5 Simple Steps to Becoming a Content Curation Rockstar · 5 Simple Steps to Becoming a Content ......
Transcript of 5 Simple Steps to Becoming a Content Curation Rockstar · 5 Simple Steps to Becoming a Content ......
#ContentCura*on @GetCurata
Pawan Deshpande Curata, Inc. www.curata.com
5 Simple Steps to Becoming a Content Curation Rockstar
#ContentCura*on @GetCurata
#ContentCura*on @GetCurata
What are your content marketing challenges?
©2012 Curata, Inc. Annual Content Curation Adoption Survey
#ContentCura*on @GetCurata
“A Content Curator is someone who con*nually finds, groups, organizes and shares the best and most relevant content on a specific issue online.”
- Rohit Bhargava, Ogilvy
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Great content works
The more content you produce, the more likely you are to acquire a customer through content.
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Curation Benefits
• Revive dropping or stagnant site traffic • Improve SEO performance • Increase the quantity & quality of leads • Reduce lead acquisition costs • Enhance thought leadership positioning • Lower content creation costs
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“The combination of curated and original content appears to appeal to readers, which I believe is the reason we increased traffic on the site 100% during the past year.” – Tim Moran, Editor In Chief, CMO.com, Adobe Systems
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SEO takes time…
“We are very pleased to be listed organically on the first page of ‘end user experience’ with our site. That was a key goal that has been sustained since earlier this year (so about 6 months after implementation). This was and remains a key metric for us and proves the value.” – Donna Parent, VP Marketing, Aternity
• Updated content frequency
• Inbound links • Long tail keywords • Categorization
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“If I look at all of our company’s curated content for this quarter I had 470 views. To put it in perspective we launched an e-book recently and had 484 downloads and it was considered a wild success. If you were to pay for a program like this, with a media company managing the program for you, it would cost somewhere between $15 and $20k.” - Chuck Eberl, EVP Marketing, Connance
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“We doubled our traffic this quarter over last.”
“We have e-‐newsleIer open rates of 20-‐25% & more than doubled newsleIer subscrip*ons 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-‐*me staff member working on it • we spend maybe 20 minutes to an hour a week working on it.”
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1. Iden*fy 2. Find 3. Organize 4. Share 5. Create
Steps to successful curation:
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Find Sources
– RSS Feeds – News Sites – Blogs – Trade Pubs – TwiIer – Journals
Schedule a regular and consistent *me every day to review content.
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Organize
§ Categorize § Tag § Group § Index § Archive § Recommend
Think like a librarian when organizing content.
– Use categories & tags in blog sodware
– Make your CTA point to another piece of content
– Create digests & roll-‐up summaries
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Share
§ Website / Microsite § Blog § Mobile devices § Email NewsleIer § Embeddable Widgets § Feeds § Social Media
Share content everywhere your audience is.
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Create – add value
§ Annotate § Analyze § Recap or summary § Ask ques*ons, polls § Comment
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Content Curation & Fair Use
• Share only a por*on of the original content
• Always aIribute sources • Drive visitors to the original publica*on
• Follow the Google “Rule of Thumb”
Create, curate, but never pirate content.
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Think beyond your own brand
§ Include compe*tor content
§ Include content that may not agree with your posi*on
§ Need this to become a trusted and reliable authority
You may need to curate compe*tor content to become a thought leader.