how curation boosts your content marketing strategy

HOW CURATION BOOSTS YOUR CONTENT MARKETING STRATEGY

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Camilla Calhoun Customer Success Manager

Kapost @camillacalhoun

camilla@kapost.com

Michael Gerard Chief Marketing Officer

Curata @michaelgerard

michael@curata.com

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Have you ever…

Published a “best of” post?

Commented on and shared a link on twitter?

Pasted a link to facebook with your commentary?

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Then you’ve curated.

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And so have these folks. . .

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AGENDA

•  What is curation and how can it boost your content marketing strategy?

•  How can you become a content curation rock star?

•  Who is doing it well and why? •  How are Kapost and Curata integrated?

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CONTENT MARKETING IS HERE TO STAY

Drive Traffic & Leads

Establish Thought Leadership

Boost Brand Awareness

Q. Top Strategies Used in Marketing Programs?

Curata’s Annual B2B Marketing Trends Report http://bit.ly/curatab2b2012

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BUT CONTENT MARKETING HAS SOME PROBLEMS

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POLL

How many of you… 1. Produce content that

goes unused 2. Produce content that is too brand (“YOU”) centric 3. Struggle to keep up and

stay relevant

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•  60-70 % of content goes unused (it is too product focused*)

•  Brands struggle to create enough buyer-centric content

•  Inconsistent messaging is delivered to buyers

•  Challenge to stay relevant

*Sirius Decisions, May 2013

You’re Not Alone…

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MOST CONTENT IS STILL IN OUR OWN

VOICE!

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Source: http://bit.ly/STOPEgoMktg

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“ Content curation is the process of an individual (or team) consistently finding, curating and sharing the most relevant and highest quality digital content on a specific topic for their target

market.” -Curata

WHAT IS CURATION?

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WHY IS CURATION IMPORTANT? . . .Thought leadership

. . . Lead generation

. . . Lower content development costs

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CURATION OBJECTIVES

Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012

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Ideation &

Planning Production Distribution Analysis

BOOSTING YOUR CONTENT MARKETING PROCESS

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Identify Find Curate Share Analyze

5 STEPS TO SUCCESSFUL CURATION

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IDENTIFY

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CURATION IN ACTION: IQ BY INTEL

http://iq.intel.com

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SOURCES

Schedule a regular and

consistent time every day to

review content.

RSS Feeds News Sites Blogs Trade Pubs Twitter Journals

FIND

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http://causnow.colorassociation.com

CURATION IN ACTION: CAUSNOW

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CATEGORIZE TAG

GROUP INDEX

ARCHIVE RECOMMEND

CURATE: FIRST ORGANIZE

Think like a librarian when organizing content.

–  Use categories & tags in blog software

–  Make your CTA point to another piece of content

–  Create digests & roll-up summaries

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ANNOTATE ANALYZE

RECAP OR SUMMARY ASK QUESTIONS,

POLLS COMMENT

PROVIDE INSIGHT AND GUIDANCE

CURATE: THEN ADD VALUE

Comment like an analyst when you curate . . . create value for your audience.

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•  Share only a portion of the original content

•  Always attribute sources •  Drive visitors to the original

publication •  Follow the Google “Rule of

Thumb”

CONTENT CURATION & FAIR USE

Create, curate, but never pirate content.

Source: http://bit.ly/CurationEthicsPost

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CURATION IN ACTION: VERNE GLOBAL

http://www.greendatacenternews.org

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SHARE

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ANALYZE

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HOW CURATA AND KAPOST ARE INTEGRATED

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HOW CURATA AND KAPOST ARE INTEGRATED

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IN SUMMARY

•  Content Marketing is here to stay •  Meet your audience needs and provide a market-in

perspective •  Grow your CM strategy and capture your audience

with curation. •  Need a holistic platform to manage and integrate

curation and content marketing

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Q + A

Sales at Curata sales@curata.com

Customer Support at Curata

accounts@curata.com

Sales at Kapost sales@kapost.com

Customer Success at Kapost

AM@kapost.com