Digital Growth and Content Curation

Digital Growth and Content Curation

Starting the OMS January blog and happy to finally share the training I’ve participated late last year. As much as I would want to post this ASAP but the website has been hacked and we did a lot of fixing at the backend to secure it from danger ever again.

November 4, 2016 is a Digital Growth Summit event as I attended a whole day gathering with 100+ digital marketers in Microsoft, Playa Vista, Los Angeles, California. Getting industry updates and meeting experts in the field is one remarkable experience to reckon.

Digital Growth Summit (November 2016) Attendee

Sleepy head but all up and excited for the Summit! (Thanks to coffee refills!)

From topics about Social Media, Search Engine Optimization (SEO), Content Marketing, Pay-Per-Click (PPC) to Virtual Reality (VR) and Augmented Reality (AR) technology—the conference was packed with a lot of learning.

I wrote some highlights as I prefer to do the traditional way of note taking than using a gadget. There was an outpour of relevant information and applicable strategies to align with my current client campaigns. It was a totally productive day.

But aside from the many notes written, I prefer to highlight a portion of a book that I won over a random Q&A game by one of the brilliant Speakers, Kristi Kellog. She is a Social Media Editor of Bruce Clay, a global internet marketing optimization firm. This is also an appropriate item to present since I have been receiving ongoing questions on original content creation versus curating content for a blog.

Here’s a part of the book entitled “Content Marketing Strategies for Professionals” by Bruce Clay and Murray Newland on curated contents (pages 89 to 92):

Book Cover - Marketing Strategies for ProfessionalsCurated content will hold up those you want to highlight and bring in those you want to influence. For these reasons, it needs to be highly targeted content. There’s also a right way and a wrong way to curate for other people’s content. Search engine guidelines and even ethics come into play. From an SEO perspective, you need to know what not to do as well as how to curate content that will benefit your audience and your business.

Your own blog is the ideal place to bring together the best of what you find across the Internet, in terms of getting the most traffic value for your effort. The key is to curate in a targeted way that supports your business objectives. Keep your curated blog content focused, rather than simply bringing together a lot of content that relates to the same general topic.

For example, finding and sharing articles about “marketing” or “sales” would be too broad. Narrow your field of content to curate. It will not only make your work easier to manage but also allow your expertise to be that much more laser-focused.

Curating content from within a narrow niche lets people and search engines easily grasp what you’re an expert about. If you curate content as part of a thought leadership objective in a general field such as “marketing” for instance, people and search engines will pass over your site among the crowd. However, if you curate from a more specific niche like “affiliate marketing”, people will have a better idea of what to expect from you. If you narrow it even further to “sports merchandise affiliate marketing” or even “basketball merchandise affiliate marketing”, you will have less competition in your niche and a much better chance of becoming a go-to source.

5 Ways to Curate Content for a Blog

  1. Create collections of articles to teach or illustrate points. Create blog posts that list some of the best content out there for a specific context. A roundup post allows you to highlight the posts you have seen that do a great job with a specific topic you also cover.
  2. Leverage conference and event attendance. Many industries are fast-paced with year-round conferences and expos. Use this industry-wide interest to curate lists of conference opportunities that will help people in specific niche industries.
  3. Curate user-generated content and have your readers write content for you. Use the words that come straight from the proverbial horse’s mouth and curate a post that brings together some great questions and the answers the community has provided.
  4. Use curation to give an unbiased 360-degree perspective. Are there any hot topics in your field that merit analysis from multiple angles? How about curating multiple opinions on a situation or issue in one post?
  5. Don’t automate your curated blog posts. This caution comes specifically from Google with SEO in mind. Auto-generating links or duplicating content will not win you readers and could earn you search engine penalties.

Remember, take time to hand-pick relevant content and add value to it through your original comments and analysis.