Recap: Content Curation: Man vs. Machine

July 23rd, 2010
by Jessica Weil

On yesterday’s episode of This Week in Social Media, host Mike O’Toole was joined by Andrew Davis, Chief Strategy Officer of Tippingpoint Labs, to discuss the value of content curation and the blurred line between custom content and automated content generated by algorithms. Here’s some advice Mike and Andrew had to offer for marketers during the Two-Minute Takeaway at the end of the show.

Remember to start with content. Content really does come first. Survey after survey shows that people adopt products by gathering information. But in the beginning of the buying process, they’re not looking for content about your product and why it’s great, they’re looking for educational content.

Frequency and relevancy are key. This is a great way to build trust with the consumer. Put together an ediotrial calendar and come up with a frequency approach to delivering content so that you can measure the results and refine the content over time.

Every brand has to be a curator. Focus on finding the best voices out there, no matter how big or small, and help elevate those voices  in the marketplace.

Look at the branded content aggregators in your category. Start with trade publications because they’ve already done a lot of hard work to build a trusted brand with quality content. Find them and start a conversation.

Listen to the full episode here: Content Curation: Man vs. Machine

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2 Responses to Recap: Content Curation: Man vs. Machine

  1. Andrew Davis
    July 25th, 2010 at 6:03 am

    Jessica,
    Thanks so much for having me on the show. I had a really great time and hope we can do it again sometime.
    - Drew

  2. Jessica
    July 26th, 2010 at 8:00 am

    Thanks again, Drew! It was a pleasure having you on the show.

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