how curation boosts your content marketing strategy
TRANSCRIPT
HOW CURATION BOOSTS YOUR CONTENT MARKETING STRATEGY
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Camilla Calhoun Customer Success Manager
Kapost @camillacalhoun
Michael Gerard Chief Marketing Officer
Curata @michaelgerard
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Have you ever…
Published a “best of” post?
Commented on and shared a link on twitter?
Pasted a link to facebook with your commentary?
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Then you’ve curated.
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And so have these folks. . .
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AGENDA
• What is curation and how can it boost your content marketing strategy?
• How can you become a content curation rock star?
• Who is doing it well and why? • How are Kapost and Curata integrated?
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CONTENT MARKETING IS HERE TO STAY
Drive Traffic & Leads
Establish Thought Leadership
Boost Brand Awareness
Q. Top Strategies Used in Marketing Programs?
Curata’s Annual B2B Marketing Trends Report http://bit.ly/curatab2b2012
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BUT CONTENT MARKETING HAS SOME PROBLEMS
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POLL
How many of you… 1. Produce content that
goes unused 2. Produce content that is too brand (“YOU”) centric 3. Struggle to keep up and
stay relevant
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• 60-70 % of content goes unused (it is too product focused*)
• Brands struggle to create enough buyer-centric content
• Inconsistent messaging is delivered to buyers
• Challenge to stay relevant
*Sirius Decisions, May 2013
You’re Not Alone…
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MOST CONTENT IS STILL IN OUR OWN
VOICE!
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Source: http://bit.ly/STOPEgoMktg
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“ Content curation is the process of an individual (or team) consistently finding, curating and sharing the most relevant and highest quality digital content on a specific topic for their target
market.” -Curata
WHAT IS CURATION?
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WHY IS CURATION IMPORTANT? . . .Thought leadership
. . . Lead generation
. . . Lower content development costs
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CURATION OBJECTIVES
Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012
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Ideation &
Planning Production Distribution Analysis
BOOSTING YOUR CONTENT MARKETING PROCESS
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Identify Find Curate Share Analyze
5 STEPS TO SUCCESSFUL CURATION
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IDENTIFY
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CURATION IN ACTION: IQ BY INTEL
http://iq.intel.com
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SOURCES
Schedule a regular and
consistent time every day to
review content.
RSS Feeds News Sites Blogs Trade Pubs Twitter Journals
FIND
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http://causnow.colorassociation.com
CURATION IN ACTION: CAUSNOW
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CATEGORIZE TAG
GROUP INDEX
ARCHIVE RECOMMEND
CURATE: FIRST ORGANIZE
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
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ANNOTATE ANALYZE
RECAP OR SUMMARY ASK QUESTIONS,
POLLS COMMENT
PROVIDE INSIGHT AND GUIDANCE
CURATE: THEN ADD VALUE
Comment like an analyst when you curate . . . create value for your audience.
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• Share only a portion of the original content
• Always attribute sources • Drive visitors to the original
publication • Follow the Google “Rule of
Thumb”
CONTENT CURATION & FAIR USE
Create, curate, but never pirate content.
Source: http://bit.ly/CurationEthicsPost
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CURATION IN ACTION: VERNE GLOBAL
http://www.greendatacenternews.org
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SHARE
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ANALYZE
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HOW CURATA AND KAPOST ARE INTEGRATED
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HOW CURATA AND KAPOST ARE INTEGRATED
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IN SUMMARY
• Content Marketing is here to stay • Meet your audience needs and provide a market-in
perspective • Grow your CM strategy and capture your audience
with curation. • Need a holistic platform to manage and integrate
curation and content marketing
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Q + A
Sales at Curata [email protected]
Customer Support at Curata
Sales at Kapost [email protected]
Customer Success at Kapost