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Using Content Curation to Drive Marketing and Revenue
- 1. Using Content Curation to Drive Marketing and Revenue Matthew Kumin, CEO PublishThis Bruce Clay, CEO Bruce Clay, Inc.
- 2. Every Brand is a Publisher #PublishThis –All organizations are now publishers...the company with the most engaging and interesting content wins (Ann Handley) via
- 3. Fast and Frequent “Many, “Many lightweight “Many lightweight lightweight interactions over interactions over interactions time” time” over time” -Paul Adams Global Brand Manager #PublishThis – We build relationships with brands the same way we build relationships with people via @Padday
- 4. The Clutter Problem The Rise of Content… The Need for Curation… #PublishThis – 7.3 million posts happen each week on WordPress. Your customers are seeking a filter!
- 5. Content is King, The Curator Rules • Filters the Web • Adds Commentary • Builds Trust & Authority • Filters the Web • Drives Engagement Rafat Ali • Jason Hirschorn Adds Commentary • Builds Trust & Authority • Drives Engagement #PublishThis – @rafat @JasonHirschorn: Proven master curators. @MediaReDEF @skiftnews
- 6. Wanted: Fresh Content #PublishThis – Regularly posting fresh, relevant, 3 rd party content causes 8x+ likelihood of visitor return via @Marketing Sherpa
- 7. What Google Really Thinks About Curation…
- 8. Always Be Engaging • Engage without selling • Add Customer Value • Get Customer Opt-in • Create a Consistent • Engage without Selling Dialogue • Add Customer Value • Get Customer Opt-in • Create a Consistent Dialogue #PublishThis – Monologue has given way to dialogue via @briansolis
- 9. 5 Smart Curation Strategies 1. Aggregation is Your New Best Friend 2. Focus on Loyalty not just Page Views 3. Be Your Industry’s Authority 4. New Mix: “Leverage the Lean Content Factory” 5. Content Funnel: Drive Conversions
- 10. #1 Aggregation Is Your Friend Lifestyle Example •New Approach •Test •Automated & Curated Topics •No original content initially •Test Audience Interests •Data-Driven Planning •Change/Publish Quickly #PublishThis – During an average Web page visit, users read between 20% - 28% of the words via Jakob Nielsen @NNGroup
- 11. #2 Loyalty Over Page Views… Community Example •Home Page for Accounting Industry •Top New Online Community by Accounting Today •45-50 stories curated each day •80% of Members visit each month •Dwell time is 4x+ the average of other community pages •15% of Page Views #PublishThis – iShade dwell time increased 4x with the addition of curated content @iShade
- 12. #3 Be Your Industry’s Authority B2B Example •Home Page for Travel Industry •The “Skift Take” • < 5 minutes per curated item • > 100’s per week •A Reason to Come Back… #PublishThis – A mixed content diet that combines brief overviews and comprehensive coverage is often best via @NNGroup
- 13. #4 Create a Lean Content Factory Original + Curated + Licensed + Aggregated
- 14. #5 Building Your Content Funnel eCommerce/Lead Examples •Track what content drives Promo the conversion •Drive contextual promos •Optimize your mix Sponsored Content Content Promo
- 15. Looking Forward…
- 16. #1 Make It Personal “Instant” Customization Via the Social Graph
- 17. #2 Analyze This Analytics for ALL CONTENT
- 18. #3 Collaboration Curation Curation Distributed To Subject Matter Experts (SME’s) Employees, Freelancers, and Partners.
Notas del editor
- Content is exploding Consumers are overwhelmed with endless choices Users are fragmenting across multiple devices Establishing trust and loyalty with your brand is increasingly very hard We need filters – Curation is a Great Solution for This…
- To be a successful advertiser on the web in the future, you will need to build content based on many, lightweight interactions over time…
- Content is exploding Consumers are overwhelmed with endless choices Users are fragmenting across multiple devices Establishing trust and loyalty with your brand is increasingly very hard We need filters – Curation is a Great Solution for This…
- To be a successful advertiser on the web in the future, you will need to build content based on many, lightweight interactions over time…
- TRANSITION TO ADVICE ON IMPLEMENTATION
- Use aggregation and curation technologies to quickly assembles web pages around topics you think your customers might be interested then watch what they click on. Don’ t have to hire or create tons of original (expensive) content up front. Send targeted emails isolating different content promotions See where/how people click after they land Search/Aggregation/Curation technology can be used to test content and audience interest before making huge investments in original content. Reverse the "Editor in Chief" paradigm Create test sites to inform the editorial/content strategy based on real customer engagement data. Faith.com mail campaigns revealed the audience most preferred content in the Inspiration category. Optimal SEO can be tested in this research phase and incorporated into content guidelines. Faith.com built for researching Christian market in categories of Family, Food, Wellness, Entertainment and Inspiration. Faith editors built curation playbook specifying target content, messaging, optimal topics and sources. Curation allows them manage, enhanced curate and refresh each week a 100+ page site with 1.5 full time team members.
- Note on strikethrough: As mentioned before iShade is not curating out of results returned from PT. Affects spin/where we share this story during the preso.
- Use aggregation and curation technologies to quickly assembles web pages around topics you think your customers might be interested then watch what they click on. Don’ t have to hire or create tons of original (expensive) content up front. Send targeted emails isolating different content promotions See where/how people click after they land Search/Aggregation/Curation technology can be used to test content and audience interest before making huge investments in original content. Reverse the "Editor in Chief" paradigm Create test sites to inform the editorial/content strategy based on real customer engagement data. Faith.com mail campaigns revealed the audience most preferred content in the Inspiration category. Optimal SEO can be tested in this research phase and incorporated into content guidelines. Faith.com built for researching Christian market in categories of Family, Food, Wellness, Entertainment and Inspiration. Faith editors built curation playbook specifying target content, messaging, optimal topics and sources. Curation allows them manage, enhanced curate and refresh each week a 100+ page site with 1.5 full time team members.
- Your customers want diverse content from multiple sources. Curation allows you to bring in all forms of content and “mix” or organize around your customers interests…
- Use aggregation and curation technologies to quickly assembles web pages around topics you think your customers might be interested then watch what they click on. Don’ t have to hire or create tons of original (expensive) content up front.
- IQ is nice but isn’t the ultimate collaboration going to be by businesses who (through their content) are willing to collaborate (get feedback/engagement around content) with their customers and give their audiences a “share of, or seat at the content table”