In order for content curation to be truly effective, it should be treated like any other major aspect of your content marketing strategy: purposefully, with designated roles and tasks for those involved. However, given that curation as a strategic pillar is still in its relatively early stages of adoption for many brands, this structure and personnel support has not been widely discussed. Whether you are a Team of One responsible for developing and implementing a new content curation strategy in addition to your other duties or if you have multiple teammates assigned to tackle the job together, it can be helpful to outline an ideal process and set of responsibilities to make the most of your curation efforts.
As the need for active curation growsit is becoming increasingly critical to create a plan for what content should be curated, from where it should be sourced, and how often and where it should be shared on social media, email newsletters, or on a website. To illustrate, Content Marketing Institute created this graph showcasing how, as brands move away from simple aggregation tactics and toward more real-time active curation, there is an increase in the need for more content management and a structured workflow.
Remember, these are roles, not necessarily specific staff positions, and therefore, they might be filled by one person or multiple people. Bonus: Scroll down to access our free workbook to help your content curation team establish an effective workflow. This individual, usually at the director or manager level, takes a more macro approach to content, questioning where it all fits into the larger strategy and if current methods are sustainable and effective.
He or she works closely with both the creative and curation teams often the same group of people to ensure that all content, both third-party and original, aligns in terms of quality, type, topic, and timeliness.
But, that said, please hire a content strategist who nevertheless does create content on a regular basis. If the team uses a tool or conducts research for curated content, the Scout is responsible for implementing the agreed upon search criteria determined by the entire curation team. This person is always listening for information and resources that might better serve the intended audience. Often not a separate role, but rather one part of the other roles above and below, the Curator or Curators!
He or she then reads the content and determines whether or not it meets the criteria required for sharing, as set by the entire curation team. If the piece of content passes the test, the Curator makes note or flags it for use by the Distributor.
This individual, also sometimes referred to as a Syndicator, reviews the content selected by the Curator and distributes it to the appropriate channels at designated times to maximize impact and engagement, considering timeliness around holidays, events, and news.
He or she is skilled at working with social media scheduling tools like Hootsuite and Buffer and often batches this sharing for one chunk of time to make the best use of their time.
The Community Manager spends time in the channels and platforms where curated content has been distributed. This person interacts with the communities there, following up with those who have engaged with the content that has been curated and facilitating new conversations to build a loyal, interested audience. He or she then reports back to the Content Strategist and team on which content is performing best.
This person is an expert at multitasking and having personable conversations with any and all people.
As with any group who is in the early stages of developmentit may take some adjusting and communicating to find a flow that works best for your team, but by understanding what is involved in each step of a successful curation process, teams can develop a strategy that works, without cutting corners along the way. If you are a Team of One, take heart! You are likely doing all of these responsibilities already, but organizing your workflow around these roles helps to see where you can continue to improve or expand.
Now you can streamline your process even further and take note of what areas you tend to excel in for consideration in bringing on future teammates. Want to make sure every member of your curation squad knows what they are responsible for and get a jump start on the foundation to your strategy?
Download our free workbook that includes a checklist for each role with exercises your team can complete together to develop an effective workflow. Check out our other blog posts for more on marketing, content curation, user stories, and more.
Content curation solves content overload by providing a service to audiences who look to brands with authority for relevant and engaging content. We all know that one person. You know, the one who is always talking about themselves.
Content curation covers a lot more than social media sharing. This method is so popular that many businesses employ the use of content creation software that allows both the curation and creation of new content for your blog, newsletter, or website.
UpContent was developed to help marketing and sales professionals deepen relationships with their audiences and drive revenue through strategic content. The company plans to leverage this round to expand its engineering and customer advocacy resources as well as further develop its partnership ecosystem. UpContent, LLC.Content curation is about finding high-quality relevant content from external sources and promoting it to help build your authority and engagement.
Similar to content creation, curation can be automated using AI and machine learning. With this type of tool, you can engage in data-driven content marketing at scale with a minimum of effort. Curata and Scoop. They aim to find and curate content, and then help to distribute it, measuring the results at the same time.
Take Hawkeye from Scoop. This content intelligence platform enables marketers to analyze and measure web content. It eliminates the guesswork in content marketing by providing data-driven insights to marketers that help them define their content strategy, create better content, identify influencers to work with, and measure their content performance against competitors. By using a unique combination of data sources—including content sources provided by the Scoop.
Each piece of content is then measured, and its quality is scored and performance assessed. Another company, Vestorly, enables personalized, news-driven content marketing curated by artificial intelligence. Their tool scans and indexes the Internet for relevant content to curate, determines the interests of all the individual contacts in your database by harvesting their social media engagement and other online activities, and choses individualized curated content for each contact in your audience.
I find it interesting to see AI not just helping with content curation, but personalizing it for each individual contact based on their personal interests.
The tool then sends or publishes the personalized curated content in the form of newsletter emails, social media posts, or dynamic content streamed as a content feed to your website.
In effect, each person in your audience gets content recommendations that are most engaging for their particular interests. No marketer or organization would have the time to do this manually for anything but audiences of trivial sizes. Author, speaker and consultant in the aras of marketing automation, artificial intelligence, and the Internet-Of-Things.
Contact me if you need help! Learn more. Skip to main content. Content Curation With AI. Magnus Unemyr October 15, I find it interesting to see AI not just helping with content curation, but personalizing it for each individual contact based on their personal interests The tool then sends or publishes the personalized curated content in the form of newsletter emails, social media posts, or dynamic content streamed as a content feed to your website.
The Complete Guide to Content Curation: Tools, Tips, Ideas
Post navigation Previous. Magnus Unemyr. Marketing Automation Masterclass Watch. Marketing Automation Tools Guide Download.The internet has created an explosion of data and information. Although it seems that all of the information is new, what the internet has actually produced is a conduit for all kinds of information to be available to anyone who knows how to find it.
The problem now is how to sift through all of that information to find data that is relevant to you. Thus, here enters the idea of an effective and innovative AI-driven platform. Indeed, the internet age has brought about access to data, which in turn has created even more data and information to be published online. The growth in the volume of information being uploaded is accelerating and it will continue to grow faster.
As the data pool growsthe need to easily access the data becomes ever more important. There is no use having all this information at your fingertips if it is going to be accessed or searched by individual people or organizations every time there is a need for it. In order to get the most out of this vast quantity of data, there has to be a way for important or relevant information to get to a person before he or she is aware of the need for it.
Thus, curating data may not be enough in order to make the best use of that information. The model used by Netflix, Reddit, Spotify and iTunes among many others, places content in a repository where it can then be sorted, categorized and otherwise curated for easier access by followers and users.
The model used by Reddit is hierarchical and can be used in other applications. Users only need to follow the topic in order to keep abreast of the thread and discussion. For companies, there are ways to trickle down information through the organization until it reaches those who need it.
A topic authority can accelerate knowledge access by being available when specific information is needed. There are other ways to make the authority or a subject matter expert SME and his or her knowledge more accessible to information users.
Knowledge is power and getting the correct information to the right people is important in any organization. This fact is a competitive advantage as every successful company knows. It is not enough for people to get rudimentary training. It is also important that they continue to learn outside of training. Those who have undergone training should be able to pass along their new knowledge and skills to the rest of the group. A culture of learning as well as teaching and mentoring is necessary in the workplace in order to make the best use of data and information.
A central repository of knowledge could be accessible in the same way that Netflix has made video content accessible to its subscribers. On-demand information retrieval can make use of an AI-driven platform.
AI is very effective in sorting through assorted data to discover the data required. In this sense, an AI-driven platform could aggregate, curate, personalize and create the relevant content. Sifting through information and mining meaning out of that information is not easy.
It needs a bold and innovative method to bring the needed relevant information to individuals or groups over the long term. AI and machine learning tools— such as an AI-driven platform —can be utilized to boldly accomplish this Herculean task.Services or people that implement content curation are called curators.
Curation services can be used by businesses as well as end users.
17 Of The Best Content Curation Tools For Discovering Great Content [2019 Update]
Museums and galleries have curators to select items for collection and display. There are also curators in the world of media, for instance DJs of radio stations tasked with selecting songs to be played over the air. Content curation can be carried out either manually or automatically or by combination of them. In the first case, it's done by specially designated curators.
In the second case, it's done using one or more of the following:. Collaborative filtering is a method of forecasting often used in recommendation systems.
This principle is based on the axiom that evaluations made by users in the past are predictive of evaluations that they will make in the future.
Collaborative filtering can either be based on votes and views of a given social community, as it's done on Reddit and Diggor the end user's own prior activity, as it's done on YouTube and Amazon.
Semantic analysis examines the relationship between the various elements and sources of information found in a given document. The system compares some of the factors or all the information sources topics and terms. This method uses the principles of factor analysis to analyze relationships between the studied phenomena and objects.
This approach has been successfully implemented by services like Stumbleuponwhich break up content according to topic, subtopic, and category. Trapit uses semantic analysis in combination with user feedback and AI technology to refine content selections for its users.
This method employs user ratings and recommendations to select content. The system finds someone with interests similar to the end user and bases its recommendations on their activity. This method of selection is widely used on social sites such as Facebook and Flipboard.
Parameters for determining the social ranking are generally based on actions such as shares, votes, likes, etc. The more there are such activities in a shorter time, the higher rating this content gets. From Wikipedia, the free encyclopedia.Computers have since defeated a Russian chess grandmaster at his own game, won at Jeopardy, written a sci-fi screenplay from scratch, and can successfully prompt suggestions every time you make a search engine query.
Machine learning algorithms are enabling marketers to make sense of overwhelming amounts of data and deliver better customer experiences. And to generate content in record time. The power of artificial intelligence is changing the content marketing landscape for the better. Artificial intelligence refers to machines with capabilities that mimic cognitive functions associated with the human mind—most notably learning and problem solving. AI already plays a significant role in the field of content marketing, helping to streamline processes at a time of immense content overload.
The rules of content marketing change every year. Blog posts are longer now, hyper-focused web pages and personalized advertising have become a necessity, and Google has launched new machine learning updates. Artificial intelligence is helping marketers decipher the ever-changing world of content marketing by analyzing user data and helping marketers make sense of user intent. Below are six ways artificial intelligence is changing content marketing.
With artificial intelligence marketers can automatically generate content for simple stories such as stock updates and sports reports. It may surprise you that the following opening sentence is a sports story written solely by an algorithm :. Roberts, as the junior pitcher threw a perfect game to carry Virginia to a victory over George Washington at Davenport Field.
Companies such as the Associated Press, Yahoo, and Fox have been using them for quite some time. Chatbots are computer programs that use artificial intelligence to mimic conversation with users.
One example is in Facebook Messenger, which uses chatbots to carry out quasi-conversations with users, answering queries and concerns in real time. Companies such as Uber and Flowers use Facebook Messenger chatbots to allow users to request a ride without having to open the appor to choose their flower arrangements.
Facebook Messenger chatbots can also be used to send promotional content, if a user initiates the interaction. Chatbots help streamline the customer support process. Instead of having users fill out a form, they can just type in their query and get an answer in real time. These social networks analyze literally hundreds of variables, and can predict with reasonable accuracy which posts a user will like, comment, hide, or mark as spam.
Algorithms also give relevancy scores to social media ads so users only see the ads they might be interested in. This information helps marketers understand which type of content visitors find engaging. This in turn helps marketers create similar content to increase their social engagement. Knowing which ads your target audience are likely to click also helps you create your own Facebook advertisements.
Predictive intelligence makes businesses more efficient. It also greatly affects lead scoring—a points system used to determine where your prospects are in the buyer journey. Predictive lead scoring allows marketers to fast-track the sales process by ascertaining which customers are ideal to convert, depending on their past behaviors and history. Predictive intelligence also gives marketers insight into which content pieces to target to which customers.
When you understand where users are in the buyer journey via predictive lead scoringyou can apply that information to target the specific style of content they are most likely to engage with. Seeing which content an audience positively responds to helps you create future content that yields better results.
Content curation is when an individual or team consistently finds, organizes, annotates, and shares the most relevant and highest quality digital content on a specific topic for their target market. Curating engaging and relevant content on a regular basis is no easy task. However, tools like BuzzSumo help with researching which topics are trending.Netflix Collections contains content suggestions handpicked by humans.
The company relies on AI to categorize and recommend content to viewers. This AI relies on user viewing data to offer suggestions of content to watch. AI has worked well for the company in content curation before. Machines are able to crunch large data sets to come up with hundreds of suggestions, but the lack of a human touch leads to the inaccurate personalization of content recommendations.
This is the gap the human-led categorization aims to fill. However, we believe that the recommendation system will work better if viewers can create and share their own watch lists with their peers. The Netflix app comes with a My List tab under which users can curate their own content. Leveraging this tab to augment Netflix AI curation has the potential to improve the suggestion system.
Competition in the content streaming market is heating up. The increased competition is already having an effect on Netflix stock. NFLX has been bearish since July, when it announced that some shows would exit its platform.
Nonetheless, Netflix is working hard to ensure that users find more reasons to stay put—even with some content exiting to rival platforms.
For starters, the ability to easily find content to watch on the platform could hold subscribers back from ditching it. The company is also increasing its budget for more original content to keep viewers busy. With increased original content and a more human touch in its content recommendation system, NFLX should be able to maintain its dominance in the streaming sector.Save time and improve efficiency to deliver more authentic and personalized experiences at scale.
Make efficient and accurate content choices with the help of our machine learning-powered predictive recommendation engine, Co-Pilot.
Co-Pilot learns from your publishing choices, audience interactions and content metadata to make suggestions about content you should publish, categorize and request rights for.
Create custom moderation views, workflows and approval processes to make managing your content a breeze. Using AI-powered content discovery, curation and visual recognition, our platform pulls in, auto-tags and enriches visual assets with relevant metadata so you can continually build a rich and easily searchable library of UGC to fuel more personalized and scalable customer experiences.
You can even connect content to commerce with Product Tags that sync product data with your eCommerce platform. Bring all your user-generated content together with your branded assets and ad creative for centralized visual asset management. Build a direct relationship with your advocates and receive legal rights to use their content in your advertising campaigns with Rights Management. Skip to content Product Overview Learn about the key features and capabilities of Stackla. Co-Pilot AI-Powered predictive content recommendations.
Asset Management Digital asset management for the modern marketer. Enterprise Technology Security, scalability and flexibility for enterprise.
How Artificial Intelligence is Changing Content Marketing
Why Stackla? Use Cases Overview Leverage user-generated content across every touchpoint. Engaging Websites Turn your websites into truly engaging social destinations. Impactful Advertising Create thumb-stopping digital ads that beat banner blindness. Better Emails Boost click-through rates and reduce unsubscribes. Social Commerce Connect content to commerce, drive discovery and conversion.
Live Events Capture social buzz and extend the reach of your live events. Resources All Resources Learn how to put user-generated content to work across all marketing touchpoints. Machine Learning-Powered Content Curation Save time and improve efficiency to deliver more authentic and personalized experiences at scale. Work Smarter, Not Harder Make efficient and accurate content choices with the help of our machine learning-powered predictive recommendation engine, Co-Pilot.
Organize With Workflows Filter content by source, media type, sentiment, location and more. Automate repetitive tasks with smart rules and content scheduling. Build a UGC Library Using AI-powered content discovery, curation and visual recognition, our platform pulls in, auto-tags and enriches visual assets with relevant metadata so you can continually build a rich and easily searchable library of UGC to fuel more personalized and scalable customer experiences.
Stackla Asset Manager. Manage Content Rights Build a direct relationship with your advocates and receive legal rights to use their content in your advertising campaigns with Rights Management.