Producing enough, accurate, and interactive content is a big challenge

It is a big challenge for companies that perform content marketing to produce enough, accurate, and interactive content on a regular basis. According to CMI and MarketingProfs's "2013 Business-to-business Content Marketing Research Report", 64% of content marketers feel that making enough content is the biggest headache for them.

This is why many marketers are beginning to use content Curation technology to solve this problem. Marketers can therefore not produce original content by themselves.

Definition of content curatorial

Marketing guru Beth Kanter's definition of content curatorial is straightforward, she says: "Content curatorial is a process of filtering content on the web and then presenting it in a meaningful, organized way, for a particular topic." ”

And Pawan Deshpande, CEO of content curatorial Applications Curata, describes the content strategy as "a way to find, organize, and share the best and most accurate content on a topic."

How to make a content policy show?

Over the past few years, discussions have begun on content curatorial and its application. Yet there are still a lot of people who don't get the gist of how to use the technology correctly.

Pawan Deshpande has focused on four successful content curatorial cases in this article, and you can learn from these branding practices to get a better idea of how to use content curatorial to make your brand more effective.

1. fedex– Increase credibility

Tip: The curatorial can increase the credibility of your point of view by presenting a neutral third party opinion. With the curatorial, you are not reproducing the content of others, but provide additional sources of information and comments to illustrate that other content publishers are consistent with your views.

FedEx set up a website called "Brown bailout" a few years ago to advocate against the Federal Aviation Administration's Aid Fund Act. During the recession, FedEx's rival, UPS, is lobbying to pass the bill.

Instead of supporting its objections to the bailout fund through its own original content, FedEx has systematically increased the credibility of its views in a systematic way from prestigious media, such as The Washington Post and the National Observer, to the news content that is consistent with its views. In addition to original content, the FedEx website also records the publishers ' information on the subject to provide additional justifications and views. Such a strategy will not only increase the credibility of the political position, but also set up a key point of the relevant news.

2. intel– Collective creation

The trick: The responsibility of the curatorial not necessarily all falls on your content or marketing team. In fact, crowdsourcing (crowdsourcing) collective authoring can make content marketing more meta, participatory, and produce better and more interesting results.

Intel launched a digital magazine called IQ early this year, using an internal intelligence algorithm that allows all employees to participate in content planning on the Web (the process is an Intel-created algorithm that searches for employee output with "Subject label" (#Hastag).

Intel's programs can quickly search through a large number of community sites, find the content, pass it on to the editorial staff, and then filter out the most compelling content on the social network based on freshness, relevance, sharing, number of clicks, employee interaction, and uniqueness. Finally, with colorful, charming, touch-optimized interface rendering, so that readers can quickly and effectively browse content.

3. The Color Association of the United States (Caus)-Multimedia

Know-How: Content curatorial is not limited to words. If your audience responds to pictures and videos, consider using the curatorial content.

Caus to cater to all those who are interested in color (such as those who use colours, designers, marketers, and product developers) and others who want to catch up with technology, news, and competitors in color.

The mission of Caus's website (causnow) is to discuss the latest color trends and to become a terminal for color resources. The content of the best policy in its website can be wide, but it must include a color theme or use a vivid image. Because of the wide range of audiences, causnow to stand out on relevant sites, providing one-stop color-related content, especially visual images that "help audiences make color-related decisions." Through content curatorial, Caus is always on the front of the trend.

4. The Oregon Wine Board-use the curatorial strategy in niche markets

The trick: Any conceivable subject can be used for the best, even for a small audience, like the Oregon of the wine brewed by Oregon. If you don't have any authoritative resource sites in your market, this could be a question for the curatorial.

The Oregon Wine Board has been trying to find a regular way with local wineries and industry experts to interact through content. Through the information of the curatorial local brewing circle, they set up an informative newsletter that provides members with articles on wine tasting activities and the growth history of local wine industry every day. The mission of the Oregon Wine board is to provide readers with information about the rapid growth of the wine industry in Oregon, which will continue to be the primary terminal in the field.

Summary: The use of content planning in the company's overall marketing plan, you can save time, money and resources. Otherwise, the person in charge of content marketing (possibly you) will suffer from the trouble of being at their wits ' wit.