The Role of Curation in Content Marketing

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There's a good reason why content curation is such a hot topic these days: It works! Explore real-world examples of how leading B2B marketers identify, find, organize and share relevant content with their core markets via content curation, and learn why curation delivers strong ROI for today's marketing organizations.

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The Role of Curation in Content Marketing

  1. 1. The Role of Curationin MarketingLisa  Rhodes.  Verne  Global.    (@VerneGlobal)    Pawan  Deshpande.  Curata.  (@TweetsFromPawan)  Content2Conversion.  April  2013  
  2. 2. CURATIONISEVERYWHERE
  3. 3. Cura5on   Content  Cura5on  
  4. 4. Why curation is relevant now?Consumers  have  too  much  content  
  5. 5. But  marketers  have  too  liCle.  
  6. 6. What are your content marketing challenges?©2012  Curata,  Inc.  Annual  Content  CuraKon  AdopKon  Survey  
  7. 7. The Content Beast
  8. 8. •  Blog  Posts  •  News  Sites  •  NewsleCers  •  Social  Media  •  Podcasts  •  eBooks  •  Special  Reports  •  Infographics  •  Polls  &  Surveys  •  Video  •  Webinars  Download  at                curata.com/resources  
  9. 9. Content Curation“A  Content  Curator  is  someone  who  con2nually  finds,  groups,  organizes  and  shares  the  best  and  most  relevant  content  on  a  specific  issue  online.”  -­‐Rohit  Bhargava    
  10. 10. Curation in MuseumsYou  can  create  value  simply  by  curaKng.  
  11. 11. •  IBM  •  Whole  Foods  •  Oregon  Wine  Board  •  FedEx  •  Intel  •  United  NaKons  •  Adobe  •  &  more…  Download  at                curata.com/resources  With  a  foreword  by  Rohit  Bhargava  Author  of  Likeonomics  &    Personality  Not  Included  
  12. 12. A  CASE  STUDY  OF  CURATION  
  13. 13. 37%  7%  6%  1%  3%  4%  10%  31%  Verne GlobalData CenterHydroelecKc  Sources  Geothermal  Sources  Brilliant  Idea  in  a  Unique  LocaKon:    Verne  Global  
  14. 14. Interrupted  by  The  Black  Swan  Theory  The  disproporKonate  role  of  high-­‐profile,  hard-­‐to-­‐predict,  and  rare  events  that  are  beyond  the  realm  of  normal  expectaKons  in  history,  science,  finance,  and  technology.    “Fooled  By  Randomness”  by  Nassim  Nicholas  Taleb  
  15. 15. Beyond  the  Realm  of  Normal  
  16. 16. Presents  Opportunity  for  Content  MarkeKng  Thought  Leadership  •   Become  news  source  for  Green  Data  Center/Green  IT  • Bloggers  from  Industry  Sources  to  keep  content  original  and  fresh  Inbound  Interest  • Create  posiKve  news  buzz  about  Company  and  the  locaKon  • Develop  the  persona  of  a  larger  and  more  established  company  Lead  GeneraKon  • NewsleCer  built  immediate  lead  generaKon  plaiorm  • Social  media  interfaces  provides  streamlined  opportunity  to  communicate  with  leads  
  17. 17. Results  in  www.  greendatacenternews.org  
  18. 18. HOW  TO  CURATE  
  19. 19. 1.  IdenKfy  2.  Find  3.  Organize  4.  Share  5.  Create  Steps to successful curation:
  20. 20. IdentifyIdenKfy:  hCp://bit.ly/CuraKonTopic    
  21. 21. FindSources  – RSS  Feeds  – News  Sites  – Blogs  – Trade  Pubs  – TwiCer  – Journals  Schedule  a  regular  and  consistent  Kme  every  day  to  review  content.  Blog  Post:  hCp://bit.ly/CuraKonSources    
  22. 22. Organize•  Categorize  •  Tag  •  Group  •  Index  •  Archive  •  Recommend  Think  like  a  librarian  when  organizing  content.  –  Use  categories  &  tags  in  blog  solware    –  Make  your  CTA  point  to  another  piece  of  content    –  Create  digests  &  roll-­‐up  summaries  Blog  Post:  hCp://bit.ly/CuraKonOrganize      
  23. 23. Share•  Website  /  Microsite  •  Blog  •  Mobile  devices  •  Email  NewsleCer  •  Embeddable  Widgets  •  Feeds  •  Social  Media  Share  content  everywhere  your  audience  is.  Blog  Post:  hCp://bit.ly/CuraKonShare    
  24. 24. Create – add value•  Annotate  •  Analyze  •  Recap  or  summary  Add  more  commentary  that  amount  of  the  content  you  repost  
  25. 25. Content Curation & Fair Use•  Share  only  a  porKon  of  the  original  content  •  Always  aCribute  sources  •  Drive  visitors  to  the  original  publicaKon  •  Follow  the  Google  “Rule  of  Thumb”  Create,  curate,  but  never  pirate  content.  Blog  Post:  hCp://bit.ly/CuraKonEthics    
  26. 26. Think  beyond  your  own  brand  •  Include  compeKtor  content  •  Include  content  that  may  not  agree  with  your  posiKon  •  Need  this  to  become  a  trusted  and  reliable  authority    You  may  need  to  curate  compeKtor  content  to  become  a  thought  leader.  
  27. 27. Content  CuraKon  Resources      Site  &  newsleJer:  contentcuraKonmarkeKng.com  LinkedIn  Group:  Content  Curators  Email:  pawan@curata.com  TwiJer:  @TweetsFromPawan  Resources:  www.curata.com/resources/  

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