Content Marketing Fundamentals, Content Curation vs. Creation, Curation and Creation Strategy
Produce a long piece of content once a quarter
And strategically repurpose using parts of it on your social channels and website.
Key characteristics of Valuable Content
Answers questions, demonstrates expertise, inspires sharing, entertains, makes company easier to find.
Curated Content
Collection of resources produced by other companies and individuals in industry and vetted for quality by content team.
If goal is to become trusted advisor
Consider investing more time in researching and writing high quality articles on consistent basis.
Created and Curated Content
Content Strategy can Consist of Both
Created Content
Content you or your company made such as articles on your blog, images shared on Instagram, How-To guides and infographics
Longer Content Tactic
Develop one piece per quarter then divide it out to create shorter pieces of content.
Value of Curated Content
Distilling the information available to your audience about certain topics and turning it into easily digestible and targeted resources.
Incorporate and Re Purpose
Existing company resources for content.
Hootsuite Suggested Content (where to find content)
Finds articles based on keywords with options of scheduled posts to social media channels.
Don't sacrifice great content
For frequent content, because reputation you share by building valuable resources will benefit you more in the long run
Aggregation
Gather high quality sources on the topic that have been produced by experts and relevant businesses and share the round up of links.
Where to Find Content
Hootsuite Suggested Content, Trend Spotter/Content Gem, RSS feeds from industry blogs, Bookmarking tools.
RSS Feeds from Industry Blogs (where to find content)
If you frequent them, then use feedly and flipboard based on topics viewed in magazine like format
Forms of Original Content
Images, videos, whitepapers, case studies and webinars.
Bookmarking Tools (where to find content)
Include listly, help you organize content by topic for latter review.
Content Curation can help you Leverage
Information that is available about your industry.
Distillation
Interpreting complex articles like research papers and turn them into something easy to digest like series of images with text overlay containing key statistics.
Curating Content around Business Niche
Is a great way to be seen as someone who pays attention ot the industry and keeps up with key developments.
When you consistently amplify an influencers topic
It provides an opportunity to get on the radar and build a connection that might result in a mutually beneficial relationship moving forward.
Quality Content
Keeps people interested in your opinions and motivates them to share
Quantity of Content
Keeps you on the top of your audience's mind.
Goals and Resources with Content Curation
Less resource intensive, can help build relationships with industry influencers and support partnership development
Elevation
Practice of summarizing a broader insight from sources
Trend Spotter/Content Gem (where to find content)
Show trending content on a particular topic.
Chronology
Summarizing historical development of a topic.
Focus on sharing content
That is useful and inspires sharing.
Use variety of methods to create a curation strategy that best fit your needs
These include aggregation, distillation, elevation and chronology.
When thinking about kind of content to produce
Think about sweet spot between quality and quantity.
Curated Content Can Save
Time and build industry connections
Purpose of Created Content
To demonstrate thought leadership in your industry, lead visitors to website and offer unique original viewpoints to audience that helps position business as authority. Especially important in a B2B setting
Dedicate your time
To make and share what your audience likes best
Incentivize followers
To produce user generated content on a regular basis.
Curated Content is an efficient way
To test what your audience responds to best.
Provide Credit
To the original content creator when republishing/sharing someone's work.
Content Curation is a great way
To utilize existing articles, infographics and photos and blog posts around industry to support content strategy
Evaluate your goals and resources
When deciding right ratio of curated/created content
Evaluate Curated Content
With critical eye to ensure that what you share through your branded channel reflects overall image and doesn't jeapordize reputation