CONTENT CURATIONNicole SchumanSchuShine Communications

WHAT IS CONTENT CURATION?

Content: A broad term that refers to anything created and uploaded to a website-the words, images, tools and other things that reside there. (Handley-Content Rules)

Curation: The care and maintenance of a body of work

Content Curation: All of the content that is published and shared through an organization

WRITING + MANAGEMENT + SHARING

CONTENT INCLUDES….

Press Releases Blogs Web Page Copy Social Media (Facebook, Twitter, LinkedIn,

Pinterest, YouTube, Foursquare, etc.) Podcasts Images

WHY IS CONTENT IMPORTANT?

Tells the STORY of your organization/product Helps people find your webpage (search) Brands you as an expert in your industry

ONLINE READERS ARE DIFFERENT!Readers only remember 10 % of what they read!

(http://tinyurl.com/cwesl7o)

There is a better way to write for the web….

PRINT VS. WEBPrint Web

Long Articles Short Articles (unless a feature)

Long sentences Short sentences and paragraphs

Passive voice (verbs in past tense and helping verbs: Chef Tatum rode down Main Street to the bake shop.)

Active voice (verbs in the present tense: Chef Tatum rides to the bake shop on Main Street.)

Multiple ideas are formatted through separate graphics

Use lists and bullet points within copy to format ideas or points.

No video Integrate video

Single photos Photo galleries

No interactive Include web and sm links

Rare subheadings Use subheads to space out story

HOW TO WRITE FOR THE WEB

Bold, summarizing headlines: Clever, but short

Short sentences and paragraphs: Bold text, bulleted lists and block quotes are allowed

Active Voice: Get to the point! Subject-verb-object

One main idea per sentence: Say no to clauses and multiple phrases

Every sentence must have a fact—if not, cut it.

Don’t talk about self…focus on consumer/reader

Include multimedia: Videos, photo galleries, links

PROPER LENGTH OF A BLOG/WEB ARTICLE

As long as you need it to be BUT easiest for readers

at these lengths:

For every 1,000 words use the 3-2-1 formula 3 subheads (bold one-line headlines) 2 links (offer authenticity) 1 graphical element (photo, chart, video, etc.)

An example: http://www.clickz.com/clickz/column/2163384/deadly-sins-social-content

IMPORTANCE OF BLOGS

The blog is NOT dead! It’s your hub for content.

Companies with blogs generate 55% more web traffic. Blog

• Twitter• Facebook

YouTube Video

• Facebook/Twitter

• Blog

Flickr Album

• Facebook/Twitter

• Website

Content

SOCIAL MEDIA CONTENT MATTERS TOO.

Social Media Content Gone WRONG:

WRITING FOR SOCIAL MEDIA

Be enticing and clever Get to the point. Long-winded statuses on

Facebook lose readers Write FOR the customers. Refrain from “Us”

and “We” Putting a press release up once in awhile is

ok, but don’t always talk about YOURSELF Grammar and spelling. Always check!

WRITING FOR WEB PAGES

Make it easy to read, conversational Use subheads to break up information Include plenty of photos Don’t use “we.” Consumers hate that Use keywords that relate to your company.

These will help out search engines.

WHAT NOT TO DO…

Sail without a map: Have a plan! Don’t just post willy nilly. Make sure your content is targeted to a goal.

Have it be all about YOU: Self promotion is the bane of social media. People don’t use sm to find your company’s press releases.

Give to get: Provide something of value without expecting anything in return, such as an industry report or blog on social media tips.

Don’t hide! Promote links to content on other channels.

Monitor and analyze: Check data to see what works.

EXAMPLES OF THOSE WHO “GET IT”

HubSpot.com: Marketing software company brought new business with blog: http://blog.hubspot.com/ 7 to 10 percent of blog visitors ultimately visit

the web site 10 to 20 percent become customers Blog educates and offers value to customers on

marketing topics Use cartoons and videos to add an element of

fun

Blendtec: A boring old blender company“Will it blend? Video”

EXAMPLES OF THOSE WHO “GET IT”

Lesson: Social media marketing doesn’t always need to cost a lot of money. Creating funny, original video and leveraging an already large user base can be used to increase sales.

EXAMPLES OF THOSE WHO “GET IT”

Wendy’s: Everyone’s favorite hamburger has a way with social media http://www.facebook.com/wendys Free Fry coupon when they changed fries, invited

followers to post reviews T-shirt design contest Post Tour events “Don’t post party pics, do post Baconator Pics”

(St. Patrick’s Day weekend post)

THINGS YOU CAN DO…

Slideshows Top 10 lists Guest blog posters Relate your product to a national news story Ask questions of your readers Answer questions from your readers Video instruction guides Video interviews Featured employees

The options are endless!

FIN.

Thank you!

Questions? E-mail: nicole@schushinecomm.comTwitter: @schushinecommFacebook: SchuShine Communications