Content Curation: Bringing Meaning to Chaos From Info360 2012

Content Curation: How To Bring Meaning to Chaos

Info360 - June 14, 2012Christine B. Whittemore

Introductions

•Arnold Waldstein•Pawan Deshpande•Christine Whittemore

Arnold Waldstein

• Principal, Waldstein Consulting– [email protected] – New York, NY– Twitter: @Waldstein

Pawan Deshpande

• CEO and founder, Curata– [email protected]– Cambridge, MA– Twitter: @TweetsFromPawan

Christine B. Whittemore

• Chief Simplifier, Simple Marketing Now– [email protected]

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– Kinnelon, NJ– Twitter: @CBWhittemore

Today’s Conversation

• Explore ‘Content Curation’ – How to bring meaning?– Why marketers use it?

• How is Content Curation evolving?– The Content Curator

• Best Practices for Success– Words of Wisdom

Image credit: http://consciousearth.blogspot.com/

The Firehose of Data

‘Paradox of Choice’

5/17 AMA Webinar Deshpande/Rosenbaum

Educate Me, Don’t Sell Me!

http://simplemarketingnow.com/content-talks-business-blog/bid/114835/Why-Building-Trust-With-Customers-Matters-3-Expert-Perspectives Image courtesy of McGraw-Hill

How Social Are We Willing To Be?

“…Even interesting becomes noisy and ineffective without context and connections.”

http://arnoldwaldstein.com/2011/04/choosing-context-over-friendship-to-filter-the-social-web/

Search vs. Research

How Do People Get Information?

Clara Shih, CEO, Hearsay Social

http://econsultancy.com/us/blog/9841-the-role-of-social-media-in-financial-services-marketing

Verticals vs. Horizontals

http://arnoldwaldstein.com/2012/01/my-big-aha-for-2011/

From Content Creator Perspective

Feed me!

What is ‘content curation’?

Do You Engage In It?

@GetCurata@TweetsfromPawan

How Content Curation Works





How Does Content Curation Benefit Customers?

And Organizations?


http://www.getcurata.com/what_is_curation/




“We doubled our traffic this quarter over last.”

“We have e-newsletter open rates of 20-25% and more than doubled newsletter subscriptions in only 4 months!”

“I’ve tried to do this [have a curated site] before, and the cost would have been astronomical – even just the interface would be $5,000 - $10,000; it would probably require a full-time staff member working on it, and we spend maybe 20 minutes to an hour a week working on it.”

What Are Best Practices for Success?

Search vs. ResearchInformation vs. Solutions

How is Content Curation Evolving?

What About The ‘Content Curator’?

Questions?

Curatorial Words of Wisdom1. Find a topic to curate2. As you curate, never, ever forget

your audience3. Make it easy to share!4. Being ethical matters5. Think beyond your brand or

business

Identify A Topic to Curate• The competitive landscape

– What does it look like?

• The topic– Does it resonate with the audience?

• The content– Is there enough to curate?

Focus On Your Audience!• Collect content based on specific

criteria– Synthesize, organize, simplify

• Offer a distinct, but consistent point-of-view – Be relevant & meaningful– Create context

• Invite interaction and build a community

Make It Easy To Share

• Extend the content and conversation• Includes social and traditional digital

options• Be invited into customers’ inbox• Build engagement & community

Ethical Considerations

• Create, curate, but never pirate– Share only a portion– Attribute the source– Link prominently back– “Follow Google ‘rule of thumb’”

• Think beyond your own brand *• The human element

– Create original content– Annotate curated content

5/17 AMA Webinar Deshpande/Rosenbaum

Best Practices for content curation are derived from the Fair Use doctrine, codified in Section 107 of the copyright law.

Think Beyond Your Business • Bring together diverse

perspectives – Peers – Community– Competitors– Vendors– Industry experts – including Bloggers

• Differences of opinions add credibility & trustworthiness

Go Forth! Become a Content Curator:

Bring Meaning To Chaos

Links, resources, contact informationhttp://simplemarketingnow.com/info360-

content-curation-resources

For More Information

Contact Us:

• Arnold Waldstein– Waldstein Consulting– [email protected]

• Pawan Desphande– Curata– [email protected]

• Christine B. Whittemore– Simple Marketing Now– [email protected]

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feed me!

Feeding the Content Beast:

Examples



