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    1. The Future of Online Retail is Curation says Zappos Labs

      The Future of Online Retail is Curation says Zappos Labs

      As online shopping and the size of online catalogs continues to grow, retailers are seeing their shoppers confused by having to wade through large piles of products and may be impacting sales.

      A search for ‘black dress’ in Clothing & Accessories on Amazon.com brings back 65,529 results! For consumers, this large number of choices can lead to confusion, exhaustion and dissatisfied purchases, or worse, no purchase at all.

      While many B2B marketers have employed content curation in the context of curating relevant and educational content for their prospects, the new wave of curation will be for B2C marketers:

      A tailored experience is no longer just a desire for shoppers, it is an expectation.

      Rather than curating informational content, curation for retailers will be the curation of products to give consumers less choice, but better choices at the same time that will ultimately lead them to a quicker purchase. We are already seeing this happen before our eyes with e-commerce sites such as Etsy, AHAlife and Svpply (acquired by eBay). We have yet to see the major retailers adopt this, but it's coming soon.

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    2. HubSpot is Wrong: Email is not a replacement for RSS

      HubSpot is Wrong: Email is not a replacement for RSS

      Pamela Vaughan of HubSpot recently wrote an article around the demise of Google Reader suggesting that (1) RSS is dying, and that (2) Email is a replacement for RSS:

      All we're saying is that RSS is a dying  tool -- it's simply not as effective in distributing content as it used to be. So rather than encouraging your blog readers to subscribe to your blog via RSS, encourage email subscription instead! The logic is simple: Email boosts traffic to your blog, since email subscribers get notified directly in their inbox when new content gets published. This is compared to RSS, which subscribers have to check manually.

      They are wrong on both accounts.  First RSS is not dying, only Google Reader is dying, but other RSS readers, or apps powered by RSS continue to have strong adoption.  

      Secondly, email is in no way a replacement for RSS.  Yes, email can boost traffic to a site, but RSS can boost traffic as well.  They are also wrong that users have to check RSS to get updates, while they don't for email.  In both mediums, users need to check for updates whether its their inbox or a feed reader.  In fact, both protocols are typically implemented using polling (or in some cases push updates) so there's really no difference.

      Lastly, there's a clear distinction between feed readers and inboxes.  Email is a two way communication channel, while RSS is a one way channel. Many people use email with a zero inbox strategy by deleting or archiving each item.  On the other hand RSS is not optimized for that workflow but rather a browsing methodology where you read what you want and leave the rest.

      From a product perspective, HubSpot is moving increasingly into email marketing.  It's understandable that HubSpot wants to promote email as a channel, but it's disingenuous to suggest using email where it should not be used.

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      Mentions: RSS Blog HubSpot
    3. Should Google Reader be run by the government?

      Should Google Reader be run by the government?

      Nobel-prize winning economist Paul Krugman talks about Google's recent decision to kill Google Reader.  He talks about the economics of it all and why it does not make sense to continue to provide a public good service that reaps them no benefits themselves.  He then suggests that perhaps the long term solution is not to have a private organization maintain the service, but perhaps a public one for the common good:

      ... historical examples with these characteristics — like urban transport networks — have been resolved through public provision. It seems hard at this point to envision search and related functions as public utilities, but that’s arguably where the logic will eventually lead us.

      What do you think?  Should the government or a non-profit run Google Reader instead?

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    4. Small clicks add up to Big Value with Social Curation

      Small clicks add up to Big Value with Social Curation

      Steve Colquhoun of the Sydney Morning Herald predicts that social curation will be a must have for any eCommerce or B2C marketer.  VP from Lyst.com, Hilary Peterson says:

      What I see happening is this rise of a new creative class where people are as creative, or sometimes even more creative, than brands,' she says. There will be less marketers, and more facilitators to create interesting, engaging content. A lot of it is far more interesting than what we can come up with on our own.

      Basically everytime a user likes, or pins content, they are only adding a single data point, but cumulatively and collectively these users can surface up content that is the most interesting.  And rather than using this for news content like on sites like reddit and digg, the new wave is to apply this to ecommerce.

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    5. Content Curation: Copyright, Ethics & Fair Use

      Content Curation: Copyright, Ethics & Fair Use

      Fair-use and curation of other people’s content becomes an issue when it’s not handled properly because the interest of the curator and the publisher overlap significantly.  They both want a piece of the same pie: site traffic, increased SEO and visitor retention.  When the curation is done wrong, the curator’s interests are served but the publisher sees no benefit.  But if it’s done properly, in a symbiotic manner that makes it a win-win, curation can serve the interest of the publisher, and curator, and ultimately the audience.

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    6. Content Marketing: Make it Work - Your content marketing questions answered.

      Content Marketing: Make it Work - Your content marketing questions answered.

      Last Wednesday, we held a joint webinar with Percussion Software called Content Marketing: Make it Work. Pawan Deshpande of Curata and Aaron Dun of Percussion walked through real-world examples of organizations that have tackled their content "problem." A recording of the webinar can be found here. During the webinar, our attendees posted questions to us. We did not get a chance to answer them in the webinar, so we thought we take the opportunity to do it now.

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    7. Do iFrames and Share Bars Help Retain Curation Traffic?

      Do iFrames and Share Bars Help Retain Curation Traffic?

      Many content marketers contemplating curation fear that linking to third-party content will drive visitors away from their branded properties to be never seen again.  One tactic employed by some marketers is to use a share bar or iFrame which hovers over the third-party article displaying branding and a link back to the site which curated the content. Share bars must be used with caution. Here's why.

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    8. 5 Examples of Real-World Companies Implementing Successful Content Curation

      5 Examples of Real-World Companies Implementing Successful Content Curation

      Creating original content to fill those programs can be expensive and time consuming but does content curation really work? 87% of marketers are using content marketing as a mainstream strategy while planning their marketing programs (B2B Marketing Trends 2012) and while still a new player, content curation is a strong player to help with marketing goals. Here are 5 examples of companies who have and are successfully curating content.

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    9. Content Curation & Analytics: What to watch and what to ignore

      Content Curation & Analytics: What to watch and what to ignore

      Content curation is unique among content marketing strategies because it relies on third-party off-site content.  As a result, audience behavior is very different from traditional online marketing campaigns where all content is consumed within a brand’s online properties. Let’s take a look at metrics to pay attention to specifically for content curation initiatives, and just as importantly, misleading metrics that you should ignore as well. We will provide a walk through of metrics by channels for your curated content namely sites, email newsletters, social media outlets, and feeds.

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    10. How to find your unique point of view for Thought Leadership

      How to find your unique point of view for Thought Leadership

      Craig Badings of Thought Leadership Strategy provides a framework on identifying a unique topic and position of interest to your prospects.  While he talks about this in the context of developing a thought leadership strategy, it is also a prerequisite process to any content curation initiative:

      ... identify whether anyone else already occupies this space. If so you may be two steps behind already. Thought leaders are always two steps ahead. Then research your market to gain an in depth understanding of their issues and possible solutions.

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    11. Six Social-Digital Trends for 2013

      Six Social-Digital Trends for 2013

      Harvard Business Review recognizes that content will be one of the 6 biggest social and digital trends for 2013:

      Content may become your company's most valuable asset in 2013.... Organizations must create compelling content to exploit this.

      In addition, HBR is saying that another trends is that there will be too much data and not enough insight:

      There aren't enough qualified human beings (analysts, sociologists, strategists, etc) to mine all this data. But this won't last for long. 2013 may be the year we focus less on data and start thinking about how to understand, interpret and make good use of it.

      Put the two together, and what you get is curation: creating content for brands, while helping to draw insight from the overload of content.

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    12. 14 Sources for Content Curation Inspiration

      14 Sources for Content Curation Inspiration

      Curata's Pawan Deshpande guest blogs for the Content Marketing Institute, suggesting 14 places where curated content can be sourced, and highlights the importance of where to source your content:

      After you pick a topic to produce content around, one of the most common questions about getting started with content curation is where do you get your content? After all, your curation efforts can only be as good as the source of your content.

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    13. Google fights to upkeep its rights to display snippets

      Google fights to upkeep its rights to display snippets

      A proposed copyright law could restrict Google from display snippets from newspapers in Germany has led to a public and high stakes, high profile clash.  While many newspapers want to clamp down on Google displaying portions of their content, Google, many legal experts and technology advocates are very concerned about these proposed measures:

      A letter to Bundestag members signed jointly by 16 copyright law professors, the Max Planck Institute for Intellectual Property and Competition Law, and Grur, an association representing 5,300 German copyright lawyers, warned that the law could cost Germany jobs. “There is a danger that this law will have unforeseen negative consequences,” the letter read.

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      Mentions: Canada
    14. Brands will become the media via curated newsrooms

      Brands will become the media via curated newsrooms

      Edelman Digital thinks that the future of brand marketing is for them to become the media.  That's not a new thought, but Edelman further details predicts that this will happen as  brands curate content from various channels to form what they call the "social-creative newsroom".  They don't mention the word "curation" here but that's clearly what they are hinting at:

      It’s all going to come down to this: content, quality, frequency and relevancy. If companies are to become media, they must master the art and science of merging marketing with a real-time news cycle. The content a company produces must be compelling and built for an audience with an itchy “like” finger.

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    15. Amplification & the changing role of media

      A new theory that the role of the journalist and media more broadly has changed from being a reporter and finder of information, to being an amplifier of existing content -- in other words, a curator:

      A reporter’s job for the longest time has been to find information and report it. This is what we have called news... So what is the role of today’s media person? In addition to reporting news, I think picking things to amplify is also important.

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    How to Feed the Content Beast (without getting eaten alive)

    Download this great resource to learn some new tips and tricks on optimizing your content, curated or original. Foreword by Ann Handley of MarketingProfs.

     

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