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Content Curation

Content Curation. Nicole Schuman SchuShine Communications. 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)

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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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