Content marketing is now an integral element of public relations and is an extension of the notion of thought leadership. It varies the thought leadership approach in four ways:
Beth Kanter's insight:
Good summary of why content marketing - which includes content curation is valuable to enterprise and some good thoughts on the value of having employees do it - not just the marketing folks.
From a pure practicality perspective, whilst thought leadership can be applied in a limited but still quite effective manner when adopting this antediluvian approach, it is simply not viable to apply it to content marketing:
• A primary reason for this is that content curation is more than just retweeting or otherwise sharing. There needs to be a qualitative value-add from the organisation to some degree some of the time (actually a lot of the time, but I’m taking the low [expectation] road here)
• Involving employees in content creation educates employees on their industry which, one would think, helps them contextualise their work efforts and give them information to get better at their job, increasing productivity
• Employee involvement increases commitment to their organisation – likely to increase productivity – and helps them become a stronger organisational advocate
• Utilising normal (non-marketing Martians?) minimises the need to hire additional marketing employees and can optimise financial investment into the program – increasing productivity.
The most interesting and challenging aspect of this dimension, however, relates back to who are those doing the curating and how is this contextalised within an organisation’s branding?
• What are they commenting on?
• What is the nature of their value add?
• Is there a comms or marketing employee facilitating all this curation, or is it the relevant individual doing it solo after, perhaps, some initial briefing and some guidelines have been set? This relates to the third point I flagged above.
Fourthly, and this is perhaps the most fundamental aspect, the rationales driving the strategy will determine all of those issues noted above.
Very useful infographic summarizing the problems with content that isn't being shared and how to solve that problem. I like the good practical tips for creating more "emotionally charged" content. The other main points:
Lack of emotional appeal – people share content that generates curiosity, amazement, interest, astonishment, uncertainty, admiration and humor.
Not “Share Worthy” – people want to share it, it’s easy to share, it provides value, and it’s going to draw attention to those who share it.
Bad Timing – find the times of the day, week, season or event that the content is in demand and popular.
Poor Design – the layout, colors and visual appeal matters when it comes to sharable content. An investment in design is an investment in the likelihood it will be shared.
Poor Distribution – this is probably the one we see least deployed… distribute and promote your content across sites where it’s going to reach a large audience.
Whether you are short on time or want to boost your popularity by sharing lots of content that your audience will love, content creation is a great thing to implement in your digital marketing strategy.
In this day and age, people are tired of dry sales pitches. They want to read / watch / listen to things that allow them to experience emotions, that inspire them to take action. The best way to ignite that in your articles? Start with a great headline! And I found a great tool to help you with that.
This tool measures the emotional value of your headlines in three areas:
Intellectual – Words which are especially effective when offering products and services that require reasoning or careful evaluation.
Empathetic – Words which resonate in with Empathetic impact often bring out profound and strong positive emotional reactions in people.
Spiritual – Words which have the strongest potential for influence and often appeal to people at a very deep emotional level.
To start using the Headline Analyzer, visit http://www.aminstitute.com/headline, enter your headline, select the type of business or industry to which the title belongs, and click the “Submit for analysis” button. You will then get your EMV score, with a short explanation of what it stands for.
Robin Good has created a super map of content curation tools using PearlTrees, a visual list or bookmarking tool. Pearltrees lets you organize large collections because it allows for sub-categories. Robin has organized his large collection in several ways to make it easier for the user to find the right tool.
This illustrates a key content curation skill - organizing material to make it useful to people. The organization of the collection makes it easy to find the right tool for the job - either by application or by format or technology.
Content is King! Content is also EVERYWHERE... In your face with emails.. In your social streams, sponsored updates, every new app claims to be a "news feed but nobody has the time needed to read and sort through EVERY blog post! So why not use automation and dynamic apps to filter the internet based on your preferences allowing you to be more productive and read the stuff that is important to you and share that with your community! That is my focus and here are 6 of the tools I use to do this!
You’ve got mad skills as a writer, and can dish out blog posts like nobody’s business. Unfortunately, you keep realizing how badly your titles suck. What can you do to make your titles as good as the golden content you are generating? Writing a catchy title is all about grabbing your reader’s attention, and it’s [...]
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.