How to Fuel Your Content Marketing Engine with Curation - Content Marketing World 2013
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A step-by-step method to content curation, including real world examples of companies using curation - Presentation given by Pawan Deshpande, CEO Of Curata at Content Marketing World 2013
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How to Fuel Your Content Marketing Engine with Curation - Content Marketing World 2013
- 1. #cmworld How to Fuel Your Content Marketing Engine with Curation A Step-by-Step Method with Real World Examples Pawan Deshpande CEO, Curata @GetCurata #CurationRockstar
- 11. #cmworld We are the 91%
- 12. #cmworld Source:Curata2012B2BMarketingTrendsReport 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
- 13. #cmworld Great content works The more content you produce, the more likely you are to acquire a customer through content.
- 14. #cmworld But . . .
- 15. #cmworld Most content is still in our own voice!
- 17. #cmworld “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 trust Inbound Marketing Outbound MarketingVendor Centric Customer Centric Low HighLevel of Customer Engagement Vendor’s Content Marketing Strategy Evolution of Content Marketing
- 18. #cmworld “You’ll learn more from those around you than people on stage.” Seth Godin
- 19. #cmworld Created Content Two Sides of the Same Coin Curated ContentHigh effort High cost Time consuming Requires great talent Highly valued by audience Medium Effort Low Cost Easy Execution Market insight & 3rd party perspective valued by audience
- 20. #cmworld The Three Types of Content Expert Content Peer Content Vendor Content
- 21. #cmworld The Three Types of Content Vendor Content
- 22. #cmworld
- 23. #cmworld
- 24. #cmworld
- 25. #cmworld “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
- 28. #cmworld
- 29. #cmworld
- 30. #cmworld
- 32. #cmworld Then you’ve curated. And so have these folks. . .
- 33. #cmworld Why is curation relevant now? Buyers are overwhelmed with content
- 35. #cmworld
- 36. #cmworld Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012 What are your content marketing challenges?
- 37. #cmworld “ 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
- 38. #cmworld Content Curation Defined A person, not simply a computer algorithm. “ 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
- 39. #cmworld “ 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 Not a one time event or activity.
- 40. #cmworld Content Curation Defined “ 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 Add value. . . perspective, insight, guidance.
- 41. #cmworld Content Curation Defined “ 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 Be discerning, discriminative and selective.
- 42. #cmworld Content Curation Defined “ 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 A laser focus on your audience.
- 43. #cmworld The Content Curation Process Curate
- 44. #cmworld Curation in Museums You can create value simply by curating.
- 45. #cmworld What are your main objectives of content curation? Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012
- 46. #cmworld 5 Steps to Successful Curation1. Identify 2. Find 3. Curate 4. Share 5. Analyze
- 48. #cmworld
- 49. #cmworld
- 50. #cmworld 2. Find Sources RSS Feeds News Sites Blogs Trade Pubs Twitter Journals Schedule a regular and consistent time every day to review content.
- 51. #cmworld
- 52. #cmworld 3. Curate: 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
- 53. #cmworld 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
- 54. #cmworld
- 55. #cmworld
- 56. #cmworld 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
- 57. #cmworld
- 58. #cmworld
- 59. #cmworld
- 60. #cmworld Analyze
- 61. #cmworld 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.
- 62. #cmworld 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
- 64. #cmworld “Content curators are the new super heroes of the web.” Steve Rosenbaum Fast Company
- 65. #cmworld Content Curation Resources Resources: www.curata.com/resources/ Site & newsletter: contentcurationmarketing.com LinkedIn Group: Content Curators Email: pawan@curata.com Twitter: @TweetsFromPawan
Notes de l'éditeur
- There’s no question. . . Content marketing has taken hold in marketing organizations across the world
- Buyers know this, and that’s why they will seek out other opinions and perspective in addition to that which you offer through your own created content strategySeth’s Marketing success elements: Coordination, Trust, Permission, Generosity, Art