the role of curation in marketing - content2conversion, new york 2013

The Role of Curation

in MarketingLisa Rhodes. Verne Global.

(@VerneGlobal)Pawan Deshpande. Curata.

(@TweetsFromPawan)

Content2Conversion. April 2013

CURATION IS

EVERYWHERE

Curation Content Curation

Why curation is relevant now?

Consumers have too much content

But marketers have too little.

What are your content marketing challenges?

©2012 Curata, Inc. Annual Content Curation Adoption Survey

The Content Beast

• Blog Posts• News Sites• Newsletters• Social Media• Podcasts• eBooks• Special Reports• Infographics• Polls & Surveys• Video• Webinars

Download at curata.com/resources

MORE

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.”

-Rohit Bhargava

Curation in Museums

You can create value simply by curating.

• IBM• Whole Foods• Oregon Wine Board• FedEx• Intel• United Nations• Adobe• & more…

Download at curata.com/resources

With a foreword by Rohit BhargavaAuthor of Likeonomics & Personality Not Included

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A CASE STUDY OF CURATION

37%

7%

6%

1%3%

4%10%

31%

Verne Global

Data Center

Hydroelectic Sources

Geothermal Sources

Brilliant Idea in a Unique Location: Verne Global

Interrupted by The Black 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

Beyond the Realm of Normal

Presents Opportunity for Content 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

Results in www. greendatacenternews.org

HOW TO CURATE

1. Identify2. Find3. Organize4. Share5. Create

Steps to successful curation:

Identify

Identify: http://bit.ly/CurationTopic MORE

FindSources

– 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 MORE

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 MORE

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 MORE

Create – add value• Annotate• Analyze• Recap or summary

Add more commentary that amount of the content you repost

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 MORE

Think beyond your own 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.

Content Curation Resources

Site & newsletter: contentcurationmarketing.comLinkedIn Group: Content CuratorsEmail: pawan@curata.comTwitter: @TweetsFromPawanResources: www.curata.com/resources/