1. CONTENT CURATIONTOOLS FOR BRANDS Therese Torris May July 2012
2. Brands struggle to meet theContent Marketing imperatives
3. Increase visibility Poorcontent How can I help usersdiscover my brand?There is so much content out there, you need quite a bit of contentto be visible online
4. Foster customer engagement How can I tell a story worth repeating?Not only do brands have to produce a lot of content, but that content must alsobe able to engage customers and turn them into brand ambassadors
5. Content creation is hardI was unable to trace the author of this often quoted picture.This is a typical issue of content attribution addressed later in the presentation.
6. Content curation to the rescueContent curation helps brands use external contentto increase their visibilityand engage their audience
7. The curation process Define relevant topics Identify external sources Pull content, filter, sort Clip pictures, select quotes, summarize Edit, comment, reorganize topics Publish in attractive format Post on social media and web sitesCuration is much more than content aggregation
8. Pulling content from multiple sources into relevant topics Multiple sources Relevant topicsPictures taken from Scoop.it http://www.scoop.it/u/therese-torrisRelevant topics are topics of interest shared by the brand and its audience
9. Curated content adds value External health content broadens theRelevant relevance of a food brand, for exampleUnlike aggregation, curation picks aUnique unique mix of external content Not easy to produce fresh contentFresh every day; external content helpsOptimizedCuration tools like Zemanta will tellyou which topics are trendingRich mediaPictures and video are a must; in-house production is not enoughTrustedCurated blogs from external experts lend credibility to a brand citing themEntertainingUser-generated content can be fun;Most brands could use more fun !Curators must select external content that adds valueto the brands proprietary content making it more visible and more engaging
10. Curation creates an inbound context for brand content Unique Social networksReferencesex: Twitter brand Ex: Wikipedia content Curated contentContent curated from multiple external sources embeds the brandsunique and proprietary content into a rich inbound context and drives traffic to it
11. Topic-centric curation helps users discover the brand through shared topicspositions the brand on itsaudiences interest graphContent curation helps brands become a reference on the topicsthey share with their audience
12. Tools partly automatethe curation workflowPULL RE- PUBLISHCONTENTPURPOSE FilterDisplayIndex & Clip Edit CreditsourcesSEOptimizeScheduleSearch topics Re-categorizePost, mail, Update by topicstweetPulling external content is called clipping, pinning on Pinterest, scooping on Scoop.it.Curation categories are called boards on Pinterest, topics on Scoop.it, bundleson Bundlr, traps on trap.it etc.
13. Curation tools multiplySocialCorporateNot only are there hundreds of new curation tools, but existing content readers,aggregation and sharing tools like Google and Twitter enhance their curation functions.For more details see my Scoop.it topic http://www.scoop.it/t/content-curation-tools
14. Social curation embeds brandcontent into consumers content
15. Pinterests Success Factors Free Easy-to-use 1-click pin publish instantly Highly visual 1 pin = 1 picture required Forcefully social Users Like , Follow , re-pin each others andbrands content All content is public. Following forced on users Well-indexed by search enginesWhen I joined Pinterest I was automatically assigned people to follow.I still cant delete a dozen of them.
16. Pinterest case study: Whole Foods The purpose of the [Pinterest] site is to share what youre passionate about and to connect with the community there around common interests Not to shamelessly self-promote and peddle ones products Michael Bepko, global online community manager for Whole FoodsMashables Associate Editor Lauren Drell published this excellent case studyabout Whole Foods on February 23 2012 . I updated the numbers on June 5, 2012http://mashable.com/2012/02/23/pinterest-whole-foods/
17. Whole Foods on Pinterest40 topics - 38,000 followers
18. Consumers & Whole Foods pin, like,comment and repin each others content
19. Pinterest allows users to pin prices for Social Shopping Curation
20. Pinterests traffic and time spent on site surgedData from comScore, graphics from Statista published on February 29, 2012in Mashable under the title The Rapid Rise of Pinterests Blockbuster User Engagementhttp://mashable.com/2012/02/28/pinterest-user-engagement/
21. Shopping curation drivesqualified traffic to brand sites Pinterest drives more referral traffic than Google+ with 10X fewer users. Soon more traffic than Facebook and Twitter? Top social referrer for womens sites Martha Stewart Weddings, Martha Stewart, Country Living, MyRecipes.com Opinion leaders, shoppers and aspirational brand lovers pin productsSources: Mashable, February 27, 2012Business 2 Community, February 8, 2012
22. Social curation and shopping curation meet a need Consumers prefer to discover brand content through peer validation
23. Social curation platform vs. Corporate tool Social curation Corporate curation Manual clipping Search, crawl, RSS No filtering Advanced filters Simple comments Advanced editing Highly visual Multimedia, text mining No optimization SEO optimization No attribution Source Attribution Individual curator Team workflow Public destination site Private & Public Free PayingI am exaggerating the contrast. In reality some tools like Zemanta and Scoop.it areboth. They have a freemium model --with a free version and a paying one.
24. Corporate tools complement social tools The performance and privacy of corporate tools provide brands witha competitive edgeBeyond curation, corporate tools are private collaborative tools that corporations useto listen to markets, optimize content (SEO) and collaborate on a content strategy
25. Brand curation strategy Pick 2 or 3 top social curation platformsfor your audience. Ex: Pinterest, TheFancy, Fashiolista if youre in fashion Equip your content marketing teams witha set of performing corporate curationtools like Zemanta, Digimind orCurationSoft. Integrate them into acollaborative workflow to ease bothcontent creation and content curation
26. Curation is NOT a panacea1. Curation complements creation, it cannot replace original brand content2. Selective curation (not simple aggregation) is hard work, too !3. Curation feeds the ongoing inflation of low value-added content4. Curation worsens unsolved copyright issues
27. 1. Curation cant fill in formissing brand content Content curation is pointless if the brand has:no story to tell, no original content no topics to share with customers no Social Media Strategy
28. 2. Curation is hard work Curators must screen through hundreds of posts and sites daily Next come editing, commenting, publishing, responding to comments Curation requires as much topic knowledge and Social Media Marketing skills as content creationI can attest to the hard work of curation. I used Scoop.it to prepare thisanalysis and its taken me a few hours a day to curate 4 different topics.
29. 2. Curation does not stemcontent inflation if feeds it !Curators Re-curated curatecurated content Curatedad infinitum!OriginalContentContrary to popular belief, curation doesnt help face the information overload,on the contrary, as curation spreads, it feeds the inflation of low value-add contentsee http://return-on-clicks.com/index.php/2011/08/facing-content-inflation/
30. 3. Unsolved Copyright issuesGood curation does not stealoriginal content. It points to it!Picture source: Is Content Curation Stealing of a Shrewd B2B Practice?http://www.business2community.com/content-marketing
31. Discovery vs. Copyright: a fine line Blocking curation prevents discovery You can block Pinterest with one line of code but its not a good idea if you want to be visible ! Excerpts should be short How much can you quote? NOT MUCH. What is a pictures fair use? Small, attributed, and linked Attribution to original author is a must Attribution is too often ignored. Original source can get lost when content is curated over and over againFor a great article on content dissemination vs. copyright, see AllenPartridges post: http://blogs.adobe.com/captivate/2012/02/content-curation-and-the-end-of-intellectual-property.html
32. Conclusions Content curation is a natural evolution of online contentcreation and distribution An indispensable part of Content Marketing and SocialMedia Marketing, curation creates an inbound context ofexternal content that drives traffic to the brand andengages its customers on topics it shares with its audience Social and corporate curation tools complement each otherto ease and optimize content curation But curation tools are no panacea: curation is hard workand requires most of the skills of content creation. Curationworsens content inflation and copyright issues
33. Thank you for readingComments are welcomeTherese TorrisBlog: http://return-on-clicks.comCuration: http://www.scoop.it/t/content-curation-toolsEmail: ttorris@return-on-clicksTwitter: @ttorris