Tag Archive for Pinterest

Content curation on Scoop.it 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 Scoop.it, Pinterest and tumblr.

My Scoop.it topics are closest to the themes of this blog. In case anybody is interested, here they are :

    Scoop.it 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.

    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 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)