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


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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

Published in: Education, Technology, Business
1 Comment
  • 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

  1. 1. Content Curation: The missing link of B2B Content Marketing<br />PawanDeshpande<br />CEO, HiveFire<br /><br />@TweetsFromPawan<br />
  2. 2. Agenda<br />Content Marketing Overview<br />What is Content Curation?<br />Content Curation in Publishing<br />Content Curation in Marketing<br />Case Study<br />Five steps to curate content<br />HiveFire Confidential and not for redistribution<br />2<br />
  3. 3. Quick Poll<br />How many of you currently have a content marketing strategy?<br />
  4. 4. Quick Poll<br />How many of you are familiar<br />with content curation?<br />
  5. 5. Content Marketing<br />The promise and the challenges<br />
  6. 6. In the Past<br />
  7. 7. Publishing of the Past<br /><ul><li>Publishers control content and distribution
  8. 8. Consumers have few choices
  9. 9. Companies are at mercy of publishers</li></li></ul><li>How companies used to get noticed<br />Cater to media<br />Press Releases<br />Build relationships <br />Cater to experts and analysts<br />Wine and Dine<br />Prove your worth<br />
  10. 10. How consumers used to consume content<br />Consumers had only a few resources<br />The problem of “too little”<br />
  11. 11. Lose-Lose Scenario<br />Companies do not have sufficient access to consumers<br />Consumers do not have sufficient access to information<br />
  12. 12. The Internet<br />
  13. 13. Publishing is Getting Cheaper<br />Cost of Publishing<br />Moveable Type<br />Type Writers<br />Computers<br />Internet<br />
  14. 14. Everyone is publishing more<br />
  15. 15. Publishing Today<br /><ul><li>Everyone is publisher and distributor
  16. 16. Consumers have too many choices
  17. 17. Companies struggle to get found</li></li></ul><li>The problems consumers face<br />The problem of “too much”<br />Consumers do not want<br />Yet another blog to read<br />Yet another feed to follow<br />Yet another social network group to join<br />
  18. 18. How consumers deal with this<br />Google for it<br />Stick to existing trusted publications<br />Viral/word-of-mouth<br />
  19. 19. Questions your customers face<br />Where do I go for only the information that is relevant to me?<br />Where do I go for all the information I need?<br />Who should I trust?<br />
  20. 20. How marketers deal with this<br />Publish, publish, publish<br />If you can’t beat them, join them<br />Never ending race to produce more and more content<br />
  21. 21. The problems marketers face<br />Keeping up with publishing demands are expensive and time consuming<br />Hard to differentiate<br />Marketers are not getting an audience<br />Only makes problems worse<br />
  22. 22. Questions marketers face<br />How do I get noticed in a sea of content?<br />How do I gain the trust of my customers?<br />How do I become a leader in my topic area?<br />How do I do this efficiently?<br />
  23. 23. Content Curation<br />The missing link of Content Marketing<br />
  24. 24. The missing link: 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 />- RohitBhargava<br />A New Online B2B 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 />
  25. 25. Content Curation in Publishing<br />
  26. 26. Editor Curation<br />3M<br />
  27. 27. Editor Curation<br />900K<br />
  28. 28. Social Curation<br />45M<br />
  29. 29. Social Curation<br />5M<br />
  30. 30. Machine Curation<br />11M<br />
  31. 31. Machine Curation<br />
  32. 32. Machine Curation<br />
  33. 33. Linking to other content<br />2/3’s of the top news sites have a strong curation or aggregation component.<br />Google News #5, Drudge Report #6, Digg #7,Yahoo News #10<br />Source: Hitwise<br />
  34. 34. Content Curation in Marketing<br />
  35. 35. Content Curation for the Marketer<br />Efficient process<br />Builds brand leadership and credibility<br />Reduce burden of creating content every day<br />
  36. 36. Content Curation for the Prospect<br />Reduces effort of self-searching and self-education<br />Provides a single reliable destination for all relevant content<br />
  37. 37. Content Curation in Action<br />Verne Global’s content curation strategy<br />
  38. 38. Verne Global Background<br />Wholesale supplier of data center space in Iceland<br />Up-start with limited marketing budget<br />
  39. 39. 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 />
  40. 40. Challenge for buyers<br />
  41. 41.
  42. 42. Green Data Center News Impact<br />Positioned company as leader <br />Growth in lead generation and customer interest<br />Able to reach target audience every single day<br />Saved $100,000 in traditional marketing expense<br />SEO Impact<br />“Inbound PR” interest from major media outlets<br />
  43. 43. Content Curation in Five Steps<br />How you can formulate your curation strategy today<br />
  44. 44. 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 />
  45. 45. 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 />
  46. 46. Select relevant content<br />Select the only most relevant content<br />Be comprehensive<br />Be open-minded, select content that may be about industry trends or even your competitors<br />
  47. 47. Share<br />Share across all channels where your prospects are<br />Web<br />Social Media<br />Email<br />RSS<br />If you are relevant, sharing very often is a good thing<br />
  48. 48. 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 />
  49. 49. 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 />
  50. 50. A few pointers<br />
  51. 51. 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 />
  52. 52. 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 />
  53. 53. Summary<br />Content curation: Is it right for you?<br />
  54. 54. Is content curation right for you?<br />Is your brand or industry focused on a particular issue?<br />Do your prospects conduct extensive research on this topic or issue?<br />Do you or your prospects have the need to monitor this topic through RSS, Social Media or Newsletters?<br />Is it critical that your organization be recognized as the leading online resource on this topic?<br />
  55. 55. Resources online<br />Presentation will be available at<br />eBook: “Content Curation: Taming the Flood in B2B Social Media” <br />Content Curation Marketing:<br />HiveFire Confidential and not for redistribution<br />53<br />