SlideShare a Scribd company logo
@marcfuseki Image: http://www.zerochan.net/281754 
Inbound Marketing: 
The power of 
Content Curation
“Outbound marketing 
is inherently 
obfuscated, 
duplicitous 
and full of shit ” Jeff Rosenblum 
@marcfuseki 
CEO, Questus 
Outbound vs. Inbound
@marcfuseki 
Outbound vs. Inbound 
Interruption Invitation
@marcfuseki 
Outbound vs. Inbound 
Shout Converse
Outbound vs. Inbound 
Propaganda Value 
@marcfuseki 
http://www.nytimes.com/2014/10/25/science/alan-eustace-jumps-from-stratosphere- 
breaking-felix-baumgartners-world-record.html
@marcfuseki 
Outbound vs. Inbound 
Paid Earned
@marcfuseki 
Outbound vs. Inbound 
Ads 
n/a 
SEM 
SMM 
Buy lists 
Cold calls 
n/a 
Posts 
SEO 
CM 
Opt-in 
Nurture
@marcfuseki 
Content vs. Inbound 
Content 
Social Media conversation 
Blog posts & comments 
White Papers 
Webinars 
Ebooks 
…
Inbound Content 
@marcfuseki 
Social Media conversation 
Blog posts & comments 
White Papers 
Webinars 
Ebooks 
Marketing Automation, … 
Analytics, Landing Pages 
Technical SEO, etc 
Off-line events 
Content vs. Inbound
“Content is Inbound lifeblood ” - Joe Chernov, VP Content, Hubspot 
“You wouldn’t be able to execute an Inbound marketing program without 
content marketing” - Mike Lieberman, CIS, Square2Marketing 
“Inbound marketing is based on earning attention. Content marketing is 
about producing content to earn customers” - Rand Fishkin, Wizard of Moz 
Content marketing 
Inbound marketing 
@marcfuseki 
Content vs. Inbound
@marcfuseki 
Content is King!...
… but a complex and expensive king 
Multimedia Community Useful Frequent 
@marcfuseki
@marcfuseki
Content is King & Curation is ROI 
@marcfuseki
@marcfuseki 
What is Content Curation? 
Find, enrich and share existing content.
@marcfuseki 
What is Content Curation? 
Find, enrich and share existing content. 
aka: 
Repurpose existing content within your editorial line
@marcfuseki 
The Curation Force 
 Knowledge acquisition 
 Richer, more credible 
line 
 Brute force: ROI 
“Size matter not!”
Scoop.it and Content Curation 
@marcfuseki 
3000+ 
Businesses 
1,500,000 
Curators 
130,000,000 
Cumulated Uniques
Curation vs. Creation: Credibility 
@marcfuseki 
Curation/Creation: x6 
Soucre: http://customerthink.com/why-expert-content-should-be-part-of-your-content-marketing-mix/
Curation vs. Creation: Credibility 
@marcfuseki 
Curation/Creation: x7 
Soucre: http://customerthink.com/why-expert-content-should-be-part-of-your-content-marketing-mix/
Performance of Curation / Creation for 1 dollar spent 
@marcfuseki 
Curation vs. Creation: ROI 
Content Volume +450% 
Traffic +120% 
Engagement +90% 
Thought Leadership +80% 
Leads +50% 
Soucre: http://business.scoop.it/content-curation-roi/
Inbound Marketing with Curation: SMB Example 
@marcfuseki
Inbound Marketing with Curation: SMB Example 
@marcfuseki
Inbound Marketing with Curation: SMB Example 
@marcfuseki
Inbound Marketing with Curation: Non-Profit Example 
@marcfuseki
Inbound Marketing with Curation: Enterprise Example 
@marcfuseki
Inbound Marketing with Curation: Enterprise Example 
@marcfuseki
Inbound Marketing with Curation: Enterprise Example 
@marcfuseki
Inbound Marketing with Curation: Example 
@marcfuseki
Content Curation Delivers Traffic 
@marcfuseki
Content Curation Delivers Leads 
@marcfuseki
Inbound Marketing & Content Curation 
@marcfuseki 
Conclusion 
Inbound rocks 
Content reigns 
Curation delivers
Discover Curate Publish 
@marcfuseki 
Give it a try 
Get started 
Or get in touch: 
@scoopit 
business@scoop.it

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