Tag Archive for content marketing

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 dlvr.it 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

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, Scoop.it, 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 scoop.it 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)