What is it?
"Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme. The work involves sifting, sorting, arranging, and publishing information"
Why do it?
Because there are many people out there with great ideas. You have many yourself but you are not the font of ALL knowledge. Curation is a legitimate way of adding your value to available content by making it easier for some people (your audience) to digest.
Who's doing it?
93% of B2B Marketers.
We all do it when we Share, Re-Tweet or Pin someone else's content and add a few words of our own.
9 Content Curation Ideas
- Content Marketing Institute
15 Key Facts about Content Curation
Why Content Curation?
- The Da Vinci Institue
Content Curation for Lead Nurturing
10 Steps to Ethical Content Curation
Checked it out. Registered. Created relevant boards.
Let's see where this takes us
LinkedIn is not enough. Having decided that I'm going to start building my personal brand (in order to support various desirable business outcomes), the first thing was to establish a form of media I "own":
A website (this website). 30 minutes research to find a free resource that can get me up and running. Check that there are no hidden costs but expansion capability that I may be happy paying for further down the line. Weebly seems to fit the bill. I have to use a Weebly URL to start with but I can upgrade to a personal .net if I want it further down the line.
All good so far. And I'm already learning lessons that can easily be applied in a more commercial environment.
We all known that people are only interested in us if we have something interesting to say.
I, like so many others, have had a bunch of ideas building up for years. I know that some of these will be useful to others. I am not an all-knowing font of knowledge but over the years I have learned many things from many people through many experiences. It's ok to share.
Remember the rules
Google "social marketing rules" and the usual plethora of advice is presented to you. A sample:
To me, applying a bit of common sense cuts through all of this:
Immediately, the number of "Likes" stared increasing minute upon minute. Appreciative comments were posted. Questions were asked, all of which I answered. Alternative views were posted, to which I thanked, acknowledged and respectfully agreed or disagreed.
Most importantly, I noticed that my post was being shared in other group, extending my reach outside of the two relatively small groups (respectively 500 and 1300 members).
And in terms of building "one's personal brand" the following comment suggested I'm heading in the right direction.
Plan next actions
Return to objectives. Move on to next audience. Develop content and distribute.
US success ≠ EMEA success
EMEA traditionally lags behind US.
Granted, there is a tidal effect. As sure as the wind and tides hit European shores after the US, Marketo growth experienced in the US could be assumed due in Europe now. This was certainly the case with CRM, social media take up, recesssions and recovery.
It WILL PROBABLY be the same with Content Marketing
Content marketing still a relatively new term but: we have fertile ground in EMEA
And while we have known that we need to do something, we haven’t necessarily known what or how.
For many, there will be a sense of relief that the term “CONTENT MARKETING” covers what we’ve been looking for. It was for me as a CEO.
Brand awareness: Marketo is not widely known over here. Only one of 3 MDs of industry agencies that I spoke to knew the name.
There may be resistance to Marketing Automation
As I said - the ground is fertile
SMBs (or SMEs) are notoriously difficult to engage but:
Marketo's meteoric growth looks set to continue in Europe. Watch this space!
Trying to sell something? Have you ever Googled "Content Marketing"? If not, it might be a good idea.
At my last company, we agreed that a key objective for our Marketing Strategy was to have clients, prospects and the industry recognise us as "Thought Leaders". That was 2010.
And we spend many, many hours making sure our website was optimised for search engines by sagely picking search terms and adding them to our keywords. However, Google was changing. Author, not page rank. Keywords were becoming a thing of the past. "Content" was to become crowned King and "Social" as Queen.
And it was hard. Just trying to come up with an interesting story for our monthly newsletter was a chore.
But having done so, hosting the newsletter on our website and posting links to it on Facebook and LinkedIn were about as far as it went.
Results were disappointing ... or rather, we expected more.
On reflection, I believe our fault was that we never took marketing seriously. As the CEO, I shared Marketing responsibilities with my Chief Sales Officer.
We focussed on Sales Pipeline activity. "Marketing" was pretty much reduced to Industry Events, Word of Mouth and personal networking.
If we (meaning "I") had applied a little more time to keeping up to date with progressions in Marketing, we would have become aware of the terms
However, I did not keep up to date. But a year after leaving that company, I did see a job advert for an interesting role. The ad mentioned "Content Marketing". Then I Googled it.
"So, there is a term for it!
"This is what I've been trying to do!"
That was 3 weeks ago. Now, I am learning fast. Really fast.