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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

A Step-by-Step Method with Real World Examples

Pawan DeshpandeCEO, Curata

@GetCurata#CurationRockstar#cmworld

www.curata.com/resources#cmworldReachQualitycmworld

Low ReachLow Quality#cmworldLow ReachHigh Quality

#cmworldHigh ReachLow Quality

#cmworldHigh ReachLow Quality

#cmworldHigh ReachLow Quality

#cmworldHigh ReachLow Quality

#cmworldHigh ReachHigh Quality

#cmworldWe are the 91%

#cmworldSource: Curata 2012 B2B Marketing Trends Report

Drive Traffic & LeadsEstablish Thought LeadershipBoost Brand AwarenessQ. What strategies do you use in your marketing programs?Content Marketing is Here to Stay#cmworldTheres no question. . . Content marketing has taken hold in marketing organizations across the worldGreat content worksThe more content you produce, the more likely you are to acquire a customer through content.

#cmworldBut . . .#cmworldMost content is still in our own voice!

#cmworld#CurationRockstar

STOPEGOCENTRICCONTENT MARKETING#cmworldProduct OutContent is product centricLow buyer trustNo market connection

Content OutContent is customer centric, but in vendors voiceSurficial market connectionMedium buyer trust

Market InVendor created content is complemented by curated content

Exchange of ideas with the market

High buyer trust

Inbound MarketingOutbound MarketingVendorCentricCustomerCentricLowHighLevel of Customer EngagementVendors Content Marketing StrategyEvolution of Content Marketing#cmworld

Youll learn more from those around you than people on stage.

Seth Godin#cmworldBuyers know this, and thats why they will seek out other opinions and perspective in addition to that which you offer through your own created content strategySeths Marketing success elements: Coordination, Trust, Permission, Generosity, Art

CreatedContent Two Sides of the Same CoinCuratedContent High effort

High cost

Time consuming

Requires great talent

Highly valued by audienceMedium Effort

Low Cost

Easy Execution

Market insight & 3rd party perspectivevalued by audience#cmworldThe Three Types of Content#cmworldThe Three Types of Content#cmworld

#cmworld

#cmworld

#cmworldThe 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

#cmworldYouve probably curated yourself#cmworldHave you ever

#cmworld

#cmworld

#cmworld

#cmworldThen youve curated.#cmworldThen youve curated.And so have these folks. . .

#cmworld

Why is curation relevant now?Buyers are overwhelmed with content#cmworld#CurationRockstar34#cmworld#cmworldSource: Curatas 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012What are your content marketing challenges?

#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#cmworldContent Curation DefinedA 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

#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 DefinedNot a one time event or activity.#cmworldContent 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.#cmworldContent 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.#cmworldContent 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.#cmworldThe Content Curation Process

Curate #cmworldCuration in MuseumsYou can create value simply by curating.

#cmworld

What are your main objectives of content curation?Source: Curatas 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012#cmworld5 Steps to Successful CurationIdentifyFindCurateShareAnalyze#cmworld1. Identify

http://bit.ly/CurationTopic #cmworld

#cmworld

#cmworld2. FindSourcesRSS FeedsNews SitesBlogsTrade PubsTwitterJournals

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

#cmworld

#cmworld3. Curate: OrganizeCategorizeTagGroupIndexArchiveRecommendThink like a librarian when organizing content.Use categories & tags in blog softwareMake your CTA point to another piece of contentCreate digests & roll-up summaries

#cmworld3. Curate: Add ValueAbstractRetitleQuoteParallelizeStoryboardSummarizeComment like an analyst.Create value for your audienceMore at http://bit.ly/CurateAnnotate

#cmworld

#cmworld

#cmworld4. ShareWebsite / MicrositeBlogMobile devicesEmail NewsletterEmbeddable WidgetsFeedsSocial Media

Share content everywhere your audience is.

For more sharing tips:http://bit.ly/CurationShare

#cmworld

#cmworld

#cmworld

#cmworldAnalyze

#cmworldThink beyond your own brandInclude competitor contentInclude content that may not agree with your positionBecome a trusted and reliable authority

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

#cmworldContent Curation & Fair UseShare 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 #cmworld#CurationRockstar

STOPEGOCENTRICCONTENT MARKETING#cmworld

Content curators are the new super heroes of the web.Steve RosenbaumFast Company#cmworldContent Curation Resources

Resources: www.curata.com/resources/Site & newsletter: contentcurationmarketing.comLinkedIn Group: Content CuratorsEmail: [email protected]: @TweetsFromPawan

#cmworldChart10.730.750.740.730.480.560.390.390.370.360.190.150.130.19

20112012

Sheet120112012Having the time to do it0.730.75Creating original content0.740.73Finding high quality content0.480.56Allcoating staff to do it0.390.39Difficulty measuring results0.370.36Securing senior level buy-in0.190.15Understanding how it fits into our mktg. strategy0.130.19

Chart10.790.850.760.80.480.65

20112012

Sheet120112012Establish thought leadership79%85%Elevate brand visibility & buzz76%80%Boost SEO48%65%

Chart18.23.21.41.2

Sales

Sheet1Sales1st Qtr8.22nd Qtr3.23rd Qtr1.44th Qtr1.2

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