Archive for Online Content

Content curation on and Twitter

Content curation takes a lot of time, which is why I’m not maintaining this blog. I curate content on a series of topics using, Pinterest and tumblr.

My topics are closest to the themes of this blog. In case anybody is interested, here they are : is a great tool. It’s very easy to use and truly multichannel, mobile and desktop. I love Pinterest. I struggle a bit with tumblr.

    However, my all time favorite tool for content curation is not a content curation platform. It’s Twitter. I find Twitter most efficient at the three stages of content curation : Pulling relevant content, re-Purposing it and re-Publishing it.

    Talking about content

    Debates about content, content marketing and the heralded merging of content and commerce are giving rise to new, quite ominous expressions such as “newsification“, “commerce journalism” and last but not least “native advertising

    I guess these will be among the topics addressed in the many conferences on content and content marketing that are about to take place, particularly in April in NYC.

    Here they are :

    Social Content Summit

    NYC, April 4 2013, $190

    This conference is hosted by content marketplace Contently and aims at bringing together 200 marketers, publishers and agencies to explore and understand the future of content marketing and social sharing.

    paidContent Live

    NYC, April 17 2013 $1,295

    This would be my favorite if I could be there.
    paidContent Live hosted by paidContent/GigaOm will look at digital content innovation that works across book and magazine publishing, news media, entertainment and more.
    Senior executives from across the media, entertainment and information sectors will gather for a timely discussion on the business of content.

    NYC, April 22-23 2013 $495

    The 2013 B2B Content2Conversion Conference will present key insights into managing the content life cycle, including topical takeaways such as business executives’ content preferences, SEO, Social media, and content for lead management and strategic selling.

    Content Marketing Now

    Berkeley, CA, May 8-10 2013 early bird fee $695, discount code “awesome” (from post on LinkedIn)

    Marketing and PR professionals will gather at the 3rd annual Content Marketing Strategies Conference, hosted by and Business Wire, to gain practical ‘how to’ advice on content marketing SEO, content distribution optimization, content ROI, and learn from case studies by brands including Red Hat, New Belgium Brewing, FOX’s hit show Glee and much more.


    Social Media Evergreen Content

    “What happens on the Internet stays on the Internet” is generally interpreted as a warning about the dangers of social media. Social media can spread information like wildfire, irrespective of whether it’s beneficial or harmful. Social media can keep passing on information forever, irrespective of whether it’s become obsolete or not. You better be careful about what you share after a few too many drinks at the company party.

    Charlie Bit My Finger - Again! YouTube VideoSo much for the dark side. But the persistence of content on the Internet and its ability to continue to propagate through social media also have a positive flipside.

    Persistent social content can be the gift that keeps on giving – a positive content evergreen.

    Brands are now successfully emulating the famous examples of content evergreen… Read more

    Offline to Online Curation

    Digimarc Pint-to-PinDigimarc Corporation has come up with a new “Print-to-Pin” solution which enables consumers to “pin” content to their Pinterest page by photographying a watermarked picture from a magazine with their mobile phone camera.

    This is a great example of seamless offline to online (O2O) integration. The watermark offers all the benefits of a QR code in that it contains code that determines exactly which picture and which content will be uploaded and clipped on the consumer’s Pinterest board. But it does not have the drawbacks of an unnatural and quite inelegant-looking QR code — which is hugely important for fashion and luxury brands.

    Content Curation – The Slide Deck

    This slide deck on content curation tools for brands is the companion to my eponym post – it focuses slightly more on the shortcomings of curation
    View more presentations from ttorris on Slideshare

    Content Curation Tools For Brands

    I haven’t published on this blog in a while because I turned to content curation instead.

    My thinking was that there is more smart content online than anybody could ever read. I’d rather, I thought, point to that content than contribute to the ongoing content inflation by adding my own 2 cents. In short, I was hoping that content curation, through filtering and re-organizing existing online content around topics would contribute to the discovery of smart content.

    I researched content curation using mainly two curation tools: one more business-oriented tool,, to monitor four topics (including Content Curation and Mobile Payments included in the Curated Content section of this blog) and one consumer-oriented social curation tool, Pinterest, to curate half a dozen varied topics of personal interest (books, art, shoes, designer handbags… yes, I love those).

    Here is what I concluded from this research:

    • Content curation does help content discovery. Curation helped me discover and share content on my favorite topics. Numerous reports show that social content curation à la Pinterest brings traffic to brand sites. Curated content embeds brand content into a rich inbound context of external content.
    • Social content curation fosters customer engagement. Consumers who curate a brand’s content not only send it traffic, they also bring to the brand and its product a much needed validation. Brands like Whole Foods that participate in social curation on Pinterest increase their customers’ engagement.
    • Corporate curation tools help create a competitive advantage. In addition to public social curation platforms, brands should use or corporate collaborative content curation tools like Curata, CurationSoft or Zemanta to listen to their market, optimize their content and collaborate on their content strategy.
    • But content curation is no panacea for failing content creation. Curated content supplements original brand content, it cannot replace it. If a brand has no story to tell, no original content, no topics to share with its audience and no Social Media strategy, content curation will only increase the overall online noise level.

    Brands struggle to meet the Content Marketing imperative

    Brands Looking For VisibilityMost of us do “curate” content in that we collect, filter, edit, and re-dispatch online information related to the topics that are relevant to our friends and followers. We want to become the go-to person for our target audience on the topic we curate.

    So do brands… (click “more” for more, this is a long post)

    SEO & Inbound Marketer’s Success

    HubSpot's FREE Inbound Marketing Glossary

    HubSpot's FREE Inbound Marketing Glossary

    In the current uncertain online indexing climate where sites can be Pandalized from one day to the next, it is comforting to see that at least top SEO gurus, SEO software publishers and inbound marketers achieve great visibility.

    Top notch US SEO/inbound marketing sites rank in the global top 1,000 on Alexa, they enjoy great visibility, high traffic and a strong social following. The leaders:

    Less popular, maybe because more narrowly specialized on SEO (and for that reason a must-read):

    These sites achieve great visibility because they follow their own advice and in particular : 1) they offer free high-quality content, 2) they manage an active community, 3) they enjoy large numbers of quality backlinks.

    Read more

    Publish or Perish

    Publish or perish”, once the exclusive curse of academics, has become an imperative for all online publishers. Retailers, brand owners, bloggers, marketers and even simple Facebook users have to publish more and more content to remain visible online.

    This creates a rampant inflation of spam-like, ‘optimized’ content — content designed mostly or solely for the purpose of reaching a higher position on traffic gateways’ rankings. Ranking-driven content is pervasive. It blends into all forms of digital content, from eCommerce sites to blogs and to individual Facebook pages, making it increasingly difficult to draw the line between spam, optimization and original content.

    This post expands on my Content Inflation slide deck by discussing in a bit more detail the examples that show how deep content inflation runs…

    Facing Content Inflation

    As I was researching what I call “Content Inflation” — which in a nutshell means that, forced to publish spam-like content to increase their visibility on traffic gateways, hundreds of million of publishers create a vicious spiral of meaningless content growth — I was amazed to find how pervasive it is: it impacts blogs, traditional media, eCommerce, but also individuals’ Facebook pages, Twitter, the AppStores and even the Kindle Book Store.

    I was so struck that I decided to stop publishing for a while !

    But now I’ve captured some of my thinking in the slide deck below and I’m ready to participate again in the online publishing madness.

    See my next post “Publish or Perish” which expands on some of the examples presented in the slide deck and a few others.

    SEOmoz’s 2011 SEO ranking factors

    Every year for the past 6 years SEOmoz has analysed the factors that influence the ranking of Web sites on the dominant search engines with a focus on Google.

    Released on June 6, its 2011 Global Search Ranking Factors research results show — as expected in a post Panda world — the increased importance of unique content and the growing weight of Social Media Marketing in Search Engine Optimization (SEO). This does not mean that previously identified priorities of inbound links, internal linking, keyword optimization and site authority are less important but, rather, that SEO is becoming ever more complex and more demanding. Read more