4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit
46
Content Marketing Enlightenment Pawan Deshpande, CEO 2013 Curation Rockstar Summit
-
Upload
curata -
Category
Technology
-
view
263 -
download
1
description
By Pawan Deshpande
Transcript of 4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit
Content Marketing Enlightenment
Pawan Deshpande, CEO2013 Curation Rockstar Summit
MARKETER = PUBLISHER
Vendor
STOPEGOCENTRIC
CONTENT MARKETING
Vendor
Expert
Peer
Peer
Expert
Vendor
Expert
Vendor
Peer
EGOCENTRIC:
CONTENT OUT
MARKET IN
ENLIGHTENED
“Product first, buyer last.”
“Only publishes product-focused
content.”
EGOCENTRIC:
PRODUCT OUT
“Buyer focused message.”
Medium buyer engagement and low trust
Low buyer engagement and low trust
“100% vendor-supported
content”
Medium buyer engagement and trust
“Market first. Product last.”
“Also curates and syndicates
content”
High engagement & trust
Realizes that buyers’ interest
needs to be earned
Realizes customers want
other perspectives.
Realizes the opportunity to add value and validate
messaging in context of the market.
Realizations
Actions
Complements created content with contextualized 3rd party content.
Incorporates perspectives from outside of the company into content.
Publishes content focused on buyers’ needs
“Product first, buyer
last.”
“Only publishes product-focused
content.”
EGOCENTRIC:
PRODUCT OUT
Low buyer engagement and low trust
Methods• Inappropriately use lower funnel
content for the top of the funnel
“I have plenty of content. I don’t need to create new content. I just need to surface existing
content and repurpose it.”
Symptoms• Has to be about themselves
• Very low subscriber rates
• Negligible inbound links
Realizes that buyers’ interest needs to be earned
Publishes content focused on buyers’ needs
EGOCENTRIC:
CONTENT OUT“Buyer focused message.”
Medium buyer engagement and low trust
“100% vendor-supported
content”
Methods• Using Personas
• Querying sales teams
Symptoms• Only created content.
• Censored curation.
• No dissent.
• Promotional interactions.
Realizes customers want other perspectives.
Incorporates perspectives from outside of the company.
MARKET IN
Medium buyer engagement and trust
“Market first. Product last.”
“Also curates and syndicates
content”
Methods• Regularly curate.
• Listen & follow.
• Value added interactions.
Symptoms• Lack of Differentiation &
Regurgitation.
• Struggle to capitalize.
Realizes the opportunity to add value in context of
the market.Complements created content with contextualized 3rd party content.
ENLIGHTENEDHigh engagement &
trust
Methods• Good mix of creation & curation.
• Consistently curate.
• Add commentary and context to all content.
The Good News
The Challenge
Our Job
Empower You
Educate You
Grow with you
The Best Content from Anywhere
The Best Content to Anywhere
Your Job
Be Inspired
