Pawan content marketing now conf 2012 - curation_day1

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Pawan Deshpande, CEO & Founder at Hivefire, discusses how to launch a fast and effective content curation program with the tools you already have in-house. #contentnow Content Marketing Strategies Conference - May 2012.
http://ContentMarketingNow.com

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Pawan content marketing now conf 2012 - curation_day1

  1. 1. Content CurationFeeding the Content Beast Pawan Deshpande Curata, Inc. www.curata.com @TweetsFromPawan
  2. 2. @TweetsFromPawan CONTENTMARKETING
  3. 3. @TweetsFromPawanEthical Sharing of Content MP3 IMLogic & Symantec
  4. 4. @TweetsFromPawanIntelligence from Content Microso ft
  5. 5. @TweetsFromPawan Empowering Content Creationcontentmarketing Google
  6. 6. @TweetsFromPawanAccessibility of Content MIT
  7. 7. @TweetsFromPawanCuration of Content Curata (formerly HiveFire)
  8. 8. @TweetsFromPawanWhat Great Content can do for you Thought Leaders hip Great Content Lead Nurturi ng do great things forGreat content can
  9. 9. @TweetsFromPawanGreat content worksThe more content you produce, the more likely you are to acquire a
  10. 10. @TweetsFromPawanMoveable Type Year
  11. 11. @TweetsFromPawanTypewriter Year
  12. 12. @TweetsFromPawanWord Processor Year
  13. 13. @TweetsFromPawanInternet 1990’s
  14. 14. @TweetsFromPawanBlogging Year
  15. 15. @TweetsFromPawanTwitter Year
  16. 16. @TweetsFromPawanMarketer=Publisher
  17. 17. @TweetsFromPawan How do youproduce all that content?
  18. 18. @TweetsFromPawanThe Content Beast’s Menu Your content beast needs a lot of content,
  19. 19. @TweetsFromPawan Hungry again?Your content beast has a high
  20. 20. What are your content marketing @TweetsFromPawan challenges? Content marketing requires time
  21. 21. What are your main objectives of @TweetsFromPawan content curation?Content curators have the same goals as content marketers.
  22. 22. @TweetsFromPawanContent Yum!Curatio n
  23. 23. @TweetsFromPawan Content Curation Defined“A Content Curator issomeone who continuallyfinds, groups, organizes andshares the best and mostrelevant content on aspecific issue online.” - Rohit Bhargava, Ogilvy
  24. 24. @TweetsFromPawan The Content Curation ProcessContent curation = Find, Organize,
  25. 25. @TweetsFromPawanCuration in MuseumsYou can create value simply by
  26. 26. Examples @TweetsFromPawanin thePublishing& Media
  27. 27. @TweetsFromPawanCuration & Aggregation for News 50% of the top U.S. media sites have a strong curation or aggregation
  28. 28. @TweetsFromPawan
  29. 29. @TweetsFromPawan
  30. 30. @TweetsFromPawan
  31. 31. @TweetsFromPawan
  32. 32. @TweetsFromPawanThe 3 Stepsof Content Curation
  33. 33. @TweetsFromPawan Three ways of curating content• Manual – Hire an intern.• Ducktape - Piece together several tools.• Go Pro - Use content curation software
  34. 34. @TweetsFromPawan Step 1: Find Content• Sources • Tools – RSS Feeds – Feed Reader = Google – News Sites Reader – Blogs – News = Google News Search – Trade Pubs – Blogs = Google Blog – Twitter Search – Journals – Twitter = Twitter Lists – Email Newsletters Schedule a regular and consistent time
  35. 35. @TweetsFromPawanFinding a topic
  36. 36. @TweetsFromPawan Step 2: Organize Content • Use categories• Categoriz and tags in blog e software.• Tag• Group • Make your CTA• Index point to another piece of content.• Archive• Recomme • Create digests nd and roll-up Think like a librarian when summaries.
  37. 37. @TweetsFromPawan Step 3: Share Content• Website / • Tools Microsite – CMS / Blogging• Blog Software• Mobile devices – Email Marketing Software• Email – Hootsuite / Newsletter TweetDeck• Embeddable Widgets• Feeds Share content everywhere your
  38. 38. @TweetsFromPawan
  39. 39. How do you share content @TweetsFromPawan with customers and prospects?
  40. 40. @TweetsFromPawan Content Curation & Fair Use• Share only a portion of the original content.• Always attribute sources.• Drive visitors to the original publication.• Follow the Google “Rule of Thumb” Create, curate, but never pirate
  41. 41. @TweetsFromPawan 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 You may need to curate competitor authority to become a thought leader. content
  42. 42. @TweetsFromPawanExamples ofContent I’m full!Curation &Marketing
  43. 43. @TweetsFromPawan
  44. 44. @TweetsFromPawan
  45. 45. @TweetsFromPawan
  46. 46. @TweetsFromPawan
  47. 47. @TweetsFromPawan Organizatio n• Reform • Patient • Business – Accountable – Consumer – Cost Care Impact Containment Organizatio – Vendor ns – Charity Management – Cost – Patient Reduction – Collections Obligations – Scoring – Contracting – Community – Improving – ICD-10 Benefit Collections – Value Based Purchasing – Quality – Business – Payment Improvement Process Models – Patient Improvement – Optimizing Friendly – Cost Reduction Workflow – Employee Billing – Meaningful Productivity Use – Patient Access
  48. 48. @TweetsFromPawan
  49. 49. @TweetsFromPawan
  50. 50. @TweetsFromPawanWe doubled our traffic this quarter over las “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 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 • we spend maybe 20 minutes to an hour a week working on it.”
  51. 51. @TweetsFromPawan Picking the right tool• Get started by following, organizing, and sharing manually as a part of your daily routine.• Just share to one channel that you already use to start.• When you are ready to step it up, look into dedicated curation tools.
  52. 52. @TweetsFromPawanAt some point, it’s going to be painful“If I had to process just the 600 itemsevery single day that I had to manageon the Curata site, it would bephysically impossible. I justcouldnt do it.”Gary Kim. Blogger. Carrier Evolution. When you are ready, try Curata for free.
  53. 53. @TweetsFromPawan Learn how to feed your Content Beast5 Simple Steps to Becoming The Open and Shut Casea Content Curation Rockstar for Content Curation…in only 19 minutes a dayDownload eBooks at curata.com

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