How to Become a Content Curation Rockstar, B2B Content Marketing Open Dialogue, Toronto 2013
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Marketers all know how important original content is to maintaining a brand presence and how to use it to create thought leadership. Content curation, the process of finding, organizing and sharing online content, is increasingly a widely adopted content marketing strategy that can not only help with growing the brand, it can help fuel social media channels and boost overall lead generation. In this session you will learn the basics of content curation, examine cases of how real-world brands from Adobe to Intel are employing curation, and identify some simple steps you can use today to begin curating.
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How to Become a Content Curation Rockstar, B2B Content Marketing Open Dialogue, Toronto 2013
- 1. #ContentCura*on @GetCurata Jessie Zubatkin Curata, Inc. www.curata.com How to become a content curation rockstar! #ContentCura*on @GetCurata
- 2. #ContentCura*on @GetCurata Have you ever… Emailed an article? Shared a blog post on twitter? Pasted a link to facebook?
- 3. #ContentCura*on @GetCurata Then you’ve curated.
- 6. #ContentCura*on @GetCurata Why curation is relevant now? Consumers have too much content
- 7. #ContentCura*on @GetCurata But marketers have too little.
- 8. #ContentCura*on @GetCurata What are your content marketing challenges? ©2012 Curata, Inc. Annual Content Curation Adoption Survey
- 9. #ContentCura*on @GetCurata What are your content marketing challenges? ©2012 Curata, Inc. Annual Content Curation Adoption Survey
- 10. #ContentCura*on @GetCurata “A Content Curator is someone who con*nually finds, groups, organizes and shares the best and most relevant content on a specific issue online.” - Rohit Bhargava, Ogilvy
- 11. #ContentCura*on @GetCurata Great content works The more content you produce, the more likely you are to acquire a customer through content.
- 12. #ContentCura*on @GetCurata The Content Curation Process
- 13. #ContentCura*on @GetCurata WHY CURATE
- 14. #ContentCura*on @GetCurata Curation in Museums You can create value simply by cura*ng.
- 15. #ContentCura*on @GetCurata ©2012 Curata, Inc. Annual Content Curation Adoption Survey
- 16. #ContentCura*on @GetCurata Curation Benefits • Revive site traffic • Improve SEO performance • Increase the quantity & quality of leads • Reduce lead acquisition costs • Enhance thought leadership positioning • Lower content creation costs
- 17. #ContentCura*on @GetCurata “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
- 18. #ContentCura*on @GetCurata SEO takes time… “We are very pleased to be listed organically on the first page of ‘end user experience’ with our site. That was a key goal that has been sustained since earlier this year (so about 6 months after implementation). This was and remains a key metric for us and proves the value.” – Donna Parent, VP Marketing, Aternity • Updated content frequency • Inbound links • Long tail keywords • Categorization
- 19. #ContentCura*on @GetCurata “If I look at all of our company’s curated content for this quarter I had 470 views. To put it in perspective we launched an e-book recently and had 484 downloads and it was considered a wild success. If you were to pay for a program like this, with a media company managing the program for you, it would cost somewhere between $15 and $20k.” - Chuck Eberl, EVP Marketing, Connance
- 20. #ContentCura*on @GetCurata “We doubled our traffic this quarter over last.” “We have e-‐newsleIer open rates of 20-‐25% & more than doubled newsleIer subscrip*ons in only 4 months!” “I’ve tried to do this before, and the cost would have been astronomical – • even just the interface would be $5,000 -‐ $10,000 • it would probably require a full-‐*me staff member working on it • we spend maybe 20 minutes to an hour a week working on it.”
- 22. #ContentCura*on @GetCurata HOW TO CURATE
- 23. #ContentCura*on @GetCurata 1. Iden*fy 2. Find 3. Organize 4. Share 5. Create Steps to successful curation:
- 27. #ContentCura*on @GetCurata Find Sources – RSS Feeds – News Sites – Blogs – Trade Pubs – TwiIer – Journals Schedule a regular and consistent *me every day to review content.
- 30. #ContentCura*on @GetCurata Organize § Categorize § Tag § Group § Index § Archive § Recommend Think like a librarian when organizing content. – Use categories & tags in blog sodware – Make your CTA point to another piece of content – Create digests & roll-‐ up summaries
- 33. #ContentCura*on @GetCurata Share § Website / Microsite § Blog § Mobile devices § Email NewsleIer § Embeddable Widgets § Feeds § Social Media Share content everywhere your audience is.
- 36. #ContentCura*on @GetCurata Create – add value § Annotate § Analyze § Recap or summary § Ask ques*ons, polls § Comment
- 38. #ContentCura*on @GetCurata Content Curation & Fair Use • Share only a por*on of the original content • Always aIribute sources • Drive visitors to the original publica*on • Follow the Google “Rule of Thumb” Create, curate, but never pirate content.
- 39. #ContentCura*on @GetCurata Think beyond your own brand § Include compe*tor content § Include content that may not agree with your posi*on § Need this to become a trusted and reliable authority You may need to curate compe*tor content to become a thought leader.