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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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Queens, Experts & Mobile Pic Apps via @HarvardBiz @socialquant on Medium

Queens, Experts & Mobile Pic Apps via @HarvardBiz @socialquant on Medium | Curation Revolution | Scoop.it

Sunday on Medium
 We've curated a bunch of cool thing into our Medium Cool account for Sunday including:

* Why we like Pinterest community boards (Queen of Pinterest).
* A great Harvard Biz post about the nature of expertise these days (and what you can / can't say about yourself).

* A group of mobile picture editing apps sure to prove helpful.

Find these and more this Sunday on our Medium account: https://medium.com/@scenttrail/ ;

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Why I'm Not A SEO Triptych

Why I'm Not A SEO Triptych | Curation Revolution | Scoop.it

I'm not a SEO Triptych
I. Blue Oceans,
II. Used Cars and
III. Confusion 

All linked from Scenttrail Marketing get your complete set TODAY! :).Marty

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Why Your Business Needs Community: Riffing With Kelly & Curagami

Why Your Business Needs Community: Riffing With Kelly & Curagami | Curation Revolution | Scoop.it

Kelly's Community
@Kelly Hungerford is my friend even though we've never met. Kelly is also one of the best online community developers in the world something she proved working with one of my favorite "get more, do less" tools – Paper.li.  So we couldn't help but lay down a riff embedded within her great Why Your Business Needs Community post. 

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Content Curation: 7 Reasons Why You Must - via @HaikuDeck #contentmarketing

Content Curation: 7 Reasons Why You Must - via @HaikuDeck #contentmarketing | Curation Revolution | Scoop.it
We shocked a SEO Meetup suggesting 90% curation to 10% content creation. This deck explains why you MUST curate content. Content curation is a CSF (Crtical Success Factor) for online marketing.
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Martin (Marty) Smith's comment, May 9, 3:13 PM
Thanks for the share Jan-Olof and Level343. Marty
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Stop Making Sense To Win Online via @Curagami

Stop Making Sense To Win Online via @Curagami | Curation Revolution | Scoop.it

Burn Down Your House
Talking Heads know an important internet marketing truth – sometimes you need to put on a big suit, jump around and burn down your web marketing house.


Watch David Byrne carefully. Everything happening is practiced but not stale, choreographed but spontaneous and crazy & planned. If there is a better example for where our near real time, content, community and commerce online world is going we don't know it.

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Successful Social Media Managers Need These 4 Traits

Successful Social Media Managers Need These 4 Traits | Curation Revolution | Scoop.it

Grace & Social Media Marketing (Scenttrail Notes)
The days of getting by with simple knowledge of how to schedule tweets in advance or research hash tags are long over. Today you need "social skills" such as:

1. In-person and online social grace (agree! very important).

2. Editorial/journalism skills (Need to know how to tell a great story).

3. Understanding of channel diversity (Who has KLOUT in your space?).

4. General pop culture awareness (YES, if it is HOT you need to be ON IT riffing reasons why your content is related and relevant).

Great post on the "new" skills needed to make #smm work. Great share by @Cendrine Marrouat - SocialMediaSlant.comvia her Paper.li.

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Beware The Promisers

Beware The Promisers | Curation Revolution | Scoop.it

Marty Note
Great Share by Mark Traphagen (@MarkTraphagen) of a post by Sean Cowen (@praguebooks) that reminds us there is no silver bullet in digital marketing, life or diets. There is no magic pill to make us skinny, rich and have 10M followers.

At lest no such pill unless your name is Oprah and she worked hard to get to a point where she can do less and make more (so even Oprah didn't find a silver bullet).

Beware the promisers because they don't know. One hard thing you learn fast in this crazy business of Internet marketing is no one knows nothing. Or the minute you think you know something it changes anyway so once again no one knows nothing.

Those who promise imply they know. They know NOT because to promise it to lie and feeding our inherent desire for a silver bullet is criminal. I'm about to speak with 100+ ecommerce teams at the FedEx Ecom Summit in Atlanta and I will be careful to share experience and promise NOTHING.

Because anyone who promises you something is trying to sell you a lie and so should be avoided if not harassed.

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malek's curator insight, April 15, 5:40 PM

Like the argument, but for me politicians come first.

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Must Follow FOMs (Friends of Marty's) Added To Search For Blue Oceans

Must Follow FOMs (Friends of Marty's) Added To Search For Blue Oceans | Curation Revolution | Scoop.it

Must Follow FOMs
Must Follow Friends of Marty's added to +Curagami's FedEx Preso 1st page of Appendix (http://shar.es/1g8FT5 ) includes great curators and friends from Twitter, Scoop.it and G+. Thanks to all for being great FOMs (Friends of Martys).

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Discover Blue Oceans: FedEx Ecom Summit 4.16, Atlanta

Discover Blue Oceans: FedEx Ecom Summit 4.16, Atlanta | Curation Revolution | Scoop.it

Journey To Unique & Uncontested
We are presenting ideas to a group of about 100 SMBs in Atlanta on 4.16. The BIG IDEA is don't attempt to play a sequential, incremental improvement game. That dog doesn't hunt anymore.

Discover BLUE OCEANS where you can create Unique and Uncontested business models that rule, evolve and win hearts, minds and loyalty fast and over time.

How can you discover Blue Oceans in your business vertical? We suggest "Disruption for Dummies" where you combine 2 or all of these surfable trends:

* Appification.

* Gamification.
* Social Shopping Nowists.
* Friends of Friends Marketing.

* Community.

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The Collaboration Imperative - Video Notes After #DSCLT15 Today

Seeing Moon and Lola today at Charlotte's Digital Summit helped us realize we didn't discuss platform thinking, curating not creating content and how those ideas develop online community. 

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10 Ways to Get The Most Out of LinkedIn

10 Ways to Get The Most Out of LinkedIn | Curation Revolution | Scoop.it
Bill Gassett By Bill Gassett What do you think LinkedIn is for? Is it just for people who are trying to find a new job? Should you only visit it if you want to...
Martin (Marty) Smith's insight:

My friend and ace realtor @Bill Gassett recommendations I take :). Marty

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Bill Gassett's comment, March 24, 10:02 AM
Thanks very much for sharing @Martin (Marty) Smith! I hope things are going well for you.
Bill Gassett's comment, April 2, 3:40 PM
Thanks for sharing @Frank J. Klein!
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Hey Man, You Got The Stuff? Shocking White Papers @Curagami

Hey Man, You Got The Stuff? Shocking White Papers @Curagami | Curation Revolution | Scoop.it

Question: What is a revolution without a white paper?

Answer: A book club.

Want easy access to our 2 shocking white papers? Click on the links below OR join us by visiting http://www.Curagami.com

Why Ecommerce Marketing Is Broken

The New SEO: How Conversations Became The New Links

Get the stuff, join the revolution.

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Changing Hero Marketing: Everything Is Everything via @HaikuDeck

Changing Hero Marketing: Everything Is Everything via @HaikuDeck | Curation Revolution | Scoop.it

Thanks to FedEx
Sharing our Hero Marketing Haiku Deck last week with a group of Small to Medium Sized Businesses taught us how to tune the message. We noted how the TACTICS of competing with Amazon sparked real interest.

There are two components to competing with Amazon:

* 4Cs.
* Everything Is Everything.

Four Cs
Content, Customers, Commerce and Community are the four pillars of creating successful online marketing. The Uber-Goal is creating sustainable online community, or a community growing faster than its costs.

You create online community by curating more than you create and moving from US to WE. Content is how you signal customers your site, brands and company GET IT and want to create community.

You know you've created community when following increases, heuristic measures such as time on site, pages viewed and bounce rates improve and your site is getting closer to the magical 50% returning 50% new visitor mix.

Everything Is Everything
We've been struggling to explain how interconnected everything is these days. SEO, content marketing, content curation, email marketing, social media marketing and mobile marketing are working hand in glove now at increasingly faster pace. This more, faster, better loop means today's commerce is tomorrow's content, today's community is tomorrow's customer and round and round like a furious merry go round.

You win hearts, minds and loyalty today by understanding how to work the 4cs into a sustainable online community, a community of advocates wiling  to sacrifice and support you, your brand and ideas.

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