The Big Picture – Curated Content
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Curated Content
Do hipsters really believe that if you barely insert the word curate to something, it signals good taste? Blog comment
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Curated Content
Good curated content is like producing the perfect mix tape for your high school sweetheart.
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Your Panel
Tom Gierasimczuk
Erica Sigurdson
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Richard Davies
Robyn Quinn
Who is the curator?
• Why should professional communicators do? What is their role?
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TOM
BC Business
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“Authentic communication is the gold standard in a world where one-off campaigns often fail to
connect with audiences, prompting marketers to search
out editorial techniques that add value to a customer’s life,
complementing, supporting and enhancing what he/she is already doing, instead of interrupting it.”
—@Gierasimczuk
@Gierasimczuk #BTH5
Internet DisintermediationThe media’s tools are everybody’s
tools now.
@Gierasimczuk #BTH5
Internet DisintermediationThe media’s tools are everybody’s
tools now.
Permanent RecessionLean and mean is the new normal.
@Gierasimczuk #BTH5
Internet DisintermediationThe media’s tools are everybody’s
tools now.
Permanent RecessionLean and mean is the new normal.
Feed Culture Media consumption on our own
terms. We build, control and identify with our feeds.
@Gierasimczuk #BTH5
Internet DisintermediationThe media’s tools are everybody’s tools
now.
Permanent RecessionLean and mean is the new normal.
Feed Culture Media consumption on our own terms. We build, control and identify with our
feeds.Big Spend, Big Impact, Big Risk
Pricey media buys don’t always reach a fragmented market.
@Gierasimczuk #BTH5
“Advertising in the future will be like
sex. Only the losers will have to pay for
it.”
@Gierasimczuk #BTH5
“People are drawn to content not through publishers and pages but
through carefully customized people and feeds. We rarely ask ourselves which website should I visit now?
Content finds us through our densely connected social networks. We explore
content because it is relevant to us topically, personally and culturally. And nothing is more relevant to a consumer
than right now.” —Ian Schafer, Deep Focus in Ad Age
@Gierasimczuk #BTH5
“Marketers will need to rethink their approach to advertising and
marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the
interruption model of advertising, which consumers are responding to
less and less.” —eMarketer
@Gierasimczuk #BTH5
More than managing information
Clay Shirky
“Content curation is more than a human-powered filter. Curation comes up when people realize that it isn't just about information seeking, it's also about synchronizing a community."
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Richard
The fall of gatekeepers
Back in the day, press releases and technology stretched no further than the fax machine.
PR people were utterly dependent on journalists to deliver their messages.
In 2006, AbeBooks launched a blog…. and began delivering content directly to their customers.
*journalists still matter because they are still content curators and help define the news agenda.
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Delivering “bookish” contentMULTIPLE BLOGS
FIVE FACEBOOK PAGES
Google+ Pinterest YouTube Twitter
Goals - branding & visibility, viral & in-bound links, traffic & sales
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A whole lotta content
All those platforms needed a lot of content – we became curators on behalf of AbeBooks customers – sourcing news and information for our community.
People who only talk about themselves are incredibly boring.
Leveraging other peoples content
Experiment to find your niche…Opinion, quick links, photography, video, lists, infographics, humor
Feed the beast…I need other people’s content to satisfy demand and to be a player
If they trust you…People will accept you as a provider and filter of content
Give content a new angle…Riff on today’s big news story from your experience & knowledge
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Become a curator by…
Understanding your audience
Consuming as much information as possible
Select the most interesting and relevant stories
Find original sources
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Erica
The anatomy of comedy
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The ethics of content curation.
Curation can't exist without creation. Content makers are the essential part of the
aggregation/curation solution.
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Are we curators?
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