Content Curation in Action

Pawan Deshpande Content2Conversion, NYC

May 7, 2014

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Introducing Content Curation

Find Annotate Share

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“ Content curation is act of consistently finding, organizing, annotating and sharing the most

relevant and highest quality content on a specific topic for a target market.”

Content Curation Defined

@GetCurata

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“ Content curation is act of consistently finding, organizing, annotating and sharing the

most relevant and highest quality content on a specific topic for a target market.”

Content Curation Defined

@GetCurata

A person, not a computer algorithm.

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“ Content curation is act of consistently finding, organizing, annotating and sharing the

most relevant and highest quality content on a specific topic for a target market.”

Content Curation Defined

@GetCurata

Not a one time event or activity.

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“ Content curation is act of consistently finding, organizing, annotating and sharing the

most relevant and highest quality content on a specific topic for a target market.”

Content Curation Defined

@GetCurata

Add value. . . perspective, insight, guidance.

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“ Content curation is act of consistently finding, organizing, annotating and sharing the

most relevant and highest quality content on a specific topic for a target market.”

Content Curation Defined

@GetCurata

Be discerning, discriminative and selective.

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“ Content curation is act of consistently finding, organizing, annotating and sharing the

most relevant and highest quality content on a specific topic for a target market.”

Content Curation Defined

@GetCurata

With a laser focus.

Curation in Museums

The Content Mix

Cre

ated

63%

Cur

ated

24%

Syn

dica

ted

12%

Q. What is your current content marketing mix for each type of content?

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Q. What is your [current & desired] content marketing mix for created of content?

Aggregators Enlightened Marketers

Egocentric Marketers

Source: Curata’s 2014 Content Marketing Tactics Planner

Desired

#CMTactics

Why Curate?

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Q. How has content curation impacted each of the following for your company during the past 12 months?

Source: Curata’s 2014 Content Marketing Tactics Planner

Where to Curate?

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What about copyright?

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Curate, Create but Don’t Pirate

•  Give more than you take.

•  Share only a portion of the original content.

•  Always attribute sources.

•  Drive visitors to the original publication.

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Adding Value when Curating

Annotation Methods •  Abstract •  Retitle •  Quote •  Parallelize •  Storyboard •  Summarize

More at http://bit.ly/CurateAnnotate

•  25 Pages of in-depth analysis

•  Best Practices

•  Google+ Authorship

•  Creative Commons

Download at: http://bit.ly/curata_ethicsebook

Content Curation Ethics

Questions to Keep You Awake

•  Where do my customers learn online?

•  Is there a topic that they have to check many sources to get the whole story?

•  Is there a topic underserved or fragmented?

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Take Aways

•  Stop egocentric content marketing.

•  There’s a large but shrinking opportunity to curate content.

•  Curate, create but never pirate.

•  Content marketing should be a mix of created and curated content.

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eBook: Look Book Content Curation

Case Studies

eBook: 5 Steps to Becoming a Content Curation Rockstar

…and more online at: www.curata.com/resources

Industry Resource & News: Content Curation Marketing Site www.contentcurationmarketing.com

eBook: Content Marketing Done Right:

Ethical Curation

eBook: Open & Shut Case for Curation

Guide: Content Curation Annotation

Methods

Twitter: @TweetsFromPawan LinkedIn Group: Content Curators

eBook: Stop Egocentric Marketing: Content Marketing Strategy

Additional Resources

eBook: 2014 Content Marketing Tactics

Planner

@GetCurata