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"once you start gathering content to share, you begin to realize it’s a bit more complicated than you thought. It takes a bit of focus and creativity to find good content and then organise it."
Backing Into Great Content Curation Greatness Since the goal of every Internet marketing team should be creating a sustainable system of content marketing with an ever increasing return let's agree on a few important curation ideas: * Curation creates more reach faster than creation.
* Creation is still important, > than 20% is risky. * Curation is never random, strongest clearly themed.
* Scale means you do more with less, so scale = ROI.
* Real time is where the HEAT of content curation lives.
* The more you curate the better at it you become.
The second bullet is ironic. Even gurus I LOVE tire me out when they don't pick up other people's threads or react to mine. "Tire me out" is another way of saying I leave and reduce advocacy. This means EVEN if you have resources needed to create 90% and only curate 10% I would NEVER suggest that as a winning strategy. Create more than 20% and you risk "talking to yourself about yourself". I've come to the conclusion that the optimal ratio is 90% curation to 10% creation, but Argyle Social did a somewhat related study that came down 50% creation (promotion of your own stuff) and 50% curation. I think promotion is different than either curation or creation, so let's put that study aside for the moment. 1. Define Your Curation THEME Note that I use the singular "theme". Any beginning content plan should focus on ONE meme; one idea set, and devote all energy to that single theme. Don't go too broad either. Not Internet Marketing, but Internet Marketing / Email Marketing (if you are @Bronto) or Internet Marketing / New Ecom (if you are @Atlanticbt my employer). 2. Research Your Theme's Ecosystem - Picking Gurus Who are the gurus of your theme? How social are these gurus? Do they respond when use @GURU? Pick a mix bag of 5 gurus to follow with 3 in the "approachable" camp and 2 in the uber-guru camp (pick the two with either the biggest following or that are most aligned to your thinking or both).
3. Create A Content Map For Your Theme
Use the 10% creation and 90% curation rule to guide what kind of content you create and put where. Creation is best on OWNED properties. Curation moves easily between OWNED and SHARED (social nets). Don't only do ONE or the other tactic exclusively on one platform. Mix it up. Create short blog posts that are hybrid curation. Create themed Tweets that are almost like a blog post in 20 tweets. Others would tell you to use a blog to do X and a tweet to do Y. I disagree, surprise and serendipity keeps your content marketing alive. 4. Create A Schedule, Stick To It Leave 20% of your plan for "response", but do create s publishable schedule of daily, weekly or monthly features. Schedules = TRUST and you can never have enough trust. If you miss a scheduled date explain why and, "Dog ate my homework," is not a good excuse. 5. Schedule Reviews & Summary Presentations Watch 5 Key Performance indicators every single day of the MACRO (traffic) and MICRO (forms completed by Google visitors on keyword X) variety. Schedule a quarterly review with senior management since that too creates trust and makes you SMARTER due to the preparation and questions you will need to answer. 6. Practice, Practice and Practice MoreHow do you get to Carnegie Hall? Practice, Practice, Practice. The old cliché is true. Yes it will take getting used to the idea your "practice" is seen by OTHERS, but get used to it. I use Scoop.it as my practice field. I allow for a higher degree of errors (WHEN is Scoop.it going to add spell check for God's sake :) and stumbles because Scoop.it is about FEEDBACK and SPEED in our ecosystem. When something looks PRIME TIME on Scoop.it I tighten down the bolts (i.e. hire my great editor) and increase the investment. I move a longer and more keyword dense take to our owned properties such as our blog or website.
Our process doesn't have to be yours since there are infinite variations on the curation theme. The important idea is to curate a LOT of content daily, define a platform that is your "practice field" and always increase the speed of curation while reducing errors and increasing shares (what you are curating for).
BTW, learned these tips from GREAT curators such as @RobinGood and @maxOz and others I listed on Google Plus: https://plus.google.com/u/0/102639884404823294558/posts/MzpAzkLAFfx
Link is to an excellent Guillaume post linked to another great curation post.
Are you sure you want to delete this scoop?
Sarah Arrow gives interesting tips in that post but the bigger point she makes is that content curation requires some organization and works best when integrated within a workflow that makes it easy. Whether you're using organized RSS feeds, iPad readers like Flipboard or platforms like Scoop.it, the whole system should make it efficient for you to scan through content without distraction and publish your best picks in a way that feels natural.
And as I commented on her blog post, I’m a big believer of using your idle time for curating content using your mobile: on top of making this time useful, the mobile platform also addresses the “Shiny Object” temptation she's describing and unchains content curation. Don’t you find the smaller screen and the use of the mobile format lots of blogs and media are now using also helps being less distracted and more focused?
A good Read on what you need to know before you launch your 2013 Content Marketing strategy. You can see the Top 5 CM Planning Guides by Click Here or just Google DiY Conent Marketing
Don't accept a slow WordPress site. Here's exactly how, with just a few tweaks, I improved the performance of a site dramatically.
Great post from @Curagami co-founder Phil Buckley about how to speed up your blog or ecommerce site. Lack of speed kills signus, sales and SEO so shaving 10 seconds off of load times is a huge win.
We created Curagami to answer a single vexing question. What content should you create and why? Our Curagami Reports answer that question for you.
Martin's Top 10 Marketing Guru "MustFollow" on Twitter. Add yours and vote for favs. | Guillaume Decugis (@gdecugis), Jason Falls (@jasonfalls), david edelman (@davidedelman), Guy Kawasaki (@guykawasaki), lisagansky (@instigating), Daniel Pink (@danielpink), B.L. Ochman (@whatsnext), Liz Strauss (@lizstrauss), Chris Brogan (@chrisbrogan), and Jeff Bullas (@jeffbullas)
Dognition offers fun, science-based games to help reveal how your dog sees the world. This citizen science program collects and analyzes data to benefit all dogs.
Myers Briggs Test For DogsUpstairs from Curagami's (http://www.curagami.com) home at the Triangle Startup Factory in the American Underground at the American Tobacco Campus in Durham is a cool company called Dognition. Dognition worked with top dog behavioral scientists to create a Myers Briggs-like personality "test" for dogs. While knowing if your dog is as smart as my cat may be mystery forever, you can get to know your dog's spirit better with this cool BI application for the 70M dog owners in America. Take the test so you can be the first at your Dog Park to say, "Yeah my dog is a rebel". Even more valuable is creating appropriate human expectations for "rebel dogs" (like me lol).
We lucky few Internet marketers make sand castles on the beach and he tide is always coming in. I started this G+ summary of "tiny advantage" thinking how similar Internet marketing is to Outward Bound. But Dual Survival is a more apt analogy. No one summit our new marketing Everest alone anymore. We need TEAMS of great climbers, Sherpas and rope...lots of ROPE :). I remember the deer in the headlights look I got from my last boss, founder of one of the larger web dev companies in the southeast, when I told him the most valuable "product" we created wasn't an individual website or app as much as it was a team capable of creating that app, SEO or email marketing The PROCESS is what remains after the tide sweeps all yesterday's hard work out to see. I remember he looked at me funny :).
Selling without story and social is over. We by from those we love who share the best stories.
These secrets are hard to share not because of how SECRET they are, but because of how automatic they become after Internet marketing for almost 15 years.
Some great tips captured from some of the best Marketing managers who have worked with ODigMa.
Solid tips from fellow marketing pros here.
I'm so excited to announce that my next book, The Freaks Shall Inherit the Earth will be out very soon (March 17thEarly April in the USA, and not sure for other countries). This book is quite diffe...
My copy arrived today in time for a marathon session at UNC Lineberger tomorrow so may have a report soon. Marty
So, how can you harness this knowledge to your advantage? Let’s look at some of the most notable studies on the subject and how you can apply that directly to your blog.
Source: RKG [download page]Notes: Mobile's 33% of Google search visits in Q1 2014 represented only a slight uptick from Q4 2013 (32%), but a more robust rise from 27%
Expect this number to go up even as mobile helps reduce the number of searches being done. Why?* Apps = search less.* Mobile is more social and so search less.* Mobile is a "game console" where we "play" apps and connect so search less.
Marty Note - 10 BI TrendsBusiness Intelligence is breaking out all over. It is as if we've reached some magic tipping point where things that were hard are not easier and our BI imagination is being sparked as a result. Here are 10 BI trends for this year and next (6 - 20 are from team at http://www.crowdfunde.com )* Enterprise gets a handle on unstructured "Big Data".
* Search Will Improve Dramatically (agree). * Mobility becomes bi-directional (you GET and GIVE via mobile).
* Enterprises come to terms with Big Data.
* Analytics Tools Vendors see importance of FAST and EASY. CrowdFunde's Additions* New Key Performance Indicators helps connect traffic and lead gen to conversion (what we are working on at http://www.crowdfunde.com ).
* How Social Media is changing everything become more clear (less search, more mobile and social).
* Expect a new flurry of WAZE.com-like crowdsoure apps. * Expect more gamification for engagement and loyalty. * Loyalty becomes LESS fickle as brands discover how to BE online creating community that wins hearts, minds, engagement and loyalty.
Marty Note - Digital Listening Is DifferentCendrine and I are having a great conversation on G+ about the nature of listening online. Cendrine's great post shares TIps and Tools so you can become a tuned online listener. Great post. Here is what I shared on G+:Are You Listening...Digitally?Digital #listening is different. Conversations provide nonverbal clues missing online, but online provides other kinds of clues. Online clues are easy to walk by without even knowing you just missed a clue. Examples of missed online clues abound and include:* Small Follow Back % (sends "we don't listen" signal). * Pushing only YOUR content (need to act less proprietarily to become or act as an #authority ).* Not curating or rewarding #ugc (User Generated Content).* Not responding to @yourtwitter mentions with RTs and thanks.* Not responding to direct @yourtwitter messages.* Not responding to Twitter DMs in a timely way (can be made worse by not following enough people to be able to DM).* Not being present on a major social net (like +Google+ ).* Not asking questions & then curating response.etc...Could go on and on, but you get the idea. LISTENING online is different and few do it well.
FIND G+ Conversationhttps://plus.google.com/102639884404823294558/posts/FgYhn3zoQQL
Great "New Marketing" ToolsCuragami http://www.curagami.com Paper.li http://paper.li Scopp.it http://Scoop.it
Gives us your votes and share who we are missing. Who else has done a great job creating a summer look?
Winning EcommerceWhen the BIBLE of your industry writes as laudatory review as The Absolute Sound, the bible of audiophies, just did for Curagami beta partner Moon Audio a watershed moment just happened. The Absolute Sound is known for its editorial honesty and TOUGH reviews. Here they are as accurate as ever describing the sound I hear from my Silver Dragon headphone cables better and more concisely than my efforts. This amazing review got me to write the 5 Ecommerce Secrets post I've been meaning to write for a month. Here are 5 tips every ecommerce team should steal from Moon Audio:
Find 5 Moon Audio Ecommerce Secrets herehttp://www.curagami.com/featured/winning-ecommerce-5-moon-audio-secrets/
The social media trends in the US for 2014: twitter, snaptchat, instagram, Vine...Marty NoteCool video but MUTE it before you play it (horrible music) and don't be doing three things at once since great stats fly by fast.
#2 Red Bull BrandingThis post is about branding's journey from Tide in 1958 to Red Bull now with one inescapable conclusion - We Are All Media Companies Now. This post about how Red Bull FOLLOWS and BRANDS their customers in juxtaposition to P&G in the old days when their brands were presumptive. P&G's marketing presumption? We will tell you how to be "good mothers". The "Red Bull" generation, also called Millennials loves to do extreme things (extreme User Generated Content or eUGC) and have Red Bull notice, share and amplify. This post is now in the #2 spot for the 2M documents returned on "Red Bull Branding".
How can you use social media to boost your brand?
How to use social media to boost your brand. Good visuals! This post really speaks for itself.
Very good layout showing who's using which social media channels.
Social media marketing funnel...
Change the way you evaluate potential web and software design firms - evaluate for disruption.
Easy to model your Not Provided (or branded) keyword revenue down to where it belongs - the keywords that deserve it if Google was playing fair :). 1. Remaining - Subtract the rest of your keyword revenue from your massive Not Provided total. 2. % Remaining - Divide your "Remaining" or non Not Provided keys into the Remaining total. This gives you the % for each non Not Provided key of the total revenue associated with non Not Provided keys. 3. Allocate - Now multiple your Not Provided total by your % Remaining. 4. Finally ADD your new Allocations by non Not Provided keys to their Google reported income (A + C).
Storytelling is the new SEO shares examples of how your website and online marketing can tell engaging stories to win the NEW SEO.
Is the end of the content marketing era in sight?
This is an IMPORTANT read and one I keep reading over and over. I agree with the central idea. I disagree with the conclusion. Content marketing is important even if no one reads your stuff. Crazy?The content you create says more about you than anything. While the goal of every website must be building community you can't build community if you have no content on your site. Your voice and SELF has to be present and accounted for even if the only purpose it serves is to make people comfortable sharing their content. More later, in the meantime I'm going to re-read this great post again.