Curating News Stories

  Twitter’s success has focused the attention of search engines and search engine optimization suppliers on curating news stories as a faster way to create backlinks.

The Currency of News Stories

News stories have a ‘currency’, they provide a link to advertisers and in the age of Social Media they represent a huge savings in time for bloggers that write about and comment about stories to provide a rich perspective to their audience.  New story analysis is another original story and as valuable or more valuable than the original story.

One interesting characteristic of news stories is their ability to travel from person to person and get to their destination point virtually unchanged.  I call this stories surfing people and this is in contrast to the notion that people ‘tell’ stories.  Stories can also randomly occur or re-combine so that their source is unknown, but this is another story, though for the purpose of search engine optimization or SEO different variations of stories are better for two reasons.

  1. Readers have different perspectives best served by content aligned to their current need
  2. Search engines ‘discount’ backlinks in stories or content that is ‘spammed’ across social media platforms

Re-telling or the need to re-tell is the mechanism that is being used by a story teller who wants a story to travel.

Curating News Stories

Bloggers have an interesting opportunity as the more they blog the more attention is provided to their blog and may be ‘monetized’ or converted to social action.  Indeed since late 2008 or early 2009 over half of searches start in Social Media platforms and this caused a ‘gold rush’ to create effective and rich blog content so that social media site owners could profit by selling products or advertising.

Curating news stories is an important part of creating rich an reliable news as bloggers don’t have the access to the topics or people that are top of mind of internet searchers.

The Story and the Curator

Understanding how a story is found and who re-tells it is extremely valuable in competitive intelligence and for avoiding propoganda or being conditioned by a planted story that advertisers or politicians or business people construct and distribute.  Curating news stories is not a bad thing regardless of the objective as the original storyteller, the curater and the curator’s audience may all benefit as the original story teller’s purpose is still met even though it may not be known to those curating news stories or their audience.

Understanding the key news story curators in your communities or markets is critical to getting the essence or semantic meaning of your story to your intended audience regardless of how if may be curated.  Those who curate news may be seen as a news filter and plenty of news filters have to be overcome In education, sales, political and social community processes.

News Stories and Competitive Analysis

Good competitive analysis blends market intelligence and business intelligence and provides fast and simple market visibility.

How is this done?

We monitor stories associated to buyers, sellers, partners, products and services and compare them over time to enhance market visibility.  Stories are the raw material for visibility and our unique contribution minimizes the considerable perspective risk when applying stories to future insight.

Consider how a story depends on a storyteller for its delivery and a story listener for its interpretation. The amount of story ‘overlap’ or how closely the teller and listener interpret the value of each story determines the market impact of a story.  Taking multiple simultaneous perspectives provides future insights.

Two people listening to the same story will probably ‘hear’ at least two different stories and value each version differently according to the time and place where they first heard it or the time and place where they explore it again.

Understanding the implications of multiple and often simultaneous story perspectives is key element of market visibility.  See

News Stories and Competitive Analysis

While Europeans have a clear understanding of the difference between Competitor Intelligence (external) and Business Intelligence (internal), North American software and services vendors have blurred this simple distinction in order to maximize their sales of products or services.

Traditional software used to provide executives ‘insight’ to their businesses and markets are transactionally oriented and  provide a valuable historical backdrop to past transactions of an enterprise but face backwards at history.  Business and IT analysts have recently started to use data and context within Customer Relationship Management or CRM systems to provide context to the quantitative data provided by accounting and data mining systems.   However, the past may not accurately reflect current market changes that will impact our future.  The missing element to understanding future customer and market behaviour may be news.

News, Content and Customers

News stories, if they are really new, tend to reflect what readers want to hear and often become top of mind as readers discuss the topics that impact their families, businesses and communities. 

Stories that have ‘resonance’ are re-told from the perspectives of the re-tellers who effectively become curators and understanding the common theme beneath those stories and the different story perspectives is an opportunity for marketers and competitive analysis processes.  Indeed Google search engine spiders look for stories that are ‘similar’ and only show the story once on their search engine results page or SERP that they offer to searchers in response to questions entered into their search window.  This is done in an effort to reduce ‘spam’ though SEO experts have tools and techniques that are used to manipulate SEO results and one of the simplest techniques that I have seen is to find a really good article, have it re-written slightly and post it to as many blogs across the internet as possible.  The derivative or copy soon becomes the ‘oringial’ and the original is labelled as ‘similar’ or a copy.

The curators have re-written the truth.

Positive News Story Curators

Like anything else, curating news stories may have positive or negative impacts.  On the positive side news story curation may be used to help people find the source story faster and a commentary to understand the impact of the original news story on their lives in more depth.

Curating Twitter Stories with SpeedSynch Internet Marketing Software

Twitter represents an amazing opportunity for news story curators as there is an built-in voting mechanism to help identify what is top of mind across different groups across Twitter.

There are two perspectives helpful to understanding the stories that impact you or your brand or your customers;

  1. Twitter leaders and followers
  2. Twitter stories

Finding Twitter leaders and followers associated with your brand or product or the markets that you target is pretty simple as you either know them directly or can search for them using the names of your or your competitors’ brands or products.

Understanding the stories told or Tweeted about your or your competitors’ brands or products is a little harder as there are so may Tweets or blog posts and variations of stories because those who re-tell the story are curators.

We use internet marketing software tools to help us curate news stories and more importantly Twitter’s Tweets.




One Response to Curating News Stories

  1. Pingback: Tweets that mention Curating News Stories « Curating News Stories with Marketstory --

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