Using Curated Content in WordPress - Why and How
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Every day millions of websites, blogs and social channels create unique content that’s worth sharing – but how do you consume and share the best, most valuable and relevant content with your audience? The answer is content curation. In this session Adam will discuss the “why” and “how” of curating content from reputable sources, and how sharing that information in a centralized place adds value and helps to position your brand as a trusted news source for your niche.
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Using Curated Content in WordPress - Why and How
- 1. @ S I T E L O C K@ S I T E L O C K Curated Content in WordPress Why and How W o r d C a m p R a l e i g h 2 0 1 6
- 2. @ S I T E L O C K Fun Fact
- 3. @ S I T E L O C K What We’ll Cover Today • What • Why • How
- 4. @ S I T E L O C K Adam W. Warner • WordPress Evangelist at SiteLock • Co-Founder at FooPlugins • Discovered WordPress in 2005 • WordPress Community Addict • Fan of Fractals • Lover of Meatballs • Proud Dad!
- 5. @ S I T E L O C K Let’s Have a Look
- 6. @ S I T E L O C K
- 7. @ S I T E L O C K Myths
- 8. @ S I T E L O C K Lazy or Unoriginal
- 9. @ S I T E L O C K Doesn’t Help Your Brand
- 10. @ S I T E L O C K Too Much Work
- 11. @ S I T E L O C K Easy
- 12. @ S I T E L O C K No ROI
- 13. @ S I T E L O C K Not Right for Your Business
- 14. @ S I T E L O C K Quick Marketing Fix
- 15. @ S I T E L O C K Stealing
- 16. @ S I T E L O C K Content Types
- 17. @ S I T E L O C K Articles
- 18. @ S I T E L O C K
- 19. @ S I T E L O C K Images
- 20. @ S I T E L O C K
- 21. @ S I T E L O C K Video
- 22. @ S I T E L O C K
- 23. @ S I T E L O C K Comments
- 24. @ S I T E L O C K
- 25. @ S I T E L O C K Interviews
- 26. @ S I T E L O C K
- 27. @ S I T E L O C K Make Mundane Fun
- 28. @ S I T E L O C K
- 29. @ S I T E L O C K Leverage Existing Audience
- 30. @ S I T E L O C K
- 31. @ S I T E L O C K Other People’s Ideas
- 32. @ S I T E L O C K
- 33. @ S I T E L O C K Curation Techniques
- 34. @ S I T E L O C K Social Sharing
- 35. @ S I T E L O C K Facebook
- 36. @ S I T E L O C K Twitter
- 37. @ S I T E L O C K Instagram
- 38. @ S I T E L O C K Pinterest
- 39. @ S I T E L O C K Blog Posts
- 40. @ S I T E L O C K WordPress oEmbed
- 41. @ S I T E L O C K
- 42. @ S I T E L O C K
- 43. @ S I T E L O C K
- 44. @ S I T E L O C K
- 45. @ S I T E L O C K Built for Content Curation
- 46. @ S I T E L O C K Content Collection Tools
- 47. @ S I T E L O C K Google Alerts
- 48. @ S I T E L O C K
- 49. @ S I T E L O C K Mention
- 50. @ S I T E L O C K
- 51. @ S I T E L O C K Buzzsumo
- 52. @ S I T E L O C K
- 53. @ S I T E L O C K Feedly
- 54. @ S I T E L O C K
- 55. @ S I T E L O C K WP RSS Aggregator
- 56. @ S I T E L O C K
- 57. @ S I T E L O C K millioneyez
- 58. @ S I T E L O C K Sharing Tools
- 59. @ S I T E L O C K Hootsuite
- 60. @ S I T E L O C K
- 61. @ S I T E L O C K Buffer
- 62. @ S I T E L O C K
- 63. @ S I T E L O C K CoSchedule
- 64. @ S I T E L O C K
- 65. @ S I T E L O C K Takeaways • Not a dirty phrase! • One part of a content marketing plan • Always add context • Mundane connections • Align with brand goals • Get creative and have fun!
- 66. @ S I T E L O C K Confession
- 67. @ S I T E L O C K Thank You • Follow at: • @SiteLock • @wpmodder • SlideShare • http://www.slideshare.net/wpprobusiness • My Blog Posts: • http://wpdistrict.sitelock.com • http://adamwwarner.com
Editor's Notes
- In 2014, CNBC listed these two words as the #1 most overused phase of the year.
- What: is Content Curation? Collecting information that's relevant to your audience and displaying or delivering it to them in a way that adds value. Why: should you implement Content Curation? How many of you are blogging? How many know that regularly publishing content is key? How many publishing every day? Coming up with high quality, original content on a regular basis is HARD. Especially for small teams. It’s all about marketing, and more specifically, content marketing. Content Marketing is a delivering content to create, nurture, and grow a company’s customer base. How: do you implement Content Curation?
- WP Evangelist means that I attend WordCamps and other events and listen to the community.
- https://purposethemes.com/368041/diy-visual-page-builders-wordpress/
- Article on Purpose Themes about whether or not Page Builders are a good thing. Author cites Twitter conversation between Pippin Williamson and Syed Balkhi with differing viewpoints Author comments on each https://purposethemes.com/368041/diy-visual-page-builders-wordpress/
- It can be…if you’re doing it wrong. Tips: Ensure content is something that really matters to your customers. Or, that YOUR ANGLE on that content matters Only use the best resources you can find add VALUE to that content by explaining WHY the content is important and WHY IT MATTERS to your audiences. They'll love you for serving up valuable content—and your original insights—that they need and can use.
- Not True. Pawan Deshpande from the Content Marketing Institute notes that "Curation can add credibility to your brand's perspective by demonstrating that others who have no vested interest in your company still share your views.” Selectively share only the most relevant Make sure those insights align with your goals and your brand. Probably don't want post "Top 10 Ugliest People of All Time" if your business is about inspiring others to love themselves and be happy. On second thought, maybe that WOULD be a good reverse psycology post if done right.
- It will take some work, but not all that much. With the right tools, you'll be able to streamline your process. I’ll talk about some tools and methods for collecting content later
- I know, that contradicts what I just said! Some might think that slapping a few links together and posting them on their site is helpful. It isn’t. There’s no context! There’s no connection to your audience. The content you share should SATISFY A NEED of your target audience. Even if they don’t know what that need is. Every. Single. Time.
- There is, but you need to know how to measure it. It starts with knowing the PURPOSE of every piece of content you create or curate is important. Without a strategy in place, you won't maximize the value of any curated content. Also, Conduct A/B testing, just as you would do with your own content, to see which resonate with your viewers.
- It is. And if you’re not sure, do this… Do some searches on topics related to your own business, or that of your target audience. Find some results? Then curating this content is right for your business and marketing efforts.
- Nothing comes quick or easy in online marketing. It’s about the long game. Here’s the Basic Content Curation process: Take a topic that gets a lot of attention study it carefully separate the wheat from the chaff add your commentary...Publish, share and promote It's a process, and it can (and should) take time.
- Of course it is, if you don't add context or opinion or your brand's voice, and simply lift content in its entirety. But then, that's not curation. A skilled curator adds value by bringing their expertise or perspective to the conversation.
- There are a ton of different content types that you can curate!
- Spotlight published Research in your niche or Opinions in your niche Here’s an example…
- Kevan Lee of Buffer Created a piece of curated content in which he collected the best of other people’s research. Organized the information to give readers an overview of the most relevant research. Lee adds extra value to the content by including his own commentary. Lee offers link love to all sources. One step further to provide a roundup in the form of an infographic. Example: https://blog.bufferapp.com/the-ideal-length-of-everything-online-according-to-science
- Create a collection of images that relate to whatever subject matter your content is about
- World’s Coolest Offices is a great example of how to curate images and make them your own. Use vibrant and engaging photos to draw in readers. In this case, the images are put together so that readers must keep clicking. Of further value from a curation point of view is that this article was curated on Huffington Post where it gave full credit for the piece and linked to the original. In Ristic’s words, “The Huffington Post has mastered the art of content curation as an integral part of providing newsworthy and appealing content at an incredibly fast rate every day. While Huffington Post’s editorial staff generates a large volume of unique content, it curates existing content aligned to human-interest topics.” http://www.inc.com/ss/worlds-coolest-offices-2012
- YouTube playlists A video blog featuring categorized YouTube videos WordPress.tv is an example of curated video!!!
- This example Uses a Video gallery plugin Separate Video galleries categorized into “sci fi” and “comedy greats” WordPress.tv is an example of curated video!!!
- Mine your highly shared and commented posts, talks, and other social media activity for high-quality information in which your target audience is interested. Cross-link to older content. Don’t forget to go back and link to the new column in the original post. This helps your search optimization and keeps your content fresh. http://adage.com/article/the-media-guy/media-marketing-buzzwords-die/294521/
- Comments curation turned into blog post Link to previous post or to specific comments
- Get the influencers in your niche to help you create curated content. Set up a subject/theme and ask influencers. Don’t forget to write amazing titles. Titles count. Make sure your curated content pulls in readers. http://blogs.salesforce.com/company/2013/07/winning-salespeople-sales-call.html
- How 10 Winning Sales People Spend 15 Minutes Before a Call Interview example: http://blogs.salesforce.com/company/2013/07/winning-salespeople-sales-call.html
- The idea here is to take ordinary or uninteresting subject matter and make a connection to whatever topic you’re focused on. This example should be in every content marketing plan. It shows how to connect a boring business, namely trucking and transportation, to the average reader. http://www.buzzfeed.com/mikew40033f183/10-reasons-why-your-life-would-suck-without-trucki-yz4w
- In Turner’s words, BuzzFeed tells how the trucking and transportation industry impacts the average person’s life in many ways every single day in a digestible, easy-to-understand format. While transportation may not be sexy, it’s a component to nearly every other industry. Actionable tips: Draw product connections for readers. Don’t assume that your readers have your wealth of knowledge. Make connections simple and obvious. Get your readers to have fun. Not everyone is a stand-up comic. Take a page from BuzzFeed and find amusing GIFs that connect to your products and company. It even uses Tim Gunn from Project Runway. http://www.buzzfeed.com/mikew40033f183/10-reasons-why-your-life-would-suck-without-trucki-yz4w
- Ask your audience directly for input. Make it easy for people to participate. Understand that under 10% of your audience will contribute to your efforts. Streamline the work involved to increase involvement. http://www.b2bmarketinginsider.com/content-marketing/20-amazing-examples-branded-content-marketing
- We do this on our plugin business site. In short, our audience is creating original blog posts for us. How? After a purchase, we send them an email a week later and simply ask them. Featured on our site? Of course they do. Gravity Form that comes into the backend as a Draft post.
- And it doesn’t have to be online ideas or content! Event recaps - Wpdistrict recaps Extend the reach of live events with post-event wrap-ups. Curate the highlights or data from a conference or presentation. Of course, it’s critical to add your own commentary so that you’re not just copying other people’s content. Add context for your target audience. This is a key aspect of content curation that many marketers miss. You must answer: “Why is this content important for me?”
- WordCamp Recaps Apple announcement recaps or even live blogging. Both a form of content curation.
- Here are few more specific tips of the kinds of content you can use in your curation
- This one is pretty obvious. You know the most popular social channels. And it’s the easiest way to get started with curating content…in fact, we probably all do it already!
- Sharing and Quoted Sharing Use your own hashtags. Tag people and pages you think are likely to share. You might already know you can collect content in FB for viewing later? If you don’t, you can click the down arrow on a post and choose “Save for Later” and it will go into a section named “Saved”
- Retweets and Quoted Retweets Use your own target demographic hashtags @mention people and companies you think will share Save content in Twitter?
- Requires plugin – Feed Them Social Instagram Feed or single instagram photo
- Requires a plugin – Feed Them Social Can use your own board, someone else’s specific board, your latest pins etc
- You can even share blog post previews from other sites! This one is really cool and I wish more people would take advantage.
- Talk about all types of oEmbed and show examples of each. It's super easy to embed videos, images, tweets, audio, and other content into your WordPress site. This feature was added in WordPress 2.9 Usage To embed a video or another object into a post or page, place its URL into the content area. Make sure the URL is on its own line and not hyperlinked (clickable when viewing the post). Does This Work With Any URL? No, not by default. WordPress will only embed URLs matching an internal whitelist. This is for security purposes.
- Here’s how I embedded the blog post in that previous slide. Simply add my commentary, paste the url from the interview post on wpdistrict into the post editor, and viola! Curated content!
- As you can see, WordPress has a ton of content curation tools already built-in! With just these services alone, you could create blog posts (with your own context added) for each service! That’s 32 posts, now multiply that indefinitely based on your subject matter!
- You might be thinking, ok, this is all great but HOW do I find quality content and keep track of it all??? I’m glad you asked. You can obviously pull content from where you already are…Facebook, Twitter, Pinterest, or blogs you subscribe too. BUT, there are some tools that help you MONITOR the subjects that you’re interested in. OR RATHER, that your audience might be interested in.
- Description and screenshot of Alerts
- Sends email Or even to an RSS feed which I’ll talk about in a minute
- Paid service
- Monitor mentions of your brand, your competitors, your CEO, etc. Deeper dive with more insights
- Paid service Find most shared content Find influencers
- Includes filters like date, language, countries, domains, content types Shows current state of engagements and shares
- Free service
- Add domain and automatically subscribes to RSS feed for that site to get new articles Categorize your feeds Integrates with Buffer and Hootsuite for easy sharing.
- Does anyone NOT know what RSS is? Free plugin (with Pro version) RSS Aggregator allows you to collect, organize and display content
- Now this example isn’t exactly content curation as I’ve defined it previously. Because all this articles link out to there sources. However, you could use something like this in an “Industry News or Resources” section of your site as a value add to your other content.
- In Alisa’s (Aleesa’s) data-driven storytelling session just an hour ago I learned about Million Eyez It’s a plugin that allows you to describe the image you’re looking for, and photographers will start sending you images. THIS IS REAL TIME. AND IT’S FREE
- So I’ve talked about sharing content with your commentary on social sites. Talked about curating content on your own site with commentary. I’d be remiss if I didn’t also include some of my favorite tools for sharing those curated content posts you’ve created. Or social media management tools. So here we go…
- Free and Pro plans Connect and share with multiple social accounts at same time. Browser extensions
- Free and Pro plans Connect and share with multiple social accounts at same time. Schedule shares Browser extensions
- Screenshot of Buffer and features
- Similar to Hootsuite Multiple social accounts Group accounts Scheduling Stats Browser extension
- Free plugin Doubles as a social share scheduler AND an Editorial calendar Consolidates these two things
- Screenshot of CoSchedule plugin page Description that it’s inside WordPress Doubles as a content calendar AND social scheduler
- “Content Curation” is not a dirty phrase! Content curation is an integral part of an overall content marketing strategy Add context for your target audience. This is a key aspect of content curation that many marketers miss. You must answer: “Why is this content important for me?” Mundane connections the context to your message Make sure your commentary aligns with the goals of your brand when sharing content
- Everything I’ve discussed was based on content I curated!
- SiteLock – security news/tips, WordPress community interviews Wpmodder – Mostly WordPress, direct replies