Corinne Weisgerber teaches Communication & Social Media at St.Edward'sUniversity in Austin, Texas. She gave a very interesting presentation on curation last year that you can find here: http://bit.ly/twxznS
We asked her what she saw coming for this year and she felt Curation, more than ever, was the major trend she saw emerging at SxSWi this year.
"TED has become a publisher (curating content and disseminating it) and a publishing platform (a format designed to attract and disseminate more content). The platform is akin to other new forms of publishing such as blogs or tweets. A TED talk is something that can be described and that gives it informational power.
TED could have done the traditional publishing thing — put up walls and sold exclusivity. Instead, it has chosen to embrace the notion that information has the most value when it is shared widely. Perhaps traditional publishers of other forms of media should take note"
TED is now one of the most powerful and visible brand in the world. Not only because they produce qualitative content, but curate, select and spread ideas they believe in widely.
Yesterday at New York’s fMC, the Facebook Marketing Conference, the company echoed that very sentiment as it argued that following brands on Facebook is no different than following friends and family. Introducing a suite of new advertising tools--enhanced brand Pages, premium offers, mobile ad placements--the social network reasoned that users would appreciate the additional avenues advertisers now have to reach them, because advertisers share "quality" content. "
Our main objective is to make sure that over time, the advertising is as good as the content you would receive from your friends or family," said Carolyn Everson, Facebook’s VP of global marketing solutions. "It’s very similar to your own Facebook experience. There are certain friends that you probably love getting updates from--they are witty and interesting--and that’s really what we’re trying to do with brands: Stop thinking about brands over here and people over here, but actually [think of] brands as people
Facebook is definitely trying to push brands to use the social network to create more engagement, as it seems more and more difficult on the crowded platform. But we know now that content is king and context is god. Nothing is more powerful than publishing your content where you have a chance to be heard.
Being a publisher not only give you control on what you share but from where you share it. How to get more visibility than that?
Because the more visible brand on Facebook will always stay facebook itself.
This is a Mike Shatzkin article published in 2009 that I discovered through Robin Good.
"Every time I read a story about why newspapers are failing that doesn’t mention the role of aggregation and curation in their troubles, it reminds me that something very fundamental is being missed, even by very sophisticated observers." he starts.
Having been an actor of the digital disruption in the music business, the comparison of publishing with the music industry (and subsequently of the newspaper with the 12/15 song album) is dear to my heart.
The Music Industry lost a lot of time and effort blaming piracy while not realizing albums had stopped making sense and that they had opportunities around curating playlists or compilations that they didn't exploit.
Likewise, the opportunity to create new relevant media through curation has never been that big.
This publication approach “indirectly gives texture to a brand, creates a feeling, an environment,” said Johan Lindeberg, the brand’s creative director and the founder of the clothing brand J. Lindeberg
Fashion Brands were the first to understand the value of good content and the power of being your own publisher to engage your audience and promote your brand in a more meaninful way. The opportunity exists for many others industries...
This is a guest post on TechCrunch.com from Mitch Lazard, the CEO of mobile news reader Taptu. As such he has an interesting experience dealing with media publisher but interestingly he's been working for one himself: CNN.
The way some Media publishers embrace she iPad and new technologies is all wrong, he says, as they miss some of the critical things to have a successful strategy in the mobile/social world where content evolves today. Even if this is seen with a mobile focus, a lot of what he writes is generic and relevant beyond the mobile opportunity. Interestingly he highlights the role of curators as news DJ and as a force some Media Publishers tend to underestimate.
An informative graph. Read also this blog post on Brafton that explores each part of the infographic. A great read and a great reminder of the importance of qualitative content not only to attract your audience but to be a must resource, easy to find.
"The power of content for SEO is clear, as 92 percent of marketers cite content creation as effective for search engine optimization. In MarketingSherpa’s latest Search Marketing Benchmark report, content came out a winner, named a top-performing strategy by survey respondents."
Again, be an amazing curator, push valuable content. The rest will follow naturally.
There's a terrible stereotype about Web editors, that we just care about traffic. Page views, unique visitors, clicks, hits, eyeballs, drivebys, furtive peeks, longing glances and everything in between.
And it's true!
Except I'm here to tell you that there's no easy trick, no gimmick, to draw people to read your Website. Trust me, we've tried.
And the magic came when you come back to the key: make a difference for your readers :
So: 33 percent fewer posts; 40 percent greater traffic.
It sounds simple, maybe obvious, but: We've gone back to our primary mission and have been focusing on originality. And it's working
Being a good publisher and curate meaningfully is not only about knowing what to post but to become a unique resource and voice.
Much of Buddhist philosophy centers around this same idea, this balance between what’s being phrased as “intention” and “attention” – our intentional curiosity about knowledge and growth, and our choice of where to focus our awareness, what to pay attention to.
So that, I think, is the role of information curators: They are our curiosity sherpas, who lead us to things we didn’t know we were interested in until we, well, until we are. Until we pay attention to them — because someone whose taste and opinion we trust points us to them, and we integrate them with our existing pool of resources, and they become a part of our networked knowledge and another LEGO piece in our combinatorial creativity.
So if information discovery plays such a central role in how we fuel our creativity and thus in our creative output, then information discovery is a form of creative labor in and of itself.
An absolute must read, from Maria Popova, master curator. Curation is not only a necessity to make sense of the web, it is the path to explore your own creativity :
How we choose to pay attention, and relate to information and each other shapes who we become, shapes our creative destiny
The New York Times and three other leading global news organizations are joining Knight-Mozilla OpenNews, a partnership aimed at driving open source innovation in news.
This could be an emblematic announcement for the future of publishing. Technology and Media coming closer is an interesting trend and one that shows some in the Media industry understand their future is in embracing technology; not fighting it.
Recently, I had more fun going to a yoga retreat than to a dinner with many of my old friends in my hometown. Don’t get me wrong, I love my friends, they know me, I can be myself with them, but they don’t always allow me to express all the dimensions of my personality. I have so many different passions that my friends can’t care about all of them: I am a yogi, veggie, geek. Guess what? I m not the only one but many in my entourage are not and don’t want to hear about it.
Two weeks ago, I was in this yoga retreat in the middle of NAPA. I was intimated and a bit scared to find the time pretty long because I did not know anybody there. The NAPA, my yoga mat and 20 complete strangers…
…and I had a blast. Why? Because the connection was instantaneous. We love yoga, and we had hours of conversation to share. We live in San Francisco and talk about our favorite aspects of life there during long dinners.
After 48 hours, I did not only have new friends. I had met people with whom I could share a dimension of myself and some of my passions. It was a new group I felt a part of, initiated solely because of our interests.
Thinking about the adventure, I started to notice something so interesting on Scoop.it.
A content curator assembles a quality collection of third-party and original content that is of keen interest to a particular audience, selects the best content for presentation, adds commentary valuable to the audience and publishes to the audience’s preferred channels. Content curation tools use technology to facilitate these steps"
Good definition !
The hardest on the Internet is to get attention.
Trust is the strongest basis of a relationship and a powerful way to catch everyone's eyes. There is information everywhere, but I do believe internet users are looking for knowledge.
Great Blog post from Christopher Butler on the importance of content that matters as a valuable marketing strategy :
"there are instances in which written content marketing works quite well. At the product end of the business spectrum, those manufactured for businesses, rather than consumers, are typically heavily researched by buyers—who make active use of search engines to do so—before purchase. Case studies, white papers, blog posts, and other articles can satisfy the researcher’s need for sharable, decision-reinforcing information, especially if they are enabling a buying decision that will ultimately be made by someone else. And obviously, the same dynamic exists within any “knowledge industry” service. For professionals in design, advertising, marketing, public relations, law, or finance, the essential intangibility of their expertise must be carefully described in-depth in diverse ways to qualify the specific nature of what they do and for whom they are best suited to do it (...)
Congratulations, you just became a publisher. Who is your editor? "
Christopher mentions the need to respect a process as any publisher will do. Without compromise with the qualities of content you share, if you have great platform to help you doing so without spending hours on it, it's even better....
This is an interesting recap by Brian Solis of the stakes and challenges of companies with regards to content marketing. This is based on a report by the Altimeter Group, Brian's firm, produced by Rebecca Lieb.
He makes a lot of interesting observations, starting from the one that social media 1.0 is dead and that effective strategies need to recognize that you're not dealing with a simple audience anymore but an audience with an audience with an audience.
The report also defines 5 maturity stages for content marketing. Which one is yours?
"Major brands are slowly discovering that e-commerce may not be the only revenue stream the digital world has to offer them."
Andy Nibley wrote this guest post on Wired.com; he's the CEO of Yieldex.
His take is that major retailers have such a big trafic they're now starting to make money not just by selling products but by selling ads to other retailers orbrands: "So here’s a fresh example of the internet’s law of unintended consequences: Corporations who never had an interest in publishing may find that there is money to be made by sharing their customers with other brands."
The rationale being that ad margins can be higher than retail margins.
What I feel this all means is that, in our noisy Web, catching the consumer attention becomes the greatest asset of all.
"Fab didn’t scale like an ecommerce company, because it isn’t one. Sure, ecommerce is how they make money, but what drives the love for Fab is the content. Co-founders Jason Goldberg and Bradford Shellhammer are essentially magazine editors masquerading as etailers. Day-after-day, they are designing a gorgeous, aspirational life for you one item at a time. From the $5 wine cozy to the several thousand dollar Swarovski-crystal-encrusted animal head. And it’s a fabulous life millions of consumers want..
They drive the selection based more on emotion than data. They refused to make any decisions around what sold well for the first three months of the business, trusting their guts that if they love what they’re selecting, shoppers– or “readers”– will too. That isn’t an etailer. That’s Anna Wintour. “We needed to just let it develop,” says Goldberg. “We wanted people to look forward to opening the email and reading the site, no matter what they bought.”
Added Shellhammer, “We do what a good editor does. We take stuff and put it together in a way that creates something new.”
Everything is here : The power of personal taste, offering meaningful content throught smart and confident curation. There is nothing stronger to get your audience's attention and create a deep dialogue with them, especially as a brand. Push great content, do it genuinely and not only to sell, but because you care. Then, the rewards will be tremendous.
Interesting infographic and data that shows how Marketers and Agencies look at Content Makreting as an opportunity.
The Mashable title says it best: it's about sharing. But the Infographic kind of misses that, focusing too much on big brands and content creation, maybe overlooking the curation opportunity for marketers?
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.