3 Ways to Use Content Curation to Increase Marketing Penetration

There are pros and cons of both content creation and content curation. Creating your own content gives you ownership, but it can be expensive and time consuming. On the other hand, curation does not give you ownership, but it can help you establish your web and social media profiles as one-stop shops for information about your field. If done right, content curation can be economical and impactful while still being creative and helpful to your market. Here are a few ways to think about using content curation:

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Almost Automate It

The website Alltop was one of the first content curation success stories. Founded by marketing evangelist Guy Kawasaki, the site promises to be the place for all the top stories. The site uses a mix of automatically pulled topics, community submitted articles and staff selected stories to make several robust sites all under the Alltop umbrella.

Although Alltop is a good example of content curation, it may not be the best example of how to set up your marketing strategy because it does not tell a story. If you want to automatically pull content, then you need to weave it into your marketing campaign. Use a tool like Storify to help you. This tool is a drag-and-drop content finder that lets you mix, add and collaborate until you have the perfect story. Once you have your story, you can embed it into whatever media you wish. This type of curation lets you add your own spin to the story without needing to write the post yourself.

Let Wi-Fi Boost Your Analytics

Every social media expert knows that one message a day is not enough. Several posts are needed daily to keep your site relevant and fresh from a Google Analytics point of view. In our global economy, these messages need to be staggered throughout a 24 hour day so that everyone has an opportunity to see them. Systems like HooteSuite are great for scheduling your social media posts, but they lack the personal touch that is inherent with social media.

To make your campaign more organic, use a cloud-based service like Dropbox to store your curated content. Have your team place these stories onto your social media feeds from different locations, preferably throughout the world. Even though these people may be employees, analytic programs do not know this and will classify your information positively.

Mix The Platforms

Pulling from other’s work has its advantages, but sometimes there is nothing better than fresh content to draw in new readers. This is where a smart blend of curated content and new content can have the most impact. Social media marketing and content curation firm Buffer points out that the natural upside of curation is that you have more time to write great articles based on other’s work. To create a good mix, post curated articles, and then add your own in-depth and unique perspective.

One way to mix the two types of content is to use Pinterest. Use the image as inspiration to create unique content, and then link both the Pinterest image and your content to your social media feeds. Doing this will drive viewership to your social media platforms.


Can Dropbox survive against Google Drive and Microsoft SkyDrive

Cover of

Cover of Organize Your Home Office

First let me share some good articles to read from some academic friends of mine:

Last week, I shared a blog post about the new Google drive service.  In the post, I talked about Dropbox, which is a service I’ve used for years.  You can find out more about Dropbox in the following articles:

A USB flash drive in the shape of a piece of i...

A USB flash drive in the shape of a piece of ikura (salmon roe) sushi. Photo taken by Tokugawapants using Konica-Minolta Maxxum 5d with Minolta AF 100mm Macro lens. (Photo credit: Wikipedia)

Now let me pose a question.  How well will Dropbox do, now that Google and Microsoft (i.e. SkyDrive) have entered the picture?

If we read through the Wiki article, there are some interesting tidbits to discover.  For one thing, it was started by an MIT graduate.  This person kept forgetting his USB flash drive.  It looks like they really got off the ground in the year 2010.

In 2011, they have a user base of around 50 million users.  It’s estimated the valuation of the company is anywhere from 1 to 10 billion.  It also mentions that two U2 band members are investors.

Now we come along and find a recent news story entitled Review: Using Files Made Easy with Online Storage at Using Files.  Here we see a popular news service covering Dropbox, Google Drive and Microsoft SkyDrive.

If you look at the free offerings, Dropbox gives you 2 gig, Google 5 gig, and Microsoft 7 gig.  So right away, we find the 2 well-known software companies are offering up more than Dropbox.

USB Flash Drive Chapped

USB Flash Drive Chapped (Photo credit: Wikipedia)

If I look at the Wiki article on SkyDrive at Wiki article on SkyDrive, it mentions the service has been tested since 2007.  Were the Dropbox founders aware of this?

A good comparison article for cloud services is How To Choose The Best Cloud For Your Data Best Cloud

It’s interesting that Dropbox is chiefly written in the scripting language Python.  It’s a scripting language I played with a while back, along with Perl and PHP.  It’s easier to build something in a scripting language than a tradition language like Java, C++ or C#.

Perhaps it’s easier to compare the services to members of the Avengers movie.  There might be room for all players, just as there is room for all avengers characters.  Actually, I don’t think the Black Widow and Hawkeye add much to what the Avengers can do.  Thor, Hulk and Iron Man will offer the raw power needed.  Captain America is needed on the Avengers as Batman is on the Justice League.  Both are skilled strategists who can figure out ways to find weak points, etc.  Both are also skilled warriors in battle.  Either can be a team leader.


Google Drive in a sea of well established competitors

google drive sync

google drive sync (Photo credit: leeleblanc)

Google Drive in a sea of well established competitors

In case you are not aware, Google will make 5 Gig of cloud drive storage free to each user. It will occur towards the end of April 2012 and I have installed it. I will be experimenting with the drive and giving my reflections. For now, let me share some good articles to read from some friends of mine:

Google is the new kid on the block – as far as public cloud storage is concerned. In the article Cloud Storage Booming, But Trouble is on the Horizon Cloud storage article , they list some formidable competitors:

They did miss mentioning a couple very important players, which are Amazon Cloud Drive and Apple Icloud. Unfortunately, it appears you need to have an Apple product to set up the Apple cloud. Yet Amazon is a nice surprise and I will be covering it.

Image representing Dropbox as depicted in Crun...

Image via CrunchBase

Here are some recent posts covering the topic:

Now for some reflections on the major solution providers I looked into:

Amazon Cloud Drive

They do offer you 5 gig of free storage. But there is a major hurdle. They do not map a drive to your computer, like you see with others like Dropbox, Google Drive and Microsoft SkyDrive. If they should change this in the future, I will look into it again.


They do offer file synchronization. But I don’t plan to use them as a backup – nor would I consider a vendor backup solution. They best thing to do is to visit Wal-Mart or Amazon and buy a terabyte external 3.0 hard drive. You can then use either your Windows or security suite software (i.e. Norton) to do weekly back ups.


I’ve been using Dropbox for some time now. They do map a drive to your computer. One thing I like is there is an alert when a file is updated. So if I update a file on computer A, I get a notification on computer B.

Windows Live SkyDrive Logo

Windows Live SkyDrive Logo (Photo credit: Wikipedia)

Google Drive

I have just installed it and so far, it looks a lot like Dropbox. Here are a couple of comparison charts created by SugarSync and Microsoft:

I like what I see.

Microsoft SkyDrive

SkyDrive is also a good product. Like Google Drive and Dropbox, it maps a drive to your computer.


For now, I will run the free versions of Dropbox, Google Drive and SkyDrive between my two computers. I’ll also do weekly backups to the terabyte external drives using the Windows backup services. Perhaps I can share more insights in the near future