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Content Curation: The Missing Link of B2B Content Marketing - Pawan Deschpande

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Content Curation: The Missing Link of B2B Content Marketing...

Content Curation: The Missing Link of B2B Content Marketing

B2B companies are increasingly investing in content marketing strategies by creating original content which is both time consuming and costly. Learn how to curate content and enables your brand to become industry thought leaders, nurture leads and boost lead generation efforts.

* Pawan Deshpande, CEO, HiveFire

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  • Pawan this is outstanding information. Thanks for sharing.

    I'm a web writer and sSEM content professional and content curation is the service I want to give. After being exposed to several SEM methods, I'm becoming a more ardent believer of quality and targeted content.

    Thanks again for this valuable resource.
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    Content Curation: The Missing Link of B2B Content Marketing - Pawan Deschpande Content Curation: The Missing Link of B2B Content Marketing - Pawan Deschpande Presentation Transcript

    • Content Curation: The missing link of B2B Content Marketing
      PawanDeshpande
      CEO, HiveFire
      www.getcurata.com
      @TweetsFromPawan
    • Agenda
      Content Marketing Overview
      What is Content Curation?
      Content Curation in Publishing
      Content Curation in Marketing
      Case Study
      Five steps to curate content
      HiveFire Confidential and not for redistribution
      2
    • Quick Poll
      How many of you currently have a content marketing strategy?
    • Quick Poll
      How many of you are familiar
      with content curation?
    • Content Marketing
      The promise and the challenges
    • In the Past
    • Publishing of the Past
      • Publishers control content and distribution
      • Consumers have few choices
      • Companies are at mercy of publishers
    • How companies used to get noticed
      Cater to media
      Press Releases
      Build relationships
      Cater to experts and analysts
      Wine and Dine
      Prove your worth
    • How consumers used to consume content
      Consumers had only a few resources
      The problem of “too little”
    • Lose-Lose Scenario
      Companies do not have sufficient access to consumers
      Consumers do not have sufficient access to information
    • The Internet
    • Publishing is Getting Cheaper
      Cost of Publishing
      Moveable Type
      Type Writers
      Computers
      Internet
    • Everyone is publishing more
    • Publishing Today
      • Everyone is publisher and distributor
      • Consumers have too many choices
      • Companies struggle to get found
    • The problems consumers face
      The problem of “too much”
      Consumers do not want
      Yet another blog to read
      Yet another feed to follow
      Yet another social network group to join
    • How consumers deal with this
      Google for it
      Stick to existing trusted publications
      Viral/word-of-mouth
    • Questions your customers face
      Where do I go for only the information that is relevant to me?
      Where do I go for all the information I need?
      Who should I trust?
    • How marketers deal with this
      Publish, publish, publish
      If you can’t beat them, join them
      Never ending race to produce more and more content
    • The problems marketers face
      Keeping up with publishing demands are expensive and time consuming
      Hard to differentiate
      Marketers are not getting an audience
      Only makes problems worse
    • Questions marketers face
      How do I get noticed in a sea of content?
      How do I gain the trust of my customers?
      How do I become a leader in my topic area?
      How do I do this efficiently?
    • Content Curation
      The missing link of Content Marketing
    • The missing link: 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.”
      - RohitBhargava
      A New Online B2B 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
    • Machine Curation
      11M
    • Machine Curation
    • Machine Curation
    • Linking to other content
      2/3’s of the top news sites have a strong curation or aggregation component.
      Google News #5, Drudge Report #6, Digg #7,Yahoo News #10
      Source: Hitwise
    • Content Curation in Marketing
    • Content Curation for the Marketer
      Efficient process
      Builds brand leadership and credibility
      Reduce burden of creating content every day
    • Content Curation for the Prospect
      Reduces effort of self-searching and self-education
      Provides a single reliable destination for all relevant content
    • Content Curation in Action
      Verne Global’s content curation strategy
    • Verne Global Background
      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
      How you can formulate your curation strategy today
    • 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
    • Select relevant content
      Select the only most relevant content
      Be comprehensive
      Be open-minded, select content that may be about industry trends or even your competitors
    • Share
      Share across all channels where your prospects are
      Web
      Social Media
      Email
      RSS
      If you are relevant, sharing very often is a good thing
    • 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
    • Summary
      Content curation: Is it right for you?
    • Is content curation right for you?
      Is your brand or industry focused on a particular issue?
      Do your prospects conduct extensive research on this topic or issue?
      Do you or your prospects have the need to monitor this topic through RSS, Social Media or Newsletters?
      Is it critical that your organization be recognized as the leading online resource on this topic?
    • Resources online
      Presentation will be available at http://www.getcurata.com
      eBook: “Content Curation: Taming the Flood in B2B Social Media”
      Content Curation Marketing:http://www.contentcurationmarketing.com/
      HiveFire Confidential and not for redistribution
      53