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Content Curation

Learn about the concept of content curation, its importance in online communication, and how to write and manage curated content effectively. Discover the dos and don'ts of writing for the web and social media, and see examples of successful content curation strategies.

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Content Curation

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  1. Content Curation Nicole SchumanSchuShine Communications

  2. What is Content Curation? • Content: A broad term that refers to anything created and uploaded to a website-the words, images, tools and other things that reside there. (Handley-Content Rules) • Curation: The care and maintenance of a body of work • Content Curation: All of the content that is published and shared through an organization WRITING + MANAGEMENT + SHARING

  3. Content Includes…. • Press Releases • Blogs • Web Page Copy • Social Media (Facebook, Twitter, LinkedIn, Pinterest, YouTube, Foursquare, etc.) • Podcasts • Images

  4. Why Is Content Important? • Tells the STORY of your organization/product • Helps people find your webpage (search) • Brands you as an expert in your industry ONLINE READERS ARE DIFFERENT! Readers only remember 10 % of what they read! (http://tinyurl.com/cwesl7o) There is a better way to write for the web….

  5. Print vs. web

  6. How to Write for the web • Bold, summarizing headlines: Clever, but short • Shortsentences and paragraphs: Bold text, bulleted lists and block quotes are allowed • Active Voice: Get to the point! Subject-verb-object • One main idea per sentence: Say no to clauses and multiple phrases • Every sentence must have a fact—if not, cut it. • Don’t talk about self…focus on consumer/reader • Include multimedia: Videos, photo galleries, links

  7. proper length of a blog/web article As long as you need it to be BUT easiest for readers at these lengths: • For every 1,000 words use the 3-2-1 formula • 3 subheads (bold one-line headlines) • 2 links (offer authenticity) • 1 graphical element (photo, chart, video, etc.) An example: http://www.clickz.com/clickz/column/2163384/deadly-sins-social-content

  8. Importance of Blogs The blog is NOT dead! It’s your hub for content. Companies with blogs generate 55% more web traffic. Content

  9. Social Media Content matters too. Social Media Content Gone WRONG:

  10. Writing for Social Media • Be enticing and clever • Get to the point. Long-winded statuses on Facebook lose readers • Write FOR the customers. Refrain from “Us” and “We” • Putting a press release up once in awhile is ok, but don’t always talk about YOURSELF • Grammar and spelling. Always check!

  11. Writing for Web Pages • Make it easy to read, conversational • Use subheads to break up information • Include plenty of photos • Don’t use “we.” Consumers hate that • Use keywords that relate to your company. These will help out search engines.

  12. What NOT to do… • Sail without a map: Have a plan! Don’t just post willynilly. Make sure your content is targeted to a goal. • Have it be all about YOU: Self promotion is the bane of social media. People don’t use sm to find your company’s press releases. • Give to get: Provide something of value without expecting anything in return, such as an industry report or blog on social media tips. • Don’t hide! Promote links to content on other channels. • Monitor and analyze: Check data to see what works.

  13. Examples of Those Who “Get It” • HubSpot.com: Marketing software company brought new business with blog: http://blog.hubspot.com/ • 7 to 10 percent of blog visitors ultimately visit the web site • 10 to 20 percent become customers • Blog educates and offers value to customers on marketing topics • Use cartoons and videos to add an element of fun

  14. Examples of Those Who “Get It” • Blendtec: A boring old blender company “Will it blend? Video” • Lesson: Social media marketing doesn’t always need to cost a lot of money. • Creating funny, original video and leveraging an already large user base can be used to increase sales.

  15. Examples of Those Who “Get It” • Wendy’s: Everyone’s favorite hamburger has a way with social media • http://www.facebook.com/wendys • Free Fry coupon when they changed fries, invited followers to post reviews • T-shirt design contest • Post Tour events • “Don’t post party pics, do post BaconatorPics” (St. Patrick’s Day weekend post)

  16. Things YOU Can Do… • Slideshows • Top 10 lists • Guest blog posters • Relate your product to a national news story • Ask questions of your readers • Answer questions from your readers • Video instruction guides • Video interviews • Featured employees The options are endless!

  17. FIN. Thank you! Questions? E-mail: nicole@schushinecomm.com Twitter: @schushinecomm Facebook: SchuShine Communications

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