Greetings! Today I thought I’d write up my own guest post by sharing a presentation I gave to the SuccessWorks’ SEO Copywriting Certification folks back in June, as part of their ongoing student (and post-graduate) training.
Aside from getting an encouraging nudge from “the boss” (Heather Lloyd-Martin) :), I felt compelled to give this presentation because:
1. By much trial and error, I have come to learn and embrace time-saving content curation strategies as the editor and content curator of ~ 3 years for the SEO Copywriting blog – particularly, the weekly (Wednesday) SEO Content Marketing Roundup – and...
2. Many individuals have asked me how I do what it is I do with content curation over the years, and I had yet to articulate a clear, satisfactory answer. But as I was in the process of outlining the presentation, it occurred to me almost as an epiphany: I’ll be…There is a method to my madness, after all!
Lee Odden, CEO of Top Rank Marketing, asked 10 content marketing experts to define the term.
Of the incisive responses, one especially resonated with me:
Ann Handley of Marketing Profs said: “…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.”
Rebecca Lieb of Econsultancy said it well: “Why bother? Tons of reasons….In an era where marketing is supplanting advertising and storytelling is an ever-more essential part of the marketing message, carefully curated content – well presented – is an immense brand asset, be it to a humble, over-caffeinated individual blogger or a Fortune 100 company.”
Source: Top Rank Marketing
Once the sacred realm of journalists, content curation is now recognized as not only a way to build your brand, but a way to build trust in your brand.
Offering superior, well-organized & truly useful content – consistently & over time – can help establish you/your brand/your client’s as a trusted, go-to source of valuable information. Golden!
Set up a separate email address specifically for subscriptions.
Set up an RSS feed if you’re into that (and if it’s an option).
Set up Gmail alerts for select topic interests (e.g., “SEO copywriting”) and favorite sources (e.g., “Heather Lloyd-Martin,” “Danny Sullivan”).
Use bookmarks, apps like Google Reader, & bookmarking sites for those sources you may just want to check periodically (as opposed to daily).
Monitor (and engage with) relevant forums, groups, & blogs for topic threads & originating links.
Social Networking Sites – Twitter, FaceBook, LinkedIn, Google+, Pinterest – depending on the industry.
Social Bookmarking Sites – StumbleUpon, Delicious, Tumbler, etc. – again, depending on the industry.
Alternative Sources – Scoop.it’s, Paper.li’s – several are of high quality and are highly targeted!
Use hashtags (#) on Twitter to segment your interests (e.g., #SEO, #Content Marketing), then follow the yellow brick road of links cited!
Then, move hashtagged finds into corresponding lists. By week’s or month’s end, you’ll have a collection of your favorite links.
Make a point of following industry thought leaders, but keep an eye out for the hidden gems shared by relative “unknowns,” too! (Hence those “Webgem” serendipities).
Use a smart Twitter application to save precious time (e.g., HootSuite, TweetDeck).
There are many sources of weekly curated content, and their number is growing by the day.
Be discerning: look for authority and expertise not only with the source, but with the individual contributor(s) cited.
That said, weekly (and daily) “roundups”, “wraps”, “recaps”, etc., can be great sources of “pre-curated”, quality content – and perhaps more importantly, of links for cultivating your own content curation list.
Notable daily’s include Search Marketing Land, its sister site, Marketing Land, and Mashable. Exceptional weekly’s include SEO Copywriting, Social Media Examiner, State of Search, HubSpot, GigaOm & Reel SEO (video). Many more have come online since my June presentation, such as ReadWriteWeb.
It’s easy to forget more mainstream online resources like the Wall Street Journal, New York Times, Harvard Business Review, Fortune, and Forbes.
These sources often “catch” news relevant to the industry before the industry does, and offer valuable background, context, & originating links.
And when dealing with clients – these sources may well be the only sources they know! So more mainstream sources can be most helpful in speaking their language.
There are also hidden “gems” in the way of both print & online professional journals & magazines.
These sources are goldmines for original thought, hard data, interviews, and in-depth analyses.
Exemplary online sources include Target Marketing Magazine, eMarketer, Open View Partners, Entrepreneur, Website Magazine, & Marketing Sherpa. (By no means is this meant to be an exhaustive listing!)
More “hard data” resources include Pew Internet, comScore, and Experian – again, just to name a few.
Content curation, done well, can not only help establish your brand, but it can also infuse it with credibility = golden!
There are scads of resources for curation: news, social media, blogs, forums, pre-curated dailies & weeklies, professional journals & online magazines.
Set up a smart, streamlined system for efficiently cultivating content. I’ve suggested a few time-saving ways, but it’s well worth your while to check out apps designed with your precious time in mind! For individuals, that may mean something as simple as Evernote, while for a larger-scale endeavor, you may want to look at something like Trello.
(My original presentation, Killer Content Curation Strategies, is available for viewing with bigger, cooler images via Slideshare.)
So do you have a content curation “system” that works well for you? Would love to hear what other content curators are doing – please share your tips with us, and thank you!
About the Author ~ Laura Crest
Laura is the blog editor & social media strategist for SuccessWorks’ SEO Copywriting. A journalist by education & earlier experience, she loves digging into stories and chasing newsworthy content down to the original sources. You can mostly find her chirping on Twitter via @ljcrest, although she’s also on LinkedIn and Google +. Any comments or questions? Please feel free to email Laura via firstname.lastname@example.org.
Would you like to learn about SEO copywriting & content marketing? Check into the SuccessWorks’ SEO Copywriting Certification training – the only online certification program to be independently endorsed by SEOpros.org, Top Rank, & AWAI.