The Personality Traits of a Content Curator

The Personality Traits of a Content Curator

To Create or Curate Content? (IV)

11 personality traits especially helpful to content curators:

Content Curation

Content curation is a very complex task, it takes a certain person with certain skills to be able to complete the job properly. Here is a list of characteristics that make for a competent content curator:

Content curation and Curiosity

Curiosity is essential to curating. You should have a thirst for knowledge like the blood-lust of an ancient vampire who’s been released from a thousand-year sleep.

The thirst will drive you to dedicate the time and energy to consume as much as you can.

This requires you to be open-minded (to foster a supportive environment of open dialogue and understanding) as well as sceptical (of all the fake information out there).

Subject-matter expertise

A curator should entail expert-like knowledge of a subject. Learning increases resolution: the more you know about something, the more you can truly appreciate its details. Including the slightness in differences of traits, qualities and weaknesses. Content curation is possibly the best way to learn the most about a subject.

You do this by reading up on the topic; interviewing established experts; collecting, researching, and analysing resources, data, trends and statistics.

You should also try to facilitate discussions with fellow fanatics and scholars. When I say fanatics, I mean those who don’t have a formal education in the subject, but are regarded as valuable and trustworthy experts. Always consider and compare differing viewpoints and question established assumptions.

Then you write about it.

Strong ethics in content curation

The personality traits of a content curator

Content curators regard a set of strong values that one strives to adhere to during decision making, thereby filtering out ones own reality.

A curator’s values will define the scope of the ‘net’ they throw to ‘catch’ information.

Whether it’s a small net with big holes (not very useful to catch the good yet tiny bits) or a large net with medium holes (optimal to ensure a wide scope and good quality), this plays a large part in the way as well as what one curates.

Ask yourself why you do what you do, and what you stand for. Challenge yourself, travel, experience as much as you can!

Alternative traditions and cultures will open your eyes to many realities and thoughts that you might not previously have considered. This will lead to you discovering a lot more about yourself and your ethical standpoint.

Transparency – Disclosure

Curators thrive on credibility and trust. Transparency, the conscious decision to not keep secrets or hide personal information for one’s own benefit, is imperative to curation. Share your motives and interests, especially if they may be interpreted as a conflict of interest.

The audience has a right to know the motives of a curator, to know what drives and rewards them, so as to afford a level of trust that is not superficial.

Hardly anyone wants to read content picked out of a personal whim, they require cold hard facts about their interests, or an interesting perspective that they would never have previously considered.


To identify deeply with another person or group is essential to content curation.

Since the aim is to answer the questions posed by the audience, it is important to connect with who the audience is, their language; needs; interests and expectations, to find out what they would like to know.

Personal voice within content curation

The personal voice is a personal view on a specific topic, shared with the public. A content curator is not objective, no. We do not keep a distance from the subject matter nor the collections we create. The job entails bringing in one’s bias, prejudice, perspective and opinion to any and all pieces created.

Content curators are highly involved with the subject and content. Content curators actively question the value of information, rationally analyse to identify key strengths and weaknesses and always offer their own perspective.

It can be said that a curator without a strong voice is nothing.

Pattern recognition in content curation

The ability to easily recognise similar information patterns across a range of completely different contexts or appearances.

It’s an invaluable skill to be able to identify trends or the emergence of novel ideas before others. This entails a devotion of more time to the study of your topic; curate more; pay increased attention to detail, nuances and subtle traits that are easily overlooked.

Organisation and content curation

Is the ability to recognise similar items, logically group and label (categorise) them in an order to ensure easy navigation through the information.

To curate content is to make sense out of chaos. To create the logical, clear organisation of information leads to better understanding of concepts.

Attention to detail

Involves being aware of and sensitive to the care for small, sometimes seemingly insignificant items or details that are part of something.

To do this you must dedicate ample time to the content curation process; ensure a peer-review of the content, generate comments and feedback to it and double review it (yes, I’m serious).

Systematic categorisation

Being thorough, analysing things within a systematic procedure, executing high precision tasks without leaving anything to chance.

Content curation is about being precise and giving quality information, there’s no way to do this without having a system of categorisation.

Check, vet and verify. Always.


Is the ability to wait for extended periods of time without losing focus or sight of the objective.

Patience is a core trait that is needed in order to allow ample time for a curated collection to develop. Research and content curation take time. The value is not found in the speed of which you can operate, but how well you can understand the topic and present the information.


Another way to look at content curation is to imagine it as a distillation process. You start with a vast quantity of subject matter, and systematically sift and refine all the material until you have a pure concentration. A potent, 100% extract.

Your ultimate goal being to dose your audience with undiluted shots of pure, useful information to facilitate their understanding on a particular subject.

Digital Marketing South Africa

We are masters in the arts of content curation and endeavour to leave no stone un-turned. To learn more about the importance of effective content curation, contact us.


The Benefits of Automation in Digital Marketing

The Benefits of Automation in Digital Marketing

Many marketing departments have to automate numerous repetitive tasks, such as emails and social media posts. Thankfully, technology has allowed digital marketing warriors to streamline an otherwise tedious process.

Digital Marketing & Marketing Automation

What is marketing automation?

Marketing automation refers to the software that allows for more effective marketing on numerous online platforms. When done correctly, it can determine the evolving needs of your leads, their behaviours and interactions across all of your marketing channels.

Marketing automation uses all the information that you have on a prospective client in order to understand what their wants and needs are. This enables you to deliver the information they need to make a purchase, exactly when they need it and in the place that they are looking for it.

Benefits of marketing automation

With that said, the benefits of marketing automation software can be simplified to three key factors:

  • It automates content to relevant platforms and buyer groups, thus giving the marketing team more time to focus on other tasks.
  • By tracking the behaviour and actions of potential and existing clients, it can personalise their online journey.
  • By tracking each touchpoint with a campaign, added to having sight of any sale and their value, marketing automation software can determine which campaigns have had an influence on each and every sale. Therefore, it understands and maximises the return on investment.

If you are producing effective inbound marketing content, and you’re generating a steady flow of organic leads, consider focusing your efforts on a marketing automation strategy to scale your successful efforts. This will enable you to nurture good quality leads into satisfied, paying customers.

The key is to understand that marketing automation does not do marketing for you, it merely enhances your marketing efforts. When considering a marketing automation provider, make your decision based on the unique goals of your company.

ITM Website Design, SEO & Digital Marketing

For marketing automation that gives you the most added value, contact ITM. Using the SharpSpring platform, we have been able to free up a lot of time for marketing teams, allowing them to focus on their important tasks, while SharpSpring sends out all their emails and social media posts.





Digital Marketers: The Mystery Unveiled

Digital Marketers: The Mystery Unveiled

I’m sure by now you’ve found figuratively tons of online information regarding digital marketing.

So, now we hope to answer some of the questions you might have about the people who perform your business’ digital marketing: specialist digital marketers. What does a digital marketer do? What should you expect of the services you receive from your digital marketing agency? Are there different types of digital marketers and what is their role in your digital marketing strategy?

The greatest digital marketers will have a clear outline of how each digital marketing campaign supports their overall marketing goals. The size of the campaign is determined by marketing strategy goals as well as the organic (free) and paid channels at their disposal. They are responsible for building awareness for the business; providing research for prospective customers as well as driving those prospects to conversions.

Digital Marketing Specialists

Digital marketing specialists are those who drive brand awareness and lead generation via all digital channels for a business. These marketing methods can be organic (free) or paid and are used through channels such as:

  • Your business website
  • Social media
  • Search engine rankings
  • Display advertising
  • Blog engines and
  • Email

A digital marketer will focus on various key performance indicators (KPI) for each and every channel in order to accurately measure the business’ online performance. KPIs are measures which are used to assess the success of a digital marketing strategy (commonly measured in conversions).

Digital marketing is an umbrella term that holds all roles of online marketing under it. Just as in traditional marketing, digital marketing is a job that requires many different skills.

In small companies, one person may be able to handle many of the digital marketing tools for a time. However, as the business grows, the responsibilities that come with each role is multiplied, and may require the focus of many specialists. To find all of the necessary skills in one individual is rare, therefore effective digital marketing requires the formation of teams. The rest of this post will focus on the members of this digital marketing team.

SEO Manager / Specialist

Ensuring that a business’ website can be found by the target audience is no easy feat. The role of an SEO specialist is to help the business achieve an acceptable rank on Google and to measure a website’s “organic” traffic.

Traffic generated organically (with free marketing methods) refers to traffic that comes from website visitors who found your business’ page through a Google search.

An SEO specialist uses a variety of approaches in order to optimize your business’ website; this would include collaborating with other specialists to achieve marketing goals. For example: coordinate with content creators to ensure only the highest quality content is produced and performs well on Google.

Main Key Performance Indicators (KPI/s):

  • Organic traffic

Content Marketing Specialist

These are the digital content creators. Digital content marketers are in charge of coming up with a content strategy and keep constant track of the business’ blog-calendar (when to release new blog content).

Content includes static pages; landing pages; blog articles; newsletter; emails and videos. Content marketers often collaborate with other departments to ensure products and campaigns are supported with promotional content on each digital channel.

Main KPIs:

  • Dwell time on page
  • YouTube channel subscribers
  • Overall blog engine traffic

Social Media Manager

Social media manager is a self-explanatory term; however, the industry the business is involved in determines the social networks they manage. These specialists establish a posting schedule for all the written and visual content for a business.

Collaboration with content marketing specialists is common when developing a strategy for which content to post on which social media network.

Main KPIs:

  • Shares
  • Impressions – number of times a business’ post appears on the newsfeed of a user.
  • Follows

Marketing Automation Coordinator

A marketing automation coordinator assists in the choosing and managing marketing automation software. This software allows the entire marketing team to decipher and understand the customers’ behaviours and to measure the growth of the business.

Many of the marketing operations discussed above may be executed separately from one another; however it is vital that there is someone who is able to group these digital activities into individual campaigns in order to track each campaigns performance.

Main KPIs:

  • Campaign click-through rate
  • Lead Generation (conversion) rate
  • Email open rate

Our role as your digital marketing agency includes many roles and responsibilities.

For example, a collaboration between digital marketing specialists may involve:

  • A content marketer creating a series of blog articles in order to generate leads for a new product.
  • The social media marketer would help promote the blog articles through organic and paid advertising on the business’ social media accounts.
  • An email marketer creates an email campaign to send to those individuals who would be interested in the product or more information about the business.

Digital Marketing South Africa

The world of digital and social media marketing is complex and diverse. Furthermore, if you are not using your digital marketing as a tool to market your business then it is guaranteed that you are missing out on incredible benefits.

Digital Marketing South Africa offers you the opportunity to take your business to the next level. Our team of digital and social media marketing wizards are equipped with all the tools necessary to help you grow your business.

You do not need to have your own team of digital marketing specialists, ITM can easily fulfil that role for you. But if you have internal resources we can strengthen your team and add much needed expertise in key strategic areas.

We handle all aspects of online marketing, including:

Feel free to contact us for more information about our online marketing services.


It is critical that your web design be modern and use current technology.

In addition your website should support your marketing efforts and include elements such as a blog and Social Media.

Digital Marketing South Africa utilizes the superior professional web design services of ITM Website Design.

Defining Inbound Marketing vs. Digital Marketing: What’s the difference?

Defining Inbound Marketing vs. Digital Marketing: What’s the difference?

Inbound marketing and digital marketing, these two terms may seem similar: both focus on creating digital content for online audiences. However, there is a major difference: one resides in the other.

Digital Marketing: An Umbrella Term

What is digital marketing? The definition of the term is one that doesn’t differentiate between different types of online marketing.

These methods include both push and pull marketing tactics (otherwise known as inbound and outbound marketing methods). Therefore digital marketing is an umbrella term in which inbound marketing and outbound marketing fall under.

The role of digital marketing in a business is to effectively market your brand to an online audience. However, your method of marketing, whether inbound or outbound, will have drastic effects on your marketing success.

Outbound marketing

The definition of outbound marketing is a series of tactics which aim to place a marketing message (or an advertisement) directly in front of the viewer. Outbound marketing tactics also aim to show the message to as many people as possible, regardless of whether the message is welcomed or even relevant to the audience.

Examples of digital marketing

Outbound marketing examples:

  • Banners Ads that push products or promotions onto an audience.
  • PPC (Pay-per-click advertising)
  • Content syndication
  • Email Marketing (usually in the form of spam Emails)

The disadvantages of Outbound Marketing

  • There is more difficulty in tracking ROI (return on investment).
  • It’s a high-cost, low-yield solution.
  • There is an increase in blocking techniques (such as Spam filters and “do not call” lists).

Inbound marketing

The definition of inbound marketing refers to the ‘full funnel’ method of attracting; engaging and enlightening online audiences with high quality content in order to turn them into customers.

Inbound marketing tactics make use of high quality online content that will provide helpful assets to the online target market. These inbound marketing tactics attract target customers to the business’ website.

Inbound marketing example:

Possibly the simplest, yet most effective of the inbound marketing tools is a blog engine. Blogs allows your website to capitalize on information regarding the keywords and phrases that your ideal customer audience is looking for.

The other methods which are used with inbound marketing are varied (including both organic and paid methods) and include:

  • Online PR (Public Relations)
  • Email marketing
  • Marketing automation
  • Affiliate marketing
  • Native advertising
  • PPC (Pay-per-click advertising)
  • Social media marketing
  • SEO (Search Engine Optimization)
  • Content marketing

These tactics may be used throughout an inbound marketing strategy. As a result of the work put into inbound marketing strategies, the ideal customer will be delighted when they perform a search and are attracted to your business’ website that is full of useful, high quality content.

Digital Marketing South Africa

The world of digital marketing is dynamic and complex, as is your audience. If you are not using digital, and more importantly, inbound marketing as a tool to delight your audience and market your business then it is guaranteed that you are missing out on incredible benefits.

Digital Marketing South Africa offers you the opportunity to take your business to the next level. Our team of digital and social media marketing wizards are fully equipped with the tools necessary to help you grow your business.

We handle all aspects of online marketing, including:

  • Inbound marketing,
  • Native Advertising,
  • Content Strategy,
  • Content Creation,
  • Search Engine Optimisation (SEO)
  • Social Media Marketing (managing and sharing across all social networks),
  • Email Marketing,
  • Pay Per Click advertising and
  • Marketing Automation.

Feel free to contact us for more information about our online marketing services.


Having fantastic inbound marketing is great, but it means nothing without an equally fantastic website. Therefore it is critical that your web design is modern and uses current technology.

Your website should serve as a support to your marketing efforts and include elements such as a blog and Social Media.

Digital Marketing South Africa utilises the superior professional web design services of ITM Website Design.


Content SEO- Your online business ally

Content SEO- Your online business ally

Does online marketing strategy sometimes end up sounding like a Slavic villain attempting to dominate the world? Talking about SEO and strategies, UX’s, canonicalization, etc?

Our goal is to remove those anxious feelings and act as your translator. We’ll show you that you don’t need a course in digital marketing. And you definetely don’t need to hire an advertising agency to get your business to flourish. You just need a little bit of help, which we can provide. We are here to change your opinion and make you aware of your ever-present online ally, SEO.

Search engine optimization (SEO)

SEO is the practice whereby you implement unpaid or ‘organic’ methods (online marketing techniques) to elevate your website to the first of the search engine result pages (SERP). As a result, you increase the quality and quantity of your website’s traffic (while decreasing traffic to your competitors!).

By definition, marketing should allow you to place your business in the line-of-sight of your consumer. Most people pretend to know what they’re talking about when it comes to online marketing, consequently few truly understand how it works.

Hence not many realise that SEO is an imperative part of your business’ marketing plan. Research states that SEO ( online marketing strategies) has a positive correlation to higher sales and marketing leads.

Whether you use an advertising agency, social media advertising, organic advertising, or paid advertising: it’s a great idea to utilise SEO for your business.

This is ultimately a fancy way of saying that you structure your website and content to captivate the attention of Search engines (mainly Google). Which will drastically increase your chances of catching your target market’s eyes.

SEO is for Search Engines and Humans

The goal of Google is to be the most comprehensive online hub of marketing, communication and information. They seek to provide their users with the best quality information available via searching for specific terms.

That may seem like a simple task, but when you think of the billions of websites in the world, combinations of terms, and how long it takes to go through all the spam… Even if your website happens to be very niche, the result is still sorting through thousands.

It’s somewhat equivalent to sifting through a desert to find the finest grains of sand. Then laying them out, in order of quality and relevance, for all to enjoy.

But it’s certainly better, because instead of grains of sand, its millions of terabytes of useful information.

By using SEO properly, you implement marketing strategies that allow search engines to find, understand and index your website correctly. When this is done suitably, the result should land your website at the top of the first page of a Google search.

There are over 250 factors that Google uses in hugely complicated mathematical algorithms to decide the rank of a website. This includes everything from:

  • Design;
  • Standard of user interface;
  • Age;
  • Traffic;
  • Activity;
  • Technical aspects; to
  • Scrolling text.

All these SEO categories can be divided into 3:

  1. Technical SEO – These include foundations such as: sitemaps, robots.txt,  page speed and mobile friendliness.
  2. On-page SEO – This includes a content audit, page titles, URL, meta-description, title tags and semantic architecture.
  3. Off-page SEO – includes back link building, social citations and domain authority.

Without improving the technical aspects, content SEO has the ability to  drastically increase your websites ranking on Google. This deals with the writing and structure of your content, thus making it easy-peasy to navigate for people and Google.

On-page (Content) SEO deals with three main topics:

  1. Keyword strategy
  2. Site structure
  3. Copywriting

Keyword strategy SEO

Your keyword strategy is created based in the findings of your keyword research, this involves:

  • Search intent: discovering what the target market actually wants to know, do or buy;
  • Finding keywords: terms you want your business to be associated with and, more importantly, the terms your target audience would use to find your business.

Your target market already has these questions, it’s your job to find out what they are. The next step is to answer the queries with concise, quality content.

There are three steps to keyword research:

  1. State the mission of your business.
  2. List all the keywords you want to be found for.
  3. Create a landing page for each keyword.

Keywords can be divided into heads and tails. Head keywords are generally short, common and highly competitive as they generate decent traffic for websites. Tail keywords are usually longer, more specific (niche) and less common (thus easier to rank).

At first, your content should focus on the small number of the most common (head) keywords that fit your business best. It would be wise to place them on the highest level pages of the website (homepage and menu categories).

Your business is dynamic, it may change in time. Therefore you and your keyword strategy should be flexible enough change with it.

Site structure SEO

The structure of your website is important for various reasons, here are two:

ONE: So that Google may read and ‘understand’ your site. This allows them to discover important aspects such as:

    • What the site is about;
    • Where the most important content is;
    • How easy it will be to find and index content relevant to your sites purpose and intent

TWO: Ensure that you don’t compete with your own content. You may find yourself with several articles on a similar topic. A decent internal linking structure can show Google which articles are the most important.

The ideal site structure would form a pyramid.

Start simple and get more complicated lower down. Use head keywords higher up and tail keywords addressed lower down in the site’s scheme.

The homepage would serve as the top tier and have content regarding the focus keyword (the main keyword you want to associate with your site).

The top tiers of the pyramid would focus on cornerstone content: articles on head keywords which you are most proud of;  fit the mission of the site best; and which you want to rank most with.

The next tier should form categories that refer to the following pages and more tail keywords.
It is important to link from tail to head (mention tail articles in cornerstone content) in order to tell Google which articles to rank highest.

More characteristics of an ideal site structure are:

  • Incorporating tags and taxonomies to give the site more structure (this assists Google in understanding how to group your articles on similar topics);
  • A clear, logical site map (with unique and apt page titles);
  • A Meta-description (to reflect the relation of the page to key search terms);
  • A lack of duplicate and out-dated content; and
  • Solving orphaned content (which don’t get any links from your other articles/posts).

Copywriting SEO

Content copywriting, like all writing, must be attractive to the reader in order to hold their attention.

However, this specific type requires you to attain the attention of two audiences: the human target market and Google.

The importance of SEO Keywords

The keyword research comes in handy again when you start to construct your site content. By this stage, you should be aware of who your target audience is and what their intent is.

By deducing this, you can then move on to formulating your main message (what you want to tell them) with purpose.

I.e. what you ultimately want them to do with the information. This could be to engage, read more, buy, sign up, etc.

Discovering keywords that your target audience uses should provide some great starting points and ideas for articles. Then the task is to turn those keywords into interesting angles on original content.


Not only should your content be original, but also well readable for both of our audiences (humans and Google). This is where traditional writing skills come to play.

A well-structured and clearly written article, complete with defined paragraphs, immaculate grammar and superior spelling. These are all part of creating those smooth, information-packed, easy-to-read posts that get our audiences to rank; join; follow; like; sign up; share and buy.

Ultimately, the goal is always to answer the target audience’s questions and ensure a decent UX (User eXperience). They have posed specific questions and these require quality answers.

Thus the role of content copywriting is to incorporate SEO practices to make your website more visible to search engines and answer the target markets queries with high quality content.


There is no doubt that businesses create this informational, original and readable content. The terrible thing is, many never focus on maximising their content’s findability with regards to Google. That obviously means they have this fantastic content that gets lost in a vast abyss of the very average. How truly sad?

What is the point of having website? It is to have your content seen by the largest audience possible. Findability is about increasing the likelihood that Google picks your content for result pages. The higher up your website is found, the more clicks your site will get.

In fact, SEO is all about making 100% sure that your superior content and the product/ service, or message you offer is seen and acknowledged by Google. And as a result, by every person out there that’s looking for your business as an answer.

Why Content Marketing should be part of your Marketing Strategy

Why Content Marketing should be part of your Marketing Strategy

While content marketing is not new to the world of digital marketing, it has become far more important than ever before.

Content Marketing: Why is Content King?

Content is king, and it is working its way to the forefront of all digital marketing strategies as it becomes the crucial element needed to reap big rewards. So why is content king?

High-quality content on a brand’s onsite blog can significantly impact SEO and as a result, search engine ranking.

Regularly updated blogs with no less than 300 words, relevant internal links to other content and naturally placed keywords help websites rank organically for relevant keywords and search terms.

  • The higher the ranking, the more visible the brand becomes to digital consumers searching for products or services in its industry.

Integrating Social Media Marketing

However, a one-size-fits-all approach will not suffice when it comes to content marketing. Instead, a focus on creating unique, high-quality, relevant content is the key to getting your crown. Regardless of the content medium that you may use – from text and imagery to webinars and podcasts – ensure that your content is shareable and relevant to your industry and customers.

Good content, in the form of blog posts which are then shared to social media, encourage users to engage with your brand.

If the content is genuinely good, users happily consume it, understand the message it delivers, and perhaps even like, share or comment on the piece of information.

If the content is not relevant or up to standard, users will continue to scroll past it, and the content and your efforts will eventually disappear into the black hole of cyberspace.

Creating Brand Awareness

To further encourage engagement and foster a relationship with consumers through content marketing, content should be pushed out through social media channels in order to make sharing easy. However, keep in mind that good content is generally less “salesy” than an advertorial, so it gives consumers the opportunity to engage with a brand without a blatant sales message disturbing the engagement.

Content Marketing and Brand Awareness

Content creates brand awareness and authority in a saturated market, which then has the potential to generate new leads and increase sales. It adds value and is generally received well by consumers because it either solves a problem in their everyday lives or teaches them something new. Although content is king, the value it has does not have a direct monetary value, however, it is vital to the business model and the relationship between the brand and consumers.

ITM – Your Digital Marketing Agency

Identifying the components that makeup a great content marketing strategy and being able to implement them successfully requires an understanding of consumer behaviours, sales, content creation and search engine optimisation.

ITM is a full service, online marketing agency, and our team of content creators, SEO whizzes and marketing specialists are guaranteed to produce the most compelling, relevant content for your brand.

Contact us, and we’ll help you get your crown.