What is curation and how can it boost your content marketing strategy? How can you become a content curation rock star? Who curates and why are they good at it? How are Kapost and Curata integrated? The CMO of Curata, Michael Gerard, and Customer Success Manager of Kapost, Camilla Calhoun, answer these questions and more!

1. HOW CURATION
BOOSTS YOUR
CONTENT MARKETING
STRATEGY
#CurationRockstar

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Camilla Calhoun
Customer Success Manager
Kapost
@camillacalhoun
camilla@kapost.com
Michael Gerard
Chief Marketing Officer
Curata
@michaelgerard
michael@curata.com

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Have you ever…
Published a “best of” post?
Commented on and shared a link on twitter?
Pasted a link to facebook with your commentary?

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Then you’ve curated.

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And so have these folks. . .
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AGENDA
• What is curation and how can it boost your
content marketing strategy?
• How can you become a content curation rock
star?
• Who is doing it well and why?
• How are Kapost and Curata integrated?

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CONTENT MARKETING IS HERE TO STAY
Drive Traffic &
Leads
Establish Thought
Leadership
Boost Brand
Awareness
Q. Top Strategies Used in Marketing Programs?
Curata s Annual B2B Marketing Trends Report http://bit.ly/curatab2b2012

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BUT CONTENT
MARKETING HAS
SOME PROBLEMS

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POLL
How many of you…
1. Produce content that
goes unused
2. Produce content that is
too brand (“YOU”) centric
3. Struggle to keep up and
stay relevant

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• 60-70 % of content goes
unused (it is too product
focused*)
• Brands struggle to create
enough buyer-centric
content
• Inconsistent messaging is
delivered to buyers
• Challenge to stay relevant
*Sirius Decisions, May 2013
You’re Not Alone…

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MOST CONTENT IS
STILL IN OUR OWN
VOICE!

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Source: http://bit.ly/STOPEgoMktg

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“ Content curation is the process of an individual (or team)
consistently finding, curating and sharing the most relevant and
highest quality digital content on a specific topic for their target
market.”
-Curata
WHAT IS CURATION?

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WHY IS CURATION
IMPORTANT?
. . .Thought leadership
. . . Lead generation
. . . Lower content
development costs

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CURATION OBJECTIVES
Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012

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Ideation
&
Planning
Production Distribution Analysis
BOOSTING YOUR CONTENT
MARKETING PROCESS

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Identify
Find
Curate
Share
Analyze
5 STEPS TO SUCCESSFUL CURATION

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IDENTIFY

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CURATION IN ACTION: IQ BY INTEL
http://iq.intel.com

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SOURCES
Schedule a
regular and
consistent time
every day to
review content.
RSS Feeds
News Sites
Blogs
Trade Pubs
Twitter
Journals
FIND

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http://causnow.colorassociation.com
CURATION IN ACTION: CAUSNOW

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CATEGORIZE
TAG
GROUP
INDEX
ARCHIVE
RECOMMEND
CURATE: FIRST ORGANIZE
Think like a librarian when organizing content.
– Use categories & tags in
blog software
– Make your CTA point to
another piece of content
– Create digests & roll-up
summaries

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ANNOTATE
ANALYZE
RECAP OR SUMMARY
ASK QUESTIONS,
POLLS
COMMENT
PROVIDE INSIGHT AND
GUIDANCE
CURATE: THEN ADD VALUE
Comment like an analyst when you curate . . .
create value for your audience.

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• Share only a portion of the
original content
• Always attribute sources
• Drive visitors to the original
publication
• Follow the Google “Rule of
Thumb”
CONTENT CURATION & FAIR USE
Create, curate, but never pirate content.
Source: http://bit.ly/CurationEthicsPost

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CURATION IN ACTION: VERNE GLOBAL
http://www.greendatacenternews.org

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SHARE

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ANALYZE

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HOW CURATA AND KAPOST ARE INTEGRATED

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HOW CURATA AND KAPOST ARE INTEGRATED

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IN SUMMARY
• Content Marketing is here to stay
• Meet your audience needs and provide a market-in
perspective
• Grow your CM strategy and capture your audience
with curation.
• Need a holistic platform to manage and integrate
curation and content marketing

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Q + A
Sales at Curata
sales@curata.com
Customer Support at
Curata
accounts@curata.com
Sales at Kapost
sales@kapost.com
Customer Success at
Kapost
AM@kapost.com