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The volume of content published to the web is overwhelming even the best search engine's ability to help people filter out the junk and find just what they need. That represents an opportunity for organizations to become the trusted guide to the best content on topics of interest to their stakeholder audiences. It's also a form of content that fits well into the category of content marketing. This presentation was delivered to the attendees of a conference titled, "Communicating Your Company Story -- Inside and Out" presented by Ragan Communications and hosted at the Dallas, Texas headquarters of Southwest Airlines. The PowerPoint presentation is speaker support only, but you can hear an audio recording of the presentation and follow along with the PowerPoint deck at http://www.forimmediaterelease.biz.
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Content Curation:The Communicator’sNew Responsibility
Shel Holtz, ABC@shelholtz
hashtag: #raganswa
Why all thetalk aboutcuration?
Companies have to THINK like publishers
Welcometo the
Splinternet
Impact on News
• Newsrooms are shrinking• Top online stories change quickly• Top online stories ≠ top mainstream stories• Online = broader range of coverage
It’s not information overload.It’s filter failure.
-- Clay Shirky
Curated Contentis Media
Curation Process
• Identification• Collection• Documentation• Context• Display
$ From freeto thousandsper year
$1,500/mo
$99/mo
$3,000/yr
$3-$25K+ /yr
Call for pricing
Curation Communication
InternalCuration
“With the introduction of these tools, by volume, the amount of Web pages and Web content being created by employees quickly overwhelmed the professional publishing volume.”
-- Ben Edwards VP Digital Strategy IBM
“Curation is a response to aworld of content abundance”
News about…
• Company• Competitor• Industry• Marketplace
Employees say:
“I believe that the timely articles, however politically charged, are useful in helping us understand where the company is headed and what winds are blowing us there.”
William says:
“ The external news helps employees to better understand the external forces that affect internal decisions. It’s clear to me that our employees are much more informed as a result.”
Internal Communications
• Company/competitor/industry/marketplace news
• Internal events
Internal Communications
• Company/competitor/industry/marketplace news
• Internal events• Training
Internal Communications
• Vital professions• Company positions and statements• Employee blogs• Projects• Initiatives
– Wellness– Sustainability
• Your own knowledge
• Company/competitor/industry/marketplace news• Internal events• Training
IndividualCuration
Copyright applies to this document – some rights reserved.This work is licensed under a Creative Commons
Attribution-non commercial-share alike 3.0 licensehttp://creativecommons.org/licenses/by-nc-sa/3.0
Questions?
• Shel Holtz, ABC
Phone: 415.367.3820Email: [email protected]: www.holtz.com Blog: blog.holtz.comPodcast: www.forimmediaterelease.bizSkype: shelholtzTwitter: @shelholtzFriendFeed: shelholtz2nd Life: Shel Witte
