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One of my guilty TV pleasures is watching celebrity entertainment news shows. You know the genre; it includes Entertainment Tonight, The Insider, and TMZ. Nothing to be proud of relative to TV watching, but they are a very efficient way to feed what remains of my once fervent interest in all things pop culture.

While watching The Insider late one night, it struck me how masterfully the celebrity entertainment news shows exploit a relatively small amount of real pop culture content. Through a variety of storytelling and content curation techniques, they stretch and morph the content they compile to fill 30 minutes of air time on a daily basis.

Hmmm. What content creation activities might you be involved in where there’s an expectation of daily content where stretching out the content you have would be beneficial? Blogging and managing a social media content effort, perhaps?

5 Strategies from Celebrity Entertainment News Shows

Here are five ways to translate strategies TV celebrity entertainment news shows use to make social media activities more entertaining and manageable:

1. Shoot and run lots of video interviews

Video interviews with employees and customers can be easy ways to add new voices and increase audience time spent on your site. If you’re at an event, use it as an opportunity to video multiple short interviews. You can also video quick reactions to other stories you’re covering.

2. Repackage previous material

When it makes sense with your editorial calendar, repackage previously published material in new combinations. You can feature it again for new audience members and as a refresher for regular readers who haven’t seen it in a while.

3. Tease stories before they run

No need to make the daily blog post a surprise. Let the audience know in advance what’s coming up in future posts by sharing a snippet of content, getting anticipation and discussion started in advance. Another variation on the tease is to announce one topic, then start with a completely different one first.

4. Space stories over multiple days

Take a story, tease it one day, and then serialize the post over multiple days. Each daily post does not have to be unique – you can re-run a snippet of what you published previously to re-set the background for the piece.

5. Take the discussion to Facebook and Twitter

Repackage blog content in platform-appropriate ways for sharing in other social media channels, making content work harder for you. You can do this in reverse also, using status updates and comments created elsewhere and curating them to use in a blog.

What Ideas Do You Have?

Will you admit to watching Entertainment Tonight, TMZ, The Insider and other shows in this genre? If you do, what other ideas do you have for how their strategies can help your social media effort? – Mike Brown

 

If you’re struggling with understanding social media-related ROI and evaluating its impacts, you’ll benefit from downloading “6 Social Media Metrics You Must Track.” The article provides a concise, strategic view of the numbers and stories that matter in shaping, implementing, and evaluating your strategy. You’ll learn about the best time to address measurement strategy, a checklist to identify overlooked ROI opportunities, and using measures linked to 3 stages of social networking activity to create a 6-metric dashboard.  If you’re getting tough questions about social media ROI, download “6 Social Media Metrics You Must Track” today!

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Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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6 Responses to “Content Curation – 5 Strategies from Celebrity Entertainment News Shows”

  1. Alex says:

    I admire your strong stomach. Can’t watch that stuff. Ugh.

  2. Nancy Whitworth says:

    My guilty pleasure is People magazine, which I equate to the print version of those shows. I too have marveled at how People can make a story out of just about anything.  I think the secret is they use lots of color photos to catch attention and add interest and life (similar to your point about the videos), and they keep the articles short (I can read the whole magazine in less than an hour), and easy to read (I would say less than 8th grade level).  This gives the brain a break from the mind-boggling challenges encountered during a work day.  I think those are a lot of the same characteristics that make people want to read a blog – catchy, short, easy to read, not too taxing on the brain.

    • Anonymous says:

      I used to get People magazine in high school specifically because the pictures sparked ideas for drawings and paintings…and that was back in the days of black and white photos in People. There’s definitely a place for mind-candy in the world, and entertainment news supplies a bunch of it!

  3. Betsy Caszatt says:

    Mike, I admire how you extrapolate one medium’s ideas for use in another. Have to admit to an entertainment TV addiction too. Am sometimes irritated by how many times they can tease the same story — but maybe we ad creatives could stand to tug on the audience’s sleeves (non-irritatingly!) a little more on our clients’ behalf. Thanks.

  4. Anonymous says:

    It’s an interesting point Betsy about the over-teasing on stories. Not sure if that’s from laziness on their part or the recognition that repetition is important to get attention from people these days.