4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit

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By Pawan Deshpande

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4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit

  1. 1. Content Marketing Enlightenment Pawan Deshpande, CEO 2013 Curation Rockstar Summit
  2. 2. MARKETER = PUBLISHER
  3. 3. Vendor
  4. 4. STOP EGOCENTRIC CONTENT MARKETING
  5. 5. Peer Vendor Expert
  6. 6. Peer
  7. 7. Expert
  8. 8. Vendor
  9. 9. Expert Peer Vendor
  10. 10. Realization s Realizes the opportunity to add value and validate messaging in context of the market. Realizes customers want other perspectives. Actions Complements created content with contextualized 3rd party content. High engagement & trust ENLIGHTENED Medium buyer engagement and trust “Market first. Product last.” MARKET IN “Also curates and syndicates content” Medium buyer engagement and low trust Realizes that buyers’ interest needs to be earned “Buyer focused message.” EGOCENTRIC: CONTENT OUT Incorporates perspectives from outside of the company into content. “100% vendorsupported content” Publishes content focused on buyers’ needs Low buyer engagement and low trust “Product first, buyer last.” EGOCENTRIC: “Only publishes productfocused content.” PRODUCT OUT
  11. 11. Low buyer engagement and low trust “Product first, buyer last.” EGOCENTRIC: PRODUCT OUT “Only publishes productfocused content.”
  12. 12. Methods • Inappropriately use lower funnel content for the top of the funnel “I have plenty of content. I don’t need to create new content. I just need to surface existing content and repurpose it.”
  13. 13. Symptoms • Has to be about themselves • Very low subscriber rates • Negligible inbound links
  14. 14. Realizes that buyers’ interest needs to be earned Publishes content focused on buyers’ needs
  15. 15. Medium buyer engagement and low trust “Buyer focused message.” EGOCENTRIC: CONTENT OUT “100% vendorsupported content”
  16. 16. Methods • Using Personas • Querying sales teams
  17. 17. Symptoms • Only created content. • Censored curation. • No dissent. • Promotional interactions.
  18. 18. Realizes customers want other perspectives. Incorporates perspectives from outside of the company.
  19. 19. Medium buyer engagement and trust “Market first. MARKET Product last.” IN “Also curates and syndicates content”
  20. 20. Methods • Regularly curate. • Listen & follow. • Value added interactions.
  21. 21. Symptoms • Lack of Differentiation & Regurgitation. • Struggle to capitalize.
  22. 22. Realizes the opportunity to add value in context of the market. Complements created content with contextualized 3rd party content.
  23. 23. High engagement & trust ENLIGHTENED
  24. 24. Methods • Good mix of creation & curation. • Consistently curate. • Add commentary and context to all content.
  25. 25. The Good News
  26. 26. The Challenge
  27. 27. Our Job
  28. 28. Empower You
  29. 29. Educate You
  30. 30. Grow with you
  31. 31. The Best Content from Anywhere
  32. 32. The Best Content to Anywhere
  33. 33. Your Job
  34. 34. Be Inspired

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