Feeding the Content Beast
Pawan DeshpandeCurata, Inc.
www.curata.com@TweetsFromPawan
Content Curation
feed me!
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CONTENT MARKETING
MA
RK
ETI
NG
PU
BLI
SH
IN
G
TEC
HN
OL
OG
Y
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Ethical Sharing of Content
IMLogic &Symantec
MP3MP3MP3MP3 MP3MP3MP3MP3MP3MP3
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Intelligence from Content
Microsoft
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Empowering Content Creation
कं� टें�टें मा�कं� टिंटेंग
content marketing
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Accessibility of Content
MIT
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Curation of Content
Curata(formerly HiveFire)
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What Great Content can do for you
Great Content
Lead
Generatio
nThought
Leadership
Brand Awareness
Search Engine
Optimization
Social
MediaLead Nurturing
Great content can do great things for you.FACT
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Great content works
The more content you produce, the more likely you are to acquire a customer through content.FACT
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Moveable Type
Year 1455
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Typewriter
Year 1868
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Word Processor
Year 1971
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Internet
1990’s
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Blogging
Year 1999
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Year 2006
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Marketer
Publisher=
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How do you produce all that
content?feed me!
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The Content Beast’s Menu
Face
book TweetsGoogle+
Blog
eBooks
PodcastsWhite PapersMicrosites
VideosDatasheets
Case StudiesWebinars
Your content beast needs a lot of content, and of many different types.FACT
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Hungry again?
Your content beast has a high metabolism. FACT
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Content marketing requires time & effort. FACT
What are your content marketing challenges?
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Content curators have the same goals as content marketers.FACT
What are your main objectives of content curation?
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Content Curation
Yum!
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Content Curation Defined
“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
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The Content Curation Process
Content curation = Find, Organize, ShareFACT
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Curation in Museums
You can create value simply by curating.TIP
@TweetsFromPawanExamples
in the Publishing & Media
feed me!
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Curation & Aggregation for News
50% of the top U.S. media sites have a strong curation or aggregation component.FACT
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The 3 Steps of Content Curation
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Three ways of curating content
• Manual – Hire an intern.
• Ducktape - Piece together several tools.
• Go Pro - Use content curation software
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Step 1: Find Content
• Sources– RSS Feeds– News Sites– Blogs– Trade Pubs– Twitter– Journals
• Tools– Feed Reader = Google
Reader– News = Google News
Search– Blogs = Google Blog
Search– Twitter = Twitter Lists– Email Newsletters
Schedule a regular and consistent time every day to review content.TIP
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Finding a topic
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Step 2: Organize Content
• Categorize• Tag• Group• Index• Archive• Recomme
nd
Think like a librarian when organizing content.TIP
• Use categories and tags in blog software.
• Make your CTA point to another piece of content.
• Create digests and roll-up summaries.
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Step 3: Share Content
• Website / Microsite
• Blog• Mobile devices• Email Newsletter• Embeddable
Widgets• Feeds• Social MediaShare content everywhere your audience
is.TIP
• Tools– CMS / Blogging
Software– Email Marketing
Software– Hootsuite /
TweetDeck
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How do you share content with customers and prospects?
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Content Curation & Fair Use• Share only a portion of the
original content.
• Always attribute sources.
• Drive visitors to the original publication.
• Follow the Google “Rule of Thumb”
Create, curate, but never pirate content.TIP
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Think beyond your own brand
• Include competitor content
• Include content that may not agree with your position
• Need this to become a trusted and reliable authority
You may need to curate competitor content to become a thought leader.TIP
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Examples of Content Curation & Marketing
I’m full!
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Organization
• Reform– Accountable
Care Organizations
– Cost Reduction– Contracting– ICD-10– Value Based
Purchasing– Payment
Models– Optimizing
Workflow– Meaningful Use
• Patient– Consumer Impact– Charity– Patient Obligations– Community Benefit– Quality
Improvement– Patient Friendly
Billing– Patient Access– Satisfaction
• Business– Cost Containment– Vendor
Management– Collections– Scoring– Improving
Collections– Business Process
Improvement– Cost Reduction– Employee
Productivity
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“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 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• we spend maybe 20 minutes to an hour a week
working on it.”
@TweetsFromPawan
Picking the right tool• Get started by following, organizing,
and sharing manually as a part of your daily routine.
• Just share to one channel that you already use to start.
• When you are ready to step it up, look into dedicated curation tools.
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At some point, it’s going to be painful
“If I had to process just the 600 items every single day that I had to manage on the Curata site, it would be physically impossible. I just couldn't do it.”
Gary Kim. Blogger. Carrier Evolution.
When you are ready, try Curata for free.Take
Away
@TweetsFromPawan
Learn how to feed your Content Beast
5 Simple Steps to Becoming a Content Curation Rockstar …in only 19 minutes a day
The Open and Shut Case for Content Curation
Download eBooks at curata.comTake
Away
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