how to fuel your content marketing engine with curation - content marketing world 2013

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How to Fuel Your Content Marketing Engine with

Curation

A Step-by-Step Method with Real World Examples

Pawan DeshpandeCEO, Curata

@GetCurata#CurationRockstar

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www.curata.com/resources

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Reach

Quality&

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Low

Reach

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Qu

ality

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Low

Reach

Hig

h Q

uality

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Hig

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each

Low

Qu

ality

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Hig

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each

Hig

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uality

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We are the 91%

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rce:

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2012 B

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Tre

nd

s R

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Drive Traffic &

Leads

Establish Thought

Leadership

Boost Brand

Awareness

Q. What strategies do you use in your marketing programs?

Content Marketing is Here to Stay

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Great content works

The more content you produce, the more likely you are to acquire a customer through content.

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But . . .

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Most content is still in our own voice!

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STOPEGOCENTRIC

CONTENT MARKETING

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“Product Out”• Content is product

centric• Low buyer trust• No market connection

“Content Out”

• Content is customer centric, but in vendor’s voice

• Surficial market connection

• Medium buyer trust

“Market In”

• Vendor created content is complemented by curated content

• Exchange of ideas with the market

• High buyer trustInbound Marketing

Outbound MarketingVendorCentric

CustomerCentric

Low HighLevel of Customer Engagement

Vendor’s Content Marketing Strategy

Evolution of Content Marketing

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“You’ll learn more from those around

you than people on stage.”

Seth Godin

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CreatedContent

Two Sides of the Same CoinCuratedContent High effort

High cost

Time consuming

Requires great talent

Highly valued by audience

Medium Effort

Low Cost

Easy Execution

Market insight & 3rd party perspectivevalued by audience

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The Three Types of Content

Expert Content

Peer Content

Vendor Content

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The Three Types of Content

Vendor Content

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“The combination of curated and original content appears to appeal to readers, which I believe is the reason we increased traffic on the site 100% during the past year.” – Tim Moran, Editor In Chief, CMO.com, Adobe Systems

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You’ve probably curated yourself

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Have you ever…

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Then you’ve curated.

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Then you’ve curated.

And so have these folks. . .

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Why is curation relevant now?

Buyers are overwhelmed with content

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Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012

What are your content marketing challenges?

http://bit.ly/CurataAdoption2012

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“ Content curation is when an individual (or team) consistently finds, curates and shares the most relevant and highest quality digital content on a specific topic for their target market.”

-Curata

Content Curation Defined

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Content Curation DefinedA person, not simply a computer algorithm.


-Curata

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-Curata

Content Curation DefinedNot a one time event or activity.

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-Curata

Add value. . . perspective, insight, guidance.

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-CurataBe discerning, discriminative and selective.

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-CurataA laser focus on your audience.

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The Content Curation Process

Curate

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Curation in Museums

You can create value simply by curating.

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What are your main objectives of content curation?

Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012

http://bit.ly/CurataAdoption2012

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5 Steps to Successful Curation

1. Identify2. Find3. Curate4. Share5. Analyze

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1. Identify

http://bit.ly/CurationTopic

http://bit.ly/CurationTopic

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2. FindSources

RSS FeedsNews SitesBlogsTrade PubsTwitterJournals

Schedule a regular and consistent time every day to review content.

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3. Curate: Organize• Categorize• Tag• Group• Index• Archive• Recommen

d

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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3. Curate: Add Value

• Abstract• Retitle• Quote• Parallelize• Storyboard• Summarize

Comment like an analyst.“Create value for your audience”More at http://bit.ly/CurateAnnotate

http://bit.ly/CurateAnnotate

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4. Share• Website / Microsite• Blog• Mobile devices• Email Newsletter• Embeddable

Widgets• Feeds• Social Media

Share content everywhere your audience is. For more sharing tips:

http://bit.ly/CurationShare

http://bit.ly/CurationShare

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Analyze

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Think beyond your own brand• Include competitor

content• Include content that

may not agree with your position

• Become a trusted and reliable authority

You may need to curate competitor content to become a thought leader.

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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.For more ethics tips: http://bit.ly/CurationEthicsPost

http://bit.ly/CurationEthicsPost

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STOPEGOCENTRIC

CONTENT MARKETING

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“Content curators are the new super heroes of the web.” Steve

RosenbaumFast

Company

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Content Curation Resources

Resources: www.curata.com/resources/Site & newsletter:

contentcurationmarketing.comLinkedIn Group: Content Curators

Email: [email protected]: @TweetsFromPawan

how to fuel your content marketing engine with curation - content marketing world 2013

Business

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specific topic

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