By Heidi Cohen
Content Curation Lessons From Lee Odden
Author of Optimize, Lee Odden is the master of developing curated conference ebooks. These ebooks are a classic example of epic curated content.
Epic curated content is a major content marketing effort that’s both original content and curated content because it’s co-created with participants.
To learn the secret sauce for creating epic curated content that provides value for the marketer, influencers and readers, I caught up with Odden in real time in New York City following the publication of the 4 Alice In Wonderland inspired ebooks promoting Content Marketing World. (BTW – I’m included in this ebook.)
Beyond Content Marketing World, Odden has created epic curated content for Social Media Examiner and LinkedIn.
Odden confided that these conference-related e-books started as an experiment to learn more about influencer marketing. (Note: This link provides Odden’s account on his Top Rank blog.)
Until the current Content Marketing World effort, Odden did all of the curated conference ebook work himself. Again, this is another common practice among thought leaders. They do the hard work until they create a replicable process.
Master curated content marketing lesson
Classic Marketing Problem: Marketer finds a marketing or promotion that performs exceptionally well. Marketer continues to use the same promotion the same way again and again and again.
Results: Diminished returns over time.
2 Reasons Odden’s curated conference ebooks continue to succeed:
These 2 tips are important lessons for every marketer!
The secret sauce for creating epic curated content
The secret sauce behind Odden’s epic curated content is old-fashioned marketing principles applied to influencers and curated content.
To help you create epic curated content every time use these 10 steps.
1. Determine your goal(s).
No matter what you’re planning to do, you must have a reason for doing it.
KEY: Make sure your curated content is a win-win. You’re approaching stars you must answer WIIFM (aka: What’s in it for me?).
2. Know your audience-both your target market and influencers
Make it easy to figure out which participants or influencers to contact and why they should engage.
KEY: Have a 360° appreciation of everyone your content will touch.
3. Plan your content.
Like any other major form of content, decide what type of epic content you’re going to create and what’s it going to be about.
KEY: Tell a story at the heart your epic content. Stories make content unforgettable.
4. Incorporate new elements.
While this activity could be considered part of step 3, it’s a key element that sets Odden apart from the pack.
KEY: Always be testing!
5. Collect participant input.
The secret to getting influencers to participate is to make your “ask” easy. This step is make it or break it.
KEY: Don’t make participants think. I get asked to contribute to many roundup efforts. While I have the best intentions, if it requires time to think and craft an answer, the chances of not getting done increase.
6. Transform participant content.
Just because you’re creating curated content doesn’t mean that you don’t need resources. Here’s where your creative contribution shines.
KEY: Show the power of your participants’ contributions.
7. Create related content
Like other forms of curated content, one size doesn’t fit all.
KEY: Plan other curated and/or original content to support your curated epic content.
8. Integrate content optimization.
As with any other content, optimize it for maximum results including search and social media.
KEY: Incorporate your epic curated content into your social media and search plans.
9. Develop a promotional plan.
Don’t just hit publish and pray.
KEY: Have an organized distribution plan.
10. Track your results.
No marketing effort is complete without measuring your results. (As my former NYU students will confirm!)
KEY: Measure your results back to your initial goals.
3 Factors that set Lee Odden’s curated conference ebooks apart
While you can follow the process outlined below to create curated conference ebooks, your results may not achieve Odden’s level success for the following 3 reasons.
While Odden has built a reputation as the go-to person for curated conference ebooks, you can borrow his process and adapt it to meet your specific needs.
Remember, Odden’s secret sauce for creating epic curated content is to continually change and improve his content.
What types of epic curated content have you tried? What were your results?
BTW–You may also like Sam Fiorella and Danny Brown’s book Influence Marketing.
Heidi Cohen is the President of Riverside Marketing Strategies.
You can find Heidi on Google+, Facebook and Twitter.
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