content curation: bringing meaning to chaos from info360 2012
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Content Curation: Bringing meaning to chaos based on the Info360 2012 presentation with Pawan Deshpande, Arnold Waldstein and Christine WhittemoreTRANSCRIPT
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Content Curation: How To Bring Meaning to Chaos
Info360 - June 14, 2012Christine B. Whittemore
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Introductions
•Arnold Waldstein•Pawan Deshpande•Christine Whittemore
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Arnold Waldstein
• Principal, Waldstein Consulting– [email protected] – New York, NY– Twitter: @Waldstein
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Pawan Deshpande
• CEO and founder, Curata– [email protected]– Cambridge, MA– Twitter: @TweetsFromPawan
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Christine B. Whittemore
• Chief Simplifier, Simple Marketing Now– [email protected]
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– Kinnelon, NJ– Twitter: @CBWhittemore
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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
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Image credit: http://consciousearth.blogspot.com/
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The Firehose of Data
‘Paradox of Choice’
5/17 AMA Webinar Deshpande/Rosenbaum
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Educate Me, Don’t Sell Me!
http://simplemarketingnow.com/content-talks-business-blog/bid/114835/Why-Building-Trust-With-Customers-Matters-3-Expert-Perspectives Image courtesy of McGraw-Hill
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How Social Are We Willing To Be?
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“…Even interesting becomes noisy and ineffective without context and connections.”
http://arnoldwaldstein.com/2011/04/choosing-context-over-friendship-to-filter-the-social-web/
Search vs. Research
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How Do People Get Information?
Clara Shih, CEO, Hearsay Social
http://econsultancy.com/us/blog/9841-the-role-of-social-media-in-financial-services-marketing
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Verticals vs. Horizontals
http://arnoldwaldstein.com/2012/01/my-big-aha-for-2011/
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From Content Creator Perspective
Feed me!
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What is ‘content curation’?
Do You Engage In It?
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@GetCurata@TweetsfromPawan
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How Content Curation Works
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@GetCurata@TweetsfromPawan
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@GetCurata@TweetsfromPawan
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@GetCurata@TweetsfromPawan
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@GetCurata@TweetsfromPawan
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How Does Content Curation Benefit Customers?
And Organizations?
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@GetCurata@TweetsfromPawan
http://www.getcurata.com/what_is_curation/
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@GetCurata@TweetsfromPawan
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@GetCurata@TweetsfromPawan
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@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.”
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What Are Best Practices for Success?
Search vs. ResearchInformation vs. Solutions
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How is Content Curation Evolving?
What About The ‘Content Curator’?
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Questions?
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Curatorial Words of Wisdom1. 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
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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?
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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
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Make It Easy To Share
• Extend the content and conversation• Includes social and traditional digital
options• Be invited into customers’ inbox• Build engagement & community
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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 content
5/17 AMA Webinar Deshpande/Rosenbaum
Best Practices for content curation are derived from the Fair Use doctrine, codified in Section 107 of the copyright law.
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Think Beyond Your Business • Bring together diverse
perspectives – Peers – Community– Competitors– Vendors– Industry experts – including Bloggers
• Differences of opinions add credibility & trustworthiness
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Go Forth! Become a Content Curator:
Bring Meaning To Chaos
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Links, resources, contact informationhttp://simplemarketingnow.com/info360-
content-curation-resources
For More Information
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Contact Us:
• Arnold Waldstein– Waldstein Consulting– [email protected]
• Pawan Desphande– Curata– [email protected]
• Christine B. Whittemore– Simple Marketing Now– [email protected]
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@GetCurata@TweetsfromPawan
feed me!
Feeding the Content Beast:
Examples
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@GetCurata@TweetsfromPawan
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@GetCurata@TweetsfromPawan
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@GetCurata@TweetsfromPawan
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@GetCurata@TweetsfromPawan