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Truths, Threats, Motivations and Opportunities (TTMO) Of Content Curation

Truths, Threats, Motivations and Opportunities (TTMO) Of Content Curation | Curation Revolution | Scoop.it

This is a cross-post from Altimeter Group Researcher Jaimy Szymanski. I excerpted from the article:

 

"Curation is taking over the digital content scene. With related applications and platforms multiplying, the act of collecting and sharing content has become second nature for most of us.

 

When talking data it’s far simpler to look at all the content out there and curate, rather than analyze the gaps and create new, original content to fill them.


This brings up some unnerving questions as well:
- With curation on the rise, what effect will this have on the creation of new, interesting, valuable and thought-provoking content online?
- When (if at all) will curated content be accepted as unique content?
- What happens when curators far outnumber creators?

 

But, upon taking a closer look behind the why of curation, the researcher found potential value pulling some data from Trendstream.

 

 

***Motivations Behind Content Curation and Sharing:

1) Motivations behind curation are positive: to share a good experience, to help consumer pick out good product and to encourage company improvement.

 

2) Millennials share content focused on “self.” As generations get older, secondary motivation shifts to a bigger picture though, to helping consumers. Add to that the fact that many have grown up recognizing technology as a platform for both utility and self-expression or promotion.

 

3) Fostering expertise is among lowest motivations. I predict that curated content will increasingly be more accepted as “original” content over time, as long as it contains some unique insight or alteration.

 

 

Where Curation Opportunities Lie:

Curation will prove to be a very positive trend for marketers who are looking to affect their audience via way of content marketing.

It’s quite possible that content curators will also begin to be recognized as influencers in their respective industries, and organizations will treat them as such.

 

I’ll end with a few final thoughts: 

1) The amount of content curated will rise and fall in cycles, as shared content depends on original content creation to survive.
2) Organizations will weave curation into their content strategies, at the very least to ensure sharing of their content is as simple as possible for consumers.
3) Application development – both web-based and mobile – will continue to support the curation trend."

 

**** 1. Agree and reference Bursts by Barbarasi and every Google Analytics traffic chart I ever viewed (and there have been tens of thousands) that all show the wave rhythm Guiseppe notes.

 

2. Agree, curation and content will look and feel seamless to consumers. I wrote a post about "feeds in our future" on ScentTrail about a year ago trying to capture how agnostic we would become to related, curated and fed information.

 

3. Here I would go further to say web-based and mobile will become seamless via Responsive design and curation will be so prevelent that the distinction between curated content, user generated content and other forms of content will be meaningless. The book Age of the Platform by Phil Simon implies as much. Platforms are less "owned" and more "curated" from the outset and "less owned" and more NonZero (great book by Wright) is where we are headed.

 

Great scoop and notes from Giuseppe. Marty

 

Read full article here: 
http://www.altimetergroup.com/2012/03/content-curation-truths-threats-motivations-and-opportunities.html


Via Giuseppe Mauriello
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Giuseppe Mauriello's comment, March 28, 2012 10:18 AM
@Karen...thank you so much for appreciation about this article and my topic!
neulabs's comment, April 2, 2012 2:14 AM
great curation page martin - TQ
Martin Gysler's comment, April 2, 2012 4:48 AM
Thank you neulabs, I appreciate your support :)
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Amazon Prime Is Money SMBs Can STEAL - via @Curagami

Amazon Prime Is Money SMBs Can STEAL - via @Curagami | Curation Revolution | Scoop.it

Amazon Prime is brilliant online tribal or "club" marketing with great "stealable" lessons for small to medium sized online retailers (SMBs) such as:


* Importance of "movement" marketing. 

* Create CLUBS.

* Empower advocates. 

* Ask for help.

* Be social, mobile and unique. 

Lots of book recommendations and a riff on Rafi Mohammed's "Logic Behind Amazon Prime" shares online marketing tips for SMBs.l  

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Trending Vs. Best Sellers via @Curagami

Trending Vs. Best Sellers via @Curagami | Curation Revolution | Scoop.it

Trending AND Best Sellers
Good idea to have TRENDING and BEST SELLERS categories. B2B SaaS companies may not have "best seller". "May not" because we believe every online marketing team should have an ecommerce store, but few B2B marketers take us up on that belief.  

Trending  is what is happening NOW. Best Sellers are what has happened over a longer period (say a month, quarter or year). Trending is a great word since it implies the influence of the "mob". 

The best "trending" is where the guts of the trending engine is shared and easy to see. Digg's voting engine or Facebook's thumbs up / down make it easy to SEE the tribe and their votes.

We added Trending as a category today, but are manually calculating what should be in the category form Google Analytics. Better to automate it all and then share what you automated. If you count sales, shares and subscriptions (immediately after)  TELL YOUR CUSTOMERS and they will give you the kind of feedback your system needs.

If you aren't that sophisticated yet do something like what we are doing. Share your GA results so customers know how you are calculating "trending" (reminds us we need to add that). Not as good as trending based on easy to SEE feedback loops, but trust creating nonetheless.  

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Community Shock Is Coming - Read Content Shock's Author Mark Schaefer's Comment

Community Shock Is Coming - Read Content Shock's Author Mark Schaefer's Comment | Curation Revolution | Scoop.it

Content Shock Author Comment
Mark Schaefer was generous enough to leave a comment on our Curagami post about Content Shock. We repaid that favor by purchasing Mark's Content Code book. As we noted in the post we will report back on Mark's book. If you've already read Content Code, please share your review.

Thanks to Mark for a great share.

http://www.curagami.com/magical-thinking/news/community-shock-is-coming/ ;

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Why Market Makers Are More Important Now

Why Market Makers Are More Important Now | Curation Revolution | Scoop.it

Market Makers Matter
Janet McKean & Drew Baird Are Market Makers. Market makers see what is next a fraction before the rest of us. Janet's gift of vision is in the specialty gift space. Drew Baird is the founder of Moon-Audio.com and the creator of Dragon Audio Cables. 

Market makers matter now more than ever. Our advice? Become a market maker and learn from Janet and Drew.l 
 

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Einstein's Web Marketing Lessons - via @Curagami

Einstein's Web Marketing Lessons - via @Curagami | Curation Revolution | Scoop.it

Einstein’s Web Marketing Lessons
We enjoyed the nerdy HBO Einstein and Eddington movie about how the Cambridge mathematician (Eddington) confirms Einstein's General Theory of Relativity by crushing the known and more predictable Newtonian universe.

The web has two camps too. There are Newtonians who believe in an absolute truth we were never able to find during our 7 years as a DIrector of Ecommerce or our 15+ years of online marketing experience. This post shares Einstein's marketing lessons.  

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New Ecommerce Meetup June 9 Six PM RTP Frontier Center

New Ecommerce Meetup June 9 Six PM RTP Frontier Center | Curation Revolution | Scoop.it

The New Ecommerce
I've been asked to kickoff the first Triangle Ecommerce Meetup with a discussion of the New Ecommerce tomorrow night (Tuesday June 9) at the RTP Frontier Center in the Research Triangle Park.

Find details and RSVP here:
http://meetu.ps/2JCH9z 

Deck on Haiku Deck on Wednesday.  

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ASP Net Why SMBs Should Avoid

ASP Net Why SMBs Should Avoid | Curation Revolution | Scoop.it
ASP Net Storefront may be good for many things but online commerce for Small to Medium Sized Businesses is not one of them. Here's why.
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SMBs: Don't Learn SEO, Join the CIRCUS Instead via @Curagami

SMBs: Don't Learn SEO, Join the CIRCUS Instead via @Curagami | Curation Revolution | Scoop.it

SEO Freakshow
Small to Medium Sized Businesses are caught in a vicious Chinese finger puzzle. The more they pull the more stuck they become. We say REJECT the CATCH-22 of trying to be us (SEOs, Internet marketers) and run away and join the circus instead. Here's why. 

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Epic? We Want You To Become An Owner: Scenttrail Goes Multi-Author

Epic? We Want You To Become An Owner: Scenttrail Goes Multi-Author | Curation Revolution | Scoop.it
EPIC? We Want You

Imagine if you were one of the first contributors to Mashable, TechCrunch or the Huffington post. Life for those first contributors is good now. Life for those trying to elbow their way in is not nearly as good. Stop elbowing because we have a cool idea.

APPLY to be one of the first 5 Scenttrail Authors / Curators and Contributors, become an owner and find greatness...together. 


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Community Lessons: @Medium Is The Message: What eRetailers Sell via @ScentTrail

Community Lessons: @Medium Is The Message: What eRetailers Sell via @ScentTrail | Curation Revolution | Scoop.it

The Medium Is The Message
We may have read a better explanation of Curagami’s raison d’être than Medium founder Ev Williams, but we don’t remember when. Ev’s discussion of the move from widget focus (adding features) to the Jungian thing – helping customers self actualize and so become more actualized in turn – is an ecommerce must read. 

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The Platform Revolution #infographic via @Curagami

The Platform Revolution #infographic via @Curagami | Curation Revolution | Scoop.it

The Platform Revolution "
Google is all about big brands now," a frustrated customer said. The complaint was about how this Small to Medium Sized Business couldn't win organic listings anymore. We disagreed. Google isn't rewarding top organic listings to Big Brands. Big brands look and feel more like platforms and that is why they are winning in spite of themselves. 

Learn more about why you MUST think in platforms NOW: http://www.curagami.com/magical-thinking/new-seo/the-platform-revolution/  

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Why I'm Not An SEO - via @Curagami

Why I'm Not An SEO - via @Curagami | Curation Revolution | Scoop.it

Some finally "get SEO" as tactical advantage ends. Online marketing must win hearts, minds & loyalty. Brands must build online community SEO not so much anymore. Those and other reasons are why I'm not an SEO. 

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