The great challenge in marketing isn't setting up a site (even though it can be challenging in itself for some).

1. Wrap-up Your Curation - How to Curate the Conversation
The great challenge in marketing isn't setting up a site (even though it can be challenging in itself
for some). It's the actual publishing of content where marketers typically drop the ball.
Publishing is where the rubber meets the road, as they say. However, publishing as a content
curator is incredibly simple once you get the hang of it. Skimming Google Reader and checking
Google Alerts can take 15 minutes a day. And then creating a new post takes another, say, 5-10
minutes.
But we want to have posts ready for publication. Think about your posts as one of two types:
Breaking News Posts: These are time-sensitive posts. They contain information that is happening
“right now.” A new product release, an ingenious new method of doing something, a trade
between two professional sports teams...these things are happening now, and as a curator, it's
your responsibility to publish this content in a timely manner. Depending on your niche, you will
see this type of “press release” content trending in Google Reader.
For example, GE Corporation announces a revolutionary new product. The blogosphere following
your niche will all report on that information. You will skim a few of the posts to figure out exactly
what's going on, and will generate your own post.
Evergreen Posts: These are not time-sensitive posts. Think of evergreen posts as curation in its
truest form. These types of posts require a little more leg work on your part, but should actually
pay off more in the long run as a long-term traffic source.
Great examples of evergreen posts are Lists and Collections. People love lists for some reason.
And as a curator, lists are one of the most valuable, useful, and impactful types of posts you can
publish.
Evergreen posts can take longer to create, since they require research rather than skimming
Reader and Alerts.
Types of Content
There are essentially three types of content online. Each have many nuances and variations, but at
in their purest forms, these three types of content match up with our senses and styles of
learning: Written Content, Visual Content, and Audio Content.
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2. Written Content: Is the Written Word. It's blog posts, articles, reports, it's PowerPoint
presentations (without the audio). It's every tweet, every status update. It's the backbone of the
web, internet marketing and the world of communication at large.
Visual Content: The purest form of visual content is Images. These could be simple photographs
or complex infographics or schematics.
The most proliferating content online happens to be visual content, and that's Video. The merging
of broadband infrastructure and easy video creation tools makes video the simplest content for the
average user to create. Check out Youtube statistics and you can see the most fascinating stats:
over 3 billion videos are viewed daily; 48 hours of video are uploaded every minute, resulting in
nearly 8 years of content uploaded every day.) Talk about an opportunity for curation!
Audio Content: Audio content can take many forms. Songs and jingles, podcasts, PowerPoint
presentations (with audio), and streaming radio.
The Content Blender: Hopefully you can see there are also many cases where these forms of
content blend together. A webinar is a blend of Audio (you're listening) and Visual (you're
watching a presentation), and might even include Participation. A podcast (Audio) might include a
transcript (Written). A video might be a simple screen capture of a PowerPoint presentation (Visual
and Written).
The point of this is that as a curator, you have a wealth of content you can pull from. Here's how
you can do it:
1. Pick a topic relevant to your niche (comb your keywords for inspiration)
2. Choose a type of content (Written, Visual, Audio)
3. Research and compile a list (top 5, top 7, top 10, top 20, top 100, etc.) of that particular type of
content
4. Apply the finishing touches
5. Publish
Say you practice evergreen post concept opting for video content, remember that YouTube is
powered by Google, so the more you drill down into a particular search, the tighter your results
will be. Also try to mix up your video creators. You'll quickly see there are some real powerhouses
in YouTube, including “expertvillage” and “Howcast.” Subscriber to their channels. Don't just grab
10 Howcast videos, if you can help it.
You can go through the same process with different types of content. Search iTunes for podcasts,
Docstoc and Scribd for documents and PDFs, Slideshare for online presentations, and Vimeo for
additional video.
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3. The formula will appear as Topic + Content Type = Evergreen Post.
The Mechanics of Curation
How do you exactly do when curating content, including your responsibilities and some best
practices.
1. Write an original headline
2. Write a brief introduction to the content.
3. Excerpt the content (if written) or embed (if video).
4. Give credit to the originator of the content and link to them.
In the case of Likehacker, they actually curates content from a ton of places, all under the broad
umbrella of “better ways to do things.”
How they use curation within their content may be seen through some parts of an article they
publish. Usually it includes an original headline, brief introduction, excerpt from the original article,
value-added content, and lastly a link to the original article. You can find it in the structure of
some of their published articles.
Whenever possible, add an image to your posts. Images not only create visual impact on your
posts, they also offer an additional SEO opportunity.
Some sources of free or inexpensive images include: Flickr (check their creative commons search),
Stock.xchng, and iStockPhoto. Once you've found something that fits your post, do this:
• Use your targeted keywords in the file name. In other words, rename the file using the keywords
for that particular post.
• Use Alt tags. This is another way to tell the search engines what your image is about (since the
engines can't actually look at images).
The most important part of any blog post is actually the headline. Headlines are how we capture
attention and pull people into our posts. In the SERPs, the headline is the most prevalent thing
people see.
When creating headlines, feel free to take a little inspiration from the original content, but by all
means, do not plagiarize! It will do you no good, as Google will likely see it as duplicate content,
and you risk the possibility of offending the original creator (neither of these are good things).
Whenever possible, your headline should include a keyword phrase you want to target. Carry this
keyword phrase into your introduction as well. Don't overthink this too much. Be as natural as
possible. Just write for your audience first (and be mindful of the search engines).
Digital Organics: Web Design Sunshine Coast - 1/102 Howard Street, Nambour, QLD 4560 T 617 5476 3800, SEO Sunshine Coast