3/18/24

CREATING AND
CURATING CONTENT
Content Marketing 1. Content Creation

2. Content Types
3. Content Curation

4. Walkthrough: LinkedIn Company Page Content

Curation
5. Content Repurposing

6. Content Personalization

7. Content Calendars

8. Content Platforms

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CONTENT CREATION

§ When you've completed your research, developed personas, defined your brand personality, and written your
creative brief, it's time to turn these insights into content.

CONTENT CREATION § Content creation is a process of generating varying formats of collateral that serve the needs of your content
strategy objectives.

§ They will serve these objectives and amplify your brand personality by engaging your buyer personas in a way
that helps build your brand or company's authority and creditability, and is useful for connecting your target
audience with your brand or business.

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CONTENT CREATION
Creative process

1 Think about and absorb the research and information you've gained.

2 Brainstorm some ideas and identify themes.

3 Take a break and do something else. Leave the idea alone for a while.

4 Return to your idea and critique or validate it in terms of your objectives, audience, and strategy.

5 Create prototypes where possible to explore and test your content in its simplest form before investing any more time
in it.

6 Create your content.

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O pen in Slide Show m ode WALKTHROUGH: LINKEDIN COMPANY PAGE CONTENT CURATION

You can use LinkedIn’s content curation feature to share content from your company page:

On your company page, navigate to the Content section.

In the Industry area, select the industry, location, and job function you want to get results from.
Review the content topics that appear.
Share topics from your page by clicking the Share button beside each topic.

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CONTENT REPURPOSING

You can repurpose content into different formats to

maximize its use. Repurposing it means you adapt it
CONTENT REPURPOSING or break it up to use for another purpose, such as
taking an infographic and turning it into a number
of individual images, each of which could be used in
single social media posts or added to an email.

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CONTENT REPURPOSING CONTENT REPURPOSING

Benefits Considerations

Saves time 1 Be aware of video aspect ratios and length requirements.

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2 Understand what works best on different platforms.

2 Cost-effective
3 Aim to keep the content on-brand when using templates.

3 Efficient
4 Stagger content publishing for different times and days.

Reinforces the message

5 Be aware of how text descriptions vary across platforms.
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CONTENT PERSONALIZATION

§ Content personalization is a powerful process of using different content at different stages of

the buying process to be fully relevant to the right user at the right time.

CONTENT PERSONALIZATION
§ It is especially relevant to B2B organizations where the buying process is longer or more
complicated and deals tend to happen between individuals and companies.

§ Personalizing content to the individual buyers and stakeholders is essential.

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CONTENT PERSONALIZATION CONTENT PERSONALIZATION

Benefits Personal touch

Research Target Measure and analyze

Target the right people in the relevant
platforms and in the right context
Increase your conversion Improve brand affinity Do your research around your Target your messaging. Make sure to measure and
rates across platforms
audience segments and Make sure you're getting analyze what you do.
understand their consumer them on the right
journey. Make sure you're
leveraging as much consumer platforms, the right
data as possible. Are they on channels at the right time
your website? Have they and with the appropriate
looked at a newsletter that message.
you've sent them?

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CONTENT
PLATFORMS

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CONTENT PLATFORMS
Think carefully about how content will appear on different platforms and
social media channels in terms of formats and messaging. Audiences can
vary across platforms and people react to and engage with content in
different ways. Think about the formats and tone you use – a long blog
post with video snippets might not work well in an email newsletter.
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Summary
CREATING AND CURATING CONTENT
Content creation is a process of generating varying formats of collateral that serve the needs of your content strategy objectives. Be guided
§
by audience, competitor, and keyword research
§ Be aware of the various advantages and limitations of using a variety of content types and formats.
§ Content curation is a great way to appear less promotional and generate goodwill. Aggregation, distillation, mashups, and chronology are
types of curated content.
§ Repurpose content to reach new audiences and extend the lifespan of your content.
§ Content personalization maximizes the return on your creation efforts, as it’s tailored to potential and existing customers at their specific
stage of the customer journey.
§ Content calendars are an essential tool to avoid missing important dates, focusing on your message, and over-spamming one channel over
another. But remember to align your calendar with business activities!
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