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The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.
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@TweetsFromPawan
Pawan DeshpandeCEO, HiveFire
Content Curation:The missing link of Content Marketing
@TweetsFromPawan
@TweetsFromPawan
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Two sides of Content
Content Publisher
sContent
Consumers
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Consumers:There’s too much
content
Blog posts
Press releasesTweets
eBooks
Newsletters
White Papers
Datasheets
Podcasts
Webinars
@TweetsFromPawan
March 2003 March 2007March 2006March 2005March 2004
10M
20M
30M
40M
50M
60M
70M70 Million Blogs Online
Source: Technorati
Blogs Online
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How Content Consumers Deal with this
49%
44%
41%
37%
35%
34%
32%
19%
17%
Analyst Reports
Trade Publications
Employees
FriendsSearch Engines
News Content
Corporate Comm.
Social Media
Corporate Ads
How credible do you believe each of the following is as a source of information about a company?
Source: Edelman 10th Annual Trust Study, 2010
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Marketers: I can’t publish enough
Blog posts
Press releasesTweets
eBooks
Newsletters
White Papers
Datasheets
Podcasts
Webinars
@TweetsFromPawan
@TweetsFromPawan
The DichotomyContent Publisher
sContent
Consumers
Can’t consume enough contentCan’t publish enough content
Can’t get found by relevant consumersCan’t find relevant content
Don’t know how to gain trustDon’t know who to trust
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CONTENT CURATIONThe missing link of Content Marketing
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Museum Curation
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Museum Curation
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Museum Curation
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Content Curation
Identify Organize Share
Industry News
Industry Blogs
Industry Social Media
Topic site
Topic Email Newsletter
Topic Social Media
“A Content Curator is someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.”
- Rohit Bhargava, Ogilvy
A New Content Marketing Process
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CONTENT CURATION IN PUBLISHING
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Editor Curation
3M
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Editor Curation
900K
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Social Curation
45M
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Social Curation
5M
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Algorithmic Curation
11M
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Algorithmic Curation
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Algorithmic Curation
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• 2/3’s of the top news sites have a strong curation or aggregation component.
• Huffington Post #1, Google News #5, Drudge Report #6, Digg #7, Yahoo News #10
Source: Hitwise
We are a Curation Nation
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CONTENT CURATION FOR MARKETING
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Verne Global Case Study
Wholesale supplier of data center space in Iceland
Up-start with limited marketing budget
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Verne Global’s Challenge
Reaching a very targeted audience
Keeping in touch with prospects over long sales cycles
Building brand visibility in a crowded space
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Challenge for buyers
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Green Data Center News Impact• Positioned company as leader
• Growth in lead generation and customer interest
• Able to reach target audience every single day
• Saved $100,000 in traditional marketing expense
• SEO Impact
• “Inbound PR” interest from major media outlets
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CONTENT CURATION IN FIVE STEPS
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Identify a Topic
On what topic do your prospects want to hear from you every single day?
On what topic does your company have a unique position?
On what topic do you want to be a thought leader?
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Follow the Influencers
Find the key influencers on your topic
Bloggers
Analysts
Trade publications
Journals
Follow with
RSS
Email newsletters
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Share
Select the only most relevant content
Be comprehensive and open minded
Share across all channels where your prospects are
Web
Social Media
RSS
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Organize content
Build an online library for your content
Makes it easy for your prospects to navigate
Increases search engine prominence
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Create your own content
You need to share your own perspective
The act of curating keeps you relevant
Curation places your content in the context of a broader issue and builds credibility
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A few pointers
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Create, curate, but don’t pirateAlways attribute
sources
Link to original content, do not scrape
Be cognizant of fair-use practices
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Think beyond your own brandInclude competitor
content
Include content that may not agree with your position
Need this to become a trusted and reliable authority
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MARKETER’S TOOLKIT FOR CONTENT CURATION
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Identify a topic
Follow the influencersShare relevant content
Organize content
Create your own content
Content Curation Cheat Sheet
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Content Curation Guiding Principles
“Create, curate but don’t pirate”
“Think beyond your own brand”
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Resources
eBook: “Content Curation: Taming
the Flood of Online Content
www.getcurata.com