A Royal Smack Down: Content is NOT King.

It’s the Jack.Findings from my qualitative

research.

Housekeeping

Presentation available via emailTwitter account @FaithInFashionUse hashtag #teamcurateQ&A after talk

Desired Learning Outcomes

INTRODUCE the content marketing processEXPLAIN content curationLEARN about the new customer journeyDISCUSS findings & curation best

practicesTALK about key takeaways

Quick Poll

Who knows what content curation is?Who’s responsible for curation?

The Content Marketing Process

Create & Manage

Optimize, Aggregate,

CurateLearn & Measure

Converse & Listen

Source: Content Marketing Institute

Content Curation Defined

“CONTENT CURATION is when an individual (or team) consistently finds, curates, and shares the most relevant and highest quality digital content on a specific topic for their target market.”

-Curata

The New Customer Journey

Source: McKinsey Consulting

The Customer Journey is Changing.

Source: www.toprankblog.com

The 6 Questions

1.What is CONTENT CURATION?

2.What is the ROLE OF CONTENT CURATION?

3.What are the BIGGEST CHALLENGES with content curation?

4.What are the GOALS of content curation?

5.What are BEST PRACTICES for content curation?

6.Where will CONTENT CURATION BE IN

TWO YEARS?

Findings

CURATION is more than automated aggregation; it’s about choosing relevant, high-quality content for the reader’s benefit.GOOD CURATION involves building

trust, awareness, and engagement.EFFECTIVE CURATION consists of

proper alignment with brand image.

TECHNOLOGY has enabled anyone with an Internet connection to become a

curator.QUALITY curation is hard work.SOME READERS ARE NOT ENGAGED.EFFFECTIVE CURATION helps brands

achieve their business goals.

Findings

Emerging Content Curation Framework

Finding & Collecting

Organizing, Adding & Engaging

Refining

Evaluating

Key Takeaways

Start with core content strategy for firm, and then integrate core curation practices.Perform a content audit.Establish a content workflow.Understand your audience.Write your content with

social and SEO in mind.Use analytics.Conduct usability testing.

Who Treats Their Customers Like Royalty?

Resources

Robin Good’s Mind MapLink to Infographic

Eloquo’s Content GridLink to Infographic

CMI’s Content ChecklistLink to Checklist

Dena A. Lorenzi, Graduate Student

Master of Arts in Emerging Media Loyola University Maryland

dena.lorenzi@verizon.net