Uploaded byPawan Deshpande
The Role of Curation in Content Marketing: Content2Conversion 2013
The document discusses the relevance of content curation in an age where consumers are overwhelmed with content, while marketers struggle to create it. It outlines the steps for successful curation: identify, find, organize, share, and create, while emphasizing the importance of providing original insights and adhering to fair use. Additionally, it highlights the potential of content curation for lead generation and establishing thought leadership in the industry.
The Role of Curation in Content Marketing: Content2Conversion 2013
- 1. Lisa Rhodes. VerneGlobal. (@VerneGlobal) Pawan Deshpande. Curata. (@TweetsFromPawan) Content2Conversion. April 2013
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- 8. Why curation isrelevant now? Consumers have too much content
- 9. But marketers havetoo little.
- 10. ©2012 Curata, Inc.Annual Content Curation Adoption Survey
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- 13. • Blog Posts •News Sites • Newsletters • Social Media • Podcasts • eBooks • Special Reports • Infographics • Polls & Surveys • Video • Webinars Download at curata.com/resources
- 14. Content Curation “A ContentCurator is someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.” -Rohit Bhargava
- 15. Curation in Museums Youcan create value simply by curating.
- 24. • IBM • WholeFoods • Oregon Wine Board • FedEx • Intel • United Nations • Adobe • & more… Download at curata.com/resources With a foreword by Rohit Bhargava Author of Likeonomics & Personality Not Included
- 25. A CASE STUDYOF CURATION
- 26. 37% 7% 6% 1% 3% 4%10% 31% Verne Global Data Center HydroelecticSources Geothermal Sources Brilliant Idea in a Unique Location: Verne Global
- 27. Interrupted by TheBlack Swan Theory The disproportionate role of high-profile, hard-to-predict, and rare events that are beyond the realm of normal expectations in history, science, finance, and technology. “Fooled By Randomness” by Nassim Nicholas Taleb
- 28. Beyond the Realmof Normal
- 29. Presents Opportunity forContent Marketing Thought Leadership • Become news source for Green Data Center/Green IT • Bloggers from Industry Sources to keep content original and fresh Inbound Interest • Create positive news buzz about Company and the location • Develop the persona of a larger and more established company Lead Generation • Newsletter built immediate lead generation platform • Social media interfaces provides streamlined opportunity to communicate with leads
- 30. Results in www.greendatacenternews.org
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- 32. 1. Identify 2. Find 3.Organize 4. Share 5. Create Steps to successful curation:
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- 34. Find Sources – RSS Feeds –News Sites – Blogs – Trade Pubs – Twitter – Journals Schedule a regular and consistent time every day to review content. Blog Post: http://bit.ly/CurationSources
- 35. Organize • Categorize • Tag •Group • Index • Archive • Recommend Think like a librarian when organizing content. – Use categories & tags in blog software – Make your CTA point to another piece of content – Create digests & roll- up summaries Blog Post: http://bit.ly/CurationOrganize
- 36. Share • Website /Microsite • Blog • Mobile devices • Email Newsletter • Embeddable Widgets • Feeds • Social Media Share content everywhere your audience is. Blog Post: http://bit.ly/CurationShare
- 37. Create – addvalue • Annotate • Analyze • Recap or summary Add more commentary that amount of the content you repost
- 39. Content Curation &Fair Use • Share only a portion of the original content • Always attribute sources • Drive visitors to the original publication • Follow the Google “Rule of Thumb” Create, curate, but never pirate content. Blog Post: http://bit.ly/CurationEthics
- 40. Think beyond yourown brand • Include competitor content • Include content that may not agree with your position • Need this to become a trusted and reliable authority You may need to curate competitor content to become a thought leader.
- 41. Content Curation Resources Site& newsletter: contentcurationmarketing.com LinkedIn Group: Content Curators Email: pawan@curata.com Twitter: @TweetsFromPawan Resources: www.curata.com/resources/