how to fuel your content marketing engine with curation - content marketing world 2013
Post on 17-Sep-2014
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A step-by-step method to content curation, including real world examples of companies using curation - Presentation given by Pawan Deshpande, CEO Of Curata at Content Marketing World 2013TRANSCRIPT
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How to Fuel Your Content Marketing Engine with
Curation
A Step-by-Step Method with Real World Examples
Pawan DeshpandeCEO, Curata
@GetCurata#CurationRockstar
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www.curata.com/resources
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Reach
Quality&
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Low
Reach
Low
Qu
ality
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Low
Reach
Hig
h Q
uality
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Hig
h R
each
Low
Qu
ality
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Hig
h R
each
Low
Qu
ality
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Hig
h R
each
Low
Qu
ality
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Hig
h R
each
Low
Qu
ality
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Hig
h R
each
Hig
h Q
uality
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We are the 91%
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Sou
rce:
Cu
rata
2012 B
2B
Mark
eti
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Tre
nd
s R
ep
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Drive Traffic &
Leads
Establish Thought
Leadership
Boost Brand
Awareness
Q. What strategies do you use in your marketing programs?
Content Marketing is Here to Stay
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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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But . . .
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Most content is still in our own voice!
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STOPEGOCENTRIC
CONTENT MARKETING
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“Product Out”• Content is product
centric• Low buyer trust• No market connection
“Content Out”
• Content is customer centric, but in vendor’s voice
• Surficial market connection
• Medium buyer trust
“Market In”
• Vendor created content is complemented by curated content
• Exchange of ideas with the market
• High buyer trustInbound Marketing
Outbound MarketingVendorCentric
CustomerCentric
Low HighLevel of Customer Engagement
Vendor’s Content Marketing Strategy
Evolution of Content Marketing
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“You’ll learn more from those around
you than people on stage.”
Seth Godin
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CreatedContent
Two Sides of the Same CoinCuratedContent High effort
High cost
Time consuming
Requires great talent
Highly valued by audience
Medium Effort
Low Cost
Easy Execution
Market insight & 3rd party perspectivevalued by audience
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The Three Types of Content
Expert Content
Peer Content
Vendor Content
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The Three Types of Content
Vendor Content
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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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You’ve probably curated yourself
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Have you ever…
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Then you’ve curated.
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Then you’ve curated.
And so have these folks. . .
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Why is curation relevant now?
Buyers are overwhelmed with content
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Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012
What are your content marketing challenges?
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“ Content curation is when an individual (or team) consistently finds, curates and shares the most relevant and highest quality digital content on a specific topic for their target market.”
-Curata
Content Curation Defined
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Content Curation DefinedA person, not simply a computer algorithm.
“ Content curation is when an individual (or team) consistently finds, curates and shares the most relevant and highest quality digital content on a specific topic for their target market.”
-Curata
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“ Content curation is when an individual (or team) consistently finds, curates and shares the most relevant and highest quality digital content on a specific topic for their target market.”
-Curata
Content Curation DefinedNot a one time event or activity.
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Content Curation Defined
“ Content curation is when an individual (or team) consistently finds, curates and shares the most relevant and highest quality digital content on a specific topic for their target market.”
-Curata
Add value. . . perspective, insight, guidance.
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Content Curation Defined
“ Content curation is when an individual (or team) consistently finds, curates and shares the most relevant and highest quality digital content on a specific topic for their target market.”
-CurataBe discerning, discriminative and selective.
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Content Curation Defined
“ Content curation is when an individual (or team) consistently finds, curates and shares the most relevant and highest quality digital content on a specific topic for their target market.”
-CurataA laser focus on your audience.
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The Content Curation Process
Curate
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Curation in Museums
You can create value simply by curating.
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What are your main objectives of content curation?
Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012
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5 Steps to Successful Curation
1. Identify2. Find3. Curate4. Share5. Analyze
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2. FindSources
RSS FeedsNews SitesBlogsTrade PubsTwitterJournals
Schedule a regular and consistent time every day to review content.
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3. Curate: Organize• Categorize• Tag• Group• Index• Archive• Recommen
d
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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3. Curate: Add Value
• Abstract• Retitle• Quote• Parallelize• Storyboard• Summarize
Comment like an analyst.“Create value for your audience”More at http://bit.ly/CurateAnnotate
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4. Share• Website / Microsite• Blog• Mobile devices• Email Newsletter• Embeddable
Widgets• Feeds• Social Media
Share content everywhere your audience is. For more sharing tips:
http://bit.ly/CurationShare
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Analyze
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Think beyond your own brand• Include competitor
content• Include content that
may not agree with your position
• Become a trusted and reliable authority
You may need to curate competitor content to become a thought leader.
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Content Curation & Fair Use• Share only a portion of the original
content
• Always attribute sources
• Drive visitors to the original publication
• Follow the Google “Rule of Thumb”
Create, curate, but never pirate content.For more ethics tips: http://bit.ly/CurationEthicsPost
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STOPEGOCENTRIC
CONTENT MARKETING
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“Content curators are the new super heroes of the web.” Steve
RosenbaumFast
Company
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Content Curation Resources
Resources: www.curata.com/resources/Site & newsletter:
contentcurationmarketing.comLinkedIn Group: Content Curators
Email: [email protected]: @TweetsFromPawan