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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.

Published in: Business, Technology

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.”
  11. 11. EXAMPLES OF CURATED CONTENT
  12. 12.
  13. 13. Paper.li
  14. 14. Format?• E-newsletter• Blog• Microsite• Curation tool
  15. 15. Quick list of tools• Delicious • Curata• Pearltrees • Curation Station• Diigo• Storify• Scoop.it• Paper.li• Triberr• Google+ Sparks• Tumblr• Magnify.net
  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
  18. 18. REMEMBER TO BE DISCERNING!
  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 donna@trafcom.com 905.844.7645 trafcom.com @donnapapacosta

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