How to Become a Content Curation Rockstar, B2B Content Marketing Open Dialogue, Toronto 2013

#ContentCura*on @GetCurata

Jessie Zubatkin Curata, Inc. www.curata.com

How to become a content curation

rockstar!



Have you ever… Emailed an article? Shared a blog post on twitter? Pasted a link to facebook?


Then you’ve curated.




Why curation is relevant now?

Consumers have too much content


But marketers have too little.


What are your content marketing challenges?

©2012 Curata, Inc. Annual Content Curation Adoption Survey


What are your content marketing challenges?



“A Content Curator is someone who con*nually finds, groups, organizes and shares the best and most relevant content on a specific issue online.”

- Rohit Bhargava, Ogilvy


Great content works

The more content you produce, the more likely you are to acquire a customer through content.


The Content Curation Process


WHY CURATE


Curation in Museums

You can create value simply by cura*ng.




Curation Benefits

•  Revive site traffic •  Improve SEO performance •  Increase the quantity & quality of leads •  Reduce lead acquisition costs •  Enhance thought leadership positioning •  Lower content creation costs


“The 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


SEO takes time…

“We are very pleased to be listed organically on the first page of ‘end user experience’ with our site. That was a key goal that has been sustained since earlier this year (so about 6 months after implementation). This was and remains a key metric for us and proves the value.” – Donna Parent, VP Marketing, Aternity

•  Updated content frequency

•  Inbound links •  Long tail keywords •  Categorization


“If I look at all of our company’s curated content for this quarter I had 470 views. To put it in perspective we launched an e-book recently and had 484 downloads and it was considered a wild success. If you were to pay for a program like this, with a media company managing the program for you, it would cost somewhere between $15 and $20k.” - Chuck Eberl, EVP Marketing, Connance


“We doubled our traffic this quarter over last.”

“We have e-‐newsleIer open rates of 20-‐25% & more than doubled newsleIer subscrip*ons in only 4 months!”

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



HOW TO CURATE


1.  Iden*fy 2.  Find 3.  Organize 4.  Share 5.  Create

Steps to successful curation:


Identify




Find Sources

– RSS Feeds – News Sites – Blogs – Trade Pubs – TwiIer –  Journals

Schedule a regular and consistent *me every day to review content.




Organize

§  Categorize §  Tag §  Group §  Index §  Archive §  Recommend

Think like a librarian when organizing content.

– Use categories & tags in blog sodware

– Make your CTA point to another piece of content

–  Create digests & roll-‐up summaries




Share

§  Website / Microsite §  Blog §  Mobile devices §  Email NewsleIer §  Embeddable Widgets §  Feeds §  Social Media

Share content everywhere your audience is.




Create – add value

§  Annotate §  Analyze §  Recap or summary §  Ask ques*ons, polls §  Comment



Content Curation & Fair Use

•  Share only a por*on of the original content

•  Always aIribute sources •  Drive visitors to the original publica*on

•  Follow the Google “Rule of Thumb”

Create, curate, but never pirate content.


Think beyond your own brand

§  Include compe*tor content

§  Include content that may not agree with your posi*on

§  Need this to become a trusted and reliable authority

You may need to curate compe*tor content to become a thought leader.


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How to Become a Content Curation Rockstar, B2B Content Marketing Open Dialogue, Toronto 2013