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Robin Good's insight:
Matt Cutts is head of Google's Webspam team and frequently writes and publishes video clips that help web publishers better understand how to avoid getting penalized and how to provide the best value to their readers and to Google needs.
In this clip Matt answer the following question: "Many sites have a press release section, or a news section that re-posts relevant articles. Since it's all duplicate content, they be better off removing these sections (even with plenty of other unique content)?" (from Gus, MA)
If you are interested in finding out what Matt Cutts thinks about content curation versus light re-sharing and republishing of other people's content here is a good video to watch.
Good advice. Bottom line is "don't play smart, create value". 8/10
Original video: http://youtu.be/o7sfUDr3w8I
(Thanks to Pawan Deshpande and B2C for their good pointer)
Robin Good: Josh Sternberg at Digiday highlights a trend that is only going to get bigger in the near future: brands, as they realize the increasing need to be active publishers, are recognizing the problems and limitations that this task involves.
"The problem is publishing is a lot harder than it looks, or rather it’s a lot harder to do it with the consistency, day after day, that’s needed to build a long-term audience.
That’s leading some brands to hook onto the idea that their role lies more in the curation of content."
But in choosing this path, the article recommends, brands need to be careful in what and how much they curate.
Here some valuable advice from the article:
"Brands need to be careful in not only what, but how much they curate.
There can’t be articles that make the reader question why a brand is sharing it.
Also, brands need to make sure they’re not just regurgitating content, but instead offering readers/followers valuable information, as readers will quickly determine the curated content — and thus the brand — is not worth their time.
Since consumers have their own tools for curating – Storify, Storyful, etc. – brands have to know each of their customers and have the credibility in their field to get consumers to trust the content they spread."
Robin Good: What are the downsides to riding the curation wave by auto-aggregating and filtering the most relevant content on a specific topic on your company portal?
Mark Schafer at Business2Community has some good points to make on this. He writes: "I recently attended a conference where a major financial institution proudly displayed its new automated content curation system.
Basically, their answer to the content marketing dilemma every company is facing is to use an outside company to skim off the best financial-services content around the web and present it on their site as a value-added customer service.
On the surface, this seems like a very elegant solution. I mean, why spend the time and money to create original content when you can curate unlimited content from the web and present it as your own customer portal? An intoxicating idea."
And the answer to it is a good set of questions to ask yourself before embarking your organization on this content strategy path, such as (in my own words):
1. If the news you curate are automated how trustable are you?
2. Can you really address a specific problem if you automate curation?
3. Can you talk the language of your listening tribe if you automate?
4. Can you personalize it more?
5. Where are you adding value?
Rightful. Relevant. 7/10