• What does your audience care about?• Identify thought leaders, influencers• Pick a platform• Organize content• Add your own flavour; tell a story• Share, and make it easy to share• Always link to the original source• Add original content too• Measure your results
    21. 21. How to get started• Know your niche• Think like a curator; keep your eyes open and your tools running• Be consistently helpful• Share, share, share
    22. 22. Please keep in touch DONNA PAPACOSTA 905.844.7645 @donnapapacosta