Content Curation In Action

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Content Curation In Action

  1. 1. Content Curation in Action Pawan Deshpande Content2Conversion, NYC May 7, 2014
  2. 2. 93% 2
  3. 3. ? 6
  4. 4. Introducing Content Curation Find Annotate Share
  5. 5. 8 “ Content curation is act of consistently finding, organizing, annotating and sharing the most relevant and highest quality content on a specific topic for a target market.” Content Curation Defined @GetCurata
  6. 6. 9 “ Content curation is act of consistently finding, organizing, annotating and sharing the most relevant and highest quality content on a specific topic for a target market.” Content Curation Defined @GetCurata A person, not a computer algorithm.
  7. 7. 10 “ Content curation is act of consistently finding, organizing, annotating and sharing the most relevant and highest quality content on a specific topic for a target market.” Content Curation Defined @GetCurata Not a one time event or activity.
  8. 8. 11 “ Content curation is act of consistently finding, organizing, annotating and sharing the most relevant and highest quality content on a specific topic for a target market.” Content Curation Defined @GetCurata Add value. . . perspective, insight, guidance.
  9. 9. 12 “ Content curation is act of consistently finding, organizing, annotating and sharing the most relevant and highest quality content on a specific topic for a target market.” Content Curation Defined @GetCurata Be discerning, discriminative and selective.
  10. 10. 13 “ Content curation is act of consistently finding, organizing, annotating and sharing the most relevant and highest quality content on a specific topic for a target market.” Content Curation Defined @GetCurata With a laser focus.
  11. 11. Curation in Museums
  12. 12. The Content Mix Created63% Curated24% Syndicated12% Q. What is your current content marketing mix for each type of content?
  13. 13. 18 Q. What is your [current & desired] content marketing mix for created of content? Aggregators Enlightened Marketers Egocentric Marketers Source: Curata’s 2014 Content Marketing Tactics Planner Desired #CMTactics
  14. 14. Why Curate? 20 Q. How has content curation impacted each of the following for your company during the past 12 months? Source: Curata’s 2014 Content Marketing Tactics Planner
  15. 15. Where to Curate? 28
  16. 16. What about copyright? 33
  17. 17. Curate, Create but Don’t Pirate •  Give more than you take. •  Share only a portion of the original content. •  Always attribute sources. •  Drive visitors to the original publication. 34
  18. 18. Adding Value when Curating Annotation Methods •  Abstract •  Retitle •  Quote •  Parallelize •  Storyboard •  Summarize More at http://bit.ly/CurateAnnotate
  19. 19. •  25 Pages of in-depth analysis •  Best Practices •  Google+ Authorship •  Creative Commons Download at: http://bit.ly/curata_ethicsebook Content Curation Ethics
  20. 20. Questions to Keep You Awake •  Where do my customers learn online? •  Is there a topic that they have to check many sources to get the whole story? •  Is there a topic underserved or fragmented? 38
  21. 21. Take Aways •  Stop egocentric content marketing. •  There’s a large but shrinking opportunity to curate content. •  Curate, create but never pirate. •  Content marketing should be a mix of created and curated content. 39
  22. 22. 40 eBook: Look Book Content Curation Case Studies eBook: 5 Steps to Becoming a Content Curation Rockstar …and more online at: www.curata.com/resources Industry Resource & News: Content Curation Marketing Site www.contentcurationmarketing.com eBook: Content Marketing Done Right: Ethical Curation eBook: Open & Shut Case for Curation Guide: Content Curation Annotation Methods Twitter: @TweetsFromPawan LinkedIn Group: Content Curators eBook: Stop Egocentric Marketing: Content Marketing Strategy Additional Resources eBook: 2014 Content Marketing Tactics Planner @GetCurata

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