Content Pandemics and the Impetus for Enterprise Content Curation. The age of ferocious mediocrity is upon us. Like a virus slowly evolving and afflicting greater and greater portions of the population; mediocre content has been infecting every medium it touches. Not only has it overwhelmed and made scarce good content but it has reshaped our perception of what good content is. It is, in fact, what I refer to as a content pandemic. Classically a pandemic refers to a virus that has attributes like passing from species to species, affecting wide spread regions, and having an aggressive evolutionary lifecycle which makes it difficult to treat. We can look at mediocre content the same way. It started with reality TV, then to massive sharing online with sites like You Tube, prolific blogging, and today’s major social platforms.
When we made the tools available to self-broadcast, we let the Genie out of the bottle. But what does this mean to the enterprise? Quality content is a sustainable competitive advantage Content curation enables the social business. Pepsi to Provide Free Music Downloads on Twitter. Pepsi will begin curating new music for fans on Twitter through a year-long partnership with the messaging platform, both companies announced Wednesday.
The "Live for Now Music" initiative is an extension of Pepsi's recently launched "Live for Now" global campaign, will offer free music downloads, music videos and a series of pop-up concerts this summer and fall. Every Wednesday for the next 52 weeks, Pepsi will offer videos providing an overview of the artists, music and music news trending on Twitter that week. In addition, @pepsi will offer free downloads from the Amazon MP3 store for fans who follow the brand on Twitter and use the hashtag #PepsiMusicNOW in their tweets. The brand will also use Twitter to announce pop-up concerts, which it will offer on-demand afterward for fans who want to watch it later.
The deal comes about two weeks after Twitter announced another long-term deal with ESPN to create custom ad programs around major sporting events. Building Thought Leadership through Content Curation. A Marketer’s Guide to Content Curation | Power Tools for Thought Leaders. Image via CrunchBase Kipp Bodnar of HubSpot shares his thoughts on curation as a marketing strategy… There is an elephant in the online marketing “room,” and the elephant’s name is Curation. Curation is the most important part of online marketing that no one is talking about. With the rise of inbound marketing, content has become front and center in the minds of marketers.
This focus on content as an important marketing tactic creates two extremely important problems. First, content creation is difficult. Having the time and skill to create relevant and interesting content is difficult for marketers who are already overloaded with daily tasks. Applying Curation to Our Problems As marketers, how do we solve these two problems? Curation has become a fixture for many successful news blogs on the web today. Source: A Marketer’s Guide to Content Curation Go to the source if you’d like the rest of his perspective. Content curation can improve audience loyalty (e1evation.com) S curation philosophy | blissmo. Content Curation Is Listening and Engaging. Content curation is the organizing, filtering and “making sense of” information on the web and sharing the very best pieces of content that you’ve cherry picked with your network.
But finding and organizing the information is only half of the task. As Mari Smith points out in this video about why curation is important and some tools for doing it. By sharing the information and giving credit to the source where you found the link, you build relationships and a network. I used to describe this process as “Listening and Engaging” but really like focusing it the process around a content strategy – makes listening and engaging much more actionable. Last week, I helped launch a peer exchange for Packard Foundation for Children’s Health Insurance grantees with Spitfire Communications (creators of the SMART chart).
The focus is how to use effectively integrate social media, measure, and learn from it. What do the experts say? “If you want more followers, you have to follow better people. Curation is More Than Integration. The term “Curation” doesn’t yet score a hit in the archive of Scott Adam’s Dilbert cartoons, which means it’s still living the short half-life between entering the pop management lexicon and becoming the object of ridicule. Trust me. There are enough people running around the marketing world babbling about “curating,” that it won’t be long before Dogbert or the Pointy-Haired Boss skewer us all for using language that no real human being would ever utter. We hear a term like “curate” crop up in a few business conversations. We assume it’s the hot new topic, and thus begin employing it in our conversations, whether we understand it, or not. We’ll use it as a noun, a verb, an adjective. When “curate” first showed in our world, it was being used as a new way to speak about integration; of activating the various disciplines of marketing communications to work in synergistic harmony with one another.
A conversation is not like an exhibit hall. Learn more at gyro.com. The 30 Best Content Curation Resources for Marketers and Business Pros. When I first graduated from college almost 20 years ago, I quickly learned that I was not prepared to have conversations with experienced business professionals on the reality of the business challenges they were confronting. My approach was to subscribe to 3 magazines: BusinessWeek, Fast Company and Newsweek and I read the newspaper every single day.
I have been a voracious consumer of news ever since. Today, there are so many options available and we each have to find a way to find, filter, consume and share the information that is relevant for us. I use email alerts from RSS feeds, Twitter lists and a few key websites I visit every day to make sure I can stay on top of the latest trends and news in business and marketing. So here, I have curated my own list of the top sites of business and marketing information – some of which are great examples of content curation themselves.
La curation et le personal branding c'est possible ! | E-Reputation de la veille. Is Content Curation the New Community Builder? Content curation has drawn my interest. I was at a tech conference last week and saw a couple of pretty cool applications for curating content. Setting a side the debate of right or wrong, these new content curation tools will make their mark. Content curation, which involves human filtering and organizing is much different than content aggregation. Content aggregation sites use algorithms to find and link to content. Over a year ago Mashable reported Why Content Curation Is Here To Stay; The debate pits creators against curators, asking big questions about the rules and ethical questions around content aggregation. Media Curation is the emerging trend toward integrating and pondering media content using a mix of machine and human resources.
Media Curation is a complex subject among media professionals, with notable professionals both for and against the practice. “If I was starting The Village Voice today, I would not print anything. So, Where are you with this? Sharing Content to Show Thought Leadership. Creating, finding and sharing compelling content can prove to consumers that a company knows its territory, is a thought leader in its industry and wants to help customers keep up-to-date on important developments. Marketers are placing an ever-greater emphasis on content marketing’s ability to add value for targets and prospects. According to February 2011 research from content curation firm HiveFire, nearly half of US marketing professionals surveyed are now curating content as part of their strategy, and another 42% are familiar with the practice but not participating.
Even among that group, 85% had done at least some content curation, for example by sending an article or other content to a prospect, but were not aware of it. The main objectives of content curation, according to the survey, were establishing thought leadership and improving brand buzz. Keep your business ahead of the digital curve. Check out today’s other article, “Lands’ End iPad App a More Magazine-Like Experience.” What is Content Curation? Content Curation versus Content Creation | Uptown Treehouse Blog.
As many of us know, in the social media marketing game content is king! Without anything to Tweet about or post about on Facebook our communities would fall by the wayside and our customers would stop listening to us. For most brands, the first question that must be answered before starting a social media strategy is “Where do we find good content to post about?” Creating content can be very expensive and time consuming. Most marketers cannot rely on their own content alone to fill an editorial calendar and to keep the conversation moving forward. Instead, you have to play the role of curator to ensure people find value in following your brands’ feeds.
Think about who your influencers and trendsetters are and understand what they want to learn about. If you’re a fashion company, you may want to post content about the latest trends and designers. At Uptown Treehouse, we are responsible for reaching technologists and software developers on behalf of our Microsoft clients. RSS Feeds: Why The Future Of Travel & Destination Marketing Is All About Curation. February 15, 2011 | 4 Comments Life is good for the traveller who knows where they are going.
There are dozens of great and useful sites online where you can see everything from reviews of hotels to side by side comparisons of airfares from one destination to another. Planning a trip to San Francisco was never so easy … but what if you haven't answered the first and most important question of where you want to go? All of a sudden, life is a lot more difficult. For a traveler still trying to decide where to go, life isn't so simple … but curation can help. A hot topic among those who work in social media is the idea of curation and how individuals can share their knowledge and passion on any subject not only by creating original content about it, but also by scouring the web and curating the best content into a single location. 1. 2. 3.
A site that has been around for a few years, Offbeat Guides specializes in letting you create and print your own guides to destinations on demand. The new billion-dollar opportunity: real-time-web curation - scobleizer's posterous | Web Content & Digital Curation. How to use content curation to add value to your own website. If you are responsible for adding high-value content to your website, you are constantly being challenged to find page or post topics which are new, shareable, helpful and original.
As Google’s recent Panda update taught us, quick and easy content is not going to get our pages listed on page one of the search results. Besides which, quick and easy content does little to impress, engage or retain our readers. So, given that you are now going to focus on high-value content, are there ways and methods you can use to deepen your expertise as a real-time expert? I believe there are. My favorite method for keeping myself on the cutting edge, regardless of the content topic, is to become a content curator. Being a curator means seeking out the best of the best, wherever it is being published, and then collecting it in one place.
No, I’m not suggesting you have to publish curated content on your own site or sites, although you can. 1. First, it allows you to find the best of the best in one place. Content Strategy: How and Why to Curate Content. Most of us understand the value of sharing information. But when the information belongs to others, we wonder “what’s the point?” Yet, as massive amounts of information abound, the art of content curation can help us provide resources to our audiences while positing ourselves as an authority. Here’s how. Curate When You Can't Create It takes more than just words to create content. Where do you turn to find new ideas or inspiration? Pointing others away from your site shouldn’t be regarded as poor marketing, but rather as a savvy way to position yourself and your company as an industry authority. Additionally, sharing secondary resources says that you and your company thinks outside the box. According to Andew Hannelly in his article Needles, Haystacks, and Content Curation for The Magazine Group’s Engage blog, how a company exhibits others information is what customers will regard as their end product.
How did you present it to them? The Wisdom on Curated Content. Content Curation – How Infopreneurs Can Quickly Add Value | How To Blog & Information Marketing. Content curation, a term that gained popularity in 2010, is the art of culling relevant, valuable and useful information from the vast ocean of data, and presenting it in a cohesive, interesting and comprehensive style that gives a ‘big picture’ view of a specific niche topic. No longer can anyone claim that they can peruse and make sense of all the content that exists (and is being constantly added) on even a very narrow range of subjects. 47 million websites were added in 2009 and an estimated 550 billion documents exist online today.
The role of a content curator was first proposed around 2004, when the catchy term ‘Newsmastering’ was introduced by Robin Good of MasterNewMedia.com to describe a dedicated content analyst who would gather, collate and categorize content from various sources and compile it for consumption by those who are interested. What makes content curation necessary? Three factors drive the demand for content curation. What does a content curation process involve? Why Attention is the New Currency Online. Like many digital marketers, I consume and create large amount of content daily. Whether it’s doing research or analyzing data, I’ve come to realize the economic value of attention. It’s relatively easy to create and publish content nowadays because technology has made it cost-effective and efficient.
This isn’t the case when it comes to consuming content because our attention simply doesn’t scale. Just like our personal values have to be sorted and ranked in order for us to make wise and consistent decisions, so do our values for consuming information. As more and more businesses and individuals continue to produce digital content, one trend is starting to emerge as the explosion of content proliferates – the role of curators. Related Resources from B2C» Free Webcast: The Future of Marketing: Social Listening + Action Moving forward, it’s important to look beyond the value that content creates but also how it gets consumed. The gatekeepers to quality: Content curators First up: Twitter. 6 Ways to Use Curation for B2B Social Media. One of the continuing trends in B2B social media is curating content from other sources and presenting it to your followers and subscribers.
Depending on the medium you use to present it, this may include your own comments about the curated articles. While it is important to create your own original content for your company’s social media outlets, one way to broaden the amount of content your provide to your network is to share content of others. Curation is all about compiling and reviewing content and only sharing the best of it. Another way to curate content is to present content that is all about a single theme. Again, this would only be the best content about the theme, or maybe the most interesting or thought-provoking. The following are six ways you can use content curation in your B2B social media. 1. 2. 3. 4. 5. 6. What are some other ways you have curated content and shared it with your network?
Content Curation Has Taken Center Stage as Marketing Strategy per Study Results From HiveFire. What Is Content Curation? Content-Curation-2. Content Curation – The Cure for What Ails Pharma Social Media?