View the Full Brain Presentation on Content Curation Rules of Thumb
Scoop.it CEO Guillaume Decugis recently wrote an excellent Quora answer called:
In his article, he proposed 8 Primary “Real World Considerations” for Content Curation.
1. Define your topic and your audience
2. Start from what you already do to and define your format
3. Organize your sources
4. Filter ruthlessly
5. Add your point of view
6. Use an integrated Curation Hub model to share across various channels, get SEO traffic and all of that on your Web site
8. Build a community of interests
We have proposed 4 extra considerations and rules of thumb.
These were born from pains discussed with our own Curation Profits students, and frustrations experienced by many companies buying too many “curation tools” with too little return on investment.
The main deficiency for most fledgling curators (and companies getting bitten by “the curation bug”) is to properly curate the content within their own organizations before they get into a bunch of IT and staffing debt.
For some reason, when exposed to the concept of content curation and especially real time news curation (or news jacking) for the first time, there is a tendency for some business owners to believe that they must become an industry news agency- publishing and republishing endless industry memes and breaking news. They fail to understand the various types of curation and how to select the kind that is appropriate in their own case.
As I watch some of these fledgling organizations become distracted away from their own golden frame and profit target, it becomes clear that this trendy distraction is not very different than any other sort of Bright Shiny Object syndrome. The main psychological difference is the quickening nature of web-overwhelm combined with a deep need to publish more and better content faster than IT debt and profits will allow.
Some of these companies are paying astronomical amounts of money to capture and republish real time industry news, while completely ignoring their own brand content! Even in best cases, their own internal content and IP are merely an after thought. This frantic perspective couple with low technical skill and recognition will cause many fledgling content departments to fail. In order to prevent this, they must urgently redefine their definition of curation by breaking it down in to technical specifics. More on this later.
Here are the 4 Proposed Additions to help folks hedge against “Internal Brand Content Neglect”:
9. Consider your Golden Frame. Who Owns You?
People forget about their own properties in favor of “new and cooler environments” while those who design those novel tech-environment make the money. People would rather play with new tech then figure out how to monetize their own website’s Golden Frame.
10. (Megamind) Consider Novel Context and Presentation Methods
Presentation is half the battle. Try some new and novel contexts without neglecting evergreen content and brand-centric content scheduling. Air out old evergreen content! Freshen it up. Get new inspiration. You would be surprised how “things” have changed very little when it comes to compelling content and financial drivers behind them. . . it is mostly the “tech-environment” that has changed. Here are some possible context remix services:
The Brain Software (too intense for some)
Cartoons and Memes
Comic Books or non-boring presentations with humor.
Video show or weekly show
Personal brand broadcasting
Video, Video, Video
Webinars, Webinars, Webinars.
You get the idea. Change the context of your old and new stuff!
11.THE BIG ONE: Curate Your Own Organizations Material First!!!
People hate this one. When confronted with the possibility of playing outside with new toys, it is human nature to avoid staying indoors to clean your own room. Well, tough! You gotta! It is costing you untold amounts of money. This is true especially if you are going to use Theme Clustering methods of content preparation as taught by the Network Empire Academy. In order to increase time on site, attract repeat visitors and cultivate brand trust over time, it is best to start organizing your old evergreen content into new frames and contexts.
12. REMEMBER: Curation is Context or Indirect Selling
The main thing to understand is that Leadership Is Sales. – Donald Trump
But the problem now is the definition of leadership and what is expected of a CEO is changing. Plain vanilla “Macho Leadership- the man with the strongest chin” is just not enough any more. The old “Leadership” model is being changed to “Thought Leadership” almost entirely. People want to SEE facts, infographics, visual data, contexts, ideas, memes, and . . . show them the NUMBERS with an experience. The more the web becomes a “visual” augmented reality, the more you will have to provide novel contexts and influence by design. Part of the first mover advantages of curation platforms like Scoop.it is that they just “feel better” than you company website . . . so you are going to want to spend more time there instead of doing what you NEED to do on your own sites. And this is by design.
Next time we will discuss the 5 Different types of content curation as well as the benefits and deficiencies of both.