Content Marketing Done Right - How not to Pirate Content - 12 tips - Curata Curation Rockstar Summit

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Create, Curate but Never Pirate

A Guide to Ethical Content Marketing

October 29, 2013Pawan Deshpande, CEO

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“I need to get yet another blog post out today…”

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“Darn. I can’t think of anything right now.”

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“Let me see what else people are writing about…”

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“Wait a minute… Here’s a relevant blog post that my audience would love.”

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“Let me just rework this a little bit…”

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“That was easy. A blog post in 10 minutes.”

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“I really hope I did this right.”

Same title

poor contextualization

no source

Weak attribution

Excessivereproduction

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Disclaimer: I am not lawyer

@getcurata #contentethics

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Fair Use & Copyright Explained


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The Three Parties

Curator

Audi

enc

e

Original Content

Author#contentethics

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Where Fair Use Can Apply

• Quotation of excerpts in a review or criticism for purposes of illustration or comment.

• Quotation of short passages in a scholarly or technical work, for illustration or clarification of the author’s observations.

• Use in a parody of some of the content of the work parodied.

• Summary of an address or article, with brief quotations, in a news report.


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Fair Use Considerations

• The purpose and character of the use, including whether such use is of commercial nature or is for nonprofit educational purposes.

• The nature of the copyrighted work.

• The amount and substantiality of the portion used in relation to the copyrighted work as a whole.

• The effect of the use upon the potential market for, or value of, the copyrighted work.


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12 Best Practices (for ethical curation)

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#contentethics

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#contentethics

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Best Practice #1:

•Reproduce only those portions of the headline or article that are necessary to make your point or to identify the story. Do not reproduce the story in its entirety.*

Why you

should follow

this

•The more you link to third parties original content, the more likely they are to link back to you – which ultimately improves your SEO.

* From Kimberley Isbell (Nieman Journalism Lab)@getcurata

#contentethics

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@getcurata #contentethic

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Best Practice #2:

•Try not to use all, or even the majority, of articles available from a single source. Limit yourself to those articles that are directly relevant to your audience.*

Why you

should follow

this

•A good content curator is selective and only links to the most relevant content on a specific topic or issue.

* From Kimberley Isbell (Nieman Journalism Lab)


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Best Practice #3.

•Prominently identify the source of the article.*

Why you

should follow this

•Demonstrating that you have curated content from a wide variety of sources, and from some very reputable sources, makes you more credible as well.



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Best Practice #4.

•Whenever possible, link to the original source of the article.*

Why you

should follow

this

•Again, linking to the original source may drive traffic away from you momentarily, but makes you more credible for identifying relevant content in other well-known publications.



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Best Practice #5.

•Whenever possible, provide context or commentary for the material you use.*

Why you

should follow this

•The more original context you provide, the more of your marketing message you can place on third party content and the easier it is for your audience to understand why this content is relevant to them.

•Furthermore, if your audience values your commentary, they are far more likely to return to you rather than go to the original sources in the future.



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Best Practic

e #6

•When sharing images, unless you have explicit permission to share a full-size image, always share an image thumbnail at most.

Why you

should follow

this

•Similar to Best Practice #1, of only sharing a portion of any original article, pertains solely to text content.


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s

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Best Practice #7:

•Link back to the original article prominently, not buried all the way down at the end of post.

Why you

should follow

this

•Best Practice #4 (whenever possible, link to the original source of the article) doesn’t prescribe where that link should be.

•This discourages readers from visiting the original publisher and does not fairly reward them with traffic.


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Best Practice #8:

•If you are re-posting an excerpt from the original article, make sure your excerpt only represents a small portion of the original article.

Why you

should follow

this

•While Best Practice #1 recommends you should never re-publish an entire original article, there’s still a lot of latitude here to upset a publisher by posting most of their original content.


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Best Practice #9:

•If you are reposting an excerpt from an original article, make your commentary longer than the excerpt you are reposting.

Why you

should follow this

•Ensures you are adding substantial new value

•Minimizes the amount of original content you re-post by writing more commentary.

•It’s also good for SEO because it reduces the amount of duplicate content.


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Best Practice #10:

•Retitle any and all content you curate.

Why you

should follow this

•(1) You are no longer competing for the same title on search results.

•(2) You can add your own spin.

•(3) Incorporate your own keywords.


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Best Practi

ce #11:

•If you are using a share bar or iFrame, give the reader an option to close the iFrame or Share Bar to view the content without it.

Why you

should follow this

•Share Bars and iFrames around the original publishers content can be annoying to readers. Also because the browser address bar shows the curator’s URL instead of the publisher’s URL, it can be deceiving.


40@getcurata

#contentethics

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Best Practi

ce #12:

•Don’t use no-follows on your links to the original publisher’s content.

Why you

should follow

this

•The no-follow attribute on hyperlinks tells search engines not to give SEO credit to the site you have linked to.


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In Summary

• Add value: Give more than you take.

• Keep in mind the interests of the three parties.

• Follow the 12 best practices.

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• 25 Pages of in-depth analysis

• Best Practices

• Google+ Authorship

• Creative Commons

Download at:

http://bit.ly/curata_ethicsebook

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Additional Resources

Curation case studies: IBM, Whole Foods, Intel, FedEx, Adobe and more

5 Steps to Becoming a Content Curation Rockstar

www.curata.com/resources

Content Curation Marketing Site(www.contentcurationmarketing.com)

Content Marketing Done Right: Ethical Curation

Open & Shut Case for Curation

2012 B2B Mktg. Trends Survey

2012 Curation Adoption Survey

Content Curation Annotation Methods

Email: [email protected]: @TweetsFromPawan or @GetCurata

LinkedIn Group: Content Curators@GetCurata

http://www.contentcurationmarketing.com/

Date post:	09-May-2015
Category:	Technology
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Content Marketing Done Right - How not to Pirate Content - 12 tips - Curata Curation Rockstar Summit

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