Columns Do You Have a Content Curator? Depending on your objectives, digital marketing now consumes between 40% to 60%+ of most retailers’ marketing budgets. Published 2 years ago on September 8, 2019 By Shane O'Neill Share Tweet DEPENDING ON YOUR OBJECTIVES, digital marketing now consumes between 40% to 60%+ of most retailers’ marketing budgets. As digital continues to shift our marketing strategies, it also demands an increased level of personalization. If you do digital marketing, it’s fair to say you probably want or expect it to deliver results, and to do so means rethinking the roles of in-store team members. A key in-store role can and should be the Content Curator. Here’s why. Social Media is becoming highly specialized. Even if you are working with an agency, there is only so much a third party can provide based on time and money. While they can be essential in driving strategy and managing advertising placement and buys, more and more retailers have someone internal to supplement those efforts, the Content Curator. What is a Content Curator? A Content Curator is an in-store person who leads the charge to collect and cultivate original content. Produce content in-house Engage with employees to create content Post or share content with your marketing partner It’s All About Content. Each social channel has its own unique purpose and should have original content. Programs that share the same content over different channels isn’t an effective way to approach social media. Advertisement What Channels Should You Use? If you’d like to run effective social campaigns, start by assessing what you can do… and do well. Also, understand what the channel should be used for and develop content to match. While there are many choices, most retailers will find the best opportunities in: Facebook – Brand positioning, general news, all age ranges Instagram – Lifestyle, younger YouTube – Great if you can create video content…custom? Equipment. You don’t need to spend a lot of money to be able to produce great content. You can easily get set up for under $200. Newer Smartphone or Camera w/ Video Camera Rig with LED lighting Editing software such as Photoshop Share and Store. As the Content Curator, you collect and create content that can be used socially, but also on your website or other opportunities.Save all your content on Dropbox or Google Drive Save by category and monthly folders Ex: 2-19 Save images at the highest resolution. Images can be scaled down but not up. Video. Video typically shows better user engagement as well as costs when doing social advertising. Facebook promoted posts Facebook Live Facebook “Video Creation Kit” – Create Video from Still Image and Text Assets. Built into Ads Manager and your Page Publishing tools YouTube Channel Facebook GIF Advertising. Like video, GIFs tend to have much lower CPA. They stand out and don’t require the same investment as video. How to make a GIF… the simplest way is to use giphy.com/create/gifmakerRemember, if you want to compete online, everything should be as personalized as possible. It will set you apart from your competition and better position your store in your local market. A Content Curator is a core key to that success. Advertisement Remember, if you want to compete online, everything should be as personalized as possible. It will set you apart from your competition and better position your store in your local market. A Content Curator is a core key to that success. Related Topics: Digital Cornerdigital marketingFeaturedFruchtman MarketingMarketingsocial media click to Comment(Comment) Up Next Possible ‘Diamond in a Diamond’ Is the Strangest Thing Ever Don't Miss Artist Will Make $2M Diamond Disappear Into a ‘Flat Black Spot’ Shane O'Neill Fruchtman Marketing is a full-service agency that specializes in the jewelry industry and works with many of the country’s finest jewelry retailers, manufacturers, designers and trade groups. The company has presented seminars at the most prominent trade shows, including JCK Las Vegas, IJO and The Centurion Jewelry Show, and contributes to top industry publications. Visit the jewelry marketing experts at fruchtman.com Advertisement SPONSORED VIDEO Thinking of Liquidating? Think: Wilkerson When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says. You may like Promoted Headlines Thinking of Liquidating? Think: Wilkerson Wilkerson Consolidating Stores? Time to Call the Experts! Wilkerson It’s Going to Set Us Up Very Nicely for Retirement Wilkerson Advertisement Latest Trending Videos Press Releases1 day ago SJTA Announces 2022 Board of Directors Columns1 day ago Here’s Why You Should Consider Hiring a Business Coach Cover Stories2 days ago 23 Ways to Do More in Your Business by Doing Less Brainstorms2 days ago Take Leave of the 21st Century With an Amish Hour Sponsored Content2 days ago Thinking of Liquidating? 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