TheOneContentMarketingHackYourCompetitorsWillHateYouFor

#ContentHacks

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#ContentHacksDemandGenReport:@DG_Report

CarolKrol:@carolkrolCurata:@Curata

Pawan Deshpande :@TweetsFromPawan

#ContentHacks

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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

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