Tag Archives: content

Four Quadrants of Media: Paid, Owned, Earned & Shared

A question we get asked often is… what is more important earned or paid media? The graphic and the story that follows does a really good job of breaking down exactly what you should be focusing on.

The quick answer is you should be represented in all four sectors: earned, paid, owned, and shared.


Think Differently founder Lyndon Johnson, who wrote the MarketingProf’s article, also blogged about Strike. He describes it as the “start of rebuilding relationships with customers that had purchased the ill-fated Ghibli of the 1980s; [and] customers of other four-door sedans who secretly wanted an Italian sports sedan.” Paid, Owned, Earned & Shared

The good thing about this approach is when implemented correctly each element supports the other.

I could go on about each element but let’s cover how to really get this done.

Take each element and outline ideas and execution plans for each segment. Also start slow, there’s no need to jump in to all these elements at once, start with one and add another, then another, until you have a fully connected digital marketing machine.

 

6 Tips on How To Succeed In The Modern Blogosphere


Some really good advice in this post at theFutureBuzz.

  1. Have a clear point of view
  2. Have a podcast from the beginning
  3. Separate your writing style
  4. Don’t do social media, do communication
  5. Write a short book
  6. Embrace video

These are really good tips and as usual here we talk more about content curation– so let’s break these down on how they relate to curating.

Have a Clear Point of View

Probably one of the more important things when you curate.

Having a clear point of view and voice is often the toughest part of writing. We’ve found that the more you write the more you start to create your own voice and POV.

Without a point of view or a editorial take on what your curating you’re not providing any context for your audience. Another thing happens when you don’t have a  unique voice, no one remembers you. In today’s landscape of information overload that’s probably one of the worst outcomes you can have with content marketing. So when curating take a side, have an opinion, and add your own thoughts. If your thoughts differ widely that’s great and adds to the dialog in your market.

Have a Podcast from the Beginning

This is an interesting one. I believe in having a podcast is a great way to create content. Here’s our Content Curation Podcast. I should mention I also had a previous podcast so jumping into this one was simple.

If you haven’t done a podcast in the past how do you do this with curation? Simple, do a weekly show where you cover the latest stories and topics in your market. All you have to do is select your curations for the week and add a little bit of commentary. I’ve found this is a good way to do a podcast because the original story plants seeds for you to add more value.

Separate Your Writing Style

Having a unique voice and style takes time and practice. The best advice I’ve been given is to write, write, and write some more. Eventually your true voice will come out.

One thing I had to learn is to just get my thoughts out on paper (or on the screen). Don’t worry about the outcome let your mind and thoughts connect the dots. Don’t second guess just get it out there. You can revise later.

Don’t do Social Media, do communication

This is good advice. It’s something I wish we did more of here but we simply lack the time. Although, this is well beyond this post here– we drive or create tons of traffic from social media. I’ve had social media guru’s tell me we are doing it all wrong and I always respond with reality. Our traffic goes up, opt-ins go up, sales go up– sure we could be doing it better but the engagement we do seems to work pretty well.

Write a Short Book

Here’s an easy way to do this. Outline a short book by topics and chapters. Then write and release these as blog posts. It’s a great way to re-purpose  your content. It’s pretty much the process we followed on our book Content Curation Secrets.

Embrace Video

This is another great tip. We’ve also found big success using videos. We released our podcast as videos, we’ve created special report videos, and our whole training is video based.

You could do the same thing. Let’s say you’re doing a small book as mentioned above. You could turn each chapter into a mini-presentation. As you can see with this type of strategy you’re building rings and rings of content. It shouldn’t be a struggle because you’ve already defined the core ideas and concepts for each and every piece.

I used quite a few examples of our own efforts here (that’s probably why I curated the original story, it rang true). I did that to mainly show that the advice is spot on and something that we practice. At a minimum I suggest that you take one of these you’re not doing now and implement it and learn as you go.

Each point has some good advice bundled with it so it’s worth a visit:

Content Marketing Metrics: How Marketers Are Measuring Content – Infographic

Content Marketing has seen a tremendous surge in popularity over the past two years. It has gone from industry buzzword to an indispensable part of marketing strategies, big and small. The surprising answer is that, despite acknowledging the importance of content, many marketers still have no strategy.

How to Pick a Niche for Content Curation

Today we’ll talk about how to select a niche to curate.

Maybe you’re someone who has a product or service or idea and you want to know how to down to a specific niche and actually monetize the strategy.

Another type of person who might ask this question a lot is the someone that wants to start a separate site curating stuff around a specific niche and needs some tips on how to do that.

Hone in Your Target Market

So let’s start by talking about marketing at a high-level view point and why a lot of times the biggest mistake people make when they go out to find their target market is selecting too wide or too big of a target market.

Really the first thing you should do is try to hone that target market to the smallest addressable size you can. Because what that allows you to do is spend your time, your resources, and your focus on being the single best resource for that group of people or for that niche.

For instance, let’s say you want to design a shoe. You really want to figure out what kind of shoe you going to design right but now you want to hone that shoe down to a subset of people first.

Example:

I’m going to design a shoe; it is going to be a sandal with flowers on it.

Then your task is to go find the people that like sandals with flowers on them.

That will help you focus your mind on ideas like, “Maybe I should go to a sea based resort somewhere because that is where people would appreciate that”

And a lot of times what and the basis that I see when I when we do in our consultations in and with our clients is often times their target is much too wide and their messages that they are putting out are too broad focused where what they need to do is hone in their messaging around niches

Now that’s the same way with curation. I saw a site recently that all it reviewed was knobs. Yes knobs. If you have ever seen high-end stereo and audio equipment you will see that there are a lot of knobs to adjust audio settings.

This site reviewed how the actual knob performed and if you have ever touched some of these high-end stereo equipment set-ups you know there is a high class feels, they move in a smooth motion, the whole functionality behind it, the sound they make, if they make any sound.

So all this site did is review knobs. It did not review the overall component itself, it did not review anything else, and it just reviewed how the knob felt, how they turned, some of the challenges with it.

This knob review site is a great example of kind of setting yourself apart but also picking a niche to curate because it’s unique and it’s very focused. You know that angle that someone’s coming from when trying to find information about audio equipment knobs.

But the great thing is that review site actually created buzz because it was so unique. I haven’t checked the site lately but I bet if they wanted to they could expand their offering or at least their curation of reviews because they became known for this one particular thing.

It works the same way for when you’re looking for niche. Trying to start with the smallest addressable size you can. Meaning and we kinda gave an example with the sandals, but if you’re going to curate stuff try to bring it down to each level.

Thinking in Hierarchies

Think about these things as levels are hierarchies. Each market has its own set of categories and subcategories so a lot of times it’s trying to figure out how to get a niche market that you can basically own that you can be the single best resource for.

So that’s really the only secret.  If you’re wondering, “How do I select a niche”. It really is just the process of deciding on what your higher-level hierarchy is and then keep going down, going down, going down, until you find an addressable niche that you can focus on and that you can own.

So Many Choices?

So Many Choices?

That is if you’re looking for a niche. I will say that if you’re looking to market yourself, your product or idea, sometimes going that far into a niche isn’t the smartest thing to do.

It may be a smart thing to do on the marketing side, right, but it’s not the smartest thing to do on the curation side because a lot of times in your niche, the people you’re going after, are interested in a wider swath of topics and if you just subset those topics in Curation you’re missing the larger topics available for your niche.

What I’m basically saying is that if you go to fine within your niche and you curate stuff that is in too fine of detail and that is all that you curate, you run the risk of alienating other people in your niche.

Generally that’s the other common mistake we see and that is for someone who is not looking to monetize their site.

A good example is a let’s say I am looking to curate stuff on trading and there’s different trading styles like scalping, day trading , forex, but it is smartest to focus on just one of those trading styles and each subsets with in that style instead of the entire trading market.

Don’t Forget About Monetization

Also, before picking a niche, think about you sales funnel, think about your monetization strategy.  This is something we always come back to on this show. We talk about monetization and one of the biggest mistakes I see people make with content marketing, curation is content marketing, is they don’t think about monetization first.

They don’t think “What is the path to purchase, how am I going to monetize my efforts”

Where is the monetization from? Is it going to be advertising, is it an email opt-in that I lead into other affiliate offers?

So think about monetization first before you dive into a niche and really spend all the building out a site and effort curating content.

Content Curation Tools -(Podcast)

Content Curation Tools

Selecting your tools can be tricky.

Selecting your tools can be tricky.

Today we’ll talk about Content Curation Tools.

Say that you’ve actually said hey content Curation is a strategy I want to employ for myself or my business.   Now I just need to know what kinds of tools exist. What are your options for Content Curation? That is what we will talk about today.

Well this is a subject we know a lot about because we created a tool called Curation Traffic and why we created that tool is we couldn’t find something that was push-button simple.

We have deep experience with Content Curation tools and when we talk about tools that there’s a couple things to keep in mind will talk about at a high level going to detail.

There is so that is really two buckets of tools :

  • Hosted Platforms – your curating content is hosted by them it’s on their platform and I it’s not something you can easily control
  • Owning the Platforms – this is a platform you control and you own the leads, can monetize the traffic and you decide which tools run your curation strategy

Hosted Platforms  Curating-Social-Sharing

In essence you could say that Facebook is a great Curation tool it allows you to build an audience and easily add content there and build trust with them. The challenge with Facebook is that you can’t really control your monetization.

If you think about it, there is other things trying to get your audience’s attention their, Facebook has its own ads as well, so when you look at the value of and monetizing engaging people on Facebook as a Curation platform you get so many mixed messages how can you really monetize with that? And that to me is really the essence of Content Curation. You’re doing this for a purpose.

Most people want to spread their brand, their idea, their business, their products or they want to build a separate niche site to monetize.

Now you could say that those social media sites like Pinterest and Instagram are Curation platforms  but

I want to talk more specifically about a popular tool out there, a tool we like to use called Scoop.it.

 

Scoop.it is a Hosted Platform:

  • Hosted Platform (You Do Not Own It)
  • Limited Monetization Options
  • Limited Design Elements

I created a podcast called the Defining New Media and I started the podcast because I was new to podcasting on a hosted platform and that allowed me to get up and get up and running like within 10 min.

I had a site. I had all the feed set-up, iTunes set-up, all I did was upload a logo, Small Description and all that was left to release my show, was just to upload a blog post in the MP3 and everything worked.

Everything was hunky dory until three or four months down the road.

I decided I wanted to actually begin monetizing as I was starting to have more success and see an increase in subscribers, But it became a huge challenge to monetize.

Owning the Platforms

It doesn't need to be the one in the subway though.

It doesn’t need to be the one in the subway though.

I really didn’t have total control of the stuff I was creating and that was a huge problem for me to take and tackle.

What I had created and transferred over from Defining New Media to a platform that I controlled was independence. So I can actually monetize and set it up as my original intent was at conception and run my owned ads and set-up shop as I wanted to.

Why I wanted to set it up and in the lesson I would take that is the same way with Content Curation.

You can get started on these Curation tools and they provide the ability for free to going airing user tools and another benefit is that it has a community sometimes the you can easily reach additional people but the challenge is your building something on someone else’s platform.

On Your own platform you have the ability to craft and design your own messaging and evolve your messaging to develop and grow with your market.

Content Discovery Tools

The Secret Sauce Behind Content Discovery is You, as a person, we have yet to find a machine that can help us find great stuff you should be sharing. A lot of this is great stuff that isn’t always directly relatable to your marketing niche quite directly.

Examples often rise in the form of marketing storytelling and it is often one of the most powerful things you can do.

So a lot of times we curate stuff around storytelling that is from writing or from writing in websites, on writing about certain characters around character development and plot development and related to how you can employ this in marketing that’s an important aspect. I don’t know any content discovery tool that allows me to like say and we tested them all to say I want to build a subset of writing type of websites and related to marketing that the human that’s the best thinking that the human element brings. So we use a series of RSS feeds newsletter feeds different tools so that we can be kind of the curator and that’s our content discovery week, Re: self-selected our sources so and I as say this because we’ve been curating seriously one I mean seriously all of our clients curate all of our clients use our platform in a series other platforms but we’ve been curating and using it as a strategy ongoing for the last couple years and we tested just about any listening platform out there and we’ve yet to find one that that saves us time above us just creating a series of really simple systems that we tap into that allow you to curate quickly but this so that we cover in our training but that it’s I guess I am on sharing that here in the curate and tools because that’s one of the benefits that constantly comes up with the tools.

it’s also another reason why Curation Traffic, We have not built a listening platform or content discovery tools into our platform because we teach effective Content Curation and it’s very hard I think to create a discovery platform that allows you to do effective Content Curation we are just not Parroting the market. Thus finding great stuff and commenting on it with depth and resourcefulness and length will be rewarded. Look outside the box and what is trending and popular is often the opposite of what you should be spending your time curating. Look at tools that allow you to own the platform for your tools and develop a great readership of newsletters and filters and RSS that is quick and easily available for you to digest and turn into great curated content.

The Best Content Curation Techniques

The-Best-Content-Curation-Techniques

Today we’ll talk about content generation techniques and what are the specific techniques that you should be employing in your content curation and what are some of the the best content curation techniques around those actions.

Monetization with the best content curation techniques

When talking content curation techniques of content curation there is a couple of things to keep in mind. Number one start with your monetization is something that has a lot of people excited about content curation and about how to monetize easily.

First, you’re spending time and effort or your team is spending time and effort, figure out how you get on monetize your efforts at least have a plan of attack on your monetization down and and because this do it plays a factor in a lot of the techniques around content curation.

Sourcing

The first content curation technique that we will get into is the technique of sourcing. Meaning how you find content to curate. What is your process? The first best technique is that you need to have a process and a series of tools to find content to curate.

Tools should be time saving and free up your time for more productive activities. Your tools should reflect your lifestyle and should never get you lost within the discovery phase.

Other folks who have very little time in general can often use tools such as RSS feeds and subscriptions to newsletters and other sources to quickly scan through their content selection in a breeze and set aside 2-3 things to truly take apart and curate at their next break.

We have a post on our site about branding called The Ultimate List Of Trending, Real Time Search & Social Websites and Social Mention is one of those platforms and we have a safe search on content curation using Social Mention that are tingles into the visit that same search bookmarked and that allows us to work curating stuff to go there and defined, the latest off happening across a lot of the social web that that’s a great tool is a great great thing in our process and we consider that part of sourcing the next technique you to look at is your publishing technique and we talk about that we talk about really the heart of taking the curate content and what your style you can add commentary are you going to just make the fact that you’re actually curating just the the art of the fact your curating is and not because you’re pointing out that article so that’s important to itself is there to be something you do in in line with the publishing that happens these are the Tyvek technique you need to start thinking about because it’s these little things that actually matter it’s these little things that actually do make a difference in the success of your duration effort.

Commentary

The next content curation technique is commentary and that I talked about it a little bit really went when you talk about the techniques of commentary is a couple different techniques in adding commentary that you can go about the first one is you can take specific elements out of a visa content there is something that your curating and use that as launching pads into your thoughts meeting and we do this a lot will see a story on storytelling and will take that concept of maybe plot developments and will say okay plot developments here is what they talked about a block development will will will highlight the relevant stuff animals say how this applies to marketing is that when you’re releasing a product and you want to tell the story the product make the product and Baxter were make make this element the back story. like will be applied and then we related to marketing assets have the best that’s a technique of of duration that that we look to employ often get to do something similar in your own stuck it to say is is that what I’m going to employee my commentary and there what I’m sure I think we’ve done a show oneness about commentary and is required is not required because a lot of times just like I see this would twitter people follow people on Twitter because they share great links a lot of times they don’t have a lot of commentary you can a lot of commentary but just the fact that the sharing that link makes it relevant so that’s another aspect is that a technique that you want to employ.

Sharing

The final content curation technique is sharing which is an important aspect this is something that is a hidden aspect to a lot of duration strategies I see employee and is one, secret here that can give you out along Agassi re-usability of your content if you keep in mind what I mean by that is you should be sharing undercarriage you should be curating on a platform that you control. Then to to get traffic you really should be sharing these and other platforms like Facebook Twitter Pinterest Google+ where you can participate that’s one of the best ways to lead people back to your platform and to monetize the actual friends Curation Traffic we built were sharing is pretty much the next step in the process.

You find the content we will bookmark what pulls and you publish it and then the next step is to share it so we can build that and the did secret I will share is that you should be curating evergreen content meaning that the landscape of social media probably isn’t in the change your in the next couple years to remain Facebook Google plus other and other networks like that right so the think about it imagine you curating something that you could share every couple months for the next couple years asset type the stuff you want to curate because that allows you to benefit from your effort of creating commentary to the actual act of curating well into the future where if you’re curating a lot of stuff like the of the latest release from Apple or the latest release from some other stuff in your industry that might be good in my be my be up to the moment stuff but you won’t be able to re-share that and maybe one or two or three years of women curating for years in a we have it within our our third part therefore cycle is some content that we three shared for 2 to 3 years because Evergreen and he continues to get off dancing continues to get engagement it continues to get traffic and that’s because we we really started curating Evergreen content we really focus on curating Evergreen contact so that’s a great example of our that’s a great technique the you should employ in your duration efforts summary.

The Four Best Content Curation Techniques we talked about in this podcast are:

  • sourcing
  • publishing
  • commentary
  • sharing

You should look at each one of these buckets of concentration and say what the techniques that ongoing employee what are the techniques that I should employ an and a lot of times this is something else will we find as people start curating themselves but they get to the point where this does that their team grows they want to grow they want outsources if you develop the techniques and you can put into a system outsourcing deterioration becomes a lot easier because then there’s techniques arty place there is this, the a system in a process the how you do things and that can be transferred over to someone else sets another important aspect really get these techniques Having a questions have any other feedback you got in touch with us or if you don’t just the look below, website definitely subscribe in iTunes if you’re on You Tube you can subscribe to our channel as well I look forward to seeing you in the next show.

How to Monetize with Content Curation

How to Monetize with Content Curation

Today we’ll talk about how to monetize with content Curation. This is something we talk about a lot on this show. We will specifically talk about what are the best opportunities to monetize with Curation, how you put some of that into practice, and what are some of the things that you should look out for when you’re looking to monetize with content Curation. Well this is a subject we cover a lot, How-to monetize your content with curation and that in fact it’s probably the first thing you should think about if you’re employing content curation you’re spending your time your effort on a content strategy on a marketing strategy you should think about how do you measure your success and how do you monetize your success and at a high level there’s a couple monetization techniques that we found work really well:

  • Affiliate marketing
  • Advertising your own products and service
  • Building your sales funnel
  • Advertising
  • Permission marketing.

Let’s talk about each one of those individually

Affiliate Marketing

Affiliate Marketing, is a great way to monetize content Curation. All it takes is that you be really good at selecting your products and doing it on a consistent basis.

We recently curatedthis last Christmas season “a list of the top kid’s toys for Christmas”. We curated an evergreen list which is a series of products and kids toys and it was in the Amazon affiliate program. It did really well for us and we created an evergreen list updating it and getting it ready for the next Christmas Season. That’s affiliate marketing and how that works. You can do that across any marketing and over any niche. Some niches, and some markets don’t have as many opportunities for affiliate marketing but I should say all of these summaries can be mixed and matched that way you can do affiliate marketing and in all surety know how that plays together. But if you’re just looking to do Content Curation in affiliate marketing you definitely want to own the platform because it has a lot of tools like in WordPress that can auto attach Amazon affiliate links based on keywords there’s a lot of things that you can do that automate that process a lot so that’s one of the best ways to monetize Content Curation. Typically what you don’t know in affiliate offers is you’re a niche site that your reader may be creating. You see this a lot in the Internet marketing niche as well. Which as people curate content of the latest product releases they add their affiliate link. The challenge their is that obviously you have a larger competition and Content Curation is a low impact thing so for you to be able to monetize that you really got to be the go to source for that niche. Advertising Your Own Products and Service Second reason why people buy our product Curation Traffic is that they have their own product, service, or brand. content marketing using Curation works really well when your curating stuff around what your target market cares about. In your niche with your product or service any use of banner ads ,or e-mail opt-ins or menu items to actually convert they produce monetization opportunity.

You can visualize a website and you see it as a menubar there I one of the monetization opportunities that you should have an is easy to do is let’s say you have a service it is but like a legwork with me at whatever is unique your business right well on your curated site you can put that link into your all menu item that a monetization opportunity in addition to a banner on the sidebar of banner in-line below your content maybe even in-line text link ads that show up so that is an example of how you would monetize concentration you of the curating content adding your own commentaries but all the advertising would be cross-selling your service your product what you do so that’s that’s how you use the that monetization strategy that works really well we did after all product we did Epicurus traffic we curate content and then across sales are curate and platform we curate contents that is general news and we then advertiser product as well that creates conversion so that’s all that that’s another great strategy

Build your sales funnel

Build your sales funnel, along the same lines except the funnel is to be more focused on e-mail options where a lot of your as what what I what I think what I don’t think what I know actually I should say because we have a data to back this up.

This is a two-step process. Create a Banner ad for your side using your e-mail opt-in provider and place the forms and banners on your owned platform to create the opportunity for consumers to come and act on your invitation for subscription to your content.

Advertising

on the building yourself up advertising on this is that like AdSense we put AdSense ads or you put other banner ads people pay you to place. That works really well. Once again this comes down the metrics to your site one of the things I will say with AdSense you get a little careful because not careful you to ensure that you’re doing good Curation and what I mean by that you should be doing that anyways but you if you’re do not monetize with AdSense because of Google is very careful about their network you have to ensure that your Curation is really good meaning that you’re adding commentary your curating from trusted sources with this union also follow the general rules of content Curation. You can go to past episodes of the show and you can see a lot of advice about how to do curate.

One of things I will mention  is other advertising services out there that you can use applying to those networks and the putting on your curated site works really well I think that’s another strategy I have a personal preference. I don’t like advertising other than advertising my own products as a monetization strategy because it in with expenses firsthand it’s okay but if it’s not advertising we you’ve negotiated like a direct response type a relationship or relationship with advertiser it it has a diminishing returns and it’s tough to project and so I a so with the last one that I choose to monetize what exactly is a strategy I once again it comes down to the track the can drive the amount of eyeballs you can capture the

Permission Marketing

The final thing is permission marketing and permission marketing works great where you build an e-mail list;  your building people in social networks, maybe even a mobile list as well, and then your communicating maybe affiliate offers maybe running advertising. We do in these other activities but building your permission channel works well. as well we do this up with a lot of curated sites that have an e-mail opt-in on their sidebar we also have an e-mail sometimes a two-step top 10 we talked about there’s an offer like “get the 10 steps to curating content to make money,” write something like.Then they click on that and they will go and enter their e-mail and that’s when building your permission channel a lot of our clients to that as well I see that a lot of curated sites were people by Curation Traffic they employee that the building your permission channels is, the process to monetization because want to build a relationship with your list then you can send out affiliate offers you can send maybe you’ve created a product around this site your curating it also a lot of these things complete oversold on these monetization strategies complete over but at its core those are really the 5 best monetization strategies that you can employ immediately. If your a regular listener to the show a lot of this comes down to consistency. these strategies need commitment and time for them to pay off. For you permission marketing, advertising, affiliate marketing, what wins the day what ensures that you have success with this stop is consistency and looking at it as a long-term approach being consistently sticking with it measuring your results tracking your results so that you can measure your success with the and sticking to it in a consistent manner at a lot of times I see people give up on him. I’m marketing activities and other stuff just before they get over that hill just before they get to the point where they’re actually getting to the top and start seeing some success they stop. That’s this it works the same I would monetize your content Curation look at it as of begun to ramp up you got earn the trust of your consumers to monetize with content Curation you got her the right really the monetize with content curation and that takes time so I and the great thing about concentration is low impact and it shouldn’t take a lot of time to do this stuff but on you got a good that disliking the a strategy good at it and then you can monetize.

Content Curation: Advocates, Influencers and Relevance

 

 

The benefits of curation go way beyond just driving traffic and conversions. Often some of the best things you discover as you curate is greater insight into your market. That’s talked about in the piece here that we highlight. Specifically as a brand knowing your audience is key.

We see this often with new curators. It happens slowly at first but after a bit of time they become more in tune with the market. They start to see trends, opportunities, and make connections like never before.

The post that follows dives in a little deeper giving some great examples of how this actually does play out:

The success ofFlipboard, Paper.li and Scoop.it can be attributed to topic filtering and content aggregation. With the recent Linkedin acquisition of RSS visualizer Pulse.me for $90MM visual content access has never been hotter. Tumblr which was recently purchased for a massive $1.1B is in may ways a curation platform. Combining the social graph of friends’ Facebook and Twitter connections to determine what content is trending and advance interface design the renaissance of intelligent content consumption is on.The overall success of social news generation depends heavily on quality content creation and brands are doing every thing to leverage content marketing as the new ad wooing customers to engage.