Create, Curate but Never Pirate

A Guide to Ethical Content Marketing
October 29, 2013
Pawan Deshpande, CEO
1
“I need to get yet another blog post out today…”

2
“Darn. I can’t think of anything right now.”

3
“Let me see what else people
are writing about…”

4
“Wait a minute… Here’s a relevant blog
post that my audience would love.”

5
“Let me just rework this a little bit…”

66
“That was easy. A blog post in 10 minutes.”

77
“I really hope I did this right.”
Same title

poor contextualization

Excessive
reproduction
no source

Weak attribution

...
Disclaimer: I am not lawyer

@getcurata #contentethics

9
Fair Use & Copyright
Explained

@getcurata #contentethics

10
The Three Parties
Curator

#contentethics

11
Where Fair Use Can Apply
• Quotation of excerpts in a review or criticism for
purposes of illustration or comment.
• Quota...
Fair Use Considerations
• The purpose and character of the use, including
whether such use is of commercial nature or is f...
12 Best Practices
(for ethical curation)

14
14
@getcurata #contentethics

15
@getcurata #contentethics

16
Best Practice
#1:

• Reproduce only those portions of the
headline or article that are necessary to
make your point or to ...
@getcurata
#contentethics

18
@getcurata
#contentethics

19
Best Practice
#2:

• Try not to use all, or even the majority,
of articles available from a single source.
Limit yourself ...
Best Practice
#3.

• Prominently identify the source of the
article.*

• Demonstrating that you have curated
content from ...
@getcurata
#contentethics

22
Best Practice
#4.

• Whenever possible, link to the original
source of the article.*

• Again, linking to the original sou...
@getcurata
#contentethics

24
• Whenever possible, provide context or commentary for the
material you use.*

Best Practice
#5.

Why you should
follow th...
@getcurata
#contentethics

26
@getcurata
#contentethics

27
• When sharing images, unless you
have explicit permission to share a
full-size image, always share an
Best Practice #6
im...
@getcurata
#contentethics

29
#contentethics

30
• Link back to the original article prominently, not
buried all the way down at the end of post.

Best Practice
#7:

• Bes...
@getcurata
#contentethics

32
Best Practice
#8:

• If you are re-posting an excerpt from the
original article, make sure your excerpt
only represents a ...
@getcurata
#contentethics

34
Best Practice
#9:

• If you are reposting an excerpt from an
original article, make your commentary longer
than the excerp...
@getcurata
#contentethics

36
Best Practice
#10:

• Retitle any and all content you
curate.

• (1) You are no longer competing for
the same title on sea...
@getcurata
#contentethics

38
Best Practice
#11:

• If you are using a share bar or iFrame, give
the reader an option to close the iFrame or
Share Bar t...
@getcurata #contentethics

40
Best Practice
#12:

• Don’t use no-follows on your links
to the original publisher’s
content.

• The no-follow attribute o...
42
In Summary
• Add value: Give more than you take.
• Keep in mind the interests of the three parties.

• Follow the 12 best ...
• 25 Pages of in-depth
analysis
• Best Practices
• Google+ Authorship

• Creative Commons

Download at:

http://bit.ly/cur...
Additional Resources

Content Marketing Done
Right: Ethical Curation

2012 B2B Mktg.
Trends Survey

5 Steps to Becoming a
...
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Content Marketing Done Right - How not to Pirate Content - 12 tips - Curata Curation Rockstar Summit

  1. Create, Curate but Never Pirate A Guide to Ethical Content Marketing October 29, 2013 Pawan Deshpande, CEO 1
  2. “I need to get yet another blog post out today…” 2
  3. “Darn. I can’t think of anything right now.” 3
  4. “Let me see what else people are writing about…” 4
  5. “Wait a minute… Here’s a relevant blog post that my audience would love.” 5
  6. “Let me just rework this a little bit…” 66
  7. “That was easy. A blog post in 10 minutes.” 77
  8. “I really hope I did this right.” Same title poor contextualization Excessive reproduction no source Weak attribution 8
  9. Disclaimer: I am not lawyer @getcurata #contentethics 9
  10. Fair Use & Copyright Explained @getcurata #contentethics 10
  11. The Three Parties Curator #contentethics 11
  12. Where Fair Use Can Apply • Quotation of excerpts in a review or criticism for purposes of illustration or comment. • Quotation of short passages in a scholarly or technical work, for illustration or clarification of the author’s observations. • Use in a parody of some of the content of the work parodied. • Summary of an address or article, with brief quotations, in a news report. @getcurata #contentethics 12
  13. Fair Use Considerations • The purpose and character of the use, including whether such use is of commercial nature or is for nonprofit educational purposes. • The nature of the copyrighted work. • The amount and substantiality of the portion used in relation to the copyrighted work as a whole. • The effect of the use upon the potential market for, or value of, the copyrighted work. @getcurata #contentethics 13
  14. 12 Best Practices (for ethical curation) 14 14
  15. @getcurata #contentethics 15
  16. @getcurata #contentethics 16
  17. Best Practice #1: • Reproduce only those portions of the headline or article that are necessary to make your point or to identify the story. Do not reproduce the story in its entirety.* • The more you link to third parties original content, the more likely they are to link back Why you should to you – which ultimately improves your SEO. follow this * From Kimberley Isbell (Nieman Journalism Lab) @getcurata #contentethics 17
  18. @getcurata #contentethics 18
  19. @getcurata #contentethics 19
  20. Best Practice #2: • Try not to use all, or even the majority, of articles available from a single source. Limit yourself to those articles that are directly relevant to your audience.* • A good content curator is selective and only links to the most relevant content Why you should on a specific topic or issue. follow this * From Kimberley Isbell (Nieman Journalism Lab) @getcurata #contentethics 20
  21. Best Practice #3. • Prominently identify the source of the article.* • Demonstrating that you have curated content from a wide variety of sources, Why you should and from some very reputable sources, makes you more credible as well. follow this * From Kimberley Isbell (Nieman Journalism Lab) @getcurata #contentethics 21
  22. @getcurata #contentethics 22
  23. Best Practice #4. • Whenever possible, link to the original source of the article.* • Again, linking to the original source may drive traffic away from you momentarily, but makes you more credible for Why you should identifying relevant content in other wellknown publications. follow this * From Kimberley Isbell (Nieman Journalism Lab) @getcurata #contentethics 23
  24. @getcurata #contentethics 24
  25. • Whenever possible, provide context or commentary for the material you use.* Best Practice #5. Why you should follow this • The more original context you provide, the more of your marketing message you can place on third party content and the easier it is for your audience to understand why this content is relevant to them. • Furthermore, if your audience values your commentary, they are far more likely to return to you rather than go to the original sources in the future. * From Kimberley Isbell (Nieman Journalism Lab) @getcurata #contentethics 25
  26. @getcurata #contentethics 26
  27. @getcurata #contentethics 27
  28. • When sharing images, unless you have explicit permission to share a full-size image, always share an Best Practice #6 image thumbnail at most. Why you should follow this • Similar to Best Practice #1, of only sharing a portion of any original article, pertains solely to text content. @getcurata #contentethics 28
  29. @getcurata #contentethics 29
  30. #contentethics 30
  31. • Link back to the original article prominently, not buried all the way down at the end of post. Best Practice #7: • Best Practice #4 (whenever possible, link to the original source of the article) doesn’t prescribe where that link should be. Why you should • This discourages readers from visiting the original publisher and does not fairly reward them with traffic. follow this @getcurata #contentethics 31
  32. @getcurata #contentethics 32
  33. Best Practice #8: • If you are re-posting an excerpt from the original article, make sure your excerpt only represents a small portion of the original article. • While Best Practice #1 recommends you should never re-publish an entire original article, there’s still a lot of latitude here to Why you should upset a publisher by posting most of their original content. follow this @getcurata #contentethics 33
  34. @getcurata #contentethics 34
  35. Best Practice #9: • If you are reposting an excerpt from an original article, make your commentary longer than the excerpt you are reposting. • Ensures you are adding substantial new value • Minimizes the amount of original content you re-post by writing more commentary. Why you should • It’s also good for SEO because it reduces the amount of duplicate content. follow this @getcurata #contentethics 35
  36. @getcurata #contentethics 36
  37. Best Practice #10: • Retitle any and all content you curate. • (1) You are no longer competing for the same title on search results. Why you should • (2) You can add your own spin. • (3) Incorporate your own keywords. follow this @getcurata #contentethics 37
  38. @getcurata #contentethics 38
  39. Best Practice #11: • If you are using a share bar or iFrame, give the reader an option to close the iFrame or Share Bar to view the content without it. • Share Bars and iFrames around the original publishers content can be annoying to readers. Also because the browser address Why you should bar shows the curator’s URL instead of the publisher’s URL, it can be deceiving. follow this @getcurata #contentethics 39
  40. @getcurata #contentethics 40
  41. Best Practice #12: • Don’t use no-follows on your links to the original publisher’s content. • The no-follow attribute on hyperlinks tells search engines not to give SEO credit to the site you Why you should have linked to. follow this @getcurata #contentethics 41
  42. 42
  43. In Summary • Add value: Give more than you take. • Keep in mind the interests of the three parties. • Follow the 12 best practices. 43
  44. • 25 Pages of in-depth analysis • Best Practices • Google+ Authorship • Creative Commons Download at: http://bit.ly/curata_ethicsebook 44
  45. Additional Resources Content Marketing Done Right: Ethical Curation 2012 B2B Mktg. Trends Survey 5 Steps to Becoming a Content Curation Rockstar 2012 Curation Adoption Survey Open & Shut Case for Curation Content Curation Annotation Methods Curation case studies: IBM, Whole Foods, Intel, FedEx, Adobe and more Content Curation Marketing Site (www.contentcurationmarketing.com) www.curata.com/resources Email: marketing@curata.com Twitter: @TweetsFromPawan or @GetCurata LinkedIn Group: Content Curators @GetCurata 45

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