The Role of Curationin MarketingLisa Rhodes. Verne Global.(@VerneGlobal)Pawan Deshpande. Curata.(@TweetsFromPawan)Content2...
CURATIONISEVERYWHERE
Curation Content Curation
Why curation is relevant now?Consumers have too much content
But marketers have too little.
What are your content marketingchallenges?©2012 Curata, Inc. Annual Content Curation Adoption Survey
The Content Beast
• Blog Posts• News Sites• Newsletters• Social Media• Podcasts• eBooks• Special Reports• Infographics• Polls & Surveys• Vid...
Content Curation“A Content Curator is someone who continually finds, groups,organizes and shares the best and most relevan...
Curation in MuseumsYou can create value simply by curating.
• IBM• Whole Foods• Oregon Wine Board• FedEx• Intel• United Nations• Adobe• & more…Download atcurata.com/resourcesWith a f...
A CASE STUDY OF CURATION
37%7%6%1%3%4%10%31%Verne GlobalData CenterHydroelectic SourcesGeothermal SourcesBrilliant Idea in a Unique Location: Verne...
Interrupted by The Black Swan TheoryThe disproportionate role of high-profile, hard-to-predict, andrare events that are be...
Beyond the Realm of Normal
Presents Opportunity for Content MarketingThoughtLeadership• Become newssource for GreenDataCenter/Green IT• Bloggers from...
Results in www. greendatacenternews.org
HOW TO CURATE
1. Identify2. Find3. Organize4. Share5. CreateSteps to successful curation:
IdentifyIdentify: http://bit.ly/CurationTopic
FindSources– RSS Feeds– News Sites– Blogs– Trade Pubs– Twitter– JournalsSchedule a regularand consistent timeevery day to ...
Organize• Categorize• Tag• Group• Index• Archive• RecommendThink like a librarian when organizing content.– Use categories...
Share• Website / Microsite• Blog• Mobile devices• Email Newsletter• Embeddable Widgets• Feeds• Social MediaShare contentev...
Create – add value• Annotate• Analyze• Recap or summaryAdd more commentary that amount ofthe content you repost
Content Curation & Fair Use• Share only a portion of theoriginal content• Always attribute sources• Drive visitors to the ...
Think beyond your own brand• Include competitorcontent• Include content thatmay not agree withyour position• Need this to ...
Content Curation ResourcesSite & newsletter: contentcurationmarketing.comLinkedIn Group: Content CuratorsEmail: pawan@cura...
The Role of Curation in Marketing - Content2Conversion, New York 2013
The Role of Curation in Marketing - Content2Conversion, New York 2013
The Role of Curation in Marketing - Content2Conversion, New York 2013
The Role of Curation in Marketing - Content2Conversion, New York 2013
The Role of Curation in Marketing - Content2Conversion, New York 2013
The Role of Curation in Marketing - Content2Conversion, New York 2013
The Role of Curation in Marketing - Content2Conversion, New York 2013
The Role of Curation in Marketing - Content2Conversion, New York 2013
The Role of Curation in Marketing - Content2Conversion, New York 2013
The Role of Curation in Marketing - Content2Conversion, New York 2013
The Role of Curation in Marketing - Content2Conversion, New York 2013
The Role of Curation in Marketing - Content2Conversion, New York 2013
The Role of Curation in Marketing - Content2Conversion, New York 2013
The Role of Curation in Marketing - Content2Conversion, New York 2013
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The Role of Curation in Marketing - Content2Conversion, New York 2013

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There’s a good reason why content curation is such a hot topic these days: It works! Explore real-world examples of how leading B2B marketers identify, find, organize and share relevant content with their core markets via content curation, and learn why curation delivers strong ROI for today’s marketing organizations. Speakers were Pawan Deshpande, Curata CEO and Founder and Lisa Rhodes, VP of Marketing at Verne Global.

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The Role of Curation in Marketing - Content2Conversion, New York 2013

  1. 1. The Role of Curationin MarketingLisa Rhodes. Verne Global.(@VerneGlobal)Pawan Deshpande. Curata.(@TweetsFromPawan)Content2Conversion. April 2013
  2. 2. CURATIONISEVERYWHERE
  3. 3. Curation Content Curation
  4. 4. Why curation is relevant now?Consumers have too much content
  5. 5. But marketers have too little.
  6. 6. What are your content marketingchallenges?©2012 Curata, Inc. Annual Content Curation Adoption Survey
  7. 7. The Content Beast
  8. 8. • Blog Posts• News Sites• Newsletters• Social Media• Podcasts• eBooks• Special Reports• Infographics• Polls & Surveys• Video• WebinarsDownload atcurata.com/resources
  9. 9. Content Curation“A Content Curator is someone who continually finds, groups,organizes and shares the best and most relevant content on aspecific issue online.”-Rohit Bhargava
  10. 10. Curation in MuseumsYou can create value simply by curating.
  11. 11. • IBM• Whole Foods• Oregon Wine Board• FedEx• Intel• United Nations• Adobe• & more…Download atcurata.com/resourcesWith a foreword by Rohit BhargavaAuthor of Likeonomics &Personality Not Included
  12. 12. A CASE STUDY OF CURATION
  13. 13. 37%7%6%1%3%4%10%31%Verne GlobalData CenterHydroelectic SourcesGeothermal SourcesBrilliant Idea in a Unique Location: Verne Global
  14. 14. Interrupted by The Black Swan TheoryThe disproportionate role of high-profile, hard-to-predict, andrare events that are beyond the realm of normal expectations inhistory, science, finance, and technology. “Fooled By Randomness” byNassim Nicholas Taleb
  15. 15. Beyond the Realm of Normal
  16. 16. Presents Opportunity for Content MarketingThoughtLeadership• Become newssource for GreenDataCenter/Green IT• Bloggers fromIndustry Sourcesto keep contentoriginal and freshInbound Interest• Create positivenews buzz aboutCompany and thelocation• Develop thepersona of alarger and moreestablishedcompanyLead Generation• Newsletter builtimmediate leadgenerationplatform• Social mediainterfacesprovidesstreamlinedopportunity tocommunicatewith leads
  17. 17. Results in www. greendatacenternews.org
  18. 18. HOW TO CURATE
  19. 19. 1. Identify2. Find3. Organize4. Share5. CreateSteps to successful curation:
  20. 20. IdentifyIdentify: http://bit.ly/CurationTopic
  21. 21. FindSources– RSS Feeds– News Sites– Blogs– Trade Pubs– Twitter– JournalsSchedule a regularand consistent timeevery day to reviewcontent.Blog Post: http://bit.ly/CurationSources
  22. 22. Organize• Categorize• Tag• Group• Index• Archive• RecommendThink like a librarian when organizing content.– Use categories & tagsin blog software– Make your CTA pointto another piece ofcontent– Create digests & roll-up summariesBlog Post: http://bit.ly/CurationOrganize
  23. 23. Share• Website / Microsite• Blog• Mobile devices• Email Newsletter• Embeddable Widgets• Feeds• Social MediaShare contenteverywhere youraudience is.Blog Post: http://bit.ly/CurationShare
  24. 24. Create – add value• Annotate• Analyze• Recap or summaryAdd more commentary that amount ofthe content you repost
  25. 25. Content Curation & Fair Use• Share only a portion of theoriginal content• Always attribute sources• Drive visitors to the originalpublication• Follow the Google “Rule ofThumb”Create, curate, but never pirate content.Blog Post: http://bit.ly/CurationEthics
  26. 26. Think beyond your own brand• Include competitorcontent• Include content thatmay not agree withyour position• Need this to become atrusted and reliableauthorityYou may need to curate competitor content tobecome a thought leader.
  27. 27. Content Curation ResourcesSite & newsletter: contentcurationmarketing.comLinkedIn Group: Content CuratorsEmail: pawan@curata.comTwitter: @TweetsFromPawanResources: www.curata.com/resources/

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