dfw wordpress group - content curation
DESCRIPTION
Today’s web users are blind to traditional marketing interruptions. Curating relevant, engaging and valuable content, such as videos, photos, social media posts and blog posts, can help to capture their attention online. To ensure you are curating the right content, sharing it via the right channels and reaching the right audiences.TRANSCRIPT
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Content Curation Tips
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Howdy
★ Changes
★ How I present
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
The Beginning
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
★ 1996 - “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”
The Beginning
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
★ 1997 - Danny Sullivan and Leland Harden coin the phrase “search engine optimization”
★ From their book “Net Results”
★ It turned out that what governed organic search results back then was how many times the keyword appeared on the web page. The Cybernautics designers had done a tasteful job and the keyword Jefferson Starship did not appear as often as it did on fan pages about the band. Once Bob had his designers have the words Jefferson Starship recur on the page in tiny black print against a black background the page rank vaulted to number one. The band was pleased.
★ Bob and Leland Harden called this new field Search Engine Optimization and soon thereafter hired the first SEOM (Search Engine Optimization Manager). And so SEO was born.
The Beginning
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
★ 2014
★ One step away from content curation
★ BE CAREFUL
The Beginning
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Approach
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Approach
★ DIY
★ Use Third-Party Content
★ Provide Content To Others
★ Hybrid Model
★ All of the above (Me)
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
The Ecosystem
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
The Ecosystem
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
The Ecosystem
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
The Ecosystem
ArtistsTV Shows
Music Festivals Sponsors
Music Blogs What’s Next?
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
The Ecosystem
Extreme Sports
Music
Lifestyle (Fashion)
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
The Ecosystem
Extreme Sports
Music
Lifestyle (Fashion)
Foodies
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
The Ecosystem
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Audience
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Audience
★ Identify your target audience
★ Everyone is not your audience
★ Your audience includes more than humans
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Audience
★ Understand what types of content resonate with your audience
★ Do they respond to photos? controversy? humor? video? politics? art? local?
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Audience
★ When does your audience click and what do they share?
★ Timing matters - A LOT!
★ Identify clickable content
★ There’s no “formula” - you have to figure this out on your own for each client/project
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Content
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Content
★ Think of content broadly
★ Cliche - a picture (or a video) is worth more than words
★ Think of ways that you can layer content into something new
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Content
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Content
★ Be an industry go-To resource
★ Share, analyze, and visualize what’s happening across your industry as well as with your competition
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Content
★ Point your audience to valuable subject matter
★ What does your audience value?
★ Keep people coming back to your web site and social media accounts by entertaining them, making themselves better, or helping them do their jobs better
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Content
★ Find content that people don’t normally have access to
★ Mix in occasional quirky items that make people smile, laugh, or think
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Content
★ Find content that people don’t normally have access to
★ Mix in occasional quirky items that make people smile, laugh, or think
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Content★ Create a Twitter list
★ Curated lists let people identify a lot of sources of good content in one place
★ Build a sharing circle on Google+
★ Maybe it’s brands you admire, or industry experts, or your customers
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Content
★ Consume, consume, consume - get away from your computer
★ Ideas and inspiration (and great content) come from everywhere
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Content
★ Follow relevant industry sources and organizations - their email newsletters are your friend
★ You can often find nuggets of industry information on yahoo/google finance, podcasts, slideshare and linkedin
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Content
★ Experiment with formats
★ Posts with visuals are shared 30% more often than posts without. Except when they’re not. It’s all about your target audience
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Content
★ Provide content to others that they can curate
★ The system doesn't work if we’re all takers
★ Use META DATA to insure you get SEO credit for your work when possible
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Community
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Community
★ Credit your original source
★ Nothing else to say about this
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Community
★ Personalize when you share content
★ Answer the question: What makes this photo, video, data, infographic with sharing?
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Community
★ Comment on what you’re sharing
★ Commenting adds value; it also makes you more approachable
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Community
★ Say thank you
★ Closing the loop isn’t just good form, it’s also key to a robust community
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Community
★ Showcase your community
★ Don’t just share what they share; tout their accomplishments and cool deeds
★ http://geekbeat.tv/dropcam
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Community
★ Be a member of your own community
★ Don’t just spam; Engage with your audience
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Community
★ Be a member of your own community
★ Don’t just spam; Engage with your audience
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Community
★ Be a member of your own community
★ Don’t just spam; Engage with your audience
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Community
★ Be a member of your own community
★ Don’t just spam; Engage with your audience
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Measurement
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Measurement★ Set smart, challenging, achievable goals
★ Make digital curation pay off by aligning your efforts to business goals
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Measurement
★ Monitor your metrics
★ Measure the ROE and the ROI
★ Are you ready for me to drop some mad tactical strategy on you?
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Measurement★ Do more of this…
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Measurement★ Do less of this…
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Question
★ When was the last time you consumed curated content?
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Question
★ When was the last time you consumed curated content?
★ You just did…
★ Ideation, outline and background info for this presentation came from Guillaume Decugis, Marketing Profs, Demand Gen, Daria Steigman, & Dado Van Peteghem
@giovanni | 469.682.6978 | www.LiveLoudTexas.com | [email protected]
Thank Yougiovanni gallucci
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twitter.com/giovanni [email protected]
http://LiveLoudTexas.com