Curated Content Sources & Digital Platforms

on

 

Cover image (https://www.briscoes.co.nz/)


Curated Content & Digital Platforms

Curated Content

Sourcing content relevant to our audience from others and re-sharing can help ease the workload of creating content and also strengthen our reputation as an expert in our field. (Newberry, 2020; Zote, 2021)

There are websites and platforms that specialise in content curation, for example BuzzFeed, Flipboard and Pinterest. These sites are searchable for content and often have features to allow you to save articles of interest for later use.

Figure 1 - Curated Content Sources (Buzzfeed, Flipboard, Pinterest)


Pinterest

Pinterest is a free visual ‘bulletin board’ type platform of ideas curated by users and businesses. Users are able to create ‘boards’ to store and organise the ‘pins’ or content for future reference. Content curators are able to be ‘followed’ so that new content will show on the users home feed as this new content becomes available. These can be created publicly or can be kept private. There is an easy to use search function (Figure 2) that also offers additional suggestions for users to investigate.
Figure 2  - Pinterest search example


Figure 3 - Pinterest shareable content
Pinterest content is easily shareable (Figure 3) and can be directly shared with:
  • WhatsApp
  • Facebook
  • Twitter
  • Via email
  • Via a shareable link
  • And to other Pinterest users / followers.

Figure 4 - Pinterest home feed

Clicking on a visual tile will take you to a 'board' or directly to an external website where the full article or information is held. (Figure 4)











Figure 5 - Pinterest promoted content
Businesses are able to advertise and promote their own content on the Pinterest platform and these are clearly labelled as promoted content.(Pinterest, 2021b) (Figure 5)

Groups of  users are able to create joint boards and each can pin content to the board. Users are able to comment and give feedback on the content if they wish. Not only can users find content on the Pinterest site, but are able to gather ‘pins’ from other websites, by using a ‘save pin’ function in their browser (Figure 6)  toolbar.  (Ayotte, 2012; Pinterest, 2021a)
Figure 6 - Snip of Authors Screen (Authors own)

Flipboard

This free website collates news stories and social content for users.(Flipboard, 2021) (Figure 7) The information is gathered from sources like The Wall Street Journal and Washington Post. Within Flipboard, users are able to create ‘magazines’ (Figure 8) or folders to keep content that they may wish to share or keep for reference. Alternatively, users may wish to ‘follow’ other user's magazines that could hold information that is similar to their area of interest.(Greenlee, 2020)
Figure 7 - Flipboard home feed


Figure 8 - Flipboard magazine example

Content format is varied and includes articles, images and videos.

Once content has been found to share, it is easily done by clicking the share icon and can be sent to Facebook or Twitter directly. (Figure 9) Alternatively, the link provided can be copied and pasted into a newsletter or other social media platform.
Figure 9 - Flipboard share example



Digital Platforms, Content and the Buyers Funnel

Instagram

“We bring you closer to the people and things you love”(Instagram, 2021)
As a visual platform, Instagram could be used to showcase Briscoes products. According to Instagram’s own statistics, 90% of people on Instagram follow a business and 50% are more interested in a brand when they see ads for it on Instagram. (Instagram, 2021) 

At the Awareness Stage of the buyers journey, Instagram could be used to share:
  • ‘How to’ videos
  • Images of new ‘trends’ or ‘looks’
  • Before and after images 
During the consideration stage when the consumer is looking for a solution and comparing products, Instagram could be used to share:
  • Images of products with features and benefits / pros and cons
  • Video case studies
  • Time lapse how to get a ‘look’, with images
Finally at the Decision Stage of the buyer journey, Instagram can be used with a call to action to purchase:
  • Live demos of products (ie cookware)
  • Live Q & A sessions
  • Coupon offers / Discounts images

Facebook

“We build technologies that help people connect with friends and family, find communities, and grow businesses.” (Facebook, 2021)
Facebook is used by people to share content (images, videos, external links), thoughts and conversations via text posts. (Chi, 2021) Creating engagement through interesting and relevant content can help increase brand awareness. (Kolowich Cox, 2021)
Facebook too, can be used at all stages of the buyer journey. For example:
At the Awareness stage, content can be used to help educate, provide resources, opinions and insight through:
  • Blogs
  • Interest articles
  • Tips and tricks
At the Consideration Stage to help build a relationship and establish trust via:
  • Case studies
  • Product comparisons – pros and cons
  • Information aimed at overcoming objections
  • Customer feedback and reviews
At the Decision Stage, Facebook posts or ads can entice the buyer via a call to action of purchase:
  • A free trail or return period
  • Discounts or coupons
  • FAQ information

Pinterest

Pinterest describes itself as “a visual discovery engine for finding ideas like recipes, home and style inspiration, and more.” (Pinterest, 2021a) So this would be a great place for Briscoes Homewares to be seen. As Pinterest is also a curated content source, articles, images, videos can be shared from Pinterest to both Facebook and Instagram to assist in content creation and marketing campaigns.

Pinterest as described above, is suited to the Awareness and Consideration stages of the funnel. Users browse for ideas and resources and often save for later use. At these stages of the buyers funnel the following type of content could be used:
  • Before and after videos
  • Tips and tricks / How to get a ‘look’
  • Case studies solutions to problem type videos
The paid ‘promoted content’ of Pinterest can be used also and would suit the decision stage of the buyer funnel with call to action advertising.



References
Ayotte, E. (2012, February 16). What is Pinterest? (And Why You Should Care). Constant Contact.     https://blogs.constantcontact.com/what-the-heck-is-pinterest-and-why-should-you-care/

Chi, C. (2021). How to Use Facebook: A Beginner’s Guide. https://blog.hubspot.com/marketing/how-    to-use-facebook

Facebook. (2021). About Facebook. About Facebook. https://about.facebook.com/

Flipboard. (2021). Publishers Q&A - Flipboard cost. Flipboard. 
    https://about.flipboard.com/publishers-qa/

Greenlee, M. (2020). What Is Flipboard? How the Social News App Works.         https://www.businessinsider.com/what-is-flipboard-app?r=AU&IR=T

Instagram. (2021a). About the Instagram Company.  https://about.instagram.com/about-us

Instagram. (2021b). Instagram for Business. Instagram for Business. https://business.instagram.com/?    locale=en_GB

Kolowich Cox, L. (2021). How to Use Facebook for Business: 25 Facebook Marketing Tips and Tricks.     https://blog.hubspot.com/blog/tabid/6307/bid/24422/the-ultimate-facebook-marketing-cheat-            sheet.aspx

Newberry, C. (2020, November 24). Content Curation: How to Do It the Right Way (Plus Tips and     Tools). Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/beginners-        guide-to-content-curation/

Pinterest. (2021a). All about Pinterest. Pinterest Help. https://help.pinterest.com/en/guide/all-about-    pinterest

Pinterest. (2021b). Becoming an advertiser on Pinterest. Pinterest Help.     https://help.pinterest.com/en/business/guide/becoming-an-advertiser-on-pinterest

Zote, J. (2021, March 4). How to use data for content curation. Sprout Social.     https://sproutsocial.com/insights/how-to-curate-content/


Images

Figure 1 – Curated content sources (BuzzFeed, 2021; Google, 2021a, 2021b)

BuzzFeed. (2021). BuzzFeed Brand Assets. BuzzFeed Brand Assets.     https://www.buzzfeed.com/press/assets?country=en-au

Google. (2021a). flipboard—Google Search. https://www.google.com/search?        q=flipboard&rlz=1C1CHBF_enNZ858NZ858&oq=flipboard&aqs=chrome.0.69i59j0l8.1985j0j15&so    urceid=chrome&ie=UTF-8&safe=active&ssui=on

Google. (2021b). pinterest—Google Search. https://www.google.com/search?    q=pinterest&rlz=1C1CHBF_enNZ858NZ858&sxsrf=ALeKk01HlawztvGqiWlNgeDCLovD7ywkpQ%3A1626385844063&ei=tK3wYIWhA9KS9QOHjKzgBA&oq=pinterest&gs_lcp=Cgdnd3Mtd2l6EAMyBAgjECcyCAgAELEDEIMBMggIABCxAxCDATIICAAQsQMQgwEyAggAMgIIADICCAAyBQgAELEDMggIABCxAxCDATIFCAAQsQM6BAgAEEM6BQguELEDOg4ILhCxAxCDARDHARCjAjoHCAAQsQMQQzoCCC46CAguELEDEIMBOggILhDHARCvAToOCC4QsQMQgwEQxwEQrwFKBAhBGABQt0pYxmBgtmFoAHACeACAAYICiAGIEJIBBTAuMS44mAEAoAEBqgEHZ3dzLXdpesABAQ&sclient=gws-wiz&ved=0ahUKEwiFy4K0h-bxAhVSSX0KHQcGC0wQ4dUDCA4&uact=5&safe=active&ssui=on

Figure 2 – Pinterest search example (Pinterest, 2021)

Pinterest. (2021). Pinterest Nz homepage. Pinterest. https://www.pinterest.nz/

Figure 3 – Pinterest shareable content (Pinterest, 2021)

Pinterest. (2021). Pinterest Nz homepage. Pinterest. https://www.pinterest.nz/

Figure 4 - Pinterest home feed (Pinterest, 2021)

Pinterest. (2021). Pinterest Nz homepage. Pinterest. https://www.pinterest.nz/

Figure 5 – Pinterest promoted content (Pinterest, 2021)

Pinterest. (2021). Pinterest Nz homepage. Pinterest. https://www.pinterest.nz/

Figure 6 – Snip of Authors screen (authors own)

Figure 7 – Flipboard home feed (Flipboard, 2021b)

Flipboard, 2021. (2021b). Flipboard—Stories from 28,875 topics personalized for you. Flipboard.     https://flipboard.com/

Figure 8 – Flipboard magazine example (Flipboard, 2021b)

Flipboard, 2021. (2021b). Flipboard—Stories from 28,875 topics personalized for you. Flipboard.     https://flipboard.com/

Figure 9 – Flipboard share example (Flipboard, 2021a)

Flipboard. (2021a). Flipboard—Screenshot of share function. Flipboard. https://flipboard.com/ 


Comments

Post a Comment