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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 Presentation Transcript

  • 1. Content Curation: The missing link of B2B Content Marketing
    PawanDeshpande
    CEO, HiveFire
    www.getcurata.com
    @TweetsFromPawan
  • 2. 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
  • 3. Quick Poll
    How many of you currently have a content marketing strategy?
  • 4. Quick Poll
    How many of you are familiar
    with content curation?
  • 5. Content Marketing
    The promise and the challenges
  • 6. In the Past
  • 7. Publishing of the Past
    • Publishers control content and distribution
    • 8. Consumers have few choices
    • 9. 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
  • 10. How consumers used to consume content
    Consumers had only a few resources
    The problem of “too little”
  • 11. Lose-Lose Scenario
    Companies do not have sufficient access to consumers
    Consumers do not have sufficient access to information
  • 12. The Internet
  • 13. Publishing is Getting Cheaper
    Cost of Publishing
    Moveable Type
    Type Writers
    Computers
    Internet
  • 14. Everyone is publishing more
  • 15. Publishing Today
    • Everyone is publisher and distributor
    • 16. Consumers have too many choices
    • 17. 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
  • 18. How consumers deal with this
    Google for it
    Stick to existing trusted publications
    Viral/word-of-mouth
  • 19. 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?
  • 20. 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
  • 21. 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
  • 22. 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?
  • 23. Content Curation
    The missing link of Content Marketing
  • 24. 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
  • 25. Content Curation in Publishing
  • 26. Editor Curation
    3M
  • 27. Editor Curation
    900K
  • 28. Social Curation
    45M
  • 29. Social Curation
    5M
  • 30. Machine Curation
    11M
  • 31. Machine Curation
  • 32. Machine Curation
  • 33. 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
  • 34. Content Curation in Marketing
  • 35. Content Curation for the Marketer
    Efficient process
    Builds brand leadership and credibility
    Reduce burden of creating content every day
  • 36. Content Curation for the Prospect
    Reduces effort of self-searching and self-education
    Provides a single reliable destination for all relevant content
  • 37. Content Curation in Action
    Verne Global’s content curation strategy
  • 38. Verne Global Background
    Wholesale supplier of data center space in Iceland
    Up-start with limited marketing budget
  • 39. 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
  • 40. Challenge for buyers
  • 41.
  • 42. 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
  • 43. Content Curation in Five Steps
    How you can formulate your curation strategy today
  • 44. 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?
  • 45. Follow the Influencers
    Find the key influencers on your topic
    Bloggers
    Analysts
    Trade publications
    Journals
    Follow with
    Twitter
    RSS
    Email newsletters
  • 46. 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
  • 47. 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
  • 48. Organize content
    Build an online library for your content
    Makes it easy for your prospects to navigate
    Increases search engine prominence
  • 49. 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
  • 50. A few pointers
  • 51. Create, curate, but don’t pirate
    Always attribute sources
    Link to original content, do not scrape
    Be cognizant of fair-use practices
  • 52. 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
  • 53. Summary
    Content curation: Is it right for you?
  • 54. 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?
  • 55. 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