Learn how to use content curation in your SEO process to connect with your audience and improve your organic search visibility

1. #contentcuration AT #smxmuenchen by @aleyda from @woorank
getting content curation right

2. Hallo München
#contentcuration AT #smxmuenchen by @aleyda from @woorank

3. HERE’S WHAT I’VE LEARNED FROM +7 YEARS DOING SEO
I’M ALEYDA SOLIS,
INTERNATIONAL SEO CONSULTANT,
HEAD OF DIGITAL STRATEGY AT WOORANK
#contentcuration AT #smxmuenchen by @aleyda from @woorank

4. LET’S TALK ABOUT CONTENT
#contentcuration AT #smxmuenchen by @aleyda from @woorank

5. IT ALLOWS YOU TO COMMUNICATE & DRIVE BUSINESS
#contentcuration AT #smxmuenchen by @aleyda from @woorank

6. it’s a fundamental ingredient of your seo
#contentcuration AT #smxmuenchen by @aleyda from @woorank

7. #contentcuration AT #smxmuenchen by @aleyda from @woorank
http://searchengineland.com/google-changes-ranking-advice-says-build-quality-sites-not-links-163931
but it needs to be OF *quality*

8. #contentcuration AT #smxmuenchen by @aleyda from @woorank
not this

9. #contentcuration AT #smxmuenchen by @aleyda from @woorank
ONLINE BAMBU FOR A HUNGRY GOOGLE PANDA

10. #contentcuration AT #smxmuenchen by @aleyda from @woorank
LIKELY TO BE PENALIZED too

11. #contentcuration AT #smxmuenchen by @aleyda from @woorank
HOW can you IMPROVE and scale your CONTENT?

12. #contentcuration AT #smxmuenchen by @aleyda from @woorank
“CONTENT CURATION” CAN PROVIDE YOU A SOLUTION
Hey Girl,
i can help your content to become relevant, attractive,
useful, timely, engaging and aligned with your goals

13. #contentcuration AT #smxmuenchen by @aleyda from @woorank
WHAT IS CONTENT CURATION?
“Content curation is the process of collecting, organizing and displaying
information relevant to a particular topic or area of interest.”

14. #contentcuration AT #smxmuenchen by @aleyda from @woorank
WHICH ARE THE TYPES OF CONTENT CURATION
1. AGGREGATION
2. DISTILLATION
3. ELEVATION
4. MASHUP
5. CHRONOLOGY

15. #contentcuration AT #smxmuenchen by @aleyda from @woorank
WHICH ARE THE TYPES OF CONTENT CURATION
1. AGGREGATION
2. DISTILLATION
3. ELEVATION
4. MASHUP
5. CHRONOLOGY
Check it out: http://www.rohitbhargava.com/2011/03/the-5-models-of-content-curation.html

16. #contentcuration AT #smxmuenchen by @aleyda from @woorank
HOW DO I USE THIS TO IMPROVE MY CONTENT & SEO?

17. #contentcuration AT #smxmuenchen by @aleyda from @woorank
follow a process

18. #contentcuration AT #smxmuenchen by @aleyda from @woorank
AUTOMATE AND SCALE

19. #contentcuration AT #smxmuenchen by @aleyda from @woorank
let’s see how

20. #contentcuration AT #smxmuenchen by @aleyda from @woorank
1. GATHER RELEVANT CONTENT INPUT

21. #contentcuration AT #smxmuenchen by @aleyda from @woorank
THE CURRENT CONTENT SUPPLY & characteristics

22. #contentcuration AT #smxmuenchen by @aleyda from @woorank
Your own MOST SHARED content
Most shared content
in Social Networks
Anchor text used to link
the most shared pages

23. #contentcuration AT #smxmuenchen by @aleyda from @woorank
in the most popular networks
Percentage of content shared
per social network

24. #contentcuration AT #smxmuenchen by @aleyda from @woorank
it’s time to spy
Percentage of content shared
per social network
Now crawl your competitors site
and integrate it all!

25. #contentcuration AT #smxmuenchen by @aleyda from @woorank
Your OWN & your COMPETITORS MOST LINKED CONTENT

26. #contentcuration AT #smxmuenchen by @aleyda from @woorank
Your OWN & your COMPETITORS MOST LINKED CONTENT
Remember it’s a reference not
about “absolute” numbers

27. #contentcuration AT #smxmuenchen by @aleyda from @woorank
AUTOMATE IT: RECEIVE ALERTs FOR NEW LINKS with ifttt

28. #contentcuration AT #smxmuenchen by @aleyda from @woorank
Your COMPETITORS BEST SEARCH PERFORMING CONTENT

29. #contentcuration AT #smxmuenchen by @aleyda from @woorank
Your community & influencers popular content

30. #contentcuration AT #smxmuenchen by @aleyda from @woorank
Your community & influencers popular content

31. #contentcuration AT #smxmuenchen by @aleyda from @woorank
Your industry most SHARED content

32. #contentcuration AT #smxmuenchen by @aleyda from @woorank
NOW YOU KNOW WHAT THERE’S ALREADY OUT THERE

33. #contentcuration AT #smxmuenchen by @aleyda from @woorank
THE EXISTING CONTENT DEMAND

34. #contentcuration AT #smxmuenchen by @aleyda from @woorank
Your SEARCH audience RELEVANT QUERIES

35. #contentcuration AT #smxmuenchen by @aleyda from @woorank
Google Suggests
on Steroids
Your SEARCH audience RELEVANT QUERIES

36. #contentcuration AT #smxmuenchen by @aleyda from @woorank
Your COMMUNITY questions

37. #contentcuration AT #smxmuenchen by @aleyda from @woorank
AUTOMATE IT: ARCHIVE relevant QUESTIONS WITH IFTTT

38. #contentcuration AT #smxmuenchen by @aleyda from @woorank
AUTOMATE IT: set alerts for new relevant queries

39. #contentcuration AT #smxmuenchen by @aleyda from @woorank
YOUR INDUSTRY WEB CONTENT REQUESTS

40. #contentcuration AT #smxmuenchen by @aleyda from @woorank
AUTOMATE IT: GET ALERTS FOR RELEVANT HARO REQUESTS
Only those about your relevant topics

41. #contentcuration AT #smxmuenchen by @aleyda from @woorank
NOW YOU KNOW WHAT YOUR AUDIENCE WANTS

42. #contentcuration AT #smxmuenchen by @aleyda from @woorank
and it’s time to PUT THE FINDINGS TO WORK

43. #contentcuration AT #smxmuenchen by @aleyda from @woorank
2. FILTER THE CONTENT

44. #contentcuration AT #smxmuenchen by @aleyda from @woorank
IDENTIFY TOP PERFORMING CONTENT CHARACTERISTICS
Content
Supply
Content
Demand
What differentiates this content from the rest?

45. #contentcuration AT #smxmuenchen by @aleyda from @woorank
IDENTIFY TOP PERFORMING CONTENT CHARACTERISTICS
Content
Supply
Content
Demand
What differentiates this content from the rest?
Length
Format
Purpose
Topic
Style
Type

46. #contentcuration AT #smxmuenchen by @aleyda from @woorank
AND THE UNFULFILLED DEMAND
Content
Supply
Content
Demand
Length
Format
Purpose
Topic
Style
Type
What’s the unfulfilled demand with the relevant characteristics

47. #contentcuration AT #smxmuenchen by @aleyda from @woorank
WHICH TYPE OF CONTENT CURATION CAN YOU LEVERAGE?
Content
Supply
Content
Demand
Length
Format
Purpose
Topic
Style
Type
What’s the unfulfilled demand with the relevant characteristics
1. AGGREGATION
2. DISTILLATION
3. ELEVATION
4. MASHUP
5. CHRONOLOGY

48. #contentcuration AT #smxmuenchen by @aleyda from @woorank
WHERE WOULD IT FIT IN YOUR CONTENT MATRIX?
THANKS HANNAH!

49. #contentcuration AT #smxmuenchen by @aleyda from @woorank
THANKS HANNAH!
Check it out: https://www.distilled.net/blog/the-content-matrix/
WHERE WOULD IT FIT IN YOUR CONTENT MATRIX?

50. #contentcuration AT #smxmuenchen by @aleyda from @woorank
NOW YOU HAVE THE CRITERIA TO PRIORITIZE IT

51. #contentcuration AT #smxmuenchen by @aleyda from @woorank
3. IDENTIFY THE OPPORTUNITIES

52. #contentcuration AT #smxmuenchen by @aleyda from @woorank
assess the opportunity for the identified content
Relevance Audience Unfulfilled Demand Feasibility Profitability

53. #contentcuration AT #smxmuenchen by @aleyda from @woorank
assess the opportunity for the identified content
Relevance Audience Unfulfilled Demand Feasibility Profitability

54. #contentcuration AT #smxmuenchen by @aleyda from @woorank
assess the opportunity for the identified content
Relevance Audience Unfulfilled Demand Feasibility Profitability
Channel Promotion Timing Format

55. #contentcuration AT #smxmuenchen by @aleyda from @woorank
YOU CAN NOW IDENTIFY THE BEST FIT FOR YOU

56. #contentcuration AT #smxmuenchen by @aleyda from @woorank
FULFILLING YOUR OWN AND AUDIENCE NEEDS

57. #contentcuration AT #smxmuenchen by @aleyda from @woorank
following a process

58. #contentcuration AT #smxmuenchen by @aleyda from @woorank
to achieve se0 success

59. #contentcuration AT #smxmuenchen by @aleyda from @woorank
LET’S SEE some examples

60. #contentcuration AT #smxmuenchen by @aleyda from @woorank
aggregation

61. #contentcuration AT #smxmuenchen by @aleyda from @woorank
CHRONOLOGY

62. #contentcuration AT #smxmuenchen by @aleyda from @woorank
aggregation

63. #contentcuration AT #smxmuenchen by @aleyda from @woorank
MASHUP

64. #contentcuration AT #smxmuenchen by @aleyda from @woorank
CHRONOLOGY

65. #contentcuration AT #smxmuenchen by @aleyda from @woorank
MASHUP

66. #contentcuration AT #smxmuenchen by @aleyda from @woorank
aggregation

67. #contentcuration AT #smxmuenchen by @aleyda from @woorank
distillation

68. #contentcuration AT #smxmuenchen by @aleyda from @woorank
CHRONOLOGY

69. #contentcuration AT #smxmuenchen by @aleyda from @woorank
MASHUP

70. #contentcuration AT #smxmuenchen by @aleyda from @woorank
MASHUP

71. #contentcuration AT #smxmuenchen by @aleyda from @woorank
AND SOME MORE RESOURCES

72. #contentcuration AT #smxmuenchen by @aleyda from @woorank
Find it at http://moz.com/blog/content-curation-guide-for-seo
AND SOME MORE RESOURCES

73. #contentcuration AT #smxmuenchen by @aleyda from @woorank
AND SOME MORE RESOURCES

74. #contentcuration AT #smxmuenchen by @aleyda from @woorank
Find it at http://pt.slideshare.net/CurataTeam/curation-rockstar-
curatacontentmarketingworld2013
AND SOME MORE RESOURCES

75. #contentcuration AT #smxmuenchen by @aleyda from @woorank
AND SOME MORE RESOURCES

76. #contentcuration AT #smxmuenchen by @aleyda from @woorank
AND SOME MORE RESOURCES
Find it at http://www.searchenginejournal.com/guide-content-
curation-seo/80773/

77. RAISE YOUR HANDS
#contentcuration AT #smxmuenchen by @aleyda from @woorank
DO YOU HAVE QUESTIONS?

78. vielen Dank!
#contentcuration AT #smxmuenchen by @aleyda from @woorank
YOU CAN DOWNLOAD THE SLIDES FROM http://bit.ly/contentcurationseo

79. images under creative commons
http://www.flickr.com/photos/seeminglee/4041872282/
http://www.flickr.com/photos/definite_yes/11130394375/
http://www.flickr.com/photos/nathaninsandiego/5465079549/
http://www.flickr.com/photos/definite_yes/11130394375/
http://www.flickr.com/photos/timtom/6837380785/
http://www.flickr.com/photos/no1nos/12796459964/
http://www.flickr.com/photos/afagen/3002609890/
http://www.flickr.com/photos/tlimphotography/9551905429/
#contentcuration AT #smxmuenchen by @aleyda from @woorank