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