The document discusses content curation as a vital component of B2B content marketing, highlighting its role in overcoming the challenges of content overload for both marketers and consumers. It outlines a five-step strategy for effective content curation, emphasizing the need to identify relevant topics, follow influencers, select pertinent content, and share across multiple platforms. Additionally, it showcases a case study of Verne Global's successful content curation approach that enhanced their visibility and lead generation.

1. Content Curation: The missing link of B2B Content MarketingPawanDeshpandeCEO, HiveFirewww.getcurata.com@TweetsFromPawan

2. AgendaContent Marketing OverviewWhat is Content Curation?Content Curation in PublishingContent Curation in MarketingCase StudyFive steps to curate contentHiveFire Confidential and not for redistribution2

3. Quick PollHow many of you currently have a content marketing strategy?

4. Quick PollHow many of you are familiarwith content curation?

5. Content MarketingThe promise and the challenges

6. In the Past

7. Publishing of the PastPublishers control content and distribution

8. Consumers have few choices

9. Companies are at mercy of publishersHow companies used to get noticedCater to mediaPress ReleasesBuild relationships Cater to experts and analystsWine and DineProve your worth

10. How consumers used to consume contentConsumers had only a few resourcesThe problem of “too little”

11. Lose-Lose ScenarioCompanies do not have sufficient access to consumersConsumers do not have sufficient access to information

12. The Internet

13. Publishing is Getting CheaperCost of PublishingMoveable TypeType WritersComputersInternet

14. Everyone is publishing more

15. Publishing TodayEveryone is publisher and distributor

16. Consumers have too many choices

17. Companies struggle to get foundThe problems consumers faceThe problem of “too much”Consumers do not wantYet another blog to readYet another feed to followYet another social network group to join

18. How consumers deal with thisGoogle for itStick to existing trusted publicationsViral/word-of-mouth

19. Questions your customers faceWhere do I go for only the information that is relevant to me?Where do I go for all the information I need?Who should I trust?

20. How marketers deal with thisPublish, publish, publishIf you can’t beat them, join themNever ending race to produce more and more content

21. The problems marketers faceKeeping up with publishing demands are expensive and time consumingHard to differentiateMarketers are not getting an audienceOnly makes problems worse

22. Questions marketers faceHow do I get noticed in a sea of content?How do I gain the trust of my customers?How do I become a leader in my topic area?How do I do this efficiently?

23. Content CurationThe missing link of Content Marketing

24. The missing link: Content Curation“A Content Curator is someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.”- RohitBhargavaA New Online B2B Marketing ProcessIndustry BlogsTopic siteIndustry NewsTopic Email NewsletterIdentifyOrganizeShareTopic Social Media Industry Social Media

25. Content Curation in Publishing

26. Editor Curation3M

27. Editor Curation900K

28. Social Curation45M

29. Social Curation5M

30. Machine Curation11M

31. Machine Curation

32. Machine Curation

33. Linking to other content2/3’s of the top news sites have a strong curation or aggregation component.Google News #5, Drudge Report #6, Digg #7,Yahoo News #10Source: Hitwise

34. Content Curation in Marketing

35. Content Curation for the MarketerEfficient processBuilds brand leadership and credibilityReduce burden of creating content every day

36. Content Curation for the ProspectReduces effort of self-searching and self-educationProvides a single reliable destination for all relevant content

37. Content Curation in ActionVerne Global’s content curation strategy

38. Verne Global BackgroundWholesale supplier of data center space in IcelandUp-start with limited marketing budget

39. Verne Global’s ChallengeReaching a very targeted audienceKeeping in touch with prospects over long sales cyclesBuilding brand visibility in a crowded space

40. Challenge for buyers

42. Green Data Center News ImpactPositioned company as leader Growth in lead generation and customer interestAble to reach target audience every single daySaved $100,000 in traditional marketing expenseSEO Impact“Inbound PR” interest from major media outlets

43. Content Curation in Five StepsHow you can formulate your curation strategy today

44. Identify a TopicOn what topic do your prospects want to hear from you every single day?On what topic does your company have a unique position?On what topic do you want to be a thought leader?

45. Follow the InfluencersFind the key influencers on your topicBloggersAnalystsTrade publicationsJournalsFollow withTwitterRSSEmail newsletters

46. Select relevant contentSelect the only most relevant contentBe comprehensiveBe open-minded, select content that may be about industry trends or even your competitors

47. ShareShare across all channels where your prospects areWebSocial MediaEmailRSSIf you are relevant, sharing very often is a good thing

48. Organize contentBuild an online library for your contentMakes it easy for your prospects to navigateIncreases search engine prominence

49. Create your own contentYou need to share your own perspectiveThe act of curating keeps you relevantCuration places your content in the context of a broader issue and builds credibility

50. A few pointers

51. Create, curate, but don’t pirateAlways attribute sourcesLink to original content, do not scrapeBe cognizant of fair-use practices

52. Think beyond your own brandInclude competitor contentInclude content that may not agree with your positionNeed this to become a trusted and reliable authority

53. SummaryContent curation: Is it right for you?

54. Is content curation right for you?Is your brand or industry focused on a particular issue?Do your prospects conduct extensive research on this topic or issue?Do you or your prospects have the need to monitor this topic through RSS, Social Media or Newsletters?Is it critical that your organization be recognized as the leading online resource on this topic?

55. Resources onlinePresentation will be available at http://www.getcurata.comeBook: “Content Curation: Taming the Flood in B2B Social Media” Content Curation Marketing:http://www.contentcurationmarketing.com/HiveFire Confidential and not for redistribution53