Content Marketing Enlightenment

Pawan Deshpande, CEO
2013 Curation Rockstar Summit
MARKETER = PUBLISHER
Vendor
STOP
EGOCENTRIC
CONTENT MARKETING
Peer

Vendor

Expert
Peer
Expert
Vendor
Expert

Peer

Vendor
Realization
s
Realizes the opportunity
to add value and validate
messaging in context of
the market.
Realizes customers
wa...
Low buyer engagement and low trust

“Product first,
buyer last.”

EGOCENTRIC:

PRODUCT OUT

“Only publishes productfocused...
Methods
• Inappropriately use lower funnel content
for the top of the funnel
“I have plenty of content. I don’t need to cr...
Symptoms
• Has to be about themselves
• Very low subscriber rates
• Negligible inbound links
Realizes that buyers’
interest needs to be
earned
Publishes content
focused on buyers’
needs
Medium buyer engagement and low trust

“Buyer focused
message.”

EGOCENTRIC:

CONTENT OUT

“100% vendorsupported content”
Methods
• Using Personas
• Querying sales teams
Symptoms
• Only created content.

• Censored curation.
• No dissent.
• Promotional interactions.
Realizes customers
want other
perspectives.
Incorporates
perspectives from
outside of the
company.
Medium buyer engagement and trust

“Market first.
MARKET
Product last.”

IN

“Also curates
and syndicates
content”
Methods
• Regularly curate.
• Listen & follow.
• Value added interactions.
Symptoms
• Lack of Differentiation & Regurgitation.
• Struggle to capitalize.
Realizes the
opportunity to add value
in context of the market.
Complements created
content with contextualized
3rd party ...
High engagement & trust

ENLIGHTENED
Methods
• Good mix of creation & curation.
• Consistently curate.
• Add commentary and context to all
content.
The Good
News
The Challenge
Our Job
Empower You
Educate You
Grow with you
The Best Content from Anywhere
The Best Content to
Anywhere
Your Job
Be
Inspired
4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit
4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit
4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit
4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit
4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit
4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit
4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit
4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit
4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit
4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit
4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit
4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit
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4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit

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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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