Tag Archives: social media

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

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.

 

The Core Business Benefits to Sharing Others Content

Why would you want to share other people’s content? That’s one of the biggest questions asked about content curation.

Here’s a good video interview that goes into detail about why it’s a perfect fit for anybody creating content.

Here’s a quick recap of some of the key points covered:

  • It should be integral part of your content strategy anyway as a content producer
  • If you’ve built a network then you’ve already identified a core community, so sending along valuable ideas and content allows you to be part of that eco-system.
  • You really gain 2 core benefits
  • First, Your helping the person who created the content amplify their content… basically paying it forward.
  • Second, by curating your building authority. Either your views are supported by other people or your adding an alternative view from someone else in  your market.

3 Tips to Boost Your Content Curation and Content Marketing

Okay… this graphic and story here really does hit home. The main point here is that content curation is some ways helps all other aspects of content creation. We see this firsthand especially with someone just getting started with content marketing.

Usually they start slow with curation but once they get the hang of it they then start to see opportunities to create content.

All this is backed up by…

Creating original content is resource intensive and while some companies that have all the copywriting resources they need (that’s an exception not the rule) it makes sense to curate content in addition to publishing original articles and media. Curation is the cornerstone of being useful on the social web by finding, filtering and adding insight to content online and sharing with social networks. Qualitative curation over time helps associate the topics being curated with the company or person doing the curating.

The article also dives in a little bit more on what, where, and how with your curating.

1. Sources of News to Curate

2. Types of Content to Curate

3. Where to Publish Curated Content

Here’s our thoughts:

Source of News

Create a series of listening platforms. This is easy to do with very minimal effort. You could create a series of RSS feeds. You could create a series of social media search around keywords in your industry. You could create google alerts and curate content as it’s emailed to you. You could check out our Ultimate List of Trending and Real Time Websites. The possibilities are really endless.

Types of Content to Curate

Everything. Seriously try it all and see how it works in your market. Curate videos from YouTube, Vimeo, other video sites. Curate infographics, simple graphics, and unique graphics. Curate gifs (and try GFYs). Curate long form content. Curate short form content. Curate a story or event. Curate the latest ground breaking concepts in  your market. When it comes to curation you need to try just about everything. See what works. See what generates clicks, views, and conversions.

Where to Publish Curated Content

One unbreakable rule here. You must own the platform. After that then  you want to publish curated content to as many sources as you possibly can. Twitter, Facebook, LinkedIn, Google+, Tumbrl, Pinterest, and any other network where you can expand your reach.

This article is a good primer on curation, especially if your new to the term or the concept, check it out…

Content Curation for Real Estate & the Real Estate Professional

On today’s show we’ll talk about how a real estate agent, Realtor® or a real estate professional can use content curation in their own marketing.

Below is the transcript to the audio above. We do try to clean up the transcript so it’s easier to read but sometimes it’s a little tough bringing the spoken word to a easy to read format.

Here’s what we cover in today’s show:

  • The truth behind content curation and how it plays a role in your own content marketing as a real estate professional
  • The type of stuff that you should be curating
  • How to find stuff you curate
  • How to measure success
  • What are some success factors you should look at and whether or not the time that you are spending in curating is real worthwhile,
  • Plus much more…

Before we jump right in let me share a little bit about my background. I used to own a company called Minnesota rent or own here in Minnesota, we used to buy properties and sell them on a rent or own, we also then became a full blown property management company.

What I found during that process is that I didn’t really enjoy the real estate side as much as I enjoy the marketing side, it’s kind of where we are at today but I still keep in tune because I’ve got a lot of friends here locally that are real estate agents, they ask me for a for a lot of advice on how to market especially with content marketing and that’s a good wat into getting started talking about how to use content curation as a real estate professional

Social Media and Content Curation

One of the things that I’ve seen and talked about in the real estate industry is that you should be participating in social media which I agree with to some extent you should be and you should also be blogging, you should be doing content marketing.

I think that’s true to an extent, it’s also why I like content curation because you can participate in content marketing in a very light weight way and it allows you to do something that I think is drastically important because I actually had a friend the other day that asked me ‘Scott look I think you are doing a really good job with your content, I wish I could do as good as that, I’m spending 1 or 2 hours a day here writing a blog post and it seems to be working, I’m getting traffic but it’s not getting leads, it’s not generating emails, how long do I have to do this before I start seeing results?’

That is where I kind of said that this is one of my first questions to him was ‘Is creating a blog post once a day the single most important thing you can be doing in your business to be generating revenue?’

Let’s First Talk About Writing and Creating Content

His first answer was no, in fact I probably shouldn’t even be doing this and whatever, I think it was some kind of outbound calls or something, I’m not sure exactly what he said but he did say something specific and I think that’s the case for a lot of real estate professionals and I think one of the issues is that a real estate professional at least a lot of them I’ve met seem to be the type of individual that likes to be out and about, they like sales, they like people.

I’m not saying to write you don’t have to like people but I think writing especially a blog post, in some ways you have to be kind of a born writer but you have to also learn to write and if you haven’t spent the process, the time to learn quickly and efficiently there’s better things you can be doing with your time, that’s really what it comes down to because I think the other inherent challenge with real estate is that especially now with the changing, the way people are staying in their homes longer, I know this is different per market but people seem to be staying in their homes longer because of the economy and housing prices and uncertainty and everything else right?

The time from someone actually becoming a lead or someone aware that you are a real estate professional and actually needing your service could be years.

So you have to be of mind on a consistent basis, you have to be providing value on a consistent basis and that’s hard to do with content marketing if you are not kind of natural into it and if you haven’t worked it in so that you are highly efficient with it, it’s also why I said I like curation because let’s say you take that same amount to…

Double Your Content in Half the Time

You can curate 3 to 6 things that your target market, that the people in your farm area or whatever that maybe would care about in the time it would take you to write half of the post, that’s what I found, that’s why content curation at its core…

I believe every real estate agent has the ability to participate in content marketing,

I think the first step in doing that is content curation. I’m not just saying that because we created a curation platform.

I’m really saying that because at the core you are most valuable when you are doing the other activities for generating leads building relationships. It’s great to have that basis of content marketing but until you’ve honed the skill of highly efficient content writing it’s rarely worth it.

I typically say go make more money and hire it out. Or find a way that you can efficiently do it and have it edited because a lot of times what hangs people up is editing and finding the right image and all the other stuff that goes along with content marketing.

If you’ve tried content marketing as a real estate agent you’d know how that is, so that’s why I like content curation.

Goals of Curating

What are you trying to do as a real estate professional with your content? Ideally you should be building the biggest list possible.

You want the list in tow different ways, you want the list of email addresses that you can communicate to on a moment’s notice. You also want to build a direct mail list.

You want two core lists, you want an email list and then you want to find a way that you can actually get peoples address because if you can get people’s addresses you can start directing mail marketing to them and that’s one of the most effective ways to market to someone even in today’s day and age especially as a real estate agent.

So those are the two core things that I will focus as our goals, now that’s where curation kind of plays this kind of role, it help you on the content marketing side, it also helps you on the social side because what you can do.

Sources for Real Estate Curation

I’ll use my local area because I know it well, there’s a local news paper and I should know the name of the local news paper, it’s a local news paper that has an online edition as well, we have two news papers, I don’t know how long that’s going to last here, we have the Star Tribune and the Pioneer Press.

startribune.com1030Then we have a series of other kind of like niche news papers out there that all have online sections as well. Now these are things that the farm area that I live in that I would target as a real estate agent, these are things that they would be highly interested in, it covers their local topics, it talks about local politics, local things that are happening, the local cities to local crime stories and all that stuff, all the above.

Those would be my sources for content curation, I’m sure it’s the same in your city, big or small, whatever size city you are in.

You have this same type of sources, you can still pull from national stories as well but those are your sources for content curation.

The whole reason to do this is you want o capture the attention of people on a ongoing basis and you want to capture attention so they would come over to a website you control and you own so you can create a lead, so then you can build a relationship with them via email or direct mail.

Then they will eventually think of you when they need a real estate transaction or when their friend does.

If you are doing a really good job they’ll think of you when anybody needs a real estate transaction. That’s really the goal and what ensures that happens is consistently curating content.

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I’ll bring it out kind of the full picture. If you’re consistently curating content on an ongoing basis where you become the source of what is happening in the local farm area. Covering things people are really interested and would check out often– eventually you’ll get them on one of your lists.

This is where social does play or you’ll get them on a permission channel which really social media is just another media channel for you to utilize, you’ll get them on the permission channels social media but it’s all driven by you actually consistently creating content, 2 to 5 things a day all form local news sources adding your own spin to it.

It’s really that simple to be complicated, I could try to complicate it I guess you could say but there’s no reason to.

Should You Create Content?

I think that every real estate agent can do content marketing.

You still have to ask if you’re efficient in writing, editing, publishing and all that other stuff. if you are not highly efficient I would start with content curation because the other thing content curation would do for you is teach you to be a better writer.

As you curate consistently everyday or 5 days a week for 3 months, you will be much more efficient at blogging and being a content writer. What I found is that people that curate especially real estate agents that curate start injecting their own post here and there.

They get more comfortable with the whole process, these are even with people that have tried and failed utterly in the past. They start curating because its like anything else in your business eventually becomes a habit. Content marketing is a habit and curation is one of the best ways to form that habit. It’s also one of the most highly effective ways, so you’re a real estate agent that’s the way I look at it and how do you measure success.

How Do You Measure Success?

The way that you want o measure success is like anything else, there’s a couple of what I consider KPIs I would suggest you measure your success of content curation. The first one is ‘are you generating traffic to your curated efforts?’ let’s say you are spending 15 minutes a day curating 4 articles a day, are you generating sufficient traffic to those articles?

The next thing is are you getting leads to your permission marketing funnels?

There’s quite a few ways to do this. The common ones are you can give free giveaways, like the standard giveaways of a free house valuation.

I think you have to get more creative in that but that’s an advanced topic beyond this podcast but I think you can get some better offers to actually get their address or to at least get them on the phone to start building your permission marketing funnels because one of the things I don’t believe is I don’t believe content marketing

I’ve yet to see content marketing that creates leads today, so if you’re looking for leads today I’ve got to be upfront.

Content curation, content marketing isn’t the most important thing you need to do but if you want to start building towards the future I would start doing it even if its 10 minutes a day.

You can literally curate content because- think about what I have come and gone over, I mentioned let’s say 7 sources locally here that I would have bookmarked, all I would have to do is spend 5 to 10 minutes which is probably something I would do, I don’t read the local news but let’s say I did, this is something I do regularly anyways and the I just take the additional step of pushing curate and maybe adding a little bit of commentary, I can do that in 10 to 15 minutes and curate 3 to 5 things no problem and be up to speed on what’s happening locally.

What Should I Curate?

Content curation is something that you can work in your daily schedule. In many ways its s a double use of time, especially if you already consume news.

What should I be curating? Should I be talking about the local market? Should I be mentioning the mortgage rates and all stuff like that?

I think that’s good, what I’ve often found is that that stuff is bland unless you have a unique take.

That’s all the more reason why I like content curation because it’s not just me too, you’re not just saying ‘oh look at the latest report by this organization that’s talking about housing prices’ and then you dissecting it, do they really care about that?

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If you can capture attention, put a little spin on it, get them over to a platform that you control and convert them to a lead, that’s what it’s all about, so hopefully that provides a full picture, I know, often times when I talk to friends locally here they usually say well Ok, is that all?

I say yes that’s all, don’t do anything else, don’t over think it, don’t go beyond what we’ve just talked about, literally with curation traffic all you have to do is go to the sources that we talked about and curate it and go to the most important thing you need to do and if you want to participate in content marketing,

If You Do Write Content Get an Editor (but Still Start Curating)

If you haven’t learned this and you’re trying to do content marketing, here is what helps in tremendous amount having an editor, so let’s say you don’t want to completely outsource a content marketing site, having an editor makes it so much better, someone you could send your post to and they are going to edit it is awesome, that’s what you need to get too so if you are considering content marketing and you are not a good editor.

I would highly suggest start with curation, learn the aspects of content m marketing because that’s what curation teaches you and then get enough money so you can get an editor and then start blogging because blogging is a lot easier when you have an editor, I know it first hand, this is something I learned firsthand, I wish I had an editor years ago because it would have just made things a lot easier, a lot times that’s just one of things that slows me down is editing, so that’s another tip to kind of out in your basket there.

How to Easily Curate Content

I should mention Curation Traffic is push button simple WordPress based content curation platform, it means you can be up and curating in seconds, it works on any WordPress site, we also have our own curation traffic themes that we’ve developed as well, so let’s say that you don’t have an existing website but you want to create a curation traffic or a curated website, we have themes that you can use, the plug in allows you to easily carry content from around the web, so it’s a push button simple tool, I think this is of course coming from the source I should say here, full disclaimer, I do think that it’s a tool that just about any real estate professional should have because it allows you to participate in any content marketing and a 5th or a 7th of the time it takes to create a blog post, so that alone makes it a tool that is just highly worthwhile. Well that’s all; I’ll see you in the next episode.

11 Examples of Content Curation in Action from Curation Traffic

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:

Creating Quality and Relevant Content Effeciently

There are so many good things here from this piece by Andy Betts on Search Engine Watch.

Content marketing growth is about evolution, not revolution. There has been no revolution in the content marketing space. People have been publishing content since the days of cavemen carving on cave walls. Clearly, organizations are now becoming more content savvy and consuming media at maximum capacity. However, the key question, challenge, and opportunity for your business doesn’t lie within a tactical, 101, best practice document. The answer lies within the heart of a business, its culture, and how it scales its operation and produces quality and relevant content efficiently.

That’t the key isn’t it. Producing content that is relevant and cost effective.

Curation fits this role almost perfectly but I’ve also noticed a few things with our own content marketing I wanted to share.

In all the years I’ve done content marketing I’ve noticed that content falls within a spectrum of utility and the shiny object. Utility content is when someone is looking or searching for a specific need or want. For instance, we get quite a bit of traffic from people trying to understand how to monetize with content curation. This type of content solves a pain, a need, a  yearning question. 

The shiny object is content that doesn’t answer specific questions but  creates traffic. These are infographics, short quick hit videos, curation to some extent, and non evergreen news. These don’t typically bring someone down the purchase cycle but play a role in awareness.

You need both of these elements to have a successful content plan. So how do you produce both of these with quality and efficiently?

I speak from experience here because I’ve tried to create content just about any way you can think of. The best process I found is:

Know your Audience

This is one of the hardest elements of content marketing. Knowing what to write about and what will capture your audiences attention. I do believe the persona exercises and our own exercise in finding your target market in social media will help. But it comes down to knowing enough so you have empathy with your audience.  You know what they feel, what they desire, what they dream about, and what frustrates them. When you get to this level of understanding creating content becomes less of a challenge.

Know Your Voice

One of the best ways to discover your voice (or your organizations) is to put in writing your beliefs. What do you believe about the business your in? What do you believe about the future? What do you believe about your market? What rules wont you break in your market? What rules will you break? Do these align with what you know about  your audience. Finally is this a unique take in your market?

Create a System that Works For You

This last element is one of the most important. I should mention that you want a system that “works” and by works it should contain elements of measurement. Without measuring your content marketing effort then creating content doesn’t work. So a system is a full cycle system. From ideation, creation, to measurement. The system has to be clear, concise, and effective every step of the way. These concepts could be an individual post and I think I will create one here this week– but let’s cover them at a high level. For all three elements (ideation, creation, and measurement)  you want to measure the time, process, and effort it takes to accomplish each one individually.

You should be able to look at these results and make an assessment if the system you created is effective.