Brain Traffic Blog. Content Marketing: 10 Thought Leaders Share Thoughts on Curating Content. Companies are realizing the value in “brands as publishers” and are making real commitments to the creation of content in their online marketing mix. It’s no longer enough to provide fundamental features and benefits information about products and services to succeed competitively online. Consumers and of course, business buyers, seek additional information, resources and others to connect with on the topics of interest to them.
Some companies choose a pure creation strategy and find it to be a formidable undertaking, especially creating unique and valuable content over a long period of time. Within the field of content marketing, curation is becoming a popular topic of discussion. Blending a mix of new content with the filtering and management of other useful information streams is a productive and manageable solution for providing prospective customers a steady stream of high quality and relevant content. As an editor, journalist and marketer….what a great question! Content Curation: It's Going to Be HUGE. It's counter-intuitive--especially to Americans. But often less is more.
When Erin Scime wrote a blog titled: "Content Strategist as Digital Curator", it's pretty clear that she didn't expect to stir up a whole lot of emotions and anger. Yet, that's what she did--at least in part. "I feel like there are a lot of bitter librarians out there," Scime told me. It's ironic, in part, because all her early training was in library sciences. But the buzz around curation threatens more than librarians--there's a posse of PhD's with pitchforks and torches that didn't much like what Scime had to say. What heresy did Scime actual dare to blog about? Scime today is the Content Strategy Lead at HUGE in Brooklyn--whose clients include CNN IKEA, Pepsi, Jet Blue, IVillage, and Penton Media. For a former student of Curatorial studies and information sciences to embrace the democratization of the word "curation" rattled some cages. One example Scime points to is the relaunch of iVilliage.
Login. NEW YORK (AdAge.com) -- The press corps at this year's Consumer Electronics Show may find themselves jostling for soundbytes and product demos on the Vegas strip with video crews from Best Buy. Yes, the retailer is now a publisher, rolling out a multichannel network filled with original editorial content spanning everything from how-to videos and gift guides to new-technology primers and behind-the-scenes looks at popular movies. The network, called Best Buy On, includes a website it bills as an "online magazine" and a huge in-store component with its content and ad messaging "broadcast" on screens across the store, including in the TV, mobile and portable entertainment sections. The project has been in "soft launch" mode since 2009. In that time, Best Buy has established an internal advertising and editorial team, cultivated relationships with media buyers and advertisers including Sony and Procter & Gamble, and invested in new screens and online video players.
Mr. Mr. Procter & Gamble Advice Site Is Aimed at Men - NYTimes.com. 3 Questions to Ask When Planning Your Website. The following is an excerpt from "Make the Website Work: The Small Agency's Guide to Creating Effective Marketing Sites for Themselves and Their Clients," Mark O'Brien's forthcoming book to be published in 2011 by Rockbench.
O'Brien is the president of web-development firm Newfangled. You've heard from O'Brien before. I interviewed him last October for “Five Web Development Myths Debunked.” And on Feb. 10, O'Brien will present "Cure for the Common Website: Using Personas to Boost Site Performance," right here at MarketingProfs---$129 well spent, free for Pro members. O'Brien says planning a website is hard to do, and most people miss the mark because they jump right into "doing" before giving enough attention to the planning. These deceptively simple questions will get you started on the right track for planning your site and the criteria by which you'll measure its success for years to come. 1. 2. That’s assuming buyers can find your site. MPLS.TV is Minneapolis Television. The extaordinary world of content strategists | Intentional Design Inc.
The extraordinary world of content strategists Content strategy is a big field. It’s a conceptual category that encompasses numerous fields of practice. Talking to someone about content strategy as a career is like talking to someone about being a doctor. The profession of doctor encompasses everything from neurologist to podiatrist, and all body parts in between. Yet there is a unifying theme, whether a doctor is a gerontologist or pediatrician, psychiatrist or orthopedic surgeon. Content strategy is a little like that. Where content strategy differs from the medical metaphor is that our understanding comes, not from a common educational background or some content boot camp, but from a wide range of professions. Makings of a content strategist The model for content strategy is more like that of management consulting.
Next posts in this series: Abilities and aptitudes for a content strategist (coming Jun 11th) Content strategy: the skills conundrum (coming June 14th)