Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing
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Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

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The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at......

The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.

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  • 1. Content Curation:
    The missing link of Content Marketing
    Pawan DeshpandeCEO, HiveFire
  • 2. @TweetsFromPawan
  • 3. Two sides of Content
  • 4. Datasheets
    White Papers
    Blog posts
    Podcasts
    Consumers:There’s too much content
    Press releases
    eBooks
    Tweets
    Newsletters
    Webinars
  • 5. Blogs Online
    70 Million Blogs Online
    70M
    60M
    50M
    40M
    30M
    20M
    10M
    March 2004
    March 2003
    March 2007
    March 2006
    March 2005
    Source: Technorati
  • 6. How Content Consumers Deal with this
    How credible do you believe each of the following is as a source of information about a company?
    Analyst Reports
    49%
    Trade Publications
    44%
    Employees
    41%
    Friends
    37%
    Search Engines
    35%
    News Content
    34%
    Corporate Comm.
    32%
    Social Media
    19%
    Corporate Ads
    17%
    Source: Edelman 10th Annual Trust Study, 2010
  • 7. Datasheets
    White Papers
    Blog posts
    Podcasts
    Marketers: I can’t publish enough
    Press releases
    eBooks
    Tweets
    Newsletters
    Webinars
  • 8.
  • 9. The Dichotomy
    Can’t publish enough content
    Can’t consume enough content
    Can’t get found by relevant consumers
    Can’t find relevant content
    Don’t know how to gain trust
    Don’t know who to trust
  • 10. Content Curation
    The missing link of Content Marketing
  • 11. Museum Curation
  • 12. Museum Curation
  • 13. Museum Curation
  • 14. Content Curation
    “A Content Curator is someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.”
    - Rohit Bhargava, Ogilvy
    A New Content Marketing Process
    Industry Blogs
    Topic site
    Industry News
    Topic Email Newsletter
    Identify
    Organize
    Share
    Topic Social Media
    Industry Social Media
  • 15. Content Curation in Publishing
  • 16. Editor Curation
    3M
  • 17. Editor Curation
    900K
  • 18. Social Curation
    45M
  • 19. Social Curation
    5M
  • 20. Algorithmic Curation
    11M
  • 21. Algorithmic Curation
  • 22. Algorithmic Curation
  • 23. We are a Curation Nation
    • 2/3’s of the top news sites have a strong curation or aggregation component.
    • 24. Huffington Post #1, Google News #5, Drudge Report #6, Digg #7, Yahoo News #10
    Source: Hitwise
  • 25. Content Curation for Marketing
  • 26. Verne Global Case Study
    Wholesale supplier of data center space in Iceland
    Up-start with limited marketing budget
  • 27. Verne Global’s Challenge
    Reaching a very targeted audience
    Keeping in touch with prospects over long sales cycles
    Building brand visibility in a crowded space
  • 28. Challenge for buyers
  • 29.
  • 30. Green Data Center News Impact
    • Positioned company as leader
    • 31. Growth in lead generation and customer interest
    • 32. Able to reach target audience every single day
    • 33. Saved $100,000 in traditional marketing expense
    • 34. SEO Impact
    • 35. “Inbound PR” interest from major media outlets
  • 36.
  • 37.
  • 38. Content Curation in Five Steps
  • 39. Identify a Topic
    On what topic do your prospects want to hear from you every single day?
    On what topic does your company have a unique position?
    On what topic do you want to be a thought leader?
  • 40. Follow the Influencers
    Find the key influencers on your topic
    Bloggers
    Analysts
    Trade publications
    Journals
    Follow with
    Twitter
    RSS
    Email newsletters
  • 41. Share
    Select the only most relevant content
    Be comprehensive and open minded
    Share across all channels where your prospects are
    Web
    Social Media
    Email
    RSS
  • 42. Organize content
    Build an online library for your content
    Makes it easy for your prospects to navigate
    Increases search engine prominence
  • 43. Create your own content
    You need to share your own perspective
    The act of curating keeps you relevant
    Curation places your content in the context of a broader issue and builds credibility
  • 44. A few pointers
  • 45. Create, curate, but don’t pirate
    Always attribute sources
    Link to original content, do not scrape
    Be cognizant of fair-use practices
  • 46. Think beyond your own brand
    Include competitor content
    Include content that may not agree with your position
    Need this to become a trusted and reliable authority
  • 47. Marketer’s Toolkit for Content Curation
  • 48. Identify a topic
    Content Curation Cheat Sheet
    Follow the influencers
    Share relevant content
    Organizecontent
    Create your own content
  • 49. Content Curation Guiding Principles
  • 50. Resources
    pawan@hivefire.com
    eBook: “Content Curation: Taming the Flood of Online Content
    www.getcurata.com