Transcript Content Curation - PRSA Buffalo Niagara Chapter

CONTENT CURATION
Nicole Schuman
SchuShine Communications
WHAT IS CONTENT CURATION?

Content: A broad term that refers to anything created
and uploaded to a website-the words, images, tools and
other things that reside there. (Handley-Content Rules)

Curation: The care and maintenance of a body of work

Content Curation: All of the content that is published
and shared through an organization
WRITING + MANAGEMENT + SHARING
CONTENT INCLUDES….
Press Releases
 Blogs
 Web Page Copy
 Social Media (Facebook, Twitter, LinkedIn, Pinterest,
YouTube, Foursquare, etc.)
 Podcasts
 Images

WHY IS CONTENT IMPORTANT?
Tells the STORY of your organization/product
 Helps people find your webpage (search)
 Brands you as an expert in your industry

ONLINE READERS ARE DIFFERENT!
Readers only remember 10 % of what they read!
(http://tinyurl.com/cwesl7o)
There is a better way to write for the web….
PRINT VS. WEB
Print
Web
Long Articles
Short Articles (unless a feature)
Long sentences
Short sentences and paragraphs
Passive voice (verbs in past tense and
helping verbs: Chef Tatum rode down
Main Street to the bake shop.)
Active voice (verbs in the present tense:
Chef Tatum rides to the bake shop on
Main Street.)
Multiple ideas are formatted through
separate graphics
Use lists and bullet points within copy to
format ideas or points.
No video
Integrate video
Single photos
Photo galleries
No interactive
Include web and sm links
Rare subheadings
Use subheads to space out story
HOW TO WRITE FOR THE WEB
Bold, summarizing headlines: Clever, but short
 Short sentences and paragraphs: Bold text, bulleted
lists and block quotes are allowed
 Active Voice: Get to the point! Subject-verb-object
 One main idea per sentence: Say no to clauses and
multiple phrases
 Every sentence must have a fact—if not, cut it.
 Don’t talk about self…focus on consumer/reader
 Include multimedia: Videos, photo galleries, links

PROPER LENGTH OF A BLOG/WEB ARTICLE
As long as you need it to be BUT easiest for readers
at these lengths:

For every 1,000 words use the 3-2-1 formula
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3 subheads (bold one-line headlines)
2 links (offer authenticity)
1 graphical element (photo, chart, video, etc.)
An example:
http://www.clickz.com/clickz/column/2163384/deadly-sinssocial-content
IMPORTANCE OF BLOGS
The blog is NOT dead! It’s your hub for content.
Companies with blogs generate 55% more web traffic.
Blog
Content
• Twitter
• Facebook
YouTube
Video
Flickr
Album
• Facebook/Twitter
• Blog
• Facebook/Twitter
• Website
SOCIAL MEDIA CONTENT MATTERS TOO.
Social Media Content Gone WRONG:
WRITING FOR SOCIAL MEDIA
Be enticing and clever
 Get to the point. Long-winded statuses on Facebook
lose readers
 Write FOR the customers. Refrain from “Us” and “We”
 Putting a press release up once in awhile is ok, but don’t
always talk about YOURSELF
 Grammar and spelling. Always check!

WRITING FOR WEB PAGES
Make it easy to read, conversational
 Use subheads to break up information
 Include plenty of photos
 Don’t use “we.” Consumers hate that
 Use keywords that relate to your company. These will
help out search engines.

WHAT NOT TO DO…
Sail without a map: Have a plan! Don’t just post willy
nilly. Make sure your content is targeted to a goal.
 Have it be all about YOU: Self promotion is the bane
of social media. People don’t use sm to find your
company’s press releases.
 Give to get: Provide something of value without
expecting anything in return, such as an industry report
or blog on social media tips.
 Don’t hide! Promote links to content on other
channels.
 Monitor and analyze: Check data to see what works.

EXAMPLES OF THOSE WHO “GET IT”

HubSpot.com: Marketing software company brought
new business with blog: http://blog.hubspot.com/
7 to 10 percent of blog visitors ultimately visit the web site
 10 to 20 percent become customers
 Blog educates and offers value to customers on marketing
topics
 Use cartoons and videos to add an element of fun

EXAMPLES OF THOSE WHO “GET IT”

Blendtec: A boring old blender company
“Will it blend? Video”
Lesson: Social media
marketing doesn’t
always need to cost a
lot of money.
Creating funny, original
video and leveraging
an already large user
base can be used to
increase sales.
EXAMPLES OF THOSE WHO “GET IT”

Wendy’s: Everyone’s favorite hamburger has a way with
social media
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http://www.facebook.com/wendys
Free Fry coupon when they changed fries, invited followers
to post reviews
T-shirt design contest
Post Tour events
“Don’t post party pics, do post Baconator Pics” (St. Patrick’s
Day weekend post)
THINGS YOU CAN DO…
Slideshows
 Top 10 lists
 Guest blog posters
 Relate your product to a national news story
 Ask questions of your readers
 Answer questions from your readers
 Video instruction guides
 Video interviews
 Featured employees
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The options are endless!
FIN.
Thank you!
Questions?
E-mail: [email protected]
Twitter: @schushinecomm
Facebook: SchuShine Communications