Content Curation: The Secret to becoming a Thought Leader · Content Curation “A Content Curator is someone who continually finds, groups, organizes and shares the best and most

Hash Tag: #AMACurata

Content Curation: The Secret to becoming a Thought Leader

Pawan Deshpande

CEO, HiveFire

www.getcurata.com

@tweetsfrompawan

@hivefire

Chris Brogan

President, New Marketing Labs

www.chrisbrogan.com

@chrisbrogan


Agenda

• Qualities of Thought Leaders

• Content Marketing: Promises and Challenges

• Content Curation Making Thought Leadership Easier

• Thought Leadership and Content Curation: The Huffington Post and Verne Global

• Thank You and Q&A

2


QUALITIES OF THOUGHT LEADERS Thought Leadership Defined


Thought Leaders

Distill large quantities of information into only the key insights on a narrow topic or issue

Foresee future directions and set trends

Become trusted, go-to authorities

4


The Thought Leadership Cycle

5

Research

Production

Repurposing

Distribution

Topic Identification & Positioning



6

Research

Production

Repurposing

Distribution




7

Research

Production

Repurposing

Distribution




8

Research

Production

Repurposing

Distribution




9

Research

Production

Repurposing

Distribution



Thought Leadership Opportunity

“The power of thought leadership lies in influence.

If correctly targeted and structured, it is a potent tool for influencing a particular audience.

Become known as the expert or the ‘go to’, trusted source of knowledge or information in that particular area.” – www.thoughtleadershipstrategy.net

10

http://www.thoughtleadershipstrategy.net/


CONTENT MARKETING The Promise and the Challenges


Publishing Is Getting Cheaper C

ost

of

Pu

blis

hin

g

Moveable Type Type Writers Computers Internet


Everyone Is Publishing More

Source: Technorati


Content Marketing Today

• Everyone is publisher and distributor

• Consumers have too many choices

• Companies struggle to get found

Image Source: codelathe.com


How Consumers Deal With This

• Google for it

• Stick to existing trusted publications

• Viral/word-of-mouth


Questions Your Customers Face

• Where do I go for only the information that is relevant to me?

• Where do I go for all the information I need?

• Who should I trust?


How Marketers Deal With This

• Publish, publish, publish

• If you can’t beat them, join them

– 33% of marketing budgets 1

– $47.2 billion in 2009 2

1. Junta42 Content Marketing Spend Report 2010 2. ContentWise 2009


The Problems Marketers Face

• Keeping up with publishing demands are expensive and time consuming

• Hard to differentiate

• Content Marketing Thought Leadership

Source: theoutloudblog.wordpress.com


Questions Marketers Face

• How do I become a thought leader in my topic area?

• How do I get noticed in a sea of content?

• How do I gain the trust of my customers?


CONTENT CURATION Making Thought Leadership Easier


Content Curation “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

Identify Organize Share

Industry News

Industry Blogs

Industry Social Media

Topic site

Topic Email Newsletter

Topic Social Media

A New Online Marketing Process


Editor Curation


Editor Curation


THE HUFFINGTON POST Successful Thought Leadership with Content Curation

Hash Tag: #AMACurata 25

A Thought Leader?


A Content Curation Case Study Thought Leadership and Content Curation Requirements

Status

Select a specific topic of authority Liberal Progressive Political News

Identify key political issues and news Yes

Organize relevant articles Yes

Share insights and articles Yes (Twitter and FB integrated)

Publish original opinions and contributions Yes (HuffPo Blog)

An established “expert” in Liberal Political News Yes

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12.7MM Unique visitors

Inbound Links: 40,775


VERNE GLOBAL Successful Thought Leadership with Content Curation


Verne Global Background

• Wholesale supplier of data center space in Iceland

• Up-start with limited marketing budget


Verne Global’s Challenge

• To Reach a very targeted audience

• To establish thought leadership in Green IT industry and prospects

• To build brand visibility in a crowded space



Green Data Center News Impact

• Achieved online authority on Green Data Centers

• “Inbound PR” interest from major media outlets for opinion as industry Thought Leader

• Growth in lead generation and customer interest

• Able to reach target audience every single day

• Saved $100,000 in traditional marketing expense


SUMMARY Content Curation: Can it help you achieve Thought Leadership?


Content Curators as Thought Leaders

Distill large quantities information into only the relevant, key issues

Become the trusted go-to authority and information resource

Deliver original, innovative perspectives within an industry conversation or narrative


Is Content Curation Right For You?

• Is your brand or industry focused on a particular issue and does your company have an innovative perspective?

• Do your prospects conduct extensive research on this topic or issue?

• Do you or your prospects have the need to monitor this topic through RSS, Social Media or Newsletters?

• Is it critical that your organization be recognized as the #1 thought leader on this topic?


Thank You and Q&A

• Presentation will be available at: http://www.getcurata.com/resources/events/AMA-HiveFire-July21-Content Curation-Webinar.pdf

• eBook: “Content Curation: Taming the Flood in B2B Social Media”

http://www.getcurata.com

• The Curata Blog and Content Curation Marketing News: http://www.contentcurationmarketing.com/ – Twitter: @contentcurating

• HiveFire on Twitter: @hivefire

http://www.getcurata.com/resources/events/AMA-HiveFire-July21-Content Curation-Webinar.pdf










http://www.getcurata.com/

http://www.contentcurationmarketing.com/

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Content Curation: The Secret to becoming a Thought Leader · Content Curation “A Content Curator is someone who continually finds, groups, organizes and shares the best and most