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: [email protected]: @TweetsFromPawanResources: www.curata.com/resources/
