Content Curation: Bringing Meaning to Chaos From Info360 2012
Content Curation :How To Bring Meaning to Chaos Info360 - June 14, 2012 Christine B. Whittemore
Introductions• Arnold Waldstein• Pawan Deshpande• Christine Whittemore
Arnold Waldstein• Principal, Waldstein Consulting – firstname.lastname@example.org – New York, NY – Twitter: @Waldstein
Pawan Deshpande• CEO and founder, Curata – email@example.com – Cambridge, MA – Twitter: @TweetsFromPawan
Christine B. Whittemore• Chief Simplifier, Simple Marketing Now – firstname.lastname@example.org – Kinnelon, NJ – Twitter: @CBWhittemore
Today’s Conversation• Explore ‘Content Curation’ – How to bring meaning? – Why marketers use it?• How is Content Curation evolving? – The Content Curator• Best Practices for Success – Words of Wisdom
@GetCurata @TweetsfromPawan“We doubled our traffic this quarter over last.” “We have e-newsletter open rates of 20-25% and more than doubled newsletter subscriptions in only 4 months!” “I’ve tried to do this [have a curated site] before, and the cost would have been astronomical – even just the interface would be $5,000 - $10,000; it would probably require a full-time staff member working on it, and we spend maybe 20 minutes to an hour a week working on it.”
What Are Best Practicesfor Success? Search vs. Research Information vs. Solutions
How is Content CurationEvolving? What About The ‘Content Curator’?
Curatorial Words ofWisdom1. Find a topic to curate2. As you curate, never, ever forget your audience3. Make it easy to share!4. Being ethical matters5. Think beyond your brand or business
Identify A Topic to Curate• The competitive landscape – What does it look like?• The topic – Does it resonate with the audience?• The content – Is there enough to curate?
Focus On Your Audience!• Collect content based on specific criteria – Synthesize, organize, simplify• Offer a distinct, but consistent point-of- view – Be relevant & meaningful – Create context• Invite interaction and build a community
Make It Easy To Share• Extend the content and conversation• Includes social and traditional digital options• Be invited into customers’ inbox• Build engagement & community
Ethical Considerations • Create, curate, but never pirate – Share only a portion – Attribute the source – Link prominently back – “Follow Google ‘rule of thumb’” • Think beyond your own brand * • The human element – Create original content – Annotate curated content5/17 AMA Webinar Deshpande/RosenbaumBest Practices for content curation are derived from the Fair Use doctrine, codified in Section 107 of the copyright law.
Think Beyond Your Business• Bring together diverse perspectives – Peers – Community – Competitors – Vendors – Industry experts – including Bloggers• Differences of opinions add credibility & trustworthiness
Go Forth! Become aContent Curator: Bring Meaning To Chaos
For More InformationLinks, resources, contact informationhttp://simplemarketingnow.com/info360-content-curatio
Contact Us:• Arnold Waldstein – Waldstein Consulting – email@example.com• Pawan Desphande – Curata – firstname.lastname@example.org• Christine B. Whittemore – Simple Marketing Now – email@example.com
@GetCurata @TweetsfromPawan e! feed mFeeding the ContentBeast:Examples