ASAE Lunch Learning Webinar-Tips & Tricks for Curating Content: Doing More with Less

Tips & Tricks for Curating Content: Doing More with Less

Suzanne CarawanChief Marketing OfficerHighRoad Solution

• Content curation is the process of gathering information relevant to a particular topic or area of interest. Services or people that implement content curation are called curators. Curation services can be used by businesses as well as end users.

-Wikipedia

What is Curated Content?

Curators We Know

Curators We Don’t Think About

• Homepage of Our Website?

Curators We Don’t Think About

Facebook?

Curators We Don’t Think About

Instagram?

Curators We Don’t Think About

SlideShare?

Curators We Don’t Think About

YouTube?

Curators We Don’t Think About

Pinterest?

Why Aren’t We Thinking Like a Curator?

• Top Blocking Points:– We don’t have images– We sell information– We sell networking– We sell courses– There’s no time for this– We’ve never done it before

Why Don’t We Think This Way?

• Modern consumer expectations of what’s worth their time:– Entertainment– Education– Makes me a better me– Do good in the world

Why the Time is Now

• What will my population find:– Interesting– Entertaining– Informative

• What can I bring to my population that – They Didn’t Know, but Should– Will Deepen their Understanding– Will Create Further Inquiry in the Topic

Mindset of a Curator

• Curators are there to provide a collection of items with an educational purpose

• Marketers are there to get users to take a specific desirable action

Curator vs. Marketer

Content Curation: Nice to Have or Mission Critical?

1) Lead generation (Acquisition)2) Member engagement (Retention)

**Caveat to Pubs Departments

Why Content Curation Now?

Acquisition Funnel

Retention Funnel

Content Curation: Acquisition

People We Don’t Know, but Want to Know

Person Who HasPaid

Content Mapping is Key

• Know Your Population– Prospect– Member– Partner– Staff

What’s the Whole Key?

Who Studies Target Populations?

MARKETING

Who Are the Best Curators?

COMMUNICATIONS

• Have one half, but not the other• Don’t have the data, but have the

questions• Have the data, but don’t have the

questions or interpreter of data• Don’t have creative license• No one at executive level knows

what we’re talking about

Real Challenges of Curation?

Start Curation at a Place Where People Understand

Start Curating Today

Why Not theNewsletter?

Start Curating Today

Why Not theNewsletter?

Where Can I Find Interesting Content, Images & Factoids?

• Fun Facts: http://www.factslides.com/

• Pinterest• SlideShare• Google Alerts• Pixabay.com Free Images

Sources for Curated Content

Google Alerts

Google Alerts

Paper.li www.paper.li

Rebel Mouse

Repurpose as a Way for Content Curation

Content Re-Purposing at It’s FinestTopic: Web Optimization for Direct Response Speaker: Oded Noy

Pre-Show Speaker Interview

1. Video Interview2. Blog Post

3. In-Person Education Session

4. Post-SessionSpeaker Interview

5. Post-Session Video Recording

Blogging: 6, 7, 8, 9, 10…

Web Optimization for Direct Response eBook

+ relevant content+ engagement+ lead generation+ list growth

The +++

New Ways to Think About Distribution of Curated Content

Blog as Content Curation

Blog Email Notification

More Resources in Content Curation

Curation Software World

• Contently• Stackla• Curata• Trap.it• Curation Suite

Content Curation Takeaways

1) You have the content now2) Identify target markets3) Focus on packaging of content4) Know your software tools for

targeting or get the right technology5) Think differently6) Start now

Summary

• Executive Tip #1: Start with growth campaign and not into your current base!

• Executive Tip #2: Start with a little known target market and get going on studying it!

If You Need Buy In

Marketing Technology for Associations

Contact us: HighRoad SolutionName: Suzanne CarawanPhone: 703.297.8480Email: [email protected]

www.highroadsolution.comwww.highroadu.com