Sam BrennandCustomer Success Lead
Tips to Conquer
Content Curation
#uberflip
7
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
HOUSEKEEPING!Get your tweet on and join the conversation with #uberwebinar
We’ll send slides and the recording
Q&A at the end - ask questions in the chat box!
(If we run out of time, tweet or email us!)
Uberflip content curation demo at the end
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
WHAT THE HECK IS
CONTENT CURATION?
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
CON TENT CUR A TION (def’n) -
“Content Curation is the act of continually identifying, selecting, and sharing the best and most relevant online content and other online resources on a specific subject to match the needs of a specific audience.”
. ..
(MARKETINGPROFS)
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7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
(1) Elevation
(2) Aggregation
(3) Distillation
(4) Chronology
(5) Mashups
TYPES OF CONTENT CURATION:
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7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
WHO
CARES?
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
“Thoughts, words, and ideas of others
can be helpful to establish yourself as a
value-added resource and as a
destination for information.”
BRIAN SOLISALTIMETER GROUP:
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7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
ANN HANDLEYMARKETINGPROFS:
“Filtering the best stuff and sharing it
with your audience either directly or
through your content creators makes
your a go-to source; in other words, it
enhances your credibility.”
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7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
JAY BAERC&C:“Posts linking to third-party sites
generate 33% more clicks than posts
linking to owned sites.”
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7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
SO WHY BOTHER CURATING?▪ Save time/scale your marketing efforts
▪ Generate awareness, raise your industry
profile, and stay top of mind
▪ Build trust with your audience
▪ Establish thought leadership
▪ Educate
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
SO WHAT’S THE SECRET TO
GREAT CURATION?
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
JASON FALLSSM EXPLORER:
“Share good shit.”
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7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
CONQUERING CONTENT CURATION
WITH 7 TIPS
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
1. ETHICS
▪ Be upfront
▪ Give credit where credit is due
▪ Link-back to the original source of content
▪ Don’t overdo it
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
Attribution
Be upfront(where does this content come from originally?)
Multiple sources
Links to original content
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
2. TARGET YOUR PERSONAS (duh!)
▪ Where on the web do your prospects and
customers hang out?
▪ How do they like to consume information?
▪ Who do they consider influencers?
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
▪ CMO / VP of Marketing
▪ Super busy; manages a large team
▪ Interested in marketing/content strategy
▪ Loves to read in-depth blog posts
Marketing Mary
Curate...
▪ Blog posts from Neil Patel
▪ Presentations from Ann Handley
▪ Studies from CMI
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
3. DIVERSIFY
▪ How do your prospects and customers
prefer to consume information?
▪ Curate from social media, blogs, long-form
content, videos, and presentations
NEW PHOTONEEDED
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
4. ADD YOUR TWO-CENTS
▪ Your opinion matters!
▪ Repurpose, repurpose, repurpose
▪ Use curated content as a starting point
for original content creation
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
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7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
5. INTEGRATION
▪ Don’t curate in a silo
▪ Give curated content a home alongside the
rest of your content (i.e. Resource Center or
Customer Engagement Center)
▪ Think about “Social Proof”
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
6. PROCESS
▪ What’s your sweet spot?
▪ How much bandwidth do you have to find,
contextualize, and integrate curated
content into your marketing efforts?
▪ Where does your curation strategy live?
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
7. TOOLS
▪ Help you stay organized
▪ Help you scale your curation efforts
▪ Optimize the content to help you achieve
your own marketing goals (i.e. lead
generation or engagement)
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
KEY TAKEAWAYS▪ Content curation is a fantastic way to
deal with the “content crunch”, scale
your marketing efforts, and establish
yourself as a thought leader
▪ Don’t be a content pirate
▪ Integrate curation into your strategy
▪ Use the right tools to make it easy