Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content...

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Pawan DeshpandeCEO, HiveFire

Content Curation:The missing link of Content Marketing

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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

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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

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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

Twitter

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

Email

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

pawan@hivefire.com

eBook: “Content Curation: Taming

the Flood of Online Content

www.getcurata.com