In the digital age, curation of content has become a winning tactic for communicators. Eve and curation do not oppose. They are linked and act as a complement to convey coherent messages and detect interesting topics to share via media.
According to Wikipedia, content curation is ‘a practice that consists of selecting, editing, and sharing the most relevant content of the media. Web for a given query or topic. The terms curation and curator take their etymological roots in Latin cura, care. ‘
‘ A Content Curator is someone who continually finds, aggregates, organizes, and shares the best and most relevant online content on a specific topic, ‘says Rohit Bhargava, author of The Manifesto For The Content Curator. In the digital world, sharing a link on Twitter, or a video on Facebook has become a common practice and accessible to all. This approach makes it possible to create natural referencing through sources of relevant content (sites, blogs, social media), and to gain visibility.
Content curation, a valuable help for PR
A journalist has imposed topics, a schedule and an editorial line to follow. His goal is to spot rare pearls, publish unpublished information, and go fast. Recall that a journalist receives on average 300 to 400 press releases a day that he must sort and select. This is a fact: journalists have less time and are over-solicited! They seek editorial and novelty angles.
Traditional PR is no longer sufficient to convince the media. Today, you have to be more creative in your communication to be picked up by the press and generate volume. Curation is at the heart of the press relations profession: watch, proactivity, curiosity, trend detection, transmission belt with the media.
The challenge for the RP Digital consultant is to quickly identify the content that is starting to noise. Its mission is to anticipate and communicate at the right time. Sharing-quality content in a rhythmic way to create the journalistic reflex is the key to success in establishing a relationship over the long term.
Attention, the goal of curation is not to duplicate content but to find new/rich content that is in line with the theme in order to capture the attention of a target audience.
What is good curation? Content selection, editorialization, and sharing. We can not talk about content curation if one of the steps mentioned is not respected.
Curation is an asset in PR to enrich content: an expert opinion, a press release, a white paper, a thematic newsletter or a blog post for example. Key figures, a study is good levers to give credit to information. It’s a good PR tactic to get attention from reporters, bloggers, and influencers very fond of numbers. You bring to the journalists the content that interests them on a ‘plateau’. Readers are more receptive to information that resonates with the news of the moment. On the other hand, it is essential to clearly indicate its sources and to comment. The built-in content types can be URLs, images, or videos.
The curation of content then illuminates and reinforces a subject to which the opinion is attentive. Curation is part of a desire to facilitate the work of the journalist and analyze the content selected in the context of the news transmitted.
It is important to ask the right questions: What added value will I bring to the debate? What expertise to put forward?
Monitoring and content curation: the two ‘udders’ of newsjacking
Both practices are similar. A common goal: to keep abreast of current changes and to be able to exploit the information.
In both cases, it is a question of detecting news, novelties, or other news on a given topic, then to make a selection from a criterion of relevance. But the methods are different: for the day before, you are looking for articles around a specific theme, for curation, you select the relevant content for a target audience.
A good watch and a good curation are the ingredients of a good Newsjacking, one of those powerful, innovative, and effective devices that can mobilize ultra-qualified communities in record time.
Newsjacking is the new challenge of communication: it makes it possible to optimize its presence on social networks and maximizing the return on investment when seriously exploited. This method consists in seizing a fact of society, a buzz, to divert it to the advantage of the brand. Newsjacking consists in feeling the potential of a piece of information of prime importance, likely to make the buzz, and to surf on it before the info has reached its ‘peak of maturity’. On the other hand, it is important to be perceived by journalists as a contributor, a reliable source of information.
An example of NewsJacking that worked well in 2013: during the Super Bowl (the final of the championship of American football), a blackout plunged the New Orleans stadium in the dark for 34 minutes in February 2013. The creative team of the brand posted very quickly, during the power outage, a tweet saying ‘Power Out? No Problem ‘, accompanied by a photo captioned’ You Can Still Dunk In The Dark ‘in reference to both the biscuit that can be soaked in coffee but that we can also continue to nibble in the dark.
Result: 15,000 retweets, free advertising while a spot of 30 seconds during this final cost $ 3.8 million (2.8 million).
Conclusion: ‘superiority of power of the ingenuity over money and social media over traditional media ‘ according to the WSJ.
7 essential ingredients for your content
- Surfing the wave (trend, cultural phenomenon)
- Adopt an editorial style
- Sign up in the editorial calendars
- Stay original and bring another perspective
- Invent your own event and content
- Stay authentic, relevant, and spontaneous
- Add value (do not sell)
The 6 tips for successful curation in PR
- Choose and check the sources
- Improve the relevance of its contents
- Optimize your SEO
- Promote the staging of content
- Bring expertise and communicate at the right time
- Use tools: Google News, Scoop.It, Hubspot …