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Content Curation - BuzzFeed
- 1. Content curation By Amandine Bula, Carla Caterini, Lei Dai & Deborah Perne
- 2. Agenda 1. What is “Content Curation”? 2. The 5 Types of Content Curation 3. Pros & Cons of Curated Content 4. Example of Content Curation: BuzzFeed 5. Alternative Tools: Keyhole & Listly 6. Summary 7. Resources 8. Questions
- 3. What is “Content Curation”? Content Creation Process of creating your own content from scratch, it is unique and valuable. The content represents your brand and what you want your audience to perceive of you. Content Curation Process of gathering existing information regarding a particular subject. This content will add a value to your personal branding by offering additional information to your audience. FIND THE BALANCE! 80/20 Sources: http://expresswriters.com/17-of-the-best-content-curation-tools/ http://www.agorapulse.com/blog/lets-clear-content-creation-vs-content-curation VS
- 4. The 5 Types of Content Curation 1. The Latest Content Sources: http://smallbiztrends.com/2016/08/curated-content-examples.html https://www.youtube.com/watch?v=8sntEyrviFk 2. Actionable Guides 3. Expert Opinions
- 5. The 5 Types of Content Curation 4. Content Resources Source: http://www.socialmediaexaminer.com/ 5. Case Studies
- 6. To curate or not?
- 7. Cons of content curation Verify your sources: Never assume that the content you share is accurate Remember you take responsibility for sharing the content You have to answer if fault in content is found Promoting someone else: You are providing platform to a person/organization Leading clients to another website Risk making your customers stray from original source Source: http://mysmartblog.com/social-media/the-pros-and-cons-of-content-curation-and-promoting-blog-posts-that-you-didnt-create/
- 8. Cons of content curation Copied content Content might look copied and consequently hurt your Search Engine Optimization (SEO) Harm to your brand No fresh insight provided Depicted as either not having an opinion of your own or no creativity. Poorer brand value Source: http://mysmartblog.com/social-media/the-pros-and-cons-of-content-curation-and-promoting-blog-posts-that-you-didnt-create/
- 9. Pros of content curation Become the go-to page Become a trusted source of information for your clients Consequently, become the go-to destination for people not wanting to scan the web for same news. Publish content in bulk Publish fresh and relevant content Remain active Cost efficiency No need to craft new pieces from scratch Sources: http://positionly.com/blog/content-marketing/content-curation-strategy http://mysmartblog.com/social-media/the-pros-and-cons-of-content-curation-and-promoting-blog-posts-that-you-didnt-create
- 10. Pros of content curation Time-efficiency You do not have much time to create your own content Researching and creating your own content takes time Build relationship When you share, it means the content is the best for you Boost the ego of the author Principle of “you scratch my back, I scratch yours” Good way for influencer marketing Improve/cultivate SEO Drive traffic to your website Build a reputation of trusted source of information Source: http://mysmartblog.com/social-media/the-pros-and-cons-of-content-curation-and-promoting-blog-posts-that-you-didnt-create
- 11. ➢Fill content need ➢ Add value to social media accounts ➢ Give ideas for own content ➢ Helps build relationship ➢ Saves time and money ➢ Helps boost traffic Yes to content curation
- 13. ❏ American private Internet media company ❏ Cross-platform and global network ❏ Publishes everything from slapstick images of cats to in-depth analysis ❏ Has a Cohesive Content Style & Branding Source: https://www.buzzfeed.com/about BuzzFeed in a few lines
- 18. BuzzFeed’s Current Curation Tool BuzzFeed uses BuzzSumo Source: http://buzzsumo.com/
- 19. BuzzFeed’s Current Curation Tool What is BuzzSumo Source: http://www.razorsocial.com/buzzsumo/ ❏ Find most shared content on social media channels ❏ Find influencers ❏ Get alerts based on keywords, brand names, links, author name or domain ❏ Track competitors and do an analysis based on their content
- 20. BuzzFeed’s Current Curation Tool Buzzfeed Uses BuzzSumo Effectively Source: http://www.razorsocial.com/buzzsumo/ ❏ Find good content ideas for posts ❏ Find interesting content to share with followers ❏ Build lists of influencers to reach out ❏ Find good writers for content
- 21. BuzzFeed’s Current Curation Tool Buzzfeed Uses BuzzSumo Effectively Source: https://app.buzzsumo.com/research/most- shared?num_days=365&result_type=total&q=buzzfeed.com&general_article&infographic&interview&video&guest_post&giveaway&page=1&type=articles
- 22. Tools CREATE LISTS BASED ON INTERESTS ● Collaborative tool, allow users to: vote, react with emoticons, invite friends, follow, comment, … ● Customize appearance ● All formats types of content (website, video, podcast, image, gif) TRACK CONTENT ● Insights on trend topics using platforms as Twitter, Instagram, Facebook. ● Search by #hashtag, @account, keyword, @mention or URL ● Show a brief analysis and demographic according to the topic Sources: ● http://list.ly/about
- 23. TYPE OF CURATION Use for research, not for sharing. 1. The Latest Content 2. Expert Opinions 3. Content Resources Example: search “Hamilton” as a keyword. https://www.buzzfeed.com/ishmaeldaro/wrong- hamilton?utm_term=.xuYxK52lGB#.gvDzpALBvd Tools
- 24. TYPE OF CURATION 1. The Latest Content 2. Actionable Guides 3. Content Resources 4. Expert Opinions Example: http://list.ly/list/1J12-how-to-survive-black-friday Tools
- 25. Summary ● Doing Content Curation is gathering diverse data around a particular subject to create a resource for your customers. There is 5 types of Content Curation: Latest Trends, Actionable Guides, Expert Opinions, Content Resources and Case Studies. ● Content Curation, if well done, can be a great tool for your company to share interesting content to promote a company and its value. ● BuzzFeed are expert in matter of Content Curation, they share various contents always related to the actuality. It’s not surprising that they use BuzzSumo to find influencers and trendy subjects to talk about. ● Other tools are available to help businesses curate content: Keyhole works with The Latest Content, Expert Opinions and Content Resources; Listly creates list of The Latest Content, Actionable Guides, Content Resources and Expert Opinions.
- 26. Resources David, Jessica. “The 5 Most Sought-After Types of Content to Curate on Your Social Media Pages” Small Business Trends, 25 August 2016. http://smallbiztrends.com/2016/08/curated-content-examples.html, Web. Accessed 8 November 2016. Day, Charly. “Let’s Be Clear on Content Creation vs. Content Curation” Agora Pulse, 25 May 2016. http://www.agorapulse.com/blog/lets-clear-content-creation-vs-content- curation, Web. Accessed 8 November 2016. Erdman, Mikel. “The Pros and Cons of Content Curation and Promoting Blog Posts That You Didn't Create - MySMARTblog.com.” MySMARTblog.com, 29 Oct. 2015, http://mysmartblog.com/social-media/the-pros-and-cons-of-content-curation-and-promoting-blog-posts-that-you-didnt-create/. Listly. About Listly, http://list.ly/about McCoy, Julia. “17 of the Best Content Curation Tools to use” Express Writers, 3 April 2015. http://expresswriters.com/17-of-the-best-content-curation-tools/, Web. Accessed 8 November 2016. Smith, Mari. “10 Facebook Marketing Tips for the Holiday Season” Social Media Examiner, 21 November 2016. http://www.socialmediaexaminer.com/, Web. Accessed 23 November 2016. @Positionly. “Content Curation: Things to Consider to Nail a Winning Strategy.” Positionly Blog, 12 Nov. 2015, http://positionly.com/blog/content-marketing/content-curation- strategy. “About BuzzFeed.” About BuzzFeed, www.buzzfeed.com/about.
Notes de l'éditeur
- Amandine
- Amandine: Coming up with fresh content everyday is a lot of works, this is why marketers come up with Content Curation to complete Content Creation / Example: Wedding company / 80% Creation & 20% Curation / Curation should be mostly on social platforms not on your blog
- Amandine
- Amandine
- Deborah
- Deborah
- Deborah
- Deborah
- Deborah
- Deborah
- Lei
- Lei
- Lei
- Lei
- Lei
- The two tools that we chose to use for BuzzFeed is Keyhole and Listly. They have different purposes and have different features. Keyhole is a tool to track content or good to research for insights or search for influencers. They also show a brief analysis and demographic according to the search topic. Listly on the other hand, is a collaborative tool that allow you to create list based on interests. Also, you can embed and customize the appearance of your list, which will help you to give the right appeal for your content, on your website. Finally, you can add all sources of format to your list, such as website, video, podcast etc.
- The type of curation that Keyhole allow us to use are for research use only. “The Lastes Content”, “Expert Opinions” and “Content Resources” are contents that demand research, and this tool can help it. A good example of use is a recent event where they wrote about the incident with the hashtag @HamiltonTheatre instead of @HamiltonMusical. As a consequence, on the article they used several examples of the incident - which could be easily found through Keyhole. [Open Keyhole and type “Hamilton” show the features] + [Open article to show how that information aply to the company]
- Listly has much more features than Keyhole. For “Latest Content” type of curation, the organization can use already made lists on the website. For example the ones in this image. For “Actionable Guides” and “Content Resources” I pre-made a list where I can show how this type of content apply on the tool [Open example link] And here you can see that I was able to upload all sources of different formats of content, how according to this type of content, you can preset the visuals on your website. For “Expert Opinions” the way is the same, however the content that you’re uploading on your list is different. And of course, the setting it’s also up to your best judge.
- Amandine