Content curation, the process of finding, organizing and sharing online content, is increasingly a widely adopted content marketing strategy used to establish thought leadership, increase search engine rankings, educate prospects, fuel social media channels and boost overall lead generation. In this webinar, Pawan Deshpande, CEO of Curata, will walk you through the basics of content curation, use cases of how real-world brands from Adobe to Intel are employing curation, and arm you with 5 simple steps you can do today to begin curating.

1. 5
Simple
Steps
To
Becoming
A
Content
Cura6on
Rockstar
#ContentCuration
Sponsored
by
Presented
by

2. Welcome
Webinar
A;endees
Type
ques6on
here

3. Follow
this
webinar
on
Twi;er
#ContentCura6on

4. About
Demand
Gen
Report
• Launched
in
2007
to
track
best
prac:ces
in
lead
genera:on
• Newsle?er
has
grown
to
more
than
26,000
readers
• We
also
offer
a
menu
of
research
and
best
prac:ces
reports
• New
audio/video
podcasts
at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists

5. Panelists
Pawan
Deshpande
Andrew
Gaffney
CEO
Editor
Curata
Demand
Gen
Report

6. 5 Simple Steps to
Becoming a Content
Curation Rockstar
Pawan
Deshpande
Curata,
Inc.
www.curata.com
#ContentCura6on
@GetCurata
#ContentCura:on
@GetCurata

7. WHAT:
Curation is everywhere
#ContentCura:on
@GetCurata

8. #ContentCura:on
@GetCurata

9. #ContentCura:on
@GetCurata

10. #ContentCura:on
@GetCurata

11. #ContentCura:on
@GetCurata

12. #ContentCura:on
@GetCurata

13. Why curation is relevant now?
Consumers have too much content
#ContentCura:on
@GetCurata

14. But marketers have too little.
#ContentCura:on
@GetCurata

15. POLL:
What
are
your
content
marke:ng
challenges?

16. What are your content marketing
challenges?
©2012 Curata, Inc. Annual Content Curation Adoption Survey
#ContentCura:on
@GetCurata

17. “A
Content Curator is
someone
who
con6nually
finds,
groups,
organizes
and
shares
the
best
and
most
relevant
content
on
a
specific
issue
online.”
- Rohit Bhargava, Ogilvy
#ContentCura:on
@GetCurata

18. Great content works
The
more
content
you
produce,
the
more
likely
you
are
to
acquire
a
customer
through
content.
#ContentCura:on
@GetCurata

19. The Content Curation Process
#ContentCura:on
@GetCurata

20. WHY CURATE
#ContentCura:on
@GetCurata

21. Curation in Museums
You
can
create
value
simply
by
cura:ng.
#ContentCura:on
@GetCurata

22. ©2012 Curata, Inc. Annual Content Curation Adoption Survey
#ContentCura:on
@GetCurata

23. Curation Benefits
• Revive dropping or stagnant site traffic
• Improve SEO performance
• Increase the quantity & quality of leads
• Reduce lead acquisition costs
• Enhance thought leadership positioning
• Lower content creation costs
#ContentCura:on
@GetCurata

24. “The combination of curated and original content appears to appeal to readers, which I believe is the
reason we increased traffic on the site 100% during the past year.”
– Tim Moran, Editor In Chief, CMO.com, Adobe Systems
#ContentCura:on
@GetCurata

25. SEO takes time…
“We are very pleased to be listed
organically on the first page of ‘end
• Updated content
user experience’ with our site. That frequency
was a key goal that has been
sustained since earlier this year (so • Inbound links
about 6 months after
implementation). This was and • Long tail keywords
remains a key metric for us and
proves the value.”
• Categorization
– Donna Parent, VP Marketing,
Aternity
#ContentCura:on
@GetCurata

26. “If I look at all of our company’s curated content for this quarter I had 470 views.
To put it in perspective we launched an e-book recently and had 484 downloads
and it was considered a wild success. If you were to pay for a program like this,
with a media company managing the program for you, it would cost somewhere
between $15 and $20k.”
- Chuck Eberl, EVP Marketing, Connance
#ContentCura:on
@GetCurata

27. “We
doubled
our
traffic
this
quarter
over
last.”
“We
have
e-­‐newsle?er
open
rates
of
20-­‐25%
&
more
than
doubled
newsle?er
subscrip:ons
in
only
4
months!”
“I’ve
tried
to
do
this
before,
and
the
cost
would
have
been
astronomical
–
• even
just
the
interface
would
be
$5,000
-­‐
$10,000
• it
would
probably
require
a
full-­‐:me
staff
member
working
on
it
• we
spend
maybe
20
minutes
to
an
hour
a
week
working
on
it.”
#ContentCura:on
@GetCurata

28. #ContentCura:on
@GetCurata

29. #ContentCura:on
@GetCurata

30. #ContentCura:on
@GetCurata

31. #ContentCura:on
@GetCurata

32. #ContentCura:on
@GetCurata

33. #ContentCura:on
@GetCurata

34. #ContentCura:on
@GetCurata

35. #ContentCura:on
@GetCurata

36. POLL:
Is
content
cura:on
currently
part
of
your
content
marke:ng
strategy?

37. HOW TO CURATE
#ContentCura:on
@GetCurata

38. Steps to successful curation:
1. Iden:fy
2. Find
3. Organize
4. Share
5. Create
#ContentCura:on
@GetCurata

39. Identify
#ContentCura:on
@GetCurata

40. Find
Sources
– RSS
Feeds
– News
Sites
– Blogs
Schedule
a
regular
and
consistent
– Trade
Pubs
6me
every
day
to
– Twi?er
review
content.
– Journals
#ContentCura:on
@GetCurata

41. Organize
§ Categorize
– Use
categories
&
tags
in
§ Tag
blog
sojware
§ Group
– Make
your
CTA
point
to
§ Index
another
piece
of
content
§ Archive
§ Recommend
– Create
digests
&
roll-­‐up
summaries
Think
like
a
librarian
when
organizing
content.
#ContentCura:on
@GetCurata

42. Share
§ Website
/
Microsite
§ Blog
§ Mobile
devices
§ Email
Newsle?er
Share
content
§ Embeddable
Widgets
everywhere
your
§ Feeds
audience
is.
§ Social
Media
#ContentCura:on
@GetCurata

43. Create – add value
§ Annotate
§ Analyze
§ Recap
or
summary
§ Ask
ques:ons,
polls
§ Comment
#ContentCura:on
@GetCurata

44. Content Curation & Fair Use
• Share
only
a
por:on
of
the
original
content
• Always
a?ribute
sources
• Drive
visitors
to
the
original
publica:on
• Follow
the
Google
“Rule
of
Thumb”
Create,
curate,
but
never
pirate
content.
#ContentCura:on
@GetCurata

45. #ContentCura:on
@GetCurata

46. Think beyond your own brand
§ Include
compe:tor
content
§ Include
content
that
may
not
agree
with
your
posi:on
§ Need
this
to
become
a
trusted
and
reliable
authority
You
may
need
to
curate
compe6tor
content
to
become
a
thought
leader.
#ContentCura:on
@GetCurata

47. #ContentCura:on
@GetCurata

48. #ContentCura:on
@GetCurata

49. #ContentCura:on
@GetCurata

50. #ContentCura:on
@GetCurata

51. www.curata.com/resources
#ContentCura:on
@GetCurata

52. Q&A
//
Submit
Your
Ques6ons
Type
ques6on
here

53. Q&A
//
Panelists
Pawan
Deshpande
Andrew
Gaffney
CEO
Editor
Curata
Demand
Gen
Report

54. Thank
You
For
A;ending
This
Webinar
You can download this presentation at:
http://dg-r.co/content-curation