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Can Altruism Disrupt?

Can Altruism Disrupt? | Curation Revolution | Scoop.it
Martin (Marty) Smith's insight:

Sometimes the proximity of things you write creates a new idea. Two recent ScenttTrail Marketing posts got smashed up today:

The New Altruism: Wright, Shermer and Benkler


Why Internet Marketing Must Disrupt To Win 

 

These recent posts got me thinking (always dangerous lol). What if we can use Altruism as a disruptive force?

 

Pepsi achieve disruption in the Cola Wars with the magical User Generated Content platform Pepsi refresh (see this great AdAge summary and infographic for more http://adage.com/article/viewpoint/a-teaching-moment-professors-evaluate-pepsi-refresh-project/237629/ ).

 

MasterCard is disrupting my TV time with the weird guy singing about standing up to cancer (http://mastercard.standup2cancer.org/ ) and nonprofits are becoming disruptive as RobinHood.org and ChairityWater.org prove. 


Can Altruism Disrupt?
Altruism may be the ONLY marketing act sure to disrupt from now to the end of time. Sure Altruism has HUGE proponents in Google and Facebook, but as Benkler discussed in the video included in my The New Altruism post PAPA GOT A BRAND NEW BAG.

I've been wondering why we seem to have suddenly made this turn toward altruism when Benkler explained it so beautifully. This trend isn't a turn, a tune or a change. The majority of people, like 70%, have always wanted a fair expression of altruism in their lives. 

We assumed, and you know what happens when we Internet marketers do that, everyone was the 30% of self-interested pirates. Benkler makes the same point as Gladwell in Tipping Point. Given the right context we jump the turnstile, we break the window, we join the 30%. 

We are NOT all one thing or another ever. We are a strange mix of all kinds of things. Art, science, anger, love and magician and bully are present and, given the right circumstance, will visit and sometimes make it feel like we are THAT or THIS. 

Not so much as it turns out. Perhaps I have unique perspective on the question of who I am. In quick succession I lost my role in the company I co-founded, the love of my life and heard "cancer" and my name in the same sentence. Tough couple of years taught me some HARD things about ME. I can be an ASS and a kind, loving, generous person sometimes in the same day, hour, minute (lol). 

Pema Chodron taught me to forgive and Eckhart Tolle taught me to live in this moment, the one happening NOW. Both these great teachers help create the complex self Benkler discusses. 

 Perhaps this self-awareness is why DISRUPTION is so important. A company, brand or product willing to disrupt is unsure, acting in the NOW with courage. They may FAIL, some believe Pepsi did, or they may just create a new less selfish and more connected future. 

I may not get to that future with you or your children, but it is coming and I will spend every dime I've ever saved and every moment I have to help altruism DISRUPT because life is short, magical and full of joy. Why wouldn't we share such a disruptive message?

 

What about you? What have you disrupted or been good to lately? Share your experience with Altruisim or cause marketing and I will curate in. Thanks, you ROCK. Marty 

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6 Reasons Content Curation Is Your Elephant - via @Curagami

6 Reasons Content Curation Is Your Elephant - via @Curagami | Curation Revolution | Scoop.it

Content Curation is the "new marketing" & this post shares 6 reasons curating content should be your online marketing's elephant:


6 Reasons Content Curation Should Be Your Elephant
* Easy to curate content for any receiving device (great for mobile / social web).

* Encourages Sharing.

* More Reach Faster.

* Content Curation Great & Subtle Value Add.

* Great way to test.

* Protects valuable modeled digital assets.

How about you? Is content curation your digital marketing elephant? This post helps define content curation and shares 6 reasons why you will be curating more content next year than this:

http://www.curagami.com/featured/6-reasons-curation-becomes-elephant/  


Post mentions Scoopiteer @Brian Yanish - MarketingHits.com 

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Vertigo The New Normal: Does Your Marketing MOVE Us or Make Us MOVE?

Vertigo The New Normal: Does Your Marketing MOVE Us or Make Us MOVE? | Curation Revolution | Scoop.it

Does Your Marketing MOVE US or Make us MOVE?
Make no mistake we #Internetmarketers are in the #movement business now: https://plus.google.com/102639884404823294558/posts/iKbdHqPUaum

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malek's curator insight, July 2, 6:48 AM

A marketeer is standing on a ship deck  when the sea is high.

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Twitter Tips and 2 Questions - via @Curagami

Twitter Tips and 2 Questions - via @Curagami | Curation Revolution | Scoop.it
There are no "right' or "wrong" ways to use social media, but there are ways to grow your following faster and get more return from your social efforts.
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Social Media Reach Is Dead, Long Live Content Curation & Community… [thoughts on Guillaume's post]

Social Media Reach Is Dead, Long Live Content Curation & Community… [thoughts on Guillaume's post] | Curation Revolution | Scoop.it

Social Media Reach Is Dead, Long Live Content Curation & Cmmunity
@Guillaume Decugis  was nice enough to ask me to weigh in on his blog post. He knew it wouldn't be hard for me to write 1,000 words on something that I feel strongly about - what will tomorrow's marketing look like.

Little is certain OTHER than tomorrow's marketing will be very different than today's and unrecognizable from yesterdays. The post on G+ shares my reaction to Guillaume's post along with as much Nostradamas as I can muster at midnight after a long day.

The core is YES content curation is going to be an integral part of the friends of friends marketing creating community we see at our Triangle Startup Factory funded startup called Curagami (http://www.curagami.com ).

One BIG THING we've already learned is RESPECT, ADMIRATION and enough envy to fuel a train for what Marc, Guillaume, Ally and the Scoopiteers created. The post discusses how any cause moves from passion, through to business and finally into quackery.

That evolution is why all tactical online marketing is dead man walking. The key is winning and keeping hearts and minds. Certainly content curation is going to be HUGE in winning the LOVE any successful brand or online presence will require to be successful in tomorrow's marketing. Are there a few other things? You bet and I tried to share all of the hard won lessons about content, community and love team Curagami is learning.

My G+ Post
https://plus.google.com/102639884404823294558/posts/i1fzgtror51

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5 Web Writing TIps Create Trust, Loyalty & Conversations via @Curagami

5 Web Writing TIps Create Trust, Loyalty & Conversations via @Curagami | Curation Revolution | Scoop.it

Use These 5 Web Writing Tips To Crate Trust & Loyalty

1. Use Bullet Points To Introduce Sub-Heads.

2. Short sentences.

3. Small paragraphs.

4. Be Specific.

5. Ask questions & leave room for User Generated Content.

Great copy creates community and your website is about to need COMMUNITY most of all (why we are creating Curagami).

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Suvi Salo's curator insight, June 10, 12:16 PM

"Web writing is more Hemingway than Faulkner."

malek's curator insight, June 10, 3:26 PM

Using anchor text links is life saving on the web. Isn't it?

M. Philip Oliver's curator insight, June 10, 5:05 PM

Excellent post Malek!

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How BIG Is Reward Based Crowdfunding? [Exclusive @Curagami Pledge, Fund, Fees Metrics]

How BIG Is Reward Based Crowdfunding? [Exclusive @Curagami Pledge, Fund, Fees Metrics] | Curation Revolution | Scoop.it

Crowdfunding Share Estimates [Curagami exclusive]
Wondering how big #crowdfunding is getting? We used published stats and predictive modeling to determine pledge, fund and revenue (fees) estimates for Kickstarter, IndieGoGo and GoFundMe.

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Red Bull Branding 2: Friends of Friends Marketing vs. Groupon

Red Bull Branding 2: Friends of Friends Marketing vs. Groupon | Curation Revolution | Scoop.it
Red Bull Branding shared how we are all media companies now. Red Bull Branding 2 is about how to build online community via Friends of Friends. Marketing.
Martin (Marty) Smith's insight:

Community 70% Vs. Mercenary 30%
Once again today we saw an example of why we are creating our Triangle Startup Factory funded startup called Curagami. Today the account created a business using Groupon.

The problem with "drastic deal" sites is they destroy brands even as they appear to be building them. Stopping applying margin eroding deals and business declines. Every "drastic deal" site operates on the premise of "burnout".

Like a vampire drastic deal sites bring clients in and get as much money as fast as possible. They pitch their services as "Internet marketing" when what they really are is a plague of locusts.

The single remaining asset created with lots of ad buys today was a solid mailing list. This is GOOD, but three transitions must happen now:

1. Content Must Be More UGC (User Generated Content) via contests, games and curation. Gamify and value UGC too.  

2. Engage the 70% of socially altruistic vs. 30% mercenary deal seekers. 

3. Curate, Curate and CURATE. 


Read Drive by Daniel Pink. In this MUST read Pink explains our misconception about what motivates MOST people. When a Swiss blood drive offered to PAY their conversions went DOWN. When they offered to give a donation to a charity donations went backup. 

Even when the MAIN instrument used to build a site is DEAL DEAL DEAL inside there list are people more moved by social altruism and doing the right thing than scratching for the lowest price.

If you see on PRICE you are doomed. Someone will always create a better offer. The irony of this company's positioning which was high end trying to create enough DEAL FLOW to keep their doors open with GroupOn only to find the truth - Groupon is the cocaine of the Internet.

Pivoting back toward what makes them BETTER and SPECIAL vs. their competition COMMUNITY is what jumped up out of the water as we spoke (once again). Problem is the now desperate person we were talking too could hear anything since his need for a cocaine fix is now so HUGE he is worried about losing his business altogether (and rightfully so since he asked the brand killer into his home).

Can drastic deal sites serve a purpose? Perhaps, but the infrastructure of COMMUNITY better be firmly in place before spending dollar one on GroupOn or sales will go UP and then come right back down.  

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Conversations Are The New Money & Here's The New Money Math - via @Curagami

Conversations Are The New Money & Here's The New Money Math - via @Curagami | Curation Revolution | Scoop.it
Every online transaction started with a conversation and that why conversations are the new money and the rocket fuel creating the New Ecommerce Revolution.
Martin (Marty) Smith's insight:

This post shares a favorite metrics approach - model by isolating and assigning. I like to create models by marketing channel that assigns 100% of costs and sales in order to defeat the attribution monster.

The attribution monster exists because the web is so dynamic knowing who did what and why is difficult. Many things go into moving customers from visitors to buyers so accurate attribution is a myth.

Instead of trying to make web numbers make 2 + 2 = 4 sense I suggest isolating and assigning and then comparing. When you isolate and assign and then compare you see the FABRIC of the tapestry we lucky few Internet marketers weave.

Instead of attempting to assign attribution, something akin to putting a scarf on a raging bull, I like to make attribution moot by modeling around it (explained more deeply in the linked post).

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Is Your Content So Good Its Binge-able? via @HaikuDeck

Is Your Content So Good Its Binge-able? via  @HaikuDeck | Curation Revolution | Scoop.it
Netflix data shows "binge watching" is up. How do we create content marketing to encourage a binge?
Martin (Marty) Smith's insight:

How Can You Make Your Content So Good People BINGE It:

* Create Cliff Hangers Daisy Chained To Related Content.

* Keep it SHORT & SIMPLE.

* Use juxtapositions (like x, not y).

* Request, Award and Curate User Generated Content (UGC).
* Highlight BINGERS (comments and reviews).

That last bullet is one of the most effective. Much like Pavlov you get the behavior you reward, so reward BINGERS by Re-Tweeting them and curating their comments and notes into your marketing.

Even if your content isn't BINGE-ABLE yet, fake it to you make it. Benefits are too great to not work on making your content BINGE-ABLE.

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The Future of PageRank: 13 Experts on the Dwindling Value of the Link - Search Engine Journal

The Future of PageRank: 13 Experts on the Dwindling Value of the Link - Search Engine Journal | Curation Revolution | Scoop.it
In a recent Webmaster video, Matt Cutts confirmed that Google has tried internal versions of its search engine that work entirely without links. The result
Martin (Marty) Smith's insight:

PageRank is a favorite metric because it is one of the rare "universal" metrics that its easy to see. That said I agree with this post 100%. The metrics that create PageRank (PR) are changing to fast for it to keep up.

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Social Media Conversations Are HERE - You In? via @Curagami

Social Media Conversations Are HERE - You In? via @Curagami | Curation Revolution | Scoop.it
Downloading the Vocus paper Monitoring The Social Media Conversation: From Facebook to Twitter via CIO Whie Papers is a pain. The paper helps explain what Curagami is all about. The paper has a PR slant, but its an important read for any and all Internet marketers: The prevalence of social media has not just grown …
Martin (Marty) Smith's insight:

Many have asked what Curagami DOES? This post builds on an excellent Vocus post about monitoring the social media conversation to share how Curagami creates a tiny advantage that creates scale that creates a tiny advantage and so on to infinity :).

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What Is Long-Form Content and Why Does It Work?

What Is Long-Form Content and Why Does It Work? | Curation Revolution | Scoop.it
Ask two content marketers about long-form content and you’ll likely get two completely different responses. The first might say that long-form content is a gamble, given audiences’ supposedly min…
Martin (Marty) Smith's insight:

Storify Long Form Content To Win
Great post explaining why SHORT or LONG form content works and the middle drags. Amazing charts and graphs supporting why long form works ins a heuristic TIME ON SITE time (like this one). If your readers are ENGAGED they are more valuable than if they are "one and done" and long form content creates more engagement.

The post speculates on why, but my theory is its easier to tell a better story. It takes me 500 words just to get my scene set (lol). I'm kidding, but I do like to "storify" my content.

In this context "storify" means to find a larger story I can riff INTO the post or share a personal but relevant story that provides the same kind of "backbone" content.

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malek's curator insight, May 12, 2:04 PM

A great piece of reading about adding more value with more content.  The examples are highly illustrative, turning a dry rock into live rock.

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"Escape Google via- @HaikuDeck [Slides From #DMFB14 Conference]

"Escape Google via- @HaikuDeck [Slides From #DMFB14 Conference] | Curation Revolution | Scoop.it

Even Google wants to escape the old SERPs only Google. Mobile, social and community are changing the web's landscape. Google is watching organic search growth slow thanks to social and mobile. Don't get hung out, diversify your Internet marketing.

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Evolution of Web Design & Marketing Infographic via @Curagami

Evolution of Web Design & Marketing Infographic via @Curagami | Curation Revolution | Scoop.it
Pushing web design forward too fast blows up trust from internal stake holders and visitors. There is an organic path the journey to online community takes.
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Brian Yanish - MarketingHits.com's curator insight, July 2, 9:07 PM

Marty I agree. So many businesses still think "Build it and they will come".
The website gets built, they spend thousands promoting it and doing social media and yes the visitors come. One small problem no one discussed with the website development company or budgeted for follow up analytics and review of the design and content to see what changes can be made to improve the ux. So many visitor never comes back and that's where the problem is with most websites. Percentage of return visitors is key.

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Stop Solipsistic Marketing - 10 Tips via @Curagami & Curatti

Stop Solipsistic Marketing - 10 Tips via @Curagami & Curatti | Curation Revolution | Scoop.it
Is you digital marketing talking to itself about itself? Here are 10 Tips so your online marketing wins hearts, minds and loyalty. On Curagami & Curatti.
Martin (Marty) Smith's insight:

Tips On Curagami
http://www.curagami.com/featured/stop-solipsistic-marketing-10-tips/
1. Follow more followers.
2. Value & Curate User Generated Content ( #ugc ).
3. Find Your 1% Contributors & Give Them JOBS.
4. Follow & Brand Customers (like Red Bull Branding Lessons http://curatti.com/red-bulls-branding-lesson-media-companies-now/ )
5. Gamify UGC.

Tips 6 -10 are on Curatti
http://curatti.com/stop-solipsistic-marketing-ii-10-tips/

6. Build Community.
7. Curate 90%, Create 10%.
8. Create An Ask.
9. Use new #marketingchannels like #crowdfunding .
10. Use #newmarketing tools such as +Curagami, +Listly, +Haiku Deck, +Scoop.it  & +Paper.li.  

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Social Media Tipping Point Is Behind Us...Maybe @Lays Tweet For Swag

Social Media Tipping Point Is Behind Us...Maybe @Lays Tweet For Swag | Curation Revolution | Scoop.it
Social Media Tipping Point Is Behind Us: Lays Puts Tweet For Swag on  Bags of Chips & Needs Curagami Because ....
Yesterday I noticed a bright red banner… - Martin W. Smith - Google+
Martin (Marty) Smith's insight:

We know Social Media is a CONVERSATION. One of my most popular @HaikuDecks is It's The Conversation Stupid (http://shar.es/MmhkM). At first I took Lays "Tweet For Swag" campaign as a sign we are beyond the social media tipping point.

Now, almost an hour after 4 @Lays tweets with no response I think maybe not so much. As I noted in this G+ post maybe the day BIG BRANDS wake up and listen more than they talk is the 7th sign and the end of the world is moments away. Let's hope NOT.

I noted our Triangle Startup Factory funded startup Curagami (http://www.curagami.com) could help and YES that's a tad self serving, but Big Brands think they are creating community today. Actually they wouldn't recognize a true online community if it walked up and introduced itself.

"We sell chips," woiuld surely be their retort. We KNOW THAT and would like to interact with you Mr. Frito or Mr. Lays...you truly and honestly IN or are you just trying to stuff more chips down our throat? BBQ if you are stuffing :). 

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Why Brand Scores Are Key To Content Marketing - Curagami

Why Brand Scores Are Key To Content Marketing - Curagami | Curation Revolution | Scoop.it
Not all brands are created equal. Some can help your online marketing more than others. Use our Curagami Brand Score to map your content marketing for ROI.
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Why Your Website Needs A MacGuffin - via @Curagami

Why Your Website Needs A MacGuffin - via @Curagami | Curation Revolution | Scoop.it

Websites Need MacGuffins
Website MacGuffins are different than film MacGuffins, an idea important to moving the plot along that may never be fully disclosed to viewers. Website Macguffins move customers along a journey to conversion.

Website MacGuffins Include:

  • Free Shipping.
  • Prevalent & Easy To Find Email List.
  • About Page.
  • Relevant Content.
  • Reviews.
  • Trust Marks (Visa, MasterCard for example) in cart.
  • Terms of Use.
  • Satisfaction Guarantee.
  • Social Share Buttons especially Twitter and Facebook.


What are your website's MacGuffins?

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Come The Revolution Power & Influence Spreads To "Citizen Influencers" via @Bill_McCann

Come The Revolution Power & Influence Spreads To "Citizen Influencers" via @Bill_McCann | Curation Revolution | Scoop.it
Find and engage digital influencers. You may be used to turning to the traditional press but there are more cost-effective methods today.
Martin (Marty) Smith's insight:

Trust & Citizen Influencers
This is a great post that reminds me of a book I read ten years ago called Citizen Marketer. Trust is upside down. We trust those perceived to have the LEAST to gain. We trust our friends.

This trend is one of the driving pistons of our Triangle Startup Factory funded startup called Curagami. We see the conversation as the new link. Conversations, unlike links, need to be tuned to PEOPLE and ENGAGEMENT more than a search robot.

Conversations matter, but so do our trusted guides. No one can know everything, so we depend on delegating knowledge to friends. My friend and Curagami co-founder Phil Buckley is my SEO source. Mark Traphagen, another friend and well known G+ evangelist, is my G+ source.

By ELIMINATING things we must know other than at a macro level we create a winning strategy that stays just ahead....at least when everything goes well (lol).

The subtext of this excellent share from Bill McCann (@Bill_McCann) echoes the importance of community, brand advocates and extending your network daily.

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Video + Teach Beats Video Alone In Online Learning [Infographic] via @RKirkOwen

Video + Teach Beats Video Alone In Online Learning [Infographic] via  @RKirkOwen | Curation Revolution | Scoop.it

Marty Note
Great meeting today with our Triangle Startup Factory mentor Kirk Owen (@RKirkOwen). Kirk is a Jedi Master Mentor and Internet marketer. He is working with VC Firm Intersouth Partners (@intersouth) to create an online site to help teach music with a combination of VIDEO and "live" via the web instructors.

COOL idea for ecommerce merchants to adapt especially given results of this study showing higher engagement and more money when video marketing is supplemented by a "live" instructor.

So imagine you are the Bass Pro Shop site. You are learning about new lures from videos and waiting for the Bass Pro to come explain how he matches lures to weather, water and other conditions. Videos helped you learn some features but the "live to the web" presentation via a G+ Hangout or via a streaming service increases engagement and conversion.

Oh, Time on Site goes up to since I bet Bass Pro Shops would find a large audience consuming videos immediately before and after the "live" presentation. Kirk is an amazing IMer, entrepreneur, coach and mentor. Follow him on Twitter and if you are in the Triangle area of NC ask him to lunch and guarantee you will be smarter for it.


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Gamification White Paper From Atlantic BT - Atlantic BT

Gamification White Paper From Atlantic BT - Atlantic BT | Curation Revolution | Scoop.it
Gamification - Winning Hearts, Minds and Loyalty Online a Free Atlantic BT White Paper with tips on using gamification to achieve Internet marketing return on investment (ROI). Continue reading
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Why Content Marketing Fails Slides By @RandFish via GrowthHackers

Why Content Marketing Fails Slides By @RandFish via GrowthHackers | Curation Revolution | Scoop.it
[Content Marketing, Must Read] Great slides by Rand Fishkin on what makes an effective content marketing strategy. He outlines 5 reasons why your strategy might fail: You believed the biggest myth content marketing ever told the world You made content without a community You invested in content creation, but not in it's amplification You ignored content's most powerful channel: SEO You gave up too fast
Martin (Marty) Smith's insight:

Excellent and exhaustive punch to the gut of the many "content marketing" myths that exist. I would've added a section on Mark Schaefer's Content Shock, but that 1,000 word post is for another time. Between then (when I write the rejoinder) and now read Rand Fishkin's riff on why "inbound marketing" fails and see if you recognize some of your myths, urban legends and untruths about content marketing.

Love the almost RANDOM case view (see the beard slides) since that journey is so accurate to how journeys start, are sustained and end up in a purchase or subscription.

Also discusses visual marketing tend in a cool way (nope, nope, yes on Google).

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malek's curator insight, May 21, 2:56 PM

How content marketing works?

Get ready for the long, entertaining and highly informative trip. I like the section about "content without a community", a real eye opener.

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Content Curation Tips For The Busy, Confused, Irritated

Content Curation Tips For The Busy, Confused, Irritated | Curation Revolution | Scoop.it

Solid background on content curation including definition here. For many of my Scoop.it brethren may be redundant, but helpful generally. I don''t understand the exclusion of Scoop.it as a powerful content cuaration tool however. That is a sloppy oversight.

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7 Focused Tactics For Content Curation Success via IM guru Heidi Cohen

7 Focused Tactics For Content Curation Success via IM guru Heidi Cohen | Curation Revolution | Scoop.it

Want to excel at content curation? Here are 7 tactics for content curation success:

1. Provide editorial selection expertise.2. Add commentary to augment existing information.3. Write attention-grabbing headlines.4. Package your content to attract attention and facilitate consumption.5. Offer curated content on regular schedule.6. Distribute curated content effectively across channels, platforms and devices.7. Track results of curated content to achieve your objectives.


Marty Note
My favorite is the idea of "packaging" your content. Fascinating.

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Marilyn Moran's comment, May 14, 2:21 PM
Awesome tips on content curation. Heidi Cohen rocks.
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A Mobile World via @HaikuDeck

A Mobile World  via @HaikuDeck | Curation Revolution | Scoop.it
Created with Haiku Deck, free presentation software that’s simple, beautiful, and fun.
Martin (Marty) Smith's insight:
It's a mobile social world.
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