Tips & Tricks for Curating Content: Doing More with Less
Suzanne CarawanChief Marketing OfficerHighRoad Solution
• Content curation is the process of gathering information relevant to a particular topic or area of interest. Services or people that implement content curation are called curators. Curation services can be used by businesses as well as end users.
-Wikipedia
What is Curated Content?
• Top Blocking Points:– We don’t have images– We sell information– We sell networking– We sell courses– There’s no time for this– We’ve never done it before
Why Don’t We Think This Way?
• Modern consumer expectations of what’s worth their time:– Entertainment– Education– Makes me a better me– Do good in the world
Why the Time is Now
• What will my population find:– Interesting– Entertaining– Informative
• What can I bring to my population that – They Didn’t Know, but Should– Will Deepen their Understanding– Will Create Further Inquiry in the Topic
Mindset of a Curator
• Curators are there to provide a collection of items with an educational purpose
• Marketers are there to get users to take a specific desirable action
Curator vs. Marketer
1) Lead generation (Acquisition)2) Member engagement (Retention)
**Caveat to Pubs Departments
Why Content Curation Now?
• Have one half, but not the other• Don’t have the data, but have the
questions• Have the data, but don’t have the
questions or interpreter of data• Don’t have creative license• No one at executive level knows
what we’re talking about
Real Challenges of Curation?
• Fun Facts: http://www.factslides.com/
• Pinterest• SlideShare• Google Alerts• Pixabay.com Free Images
Sources for Curated Content
Content Re-Purposing at It’s FinestTopic: Web Optimization for Direct Response Speaker: Oded Noy
Pre-Show Speaker Interview
1. Video Interview2. Blog Post
3. In-Person Education Session
4. Post-SessionSpeaker Interview
5. Post-Session Video Recording
Web Optimization for Direct Response eBook
+ relevant content+ engagement+ lead generation+ list growth
1) You have the content now2) Identify target markets3) Focus on packaging of content4) Know your software tools for
targeting or get the right technology5) Think differently6) Start now
Summary
• Executive Tip #1: Start with growth campaign and not into your current base!
• Executive Tip #2: Start with a little known target market and get going on studying it!
If You Need Buy In
Marketing Technology for Associations
Contact us: HighRoad SolutionName: Suzanne CarawanPhone: 703.297.8480Email: [email protected]
www.highroadsolution.comwww.highroadu.com