The Crest
MARKETING
Creating original content is resource intensive and while
A RECRUITMENT SERVICES PUBLICATIONS
Press Release Distribution Services like PRWeb,
PRNewswire or Marketwire
Review competitor websites and monitor for mentions of
their brand terms in though Google Alerts and social media
monitoring tools like Trackur or Radian6 to see what kind of
curation tactics they’re using
Curation is the cornerstone of being useful on the social
web by finding, filtering and adding insight to content
online and sharing with social networks.
2. Types of Content to Curate:
Qualitative curation over time helps associate the topics
being curated with the company or person doing the
curating. When a company does a good job of defining its
unique selling proposition and what it stands for, those key
concepts help define editorial themes in everything from a
content calendar to topics that drive curated social media
content.
In combination with original content and industry
participation, curation can be very powerful for creating
awareness and credibility.
Due to it’s importance, content curation is a topic I cover in
Optimize and to dig a little deeper, here’s an excerpt from
Chapter 9 to help you get a better idea of what content
curation can do for your business and some best practices.
Useful resources relevant to your target audience: blogs,
news, training, tips, networking and industry events.
Content created by influential people of importance to the
target audience
Statistics, research and reports
Compelling or provocative industry news
Videos: YouTube, Vimeo, Viddler
Slideshare presentations or search Google.com for .ppt file
types
Whitepapers, eBooks and case studies
Infographics and other data visualizations
Tips, How To’s and best practices
Create short lists of tips according to keyword themes
Compile large collections of resources according to topical
theme
Aggregate the best comments from other blogs or your
own blog
Run surveys, polls & contests that result in content
Content Curation Facilitates Many Content Marketing
Objectives:
Efficient, topically focused collection of information that
appeals to customers looking for a “single source” on a
particular topic.
Grows awareness of your brand as a topical authority
based on adding insight to industry commentary.
Facilitates networking into spheres of influence in your
industry. Collecting and sharing content from influential
members of your community can get you on their radar
resulting in being mentioned, links or even referrals.
Attracts links from social sources like Facebook and
Twitter. Social links can send traffic, influence social and
standard search visibility.
Attracts links from other web sites which can also send
traffic and influence better visibility on search engines like
Google and Bing.
Keeps prospects engaged as part of your lead nurturing
efforts.
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. There are several good free services that
facilitate curation tasks like Storify. Paper.li, Silk, News.me,
Scoop.it and many more. Software can help, but on its own,
isn’t the answer.
Pure creation is demanding. Pure automation doesn’t
engage. Curating content can provide the best of both.
Here are several best practices to help you with curation
sources, types of content and where to publish.
1. Sources of News to Curate:
Industry specific newsletters sent to you via email
Links to content and media shared on Twitter, Facebook,
StumbleUpon, Reddit and other social sharing websites
Google Alerts, Google News or Google+ Search
Curation tools: Flipboard, Scoop.it, Storify.com
Real-time search engines: Topsy, socialmention.com
Niche topic blogs
News aggregators: Alltop, popurls, Techmeme
Bookmark and or subscribe to updates from industry news,
magazine and blog websites
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3. Where to Publish Curated Content:
Company Blog
EBooks
Email Newsletter
Social Media Channels
Contributed Articles or Blog Posts to Industry Sites
Niche Microsite Dedicated to a Specific News Category
These are just a few suggestions and the best ideas for
content creation and curation will come from a specific
analysis of your own customer groups and industry. The key
is to do the homework of understanding what motivates
your community and to assemble a compelling mix of
curated, repurposed and original content to inspire them to
engage and buy. Be thoughtful about the usefulness of the
content you assemble, create and promote. Empathize with
your customers’ interests and goals so you can properly
optimize content for both search engines and social media
sharing.
3 Essential Content Curation Best Practices to Boost Content Marketing
Performance
some companies that have all the copywriting resources
they need (that’s an exception not the rule) it makes sense
to curate content in addition to publishing original articles
and media.
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