Download - The Role of Curation in Content Marketing
The Role of Curation in Marketing
Lisa Rhodes. Verne Global. (@VerneGlobal)
Pawan Deshpande. Curata. (@TweetsFromPawan)
Content2Conversion. April 2013
CURATION IS
EVERYWHERE
Cura5on Content Cura5on
Why curation is relevant now?
Consumers have too much content
But marketers have too liCle.
What are your content marketing challenges?
©2012 Curata, Inc. Annual Content CuraKon AdopKon Survey
The Content Beast
• Blog Posts • News Sites • NewsleCers • Social Media • Podcasts • eBooks • Special Reports • Infographics • Polls & Surveys • Video • Webinars
Download at curata.com/resources
Content Curation
“A Content Curator is someone who con2nually finds, groups, organizes and shares the best and most relevant content on a specific issue online.”
-‐Rohit Bhargava
Curation in Museums
You can create value simply by curaKng.
• IBM • Whole Foods • Oregon Wine Board • FedEx • Intel • United NaKons • Adobe • & more…
Download at curata.com/resources
With a foreword by Rohit Bhargava Author of Likeonomics & Personality Not Included
A CASE STUDY OF CURATION
37%
7%
6%
1% 3%
4% 10%
31%
Verne Global Data Center
HydroelecKc Sources
Geothermal Sources
Brilliant Idea in a Unique LocaKon: Verne Global
Interrupted by The Black Swan Theory
The disproporKonate role of high-‐profile, hard-‐to-‐predict, and rare events that are beyond the realm of normal expectaKons in history, science, finance, and technology. “Fooled By Randomness” by Nassim Nicholas Taleb
Beyond the Realm of Normal
Presents Opportunity for Content MarkeKng
Thought Leadership
• Become news source for Green Data Center/Green IT
• Bloggers from Industry Sources to keep content original and fresh
Inbound Interest
• Create posiKve news buzz about Company and the locaKon
• Develop the persona of a larger and more established company
Lead GeneraKon
• NewsleCer built immediate lead generaKon plaiorm
• Social media interfaces provides streamlined opportunity to communicate with leads
Results in www. greendatacenternews.org
HOW TO CURATE
1. IdenKfy 2. Find 3. Organize 4. Share 5. Create
Steps to successful curation:
Identify
IdenKfy: hCp://bit.ly/CuraKonTopic
Find Sources
– RSS Feeds – News Sites – Blogs – Trade Pubs – TwiCer – Journals
Schedule a regular and consistent Kme every day to review content.
Blog Post: hCp://bit.ly/CuraKonSources
Organize
• Categorize • Tag • Group • Index • Archive • Recommend
Think like a librarian when organizing content.
– Use categories & tags in blog solware
– Make your CTA point to another piece of content
– Create digests & roll-‐up summaries
Blog Post: hCp://bit.ly/CuraKonOrganize
Share • Website / Microsite • Blog • Mobile devices • Email NewsleCer • Embeddable Widgets • Feeds • Social Media
Share content everywhere your audience is.
Blog Post: hCp://bit.ly/CuraKonShare
Create – add value • Annotate • Analyze • Recap or summary
Add more commentary that amount of the content you repost
Content Curation & Fair Use • Share only a porKon of the original content
• Always aCribute sources • Drive visitors to the original publicaKon
• Follow the Google “Rule of Thumb”
Create, curate, but never pirate content.
Blog Post: hCp://bit.ly/CuraKonEthics
Think beyond your own brand • Include compeKtor content
• Include content that may not agree with your posiKon
• Need this to become a trusted and reliable authority
You may need to curate compeKtor content to become a thought leader.
Content CuraKon Resources
Site & newsleJer: contentcuraKonmarkeKng.com LinkedIn Group: Content Curators Email: [email protected] TwiJer: @TweetsFromPawan Resources: www.curata.com/resources/
