Please sit toward the frontfor Q & A
Using Content Curation toDrive Marketing and Revenue
Matthew Kumin, CEO PublishThisBruce Clay, CEO Bruce Clay, Inc.
Every Brand is a Publisher
#PublishThis –All organizations are now publishers...the company with the most engaging and interesting content wins (Ann Handley) via @MarketingProfs
Fast and Frequent“Many, lightweight interactions over time”-Paul AdamsGlobal Brand Manager
“Many lightweight interactions over time”
“Many lightweight interactions over time”
#PublishThis – We build relationships with brands the same way we build relationships with people via @Padday
The Rise of Content…
The Need for Curation…
#PublishThis – 7.3 million posts happen each week on WordPress.Your customers are seeking a filter!
The Clutter Problem
Content is King, The Curator Rules
• Filters the Web• Adds Commentary• Builds Trust & Authority• Drives Engagement
• Filters the Web• Adds Commentary• Builds Trust & Authority• Drives Engagement
Rafat Ali Jason Hirschhorn
#PublishThis – @rafat @JasonHirschhorn: Proven master curators. @MediaReDEF @skiftnews
Wanted: Fresh Content
#PublishThis – Regularly posting fresh, relevant, 3rd party content causes 8x+ likelihood of visitor return via @Marketing Sherpa
What Google ReallyThinks About Curation…
• Engage without selling• Add Customer Value• Get Customer Opt-in• Create a Consistent Dialogue
#PublishThis – Monologue has given way to dialogue via @briansolis
• Engage without Selling• Add Customer Value• Get Customer Opt-in• Create a Consistent Dialogue
Always Be Engaging
5 SmartCuration Strategies
#1 Aggregation Is Your Friend
Lifestyle Example• New Approach• Test• Automated & Curated
Topics• No original content initially• Test Audience Interests• Data-Driven Planning• Change/Publish Quickly
#PublishThis – During an average Web page visit, users read between 20% - 28%of the words via Jakob Nielsen @NNGroup
#2 Loyalty Over Page Views…Community Example•Home Page for Accounting Industry•Top New Online Community by Accounting Today•45-50 stories curated each day•80% of Members visit each month•Dwell time is 4x+ the average of other community pages•15% of Page Views
#PublishThis – iShade dwell time increased 4xwith the addition of curated content @iShade
#PublishThis – A mixed content diet that combines brief overviewsand comprehensive coverage is often best via @NNGroup
#3 Be Your Industry’s Authority
B2B Example• Home Page for Travel
Industry• The “Skift Take”
• < 5 minutes per curated item• > 100’s per week
• A Reason to Come Back…
#4 Create a Lean Content Factory
CuratedOriginal AggregatedLicensed+ + +
#5 Building Your Content FunneleCommerce/Lead Examples• Track what content drives
the conversion• Drive contextual promos• Optimize your mix
Content
Promo
Promo
Sponsored Content
Looking Forward…
#1 Make It Personal“Instant” Customization
Via the Social Graph
#2 Analyze This
Analytics for ALL CONTENT
#3 Collaboration CurationCuration Distributed To Subject Matter Experts (SME’s)
Employees, Freelancers, and Partners.
Topics7 Content Trends• Every Brand is a Publisher• Lightweight customer interactions• Content Overload; Era of Curation• Content is King, Curator Rules• Fresh Content Matters• Curation Can Drive SEO• Engage without Selling
5 Curation Strategies• Use Aggregation to Test• Loyalty as a Metric (vs. PV)• Be the Authority• Create a Content Mix• Build a Content Funnel
3 Areas to Watch• Personalization• Content Analytics• Collaborative Curation