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

    • Content Curation:
      The missing link of Content Marketing
      Pawan DeshpandeCEO, HiveFire
    • @TweetsFromPawan
    • Two sides of Content
    • Datasheets
      White Papers
      Blog posts
      Podcasts
      Consumers:There’s too much content
      Press releases
      eBooks
      Tweets
      Newsletters
      Webinars
    • 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
    • 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
    • Datasheets
      White Papers
      Blog posts
      Podcasts
      Marketers: I can’t publish enough
      Press releases
      eBooks
      Tweets
      Newsletters
      Webinars
    • 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
    • Content Curation
      The missing link of Content Marketing
    • Museum Curation
    • Museum Curation
    • Museum Curation
    • 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
    • Content Curation in Publishing
    • Editor Curation
      3M
    • Editor Curation
      900K
    • Social Curation
      45M
    • Social Curation
      5M
    • Algorithmic Curation
      11M
    • Algorithmic Curation
    • Algorithmic Curation
    • We are a Curation Nation
      • 2/3’s of the top news sites have a strong curation or aggregation component.
      • Huffington Post #1, Google News #5, Drudge Report #6, Digg #7, Yahoo News #10
      Source: Hitwise
    • Content Curation for Marketing
    • Verne Global Case Study
      Wholesale supplier of data center space in Iceland
      Up-start with limited marketing budget
    • 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
    • Challenge for buyers
    • Green Data Center News Impact
      • Positioned company as leader
      • Growth in lead generation and customer interest
      • Able to reach target audience every single day
      • Saved $100,000 in traditional marketing expense
      • SEO Impact
      • “Inbound PR” interest from major media outlets
    • Content Curation in Five Steps
    • 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?
    • Follow the Influencers
      Find the key influencers on your topic
      Bloggers
      Analysts
      Trade publications
      Journals
      Follow with
      Twitter
      RSS
      Email newsletters
    • 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
    • Organize content
      Build an online library for your content
      Makes it easy for your prospects to navigate
      Increases search engine prominence
    • 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
    • A few pointers
    • Create, curate, but don’t pirate
      Always attribute sources
      Link to original content, do not scrape
      Be cognizant of fair-use practices
    • 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
    • Marketer’s Toolkit for Content Curation
    • Identify a topic
      Content Curation Cheat Sheet
      Follow the influencers
      Share relevant content
      Organizecontent
      Create your own content
    • Content Curation Guiding Principles
    • Resources
      pawan@hivefire.com
      eBook: “Content Curation: Taming the Flood of Online Content
      www.getcurata.com