Tag Archives: search

If You Want to Profit with Content Curation You Must Own the Platform

Content curation is an awesome strategy. It is a low risk, big impact marketing tactic that has the ability to convert like crazy when put into action. In order for you to use it as an effective conversion tool for you or your business, however, when it comes to monetizing the curated content, the only thing that really matters is:

YOU MUST CONTROL THE CLICK.

Well, okay, other stuff does still matter. It is important to be a good curator and build trust and authority. These things are of prime importance in order to achieve the traffic you are looking for. But once the traffic is there, whoever controls the click ultimately determines where that traffic goes.

So, for this post, I want to ask you to join me in this bubble of thought where the only thing that matters is where the click goes, be that on a link, a product, or wherever you intend to direct the traffic. Regardless of how the user found the content, where that click goes, and who controls it, is what is most important. Continue reading

If You Can’t Be a Creator, Then Be a Curator

A really good point made here. Google has upped the ante for quality content and because of this it’s important that you have an ongoing content strategy. It’s also important that your site stays fresh and curates reliable sources.

There’s an important point to be made here about content creation. I think curation is a perfect strategy to test out if you can keep a schedule that would be required for true creation.

The other thing that curation does for you is it helps you get a good feel of the market. As you curate for a while you’ll start to see trends and opportunities for your own unique content.

After Google raised the standards for quality content with the Panda Update and integrated social with search, the message was delivered loud and clear to thesearch industry: only quality content can help your website sustain its search presence. This has grown the demand for content writers.

Will content published just for the sake of adding words via blog posts suffice and help your web presence survive? No.

On the World Wide Web it’s the survival of the fittest. Your blog content has to face this Darwinian test and prove that the content meets the quality standards of Google and is worth sharing.

15 Important Facts about Content Curation

Here’s a good roundup of reasons why content curation is an important strategy:

For many content marketers, curation is something of a silver bullet. Rand Fishkin of SEOMoz has joked that we’re in the midst of a content arms race; companies across all industries have realized the power of custom content, and are actively competing to produce better-quality materials. The average B2B marketer is using 12 different  content marketing tactics, and a curation strategy can boost the volume of information shared without dramatically increasing the workload.

1. Content Curation: Everyone Is Doing It
2. Curation Is Social
3. Social Sourcing
4. Curation Establishes Thought Leadership
5. Benefits of Curation Are Manifold
6. Finding the Right Content Is Tough
7. Resources Rule
8. Search May not Be Enough
9. You Can’t Stop Once You Start
10. Your Community Is Key
11. Different Forms of Curation
12. You Have to Refine and Improve
13. Google Cares Deeply about Authority
14. There’s a Code of Ethics
15. Curatorship Could Be the Future

A few thoughts on some of these items. First up, in some ways the way we share today is curation in it’s rawest form. We are already consuming content but what we choose to share is the curation unto itself.

On the Curation establishes thought leadership… good curation establishes thought leadership. Bad curation adds to the noise.

Also, on “search may not be enough”, I can say this first hand, search is never and should never be your primary conversion funnel. It’s great while it lasts but ultimately it’s not something you can control or scale efficiently. Going forward curation plays a greater and greater role in expanding your digital reach.

Like I said above, this is a well put together article of facts on curation and worth diving into deeper, see the link below.

SEO-Friendly Content Curation

A good write up and case study on how curated content and SEO. In addition this piece makes a good case that all brands should be publishers. This is along the same lines as what we’ve talked before on the podcast— how most organizations should look at themselves as a media organization.

Curated content published on-site can provide SEO benefits of fresh, timely content if it is unique text linking to high quality resources paired with value-added commentary. Today’s savvy audience has high standards for content deemed worthwhile and sharable. Technologies are being built up around content curation.

Virginia concludes with some good advice on curation (that extends well beyond just good SEO practices):

1. Text should be unique on the Web.

2. Sources linked to should be of high quality. 

3. Add value to the collection, for instance through story-telling, new perspective or commentary.

All 3 of these elements are important not only in curating for SEO but curation in general.

Image courtesy of bruceclay.com