how to become a content curation rockstar, b2b content marketing open dialogue, toronto 2013

#ContentCura*on  @GetCurata  

Jessie  Zubatkin  Curata,  Inc.  www.curata.com  

How to become a content curation

rockstar!

#ContentCura*on  @GetCurata  

#ContentCura*on  @GetCurata  

Have you ever… Emailed an article? Shared a blog post on twitter? Pasted a link to facebook?

#ContentCura*on  @GetCurata  

Then you’ve curated.

#ContentCura*on  @GetCurata  

#ContentCura*on  @GetCurata  

#ContentCura*on  @GetCurata  

Why curation is relevant now?

Consumers have too much content

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But marketers have too little.

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What are your content marketing challenges?

©2012 Curata, Inc. Annual Content Curation Adoption Survey

#ContentCura*on  @GetCurata  

What are your content marketing challenges?

©2012 Curata, Inc. Annual Content Curation Adoption Survey

#ContentCura*on  @GetCurata  

“A  Content Curator is  someone  who  con*nually  finds,  groups,  organizes  and  shares  the  best  and  most  relevant  content  on  a  specific  issue  online.”  

- Rohit Bhargava, Ogilvy

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Great content works

The  more  content  you  produce,  the  more  likely  you  are  to  acquire  a  customer  through  content.  

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The Content Curation Process

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WHY CURATE

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Curation in Museums

You  can  create  value  simply  by  cura*ng.  

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©2012 Curata, Inc. Annual Content Curation Adoption Survey

#ContentCura*on  @GetCurata  

Curation Benefits

•  Revive site traffic •  Improve SEO performance •  Increase the quantity & quality of leads •  Reduce lead acquisition costs •  Enhance thought leadership positioning •  Lower content creation costs

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“The combination of curated and original content appears to appeal to readers, which I believe is the reason we increased traffic on the site 100% during the past year.” – Tim Moran, Editor In Chief, CMO.com, Adobe Systems

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SEO takes time…

“We are very pleased to be listed organically on the first page of ‘end user experience’ with our site. That was a key goal that has been sustained since earlier this year (so about 6 months after implementation). This was and remains a key metric for us and proves the value.” – Donna Parent, VP Marketing, Aternity

•  Updated content frequency

•  Inbound links •  Long tail keywords •  Categorization

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“If I look at all of our company’s curated content for this quarter I had 470 views. To put it in perspective we launched an e-book recently and had 484 downloads and it was considered a wild success. If you were to pay for a program like this, with a media company managing the program for you, it would cost somewhere between $15 and $20k.” - Chuck Eberl, EVP Marketing, Connance

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“We  doubled  our  traffic  this  quarter  over  last.”  

“We  have  e-­‐newsleIer  open  rates  of  20-­‐25%  &  more  than  doubled  newsleIer  subscrip*ons  in  only  4  months!”  

“I’ve  tried  to  do  this  before,  and  the  cost  would  have  been  astronomical  –    •  even  just  the  interface  would  be  $5,000  -­‐  $10,000  •  it  would  probably  require  a  full-­‐*me  staff  member  working  on  it  •  we  spend  maybe  20  minutes  to  an  hour  a  week  working  on  it.”  

#ContentCura*on  @GetCurata  

#ContentCura*on  @GetCurata  

HOW TO CURATE

#ContentCura*on  @GetCurata  

1.  Iden*fy  2.  Find  3.  Organize  4.  Share  5.  Create  

Steps to successful curation:

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Identify

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#ContentCura*on  @GetCurata  

#ContentCura*on  @GetCurata  

Find Sources  

– RSS  Feeds  – News  Sites  – Blogs  – Trade  Pubs  – TwiIer  –  Journals  

Schedule  a  regular  and  consistent  *me  every  day  to  review  content.  

#ContentCura*on  @GetCurata  

#ContentCura*on  @GetCurata  

#ContentCura*on  @GetCurata  

Organize

§  Categorize  §  Tag  §  Group  §  Index  §  Archive  §  Recommend  

Think  like  a  librarian  when  organizing  content.  

– Use  categories  &  tags  in  blog  sodware    

– Make  your  CTA  point  to  another  piece  of  content    

–  Create  digests  &  roll-­‐up  summaries  

#ContentCura*on  @GetCurata  

#ContentCura*on  @GetCurata  

#ContentCura*on  @GetCurata  

Share

§  Website  /  Microsite  §  Blog  §  Mobile  devices  §  Email  NewsleIer  §  Embeddable  Widgets  §  Feeds  §  Social  Media  

Share  content  everywhere  your  audience  is.  

#ContentCura*on  @GetCurata  

#ContentCura*on  @GetCurata  

#ContentCura*on  @GetCurata  

Create – add value

§  Annotate  §  Analyze  §  Recap  or  summary  §  Ask  ques*ons,  polls  §  Comment  

#ContentCura*on  @GetCurata  

#ContentCura*on  @GetCurata  

Content Curation & Fair Use

•  Share  only  a  por*on  of  the  original  content  

•  Always  aIribute  sources  •  Drive  visitors  to  the  original  publica*on  

•  Follow  the  Google  “Rule  of  Thumb”  

Create,  curate,  but  never  pirate  content.  

#ContentCura*on  @GetCurata  

Think beyond your own brand

§  Include  compe*tor  content  

§  Include  content  that  may  not  agree  with  your  posi*on  

§  Need  this  to  become  a  trusted  and  reliable  authority    

You  may  need  to  curate  compe*tor  content  to  become  a  thought  leader.  

#ContentCura*on  @GetCurata  

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