Digital Content: Curation vs. Creation

The world of digital content is changing on a daily basis, according to Scott Rogerson of UpContent in Pittsburgh, who spoke at the chapter’s February meeting.

“The arenas of owned, paid and earned media now include the segment of shared media,” he said.  The number of web sites has increased phenomenally and Rogerson said researchers have discovered that gold fish now have a longer attention span than humans do.  “This means we need to move back to true story telling and sharing our own unique perspective,” he said.

He defined curation and creation:

  • Curators link to third-party information 75% or more of the time;
  • Balanced content links to third-party information 50-75% of the time; and
  • Self-promoters link to owned media 50% or more of the time.

He said research shows that balanced content has the best conversion per post.  As with any communication, he said you must utilize planning and develop processes, click this site. Rogerson also said remarketing costs can be lower than paid marketing.

“Curation isn’t aggravation,” he said.  On social media, you need to give your audience a content clue beyond the headline.  You need to use the FACE model of find, assess, curate and engage.

He also shared misconceptions about curation:

  1. It’s a replacement for engagement.
  2. It’s lazy and easy.
  3. It takes too much of your time.
  4. It’s unethical.
  5. It drives your audience away.

As he closed the discussion, he shared lumen5.com, a web site that coverts text to video (and even has a free version).

We would like to thank our meeting sponsor: