Date post: | 23-Aug-2014 |
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News & Politics |
Upload: | g3-communications |
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Presented by
5 Simple Steps To Becoming A Content Cura6on Rockstar
#ContentCuration
Sponsored by
Welcome Webinar A;endees
Type ques6on here
Follow this webinar on Twi;er
#ContentCura6on
About Demand Gen Report
• Launched in 2007 to track best prac:ces in lead genera:on
• Newsle?er has grown to more than 26,000 readers
• We also offer a menu of research and best prac:ces reports
• New audio/video podcasts at DemandGenReport.com
@DG_Report http://linkd.in/DG_Specialists
Panelists
Pawan Deshpande CEO
Curata
Andrew Gaffney Editor
Demand Gen Report
#ContentCura:on @GetCurata
Pawan Deshpande Curata, Inc. www.curata.com
5 Simple Steps to Becoming a Content Curation Rockstar
#ContentCura6on @GetCurata
#ContentCura:on @GetCurata
WHAT: Curation is everywhere
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
Why curation is relevant now?
Consumers have too much content
#ContentCura:on @GetCurata
But marketers have too little.
POLL: What are your content marke:ng challenges?
#ContentCura:on @GetCurata
What are your content marketing challenges?
©2012 Curata, Inc. Annual Content Curation Adoption Survey
#ContentCura:on @GetCurata
“A Content Curator is someone who con6nually finds, groups, organizes and shares the best and most relevant content on a specific issue online.”
- Rohit Bhargava, Ogilvy
#ContentCura:on @GetCurata
Great content works
The more content you produce, the more likely you are to acquire a customer through content.
#ContentCura:on @GetCurata
The Content Curation Process
#ContentCura:on @GetCurata
WHY CURATE
#ContentCura:on @GetCurata
Curation in Museums
You can create value simply by cura:ng.
#ContentCura:on @GetCurata
©2012 Curata, Inc. Annual Content Curation Adoption Survey
#ContentCura:on @GetCurata
Curation Benefits
• Revive dropping or stagnant site traffic • Improve SEO performance • Increase the quantity & quality of leads • Reduce lead acquisition costs • Enhance thought leadership positioning • Lower content creation costs
#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
#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
#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
#ContentCura:on @GetCurata
“We doubled our traffic this quarter over last.”
“We have e-‐newsle?er open rates of 20-‐25% & more than doubled newsle?er 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.”
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
POLL: Is content cura:on currently part of your content marke:ng strategy?
#ContentCura:on @GetCurata
HOW TO CURATE
#ContentCura:on @GetCurata
1. Iden:fy 2. Find 3. Organize 4. Share 5. Create
Steps to successful curation:
#ContentCura:on @GetCurata
Identify
#ContentCura:on @GetCurata
Find Sources
– RSS Feeds – News Sites – Blogs – Trade Pubs – Twi?er – Journals
Schedule a regular and consistent 6me every day to review content.
#ContentCura:on @GetCurata
Organize
§ Categorize § Tag § Group § Index § Archive § Recommend
Think like a librarian when organizing content.
– Use categories & tags in blog sojware
– Make your CTA point to another piece of content
– Create digests & roll-‐up summaries
#ContentCura:on @GetCurata
Share
§ Website / Microsite § Blog § Mobile devices § Email Newsle?er § Embeddable Widgets § Feeds § Social Media
Share content everywhere your audience is.
#ContentCura:on @GetCurata
Create – add value
§ Annotate § Analyze § Recap or summary § Ask ques:ons, polls § Comment
#ContentCura:on @GetCurata
Content Curation & Fair Use
• Share only a por:on of the original content
• Always a?ribute sources • Drive visitors to the original publica:on
• Follow the Google “Rule of Thumb”
Create, curate, but never pirate content.
#ContentCura:on @GetCurata
#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 compe6tor content to become a thought leader.
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
#ContentCura:on @GetCurata
www.curata.com/resources
Q&A // Submit Your Ques6ons
Type ques6on here
Q&A // Panelists
Pawan Deshpande CEO
Curata
Andrew Gaffney Editor
Demand Gen Report
Thank You For A;ending This Webinar
You can download this presentation at:
http://dg-r.co/content-curation