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Content Curation:<br />The missing link of Content Marketing<br />Pawan DeshpandeCEO, HiveFire<br />
@TweetsFromPawan<br />
Two sides of Content<br />
Datasheets<br />White Papers<br />Blog posts<br />Podcasts<br />Consumers:There’s too much content<br />Press releases<br ...
Blogs Online<br />70 Million Blogs Online<br />70M<br />60M<br />50M<br />40M<br />30M<br />20M<br />10M<br />March 2004<b...
How Content Consumers Deal with this<br />How credible do you believe each of the following is as a source of information ...
Datasheets<br />White Papers<br />Blog posts<br />Podcasts<br />Marketers: I can’t publish enough<br />Press releases<br /...
The Dichotomy<br />Can’t publish enough content<br />Can’t consume enough content<br />Can’t get found by relevant consume...
Content Curation<br />The missing link of Content Marketing<br />
Museum Curation<br />
Museum Curation<br />
Museum Curation<br />
Content Curation<br />“A Content Curator is someone who continually finds, groups, organizes and shares the best and most ...
Content Curation in Publishing<br />
Editor Curation<br />3M<br />
Editor Curation<br />900K<br />
Social Curation<br />45M<br />
Social Curation<br />5M<br />
Algorithmic Curation<br />11M<br />
Algorithmic Curation<br />
Algorithmic Curation<br />
We are a Curation Nation<br /><ul><li>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</li></ul>Source: Hitwise<br />
Content Curation for Marketing<br />
Verne Global Case Study<br />Wholesale supplier of data center space in Iceland<br />Up-start with limited marketing budge...
Verne Global’s Challenge<br />Reaching a very targeted audience<br />Keeping in touch with prospects over long sales cycle...
Challenge for buyers<br />
Green Data Center News Impact<br /><ul><li>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</li></li></ul><li>
Content Curation in Five Steps<br />
Identify a Topic<br />On what topic do your prospects want to hear from you every single day?<br />On what topic does your...
Follow the Influencers<br />Find the key influencers on your topic<br />Bloggers<br />Analysts<br />Trade publications<br ...
Share<br />Select the only most relevant content<br />Be comprehensive and open minded<br />Share across all channels wher...
Organize content<br />Build an online library for your content<br />Makes it easy for your prospects to navigate<br />Incr...
Create your own content<br />You need to share your own perspective<br />The act of curating keeps you relevant<br />Curat...
A few pointers<br />
Create, curate, but don’t pirate<br />Always attribute sources<br />Link to original content, do not scrape<br />Be cogniz...
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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 twitter.com/content2011.

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

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