#cmworld
How to Fuel Your Content
Marketing Engine with
Curation
A Step-by-Step Method with Real World Examples
Pawan Desh...
#cmworld
www.curata.com/resources
#cmworld
Reach
Quality
&
#cmworld
LowReach
LowQuality
#cmworld
LowReach
HighQuality
#cmworld
HighReach
LowQuality
#cmworld
HighReach
LowQuality
#cmworld
HighReach
LowQuality
#cmworld
HighReach
LowQuality
#cmworld
HighReach
HighQuality
#cmworld
We are the 91%
#cmworld
Source:Curata2012B2BMarketingTrendsReport
Drive Traffic
& Leads
Establish Thought
Leadership
Boost Brand
Awarenes...
#cmworld
Great content works
The more content you produce, the more likely
you are to acquire a customer through content.
#cmworld
But . . .
#cmworld
Most content is still in our own
voice!
#cmworld
#CurationRockstar
STOPEGOCENTRIC
CONTENT MARKETING
#cmworld
“Product Out”
• Content is product centric
• Low buyer trust
• No market connection
“Content Out”
• Content is
cu...
#cmworld
“You’ll learn more from
those around you than
people on stage.”
Seth Godin
#cmworld
Created
Content
Two Sides of the Same Coin
Curated
ContentHigh effort
High cost
Time consuming
Requires great tal...
#cmworld
The Three Types of Content
Expert
Content
Peer
Content
Vendor
Content
#cmworld
The Three Types of Content
Vendor
Content
#cmworld
#cmworld
#cmworld
#cmworld
“The combination of curated and original content appears to appeal
to readers, which I believe is the reason we i...
#cmworld
You’ve probably
curated yourself
#cmworld
Have you ever…
#cmworld
#cmworld
#cmworld
#cmworld
Then you’ve curated.
#cmworld
Then you’ve curated.
And so have these folks. . .
#cmworld
Why is curation relevant now?
Buyers are overwhelmed with content
#cmworld
#CurationRockstar 34
#cmworld
#cmworld
Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012
What are your content mar...
#cmworld
“ Content curation is when an individual (or team) consistently
finds, curates and shares the most relevant and h...
#cmworld
Content Curation Defined
A person, not simply a computer algorithm.
“ Content curation is when an individual (or ...
#cmworld
“ Content curation is when an individual (or team) consistently
finds, curates and shares the most relevant and h...
#cmworld
Content Curation Defined
“ Content curation is when an individual (or team) consistently
finds, curates and share...
#cmworld
Content Curation Defined
“ Content curation is when an individual (or team) consistently
finds, curates and share...
#cmworld
Content Curation Defined
“ Content curation is when an individual (or team) consistently
finds, curates and share...
#cmworld
The Content Curation Process
Curate
#cmworld
Curation in Museums
You can create value simply by curating.
#cmworld
What are your main
objectives of content curation?
Source: Curata’s 2012 Content Curation Adoption Survey http://...
#cmworld
5 Steps to Successful
Curation1. Identify
2. Find
3. Curate
4. Share
5. Analyze
#cmworld
1. Identify
http://bit.ly/CurationTopic
#cmworld
#cmworld
#cmworld
2. Find
Sources
RSS Feeds
News Sites
Blogs
Trade Pubs
Twitter
Journals
Schedule a regular and
consistent time eve...
#cmworld
#cmworld
3. Curate: Organize
• Categorize
• Tag
• Group
• Index
• Archive
• Recommend
Think like a librarian when organizi...
#cmworld
3. Curate: Add Value
• Abstract
• Retitle
• Quote
• Parallelize
• Storyboard
• Summarize
Comment like an analyst....
#cmworld
#cmworld
#cmworld
4. Share
• Website / Microsite
• Blog
• Mobile devices
• Email Newsletter
• Embeddable Widgets
• Feeds
• Social M...
#cmworld
#cmworld
#cmworld
#cmworld
Analyze
#cmworld
Think beyond your own brand
• Include competitor
content
• Include content that may
not agree with your
position
...
#cmworld
Content Curation & Fair
Use• Share only a portion of the original
content
• Always attribute sources
• Drive visi...
#cmworld
#CurationRockstar
STOPEGOCENTRIC
CONTENT MARKETING
#cmworld
“Content curators are the
new super heroes of the
web.” Steve Rosenbaum
Fast Company
#cmworld
Content Curation Resources
Resources: www.curata.com/resources/
Site & newsletter: contentcurationmarketing.com
L...
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How to Fuel Your Content Marketing Engine with Curation - Content Marketing World 2013

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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 2013

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  • There’s no question. . . Content marketing has taken hold in marketing organizations across the world
  • Buyers know this, and that’s why they will seek out other opinions and perspective in addition to that which you offer through your own created content strategySeth’s Marketing success elements:  Coordination, Trust, Permission, Generosity, Art
  • How to Fuel Your Content Marketing Engine with Curation - Content Marketing World 2013

    1. 1. #cmworld How to Fuel Your Content Marketing Engine with Curation A Step-by-Step Method with Real World Examples Pawan Deshpande CEO, Curata @GetCurata #CurationRockstar
    2. 2. #cmworld www.curata.com/resources
    3. 3. #cmworld Reach Quality &
    4. 4. #cmworld LowReach LowQuality
    5. 5. #cmworld LowReach HighQuality
    6. 6. #cmworld HighReach LowQuality
    7. 7. #cmworld HighReach LowQuality
    8. 8. #cmworld HighReach LowQuality
    9. 9. #cmworld HighReach LowQuality
    10. 10. #cmworld HighReach HighQuality
    11. 11. #cmworld We are the 91%
    12. 12. #cmworld Source:Curata2012B2BMarketingTrendsReport 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
    13. 13. #cmworld Great content works The more content you produce, the more likely you are to acquire a customer through content.
    14. 14. #cmworld But . . .
    15. 15. #cmworld Most content is still in our own voice!
    16. 16. #cmworld #CurationRockstar STOPEGOCENTRIC CONTENT MARKETING
    17. 17. #cmworld “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 trust Inbound Marketing Outbound MarketingVendor Centric Customer Centric Low HighLevel of Customer Engagement Vendor’s Content Marketing Strategy Evolution of Content Marketing
    18. 18. #cmworld “You’ll learn more from those around you than people on stage.” Seth Godin
    19. 19. #cmworld Created Content Two Sides of the Same Coin Curated ContentHigh effort High cost Time consuming Requires great talent Highly valued by audience Medium Effort Low Cost Easy Execution Market insight & 3rd party perspective valued by audience
    20. 20. #cmworld The Three Types of Content Expert Content Peer Content Vendor Content
    21. 21. #cmworld The Three Types of Content Vendor Content
    22. 22. #cmworld
    23. 23. #cmworld
    24. 24. #cmworld
    25. 25. #cmworld “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
    26. 26. #cmworld You’ve probably curated yourself
    27. 27. #cmworld Have you ever…
    28. 28. #cmworld
    29. 29. #cmworld
    30. 30. #cmworld
    31. 31. #cmworld Then you’ve curated.
    32. 32. #cmworld Then you’ve curated. And so have these folks. . .
    33. 33. #cmworld Why is curation relevant now? Buyers are overwhelmed with content
    34. 34. #cmworld #CurationRockstar 34
    35. 35. #cmworld
    36. 36. #cmworld Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012 What are your content marketing challenges?
    37. 37. #cmworld “ 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
    38. 38. #cmworld Content Curation Defined A 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
    39. 39. #cmworld “ 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 Not a one time event or activity.
    40. 40. #cmworld 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.
    41. 41. #cmworld 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 Be discerning, discriminative and selective.
    42. 42. #cmworld 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 A laser focus on your audience.
    43. 43. #cmworld The Content Curation Process Curate
    44. 44. #cmworld Curation in Museums You can create value simply by curating.
    45. 45. #cmworld What are your main objectives of content curation? Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012
    46. 46. #cmworld 5 Steps to Successful Curation1. Identify 2. Find 3. Curate 4. Share 5. Analyze
    47. 47. #cmworld 1. Identify http://bit.ly/CurationTopic
    48. 48. #cmworld
    49. 49. #cmworld
    50. 50. #cmworld 2. Find Sources RSS Feeds News Sites Blogs Trade Pubs Twitter Journals Schedule a regular and consistent time every day to review content.
    51. 51. #cmworld
    52. 52. #cmworld 3. Curate: Organize • Categorize • Tag • Group • Index • Archive • Recommend 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
    53. 53. #cmworld 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
    54. 54. #cmworld
    55. 55. #cmworld
    56. 56. #cmworld 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
    57. 57. #cmworld
    58. 58. #cmworld
    59. 59. #cmworld
    60. 60. #cmworld Analyze
    61. 61. #cmworld 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.
    62. 62. #cmworld 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
    63. 63. #cmworld #CurationRockstar STOPEGOCENTRIC CONTENT MARKETING
    64. 64. #cmworld “Content curators are the new super heroes of the web.” Steve Rosenbaum Fast Company
    65. 65. #cmworld Content Curation Resources Resources: www.curata.com/resources/ Site & newsletter: contentcurationmarketing.com LinkedIn Group: Content Curators Email: pawan@curata.com Twitter: @TweetsFromPawan
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