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Content Curation in Action
Pawan Deshpande Content2Conversion, NYC
May 7, 2014
93% 2
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Introducing Content Curation
Find Annotate Share
8
“ Content curation is act of consistently finding, organizing, annotating and sharing the most
relevant and highest quality content on a specific topic for a target market.”
Content Curation Defined
@GetCurata
9
“ Content curation is act of consistently finding, organizing, annotating and sharing the
most relevant and highest quality content on a specific topic for a target market.”
Content Curation Defined
@GetCurata
A person, not a computer algorithm.
10
“ Content curation is act of consistently finding, organizing, annotating and sharing the
most relevant and highest quality content on a specific topic for a target market.”
Content Curation Defined
@GetCurata
Not a one time event or activity.
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“ Content curation is act of consistently finding, organizing, annotating and sharing the
most relevant and highest quality content on a specific topic for a target market.”
Content Curation Defined
@GetCurata
Add value. . . perspective, insight, guidance.
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“ Content curation is act of consistently finding, organizing, annotating and sharing the
most relevant and highest quality content on a specific topic for a target market.”
Content Curation Defined
@GetCurata
Be discerning, discriminative and selective.
13
“ Content curation is act of consistently finding, organizing, annotating and sharing the
most relevant and highest quality content on a specific topic for a target market.”
Content Curation Defined
@GetCurata
With a laser focus.
Curation in Museums
The Content Mix
Cre
ated
63%
Cur
ated
24%
Syn
dica
ted
12%
Q. What is your current content marketing mix for each type of content?
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Q. What is your [current & desired] content marketing mix for created of content?
Aggregators Enlightened Marketers
Egocentric Marketers
Source: Curata’s 2014 Content Marketing Tactics Planner
Desired
#CMTactics
Why Curate?
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Q. How has content curation impacted each of the following for your company during the past 12 months?
Source: Curata’s 2014 Content Marketing Tactics Planner
Where to Curate?
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What about copyright?
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Curate, Create but Don’t Pirate
• Give more than you take.
• Share only a portion of the original content.
• Always attribute sources.
• Drive visitors to the original publication.
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Adding Value when Curating
Annotation Methods • Abstract • Retitle • Quote • Parallelize • Storyboard • Summarize
More at http://bit.ly/CurateAnnotate
• 25 Pages of in-depth analysis
• Best Practices
• Google+ Authorship
• Creative Commons
Download at: http://bit.ly/curata_ethicsebook
Content Curation Ethics
Questions to Keep You Awake
• Where do my customers learn online?
• Is there a topic that they have to check many sources to get the whole story?
• Is there a topic underserved or fragmented?
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Take Aways
• Stop egocentric content marketing.
• There’s a large but shrinking opportunity to curate content.
• Curate, create but never pirate.
• Content marketing should be a mix of created and curated content.
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eBook: Look Book Content Curation
Case Studies
eBook: 5 Steps to Becoming a Content Curation Rockstar
…and more online at: www.curata.com/resources
Industry Resource & News: Content Curation Marketing Site www.contentcurationmarketing.com
eBook: Content Marketing Done Right:
Ethical Curation
eBook: Open & Shut Case for Curation
Guide: Content Curation Annotation
Methods
Twitter: @TweetsFromPawan LinkedIn Group: Content Curators
eBook: Stop Egocentric Marketing: Content Marketing Strategy
Additional Resources
eBook: 2014 Content Marketing Tactics
Planner
@GetCurata