Content curation is hardly new but it is certainly feeling new again with recent announcements about how Apple, Snapchat and Twitter are using human-powered curation to augment the algorithms that deliver us so much of the news, videos, and stories we see every day. Why in this age of smarter and smarter machine learning would these forward-thinking companies like these giants want to hire a bunch of inky-fingered editors to choose what shows up in the feeds of their customers?
Simply put, their goals are different and they know that the experience of finding connections between content pieces is best when it is a combination of data science and human judgement. That’s a primary facet of what we call Big Content anyway – the idea that augmenting the information available to your creative staff will help them produce better content more often, as opposed to leaving it to the robots.
Content Curation and Big Content
As Robert Rose of the Content Marketing Institute is wont to say, “A great curator takes things that wouldn’t seem remotely related to one another and puts them together in order to say something new.” Better yet, curators with access to data about the content they have available can do even more. These curators, like those that use PublishThis, can use the data from the algorithms that organize and score content to find content to curate effectively so they can better target their work and more efficiently produce content that engages, entertains, and educates their audience. This is one facet of Big Content, which is quickly explained in this video.
But back to curation coming to the tech giants: Ben Thompson of the excellent Stratechery has written an excellent analysis of the reasons behind Apple and Twitter’s motivation to curate as opposed to the goals of companies like Google and Facebook. Check out his article and other related links on the rise of curation below.
Humans Are Tech’s Next Big Thing-And That Could Be Risky | WIRED
Internet companies make billions of dollars by capturing one of the world’s most precious commodities: your attention. They need to amuse, amaze, entice, and intrigue you-and millions of users like you-to stay afloat and profit. But figuring out what you want to read, watch, and see is harder than it looks.
Curation and Algorithms – Stratechery by Ben Thompson
Jimmy Iovine spared no words when it came to his opinion of algorithms during the unveiling of Apple Music: The only song that matters as much as the song you’re listening to right now is the one that follows this. Picture this: you’re in a special moment…and the next song comes on…BZZZZZ Buzzkill!
Robert Rose explains Big Content (VIDEO)
Industrialize your content production with Big Content innovation, organization, and multi-channel publishing.