DFW WordPress Group - Content Curation

@giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net

Content Curation Tips

★ Thank you Tony

★ Changes

★ How I present

The Beginning

★ 1996 - “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”

The Beginning

★ 1997 - Danny Sullivan and Leland Harden coin the phrase “search engine optimization”

★ From their book “Net Results”

★ It turned out that what governed organic search results back then was how many times the keyword appeared on the web page. The Cybernautics designers had done a tasteful job and the keyword Jefferson Starship did not appear as often as it did on fan pages about the band. Once Bob had his designers have the words Jefferson Starship recur on the page in tiny black print against a black background the page rank vaulted to number one. The band was pleased.

★ Bob and Leland Harden called this new field Search Engine Optimization and soon thereafter hired the first SEOM (Search Engine Optimization Manager). And so SEO was born.

The Beginning

★ 1998

The Beginning

★ 2013

The Beginning

★ 2014

★ One step away from content curation

★ BE CAREFUL

The Beginning

Approach

★ DIY

★ Use Third-Party Content

★ Provide Content To Others

★ Hybrid Model

★ All of the above (Me)

The Ecosystem

Artists

The Ecosystem

Artists

The Ecosystem

ArtistsTV Shows

Music Festivals Sponsors

Music Blogs What’s Next?

The Ecosystem

What’s Next?

The Ecosystem

Extreme Sports

Lifestyle (Fashion)

The Ecosystem

Extreme Sports

Lifestyle (Fashion)

Foodies

The Ecosystem

Audience

★ Identify your target audience

★ Everyone is not your audience

★ Your audience includes more than humans

Audience

★ Understand what types of content resonate with your audience

★ Do they respond to photos? controversy? humor? video? politics? art? local?

Audience

★ When does your audience click and what do they share?

★ Timing matters - A LOT!

★ Identify clickable content

★ There’s no “formula” - you have to figure this out on your own for each client/project

Content

★ Think of content broadly

★ Cliche - a picture (or a video) is worth more than words

★ Think of ways that you can layer content into something new

Content

★ Be an industry go-To resource

★ Share, analyze, and visualize what’s happening across your industry as well as with your competition

Content

★ Point your audience to valuable subject matter

★ What does your audience value?

★ Keep people coming back to your web site and social media accounts by entertaining them, making themselves better, or helping them do their jobs better

Content

★ Find content that people don’t normally have access to

★ Mix in occasional quirky items that make people smile, laugh, or think

Content

★ Find content that people don’t normally have access to

★ Mix in occasional quirky items that make people smile, laugh, or think

Content★ Create a Twitter list

★ Curated lists let people identify a lot of sources of good content in one place

★ Build a sharing circle on Google+

★ Maybe it’s brands you admire, or industry experts, or your customers

Content

★ Consume, consume, consume - get away from your computer

★ Ideas and inspiration (and great content) come from everywhere

Content

★ Follow relevant industry sources and organizations - their email newsletters are your friend

★ You can often find nuggets of industry information on yahoo/google finance, podcasts, slideshare and linkedin

Content

★ Experiment with formats

★ Posts with visuals are shared 30% more often than posts without. Except when they’re not. It’s all about your target audience

Content

★ Provide content to others that they can curate

★ The system doesn't work if we’re all takers

★ Use META DATA to insure you get SEO credit for your work when possible

Community

★ Credit your original source

★ Nothing else to say about this

Community

★ Personalize when you share content

★ Answer the question: What makes this photo, video, data, infographic with sharing?

Community

★ Comment on what you’re sharing

★ Commenting adds value; it also makes you more approachable

Community

★ Say thank you

★ Closing the loop isn’t just good form, it’s also key to a robust community

Community

★ Showcase your community

★ Don’t just share what they share; tout their accomplishments and cool deeds

★ http://geekbeat.tv/dropcam

Community

★ Be a member of your own community

★ Don’t just spam; Engage with your audience

Community

Measurement

Measurement★ Set smart, challenging, achievable goals

★ Make digital curation pay off by aligning your efforts to business goals

Measurement

★ Monitor your metrics

★ Measure the ROE and the ROI

★ Are you ready for me to drop some mad tactical strategy on you?

Measurement★ Do more of this…

Measurement★ Do less of this…

Question

★ When was the last time you consumed curated content?

Question

★ When was the last time you consumed curated content?

★ You just did…

★ Ideation, outline and background info for this presentation came from Guillaume Decugis, Marketing Profs, Demand Gen, Daria Steigman, & Dado Van Peteghem

Thank Yougiovanni gallucci

!469.682.6978

twitter.com/giovanni giovanni@gallucci.net

http://LiveLoudTexas.com

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