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TheOneContentMarketingHackYourCompetitorsWillHateYouFor
#ContentHacks
SPONSORED BY
#ContentHacks
FollowthiswebinaronLinkedIn&Twitter
#ContentHacksDemandGenReport:@DG_Report
CarolKrol:@carolkrolCurata:@Curata
Pawan Deshpande :@TweetsFromPawan
#ContentHacks
AboutDemandGenReport
@DG_Reporthttp://linkd.in/DG_Specialists
• Trackingstrategiesandsolutionsinleadgenerationandmarketingautomationtechnologysince2007
• Dailynewsandanalysis,specialreports,originalresearchandliveevents
• E-Newsletterreaches40,000readers• Additionalresources:DemandGenReport.com
#ContentHacks
Questions,Tweets,&Resources
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#ContentHacks
Panelists MODERATOR:CarolKrolEditor-in-Chief,DemandGenReport
Pawan DeshpandeCEOCurata
@TweetsFromPawan
The One Content Marketing Hack Your Competitors Will Hate You For
by Pawan Deshpande(@TweetsFromPawan)
The Problem
CONTENTBEAST
Types of Content
PEER
VENDOR
EXPERT
PEER
EXPERT
VENDOR
Most of that content marketers publish is from a vendor perspective…
...anditperformstheworst.
Today we are going to talk about a really interesting way to overcome both of these
called CONTENT CURATION!
My Content Curation Journey
Curating Music
Best Computer Science Masters Thesis
PATENTS
Early Days at Curata
Curata Content Curation Software
What the heck is Content Curation?
Content Curation Defined
Content curation is the process ofsomeone consistently
finding, organizing and sharing the best and most relevant content on a
specific topic from around the web.
“ “
Content curation is the process ofsomeone consistently
finding, organizing and sharing the best and most relevant content on a
specific topic from around the web.
“Content Curation Defined
a person, not an algorithm “
Content curation is the process ofsomeone consistently
finding, organizing and sharing the best and most relevant content on a
specific topic from around the web.
“Content Curation Defined
Not a one time event or activity “
Content Curation Defined
Add value. . . perspective, insight, guidance
Content curation is the process ofsomeone consistently
finding, organizing and sharingthe best and most relevant content on a
specific topic from around the web.
“ “
Content curation is the process ofsomeone consistently
finding, organizing and sharing the best and most relevant content on a specific topic from around the web.
“Content Curation Defined
Be discerning, discriminative and selective
“
Content Curation Defined
Focus on a narrow topic
Content curation is the process ofsomeone consistently
finding, organizing and sharing the best and most relevant content on a
specific topic from around the web.
“ “
It’slikeaMuseumorGallerydisplayingwhattheythinkarethebestpieces
Photo Credit: Herry Lawford.
Why should you Curate?
ThoughtLeadership Efficiency
SEO LeadGeneration
Examples of Curation
A Few Business Examples
#contenthacks
Verne Global Benefits§ Quoted in BBC & CNN
§ Equivalent of $200K of outbound marketing spend
§ Signed their largest customer BMW
§ First page SEO for many industry terms
§ 3 Stevie Awards including Best Website
§ Attend industry conferences with a press pass
#contenthacks
Ebner Verlag Benefits
IncreaseContentProduction
IncreasedPageViewsBy260%
NewRevenueStreamWithNewsletter
Advertisers
How You Can Curate
Why are you Curating?
For Marketing?
For Knowledge Management?
For Publishing?
For Competitive Intelligence?
Picking A Great Topic
COMPETITOR LANDSCAPE
AUDIENCEINTEREST
CONTENT LANDSCAPE
1
23Saturated. Too many audience
Insufficient content for Curation
Not Relevant to Target Audience
Surveying the Competition
CanIcuratebetterthenthem?
CanIhaveadifferentperspective?
CanIbroadenornarrowmy
topic?
Surveying the Content Landscape
Determine Your Audience Interest
Finding Sources
Known And Trusted Sources Additional Sources
Your PR TeamScientific Journals
Twitter Lists & Users
Trade PublicationsFeed Readers Email Newsletters
Industry Blogs
Curating
Relevant
Validating
Unique
Diverse
Credible
Annotation Styles• Storyboarding• Parallelizing• Quoting• Summarizing• Retitling• Abstracting
Seeexamples@http://bit.ly/CurationAnnotation
Find Relevant Piece of Content 1
Take a small excerpt 2
3 Retitle It
4 Add a Thumbnail
Add Link back to source 6
Add some commentary5
How to Curate
Sharing your Content
Resource Site
Newsletter
Social Media
Widget
Blog
Curation Sharing Hack #1: Share BarShare Bar
Curation Sharing Hack #2: Twitter Handles
How to know what to move to the cloud http://bit.ly/8na8hsa by @datadynamics
Mention the author to get influencer
followers
Curation Sharing Hack #3: Linking
Resource Site
Newsletter
Social Media
Widget Blog
Curation Sharing Hack #4: New Tab vs. Same Tab
New Tab
Same Tab
How much content should I curate?
Content Curation is not…
Content Farming AggregationStealing Other’s Content
Email Marketing vs Spam
Curate.
Create.
But never pirate.
1: Reproduce only those portions of the article that are necessary to make your point or to identify the story.
2: Try not to the majority of articles available from a single source.
3: Prominently identify the source of the article.
4: Whenever possible, link to the original source of the article.
5: Whenever possible, provide context or commentary for the material you use.
6: When sharing images, unless you have explicit permission to share a full-size image, always share a thumbnail image at most.
7: Link back to the original article prominently, not buried all the way down at the end of the post.
8: If you are re-posting an excerpt from the original article, make sure your excerpt only represents a small portion of the original article.
9: If you are reposting an excerpt from an original article, make your commentary longer than the excerpt you are reposting.
10: Retitle any and all content you curate.
11: If you are using a share bar or iFrame, give the reader an option to close the iFrame or Share Bar to view the content without it.
12: Don’t use no-follows on your links to the original publisher’s content.See examples @
http://bit.ly/EthicalCuration
The Rules of Ethical Curation
Why you should curate content
Howit’sDone
Doitproperly
BigReward
http://bit.ly/UltimateCurationGuide
Ultimate Guide to Content Curation
#ContentHacks
Q&A/Panelists MODERATOR:CarolKrolEditor-in-Chief,DemandGenReport
Pawan DeshpandeCEOCurata
@TweetsFromPawan
#ContentHacks
ThankyouforattendingView this webinar on-demand at:
http://dg-r.co/ContentHacks