Content Curation :How To Bring Meaning to Chaos    Info360 - June 14, 2012       Christine B. Whittemore
Introductions• Arnold Waldstein• Pawan Deshpande• Christine Whittemore
Arnold Waldstein• Principal, Waldstein Consulting  – arnold@waldstein.com  – New York, NY  – Twitter: @Waldstein
Pawan Deshpande• CEO and founder, Curata  – pawan@hivefire.com  – Cambridge, MA  – Twitter: @TweetsFromPawan
Christine B. Whittemore• Chief Simplifier, Simple Marketing  Now  – cbwhittemore@simplemarketingnow.com  – Kinnelon, NJ  –...
Today’s Conversation• Explore ‘Content Curation’  – How to bring meaning?  – Why marketers use it?• How is Content Curatio...
Image credit: http://consciousearth.blogspot.com/
The Firehose of Data                                       ‘Paradox                                        of             ...
Educate Me, Don’t Sell        Me!Image courtesy of McGraw-Hillhttp://simplemarketingnow.com/content-talks-business-blog/bi...
How Social Are We Willing ToBe?
Search vs. Research             “…Even interesting             becomes noisy and             ineffective without          ...
How Do People Get       Information?                                                                                     C...
Verticals vs. Horizontalshttp://arnoldwaldstein.com/2012/01/my-big-aha-for-2011/
From Content CreatorPerspective                        m   e!                   Feed
What is ‘ contentcuration ’?      Do You Engage In It?
@GetCurata@TweetsfromPawan
How Content CurationWorks
@GetCurata@TweetsfromPawan
@GetCurata@TweetsfromPawan
@GetCurata@TweetsfromPawan
@GetCurata@TweetsfromPawan
How Does Content CurationBenefit Customers?          A Orga t           nd   nizaions?
@GetCurata                                             @TweetsfromPawanhttp://www.getcurata.com/what_is_curation/
@GetCurata@TweetsfromPawan
@GetCurata@TweetsfromPawan
@GetCurata                                                    @TweetsfromPawan“We doubled our traffic this quarter over la...
What Are Best Practicesfor Success?       Search vs. Research     Information vs. Solutions
How is Content CurationEvolving?    What About The ‘Content           Curator’?
Questions?
Curatorial Words ofWisdom1. Find a topic to curate2. As you curate, never, ever forget your   audience3. Make it easy to s...
Identify A Topic to Curate• The competitive landscape  – What does it look like?• The topic  – Does it resonate with the a...
Focus On Your Audience!• Collect content based on specific criteria  – Synthesize, organize, simplify• Offer a distinct, b...
Make It Easy To Share• Extend the content and conversation• Includes social and traditional digital  options• Be invited i...
Ethical Considerations       • Create, curate, but never pirate              –    Share only a portion              –    A...
Think Beyond Your Business• Bring together diverse perspectives  –   Peers  –   Community  –   Competitors  –   Vendors  –...
Go Forth! Become aContent Curator:    Bring Meaning To Chaos
For More InformationLinks, resources, contact informationhttp://simplemarketingnow.com/info360-content-curatio
Contact Us:• Arnold Waldstein  – Waldstein Consulting  – arnold@waldstein.com• Pawan Desphande  – Curata  – pawan@hivefire...
@GetCurata                           @TweetsfromPawan                      e!               feed mFeeding the ContentBeast...
@GetCurata@TweetsfromPawan
@GetCurata@TweetsfromPawan
@GetCurata@TweetsfromPawan
@GetCurata@TweetsfromPawan
Content Curation: Bringing Meaning to Chaos From Info360 2012
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Content Curation: Bringing meaning to chaos based on the Info360 2012 presentation with Pawan Deshpande, Arnold Waldstein and Christine Whittemore

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Content Curation: Bringing Meaning to Chaos From Info360 2012

  1. 1. Content Curation :How To Bring Meaning to Chaos Info360 - June 14, 2012 Christine B. Whittemore
  2. 2. Introductions• Arnold Waldstein• Pawan Deshpande• Christine Whittemore
  3. 3. Arnold Waldstein• Principal, Waldstein Consulting – arnold@waldstein.com – New York, NY – Twitter: @Waldstein
  4. 4. Pawan Deshpande• CEO and founder, Curata – pawan@hivefire.com – Cambridge, MA – Twitter: @TweetsFromPawan
  5. 5. Christine B. Whittemore• Chief Simplifier, Simple Marketing Now – cbwhittemore@simplemarketingnow.com – Kinnelon, NJ – Twitter: @CBWhittemore
  6. 6. Today’s Conversation• Explore ‘Content Curation’ – How to bring meaning? – Why marketers use it?• How is Content Curation evolving? – The Content Curator• Best Practices for Success – Words of Wisdom
  7. 7. Image credit: http://consciousearth.blogspot.com/
  8. 8. The Firehose of Data ‘Paradox of Choice’5/17 AMA Webinar Deshpande/Rosenbaum
  9. 9. Educate Me, Don’t Sell Me!Image courtesy of McGraw-Hillhttp://simplemarketingnow.com/content-talks-business-blog/bid/114835/Why-Building-Trust-With-Customers-Matters-3-Expert-Perspectives
  10. 10. How Social Are We Willing ToBe?
  11. 11. Search vs. Research “…Even interesting becomes noisy and ineffective without context and connections.”http://arnoldwaldstein.com/2011/04/choosing-context-over-friendship-to-filter-the-social-web/
  12. 12. How Do People Get Information? Clara Shih, CEO, Hearsay Socialhttp://econsultancy.com/us/blog/9841-the-role-of-social-media-in-financial-services-marketing
  13. 13. Verticals vs. Horizontalshttp://arnoldwaldstein.com/2012/01/my-big-aha-for-2011/
  14. 14. From Content CreatorPerspective m e! Feed
  15. 15. What is ‘ contentcuration ’? Do You Engage In It?
  16. 16. @GetCurata@TweetsfromPawan
  17. 17. How Content CurationWorks
  18. 18. @GetCurata@TweetsfromPawan
  19. 19. @GetCurata@TweetsfromPawan
  20. 20. @GetCurata@TweetsfromPawan
  21. 21. @GetCurata@TweetsfromPawan
  22. 22. How Does Content CurationBenefit Customers? A Orga t nd nizaions?
  23. 23. @GetCurata @TweetsfromPawanhttp://www.getcurata.com/what_is_curation/
  24. 24. @GetCurata@TweetsfromPawan
  25. 25. @GetCurata@TweetsfromPawan
  26. 26. @GetCurata @TweetsfromPawan“We doubled our traffic this quarter over last.” “We have e-newsletter open rates of 20-25% and more than doubled newsletter subscriptions in only 4 months!” “I’ve tried to do this [have a curated site] before, and the cost would have been astronomical – even just the interface would be $5,000 - $10,000; it would probably require a full-time staff member working on it, and we spend maybe 20 minutes to an hour a week working on it.”
  27. 27. What Are Best Practicesfor Success? Search vs. Research Information vs. Solutions
  28. 28. How is Content CurationEvolving? What About The ‘Content Curator’?
  29. 29. Questions?
  30. 30. Curatorial Words ofWisdom1. Find a topic to curate2. As you curate, never, ever forget your audience3. Make it easy to share!4. Being ethical matters5. Think beyond your brand or business
  31. 31. Identify A Topic to Curate• The competitive landscape – What does it look like?• The topic – Does it resonate with the audience?• The content – Is there enough to curate?
  32. 32. Focus On Your Audience!• Collect content based on specific criteria – Synthesize, organize, simplify• Offer a distinct, but consistent point-of- view – Be relevant & meaningful – Create context• Invite interaction and build a community
  33. 33. Make It Easy To Share• Extend the content and conversation• Includes social and traditional digital options• Be invited into customers’ inbox• Build engagement & community
  34. 34. Ethical Considerations • Create, curate, but never pirate – Share only a portion – Attribute the source – Link prominently back – “Follow Google ‘rule of thumb’” • Think beyond your own brand * • The human element – Create original content – Annotate curated content5/17 AMA Webinar Deshpande/RosenbaumBest Practices for content curation are derived from the Fair Use doctrine, codified in Section 107 of the copyright law.
  35. 35. Think Beyond Your Business• Bring together diverse perspectives – Peers – Community – Competitors – Vendors – Industry experts – including Bloggers• Differences of opinions add credibility & trustworthiness
  36. 36. Go Forth! Become aContent Curator: Bring Meaning To Chaos
  37. 37. For More InformationLinks, resources, contact informationhttp://simplemarketingnow.com/info360-content-curatio
  38. 38. Contact Us:• Arnold Waldstein – Waldstein Consulting – arnold@waldstein.com• Pawan Desphande – Curata – pawan@hivefire.com• Christine B. Whittemore – Simple Marketing Now – cbwhittemore@simplemarketingnow.com
  39. 39. @GetCurata @TweetsfromPawan e! feed mFeeding the ContentBeast:Examples
  40. 40. @GetCurata@TweetsfromPawan
  41. 41. @GetCurata@TweetsfromPawan
  42. 42. @GetCurata@TweetsfromPawan
  43. 43. @GetCurata@TweetsfromPawan
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