The Role of Curation in Content Marketing
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Transcript of The Role of Curation in Content Marketing
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The Role of Curation in Marketing
Lisa Rhodes. Verne Global. (@VerneGlobal)
Pawan Deshpande. Curata. (@TweetsFromPawan)
Content2Conversion. April 2013
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CURATION IS
EVERYWHERE
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Cura5on Content Cura5on
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Why curation is relevant now?
Consumers have too much content
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But marketers have too liCle.
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What are your content marketing challenges?
©2012 Curata, Inc. Annual Content CuraKon AdopKon Survey
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The Content Beast
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• Blog Posts • News Sites • NewsleCers • Social Media • Podcasts • eBooks • Special Reports • Infographics • Polls & Surveys • Video • Webinars
Download at curata.com/resources
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Content Curation
“A Content Curator is someone who con2nually finds, groups, organizes and shares the best and most relevant content on a specific issue online.”
-‐Rohit Bhargava
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Curation in Museums
You can create value simply by curaKng.
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• IBM • Whole Foods • Oregon Wine Board • FedEx • Intel • United NaKons • Adobe • & more…
Download at curata.com/resources
With a foreword by Rohit Bhargava Author of Likeonomics & Personality Not Included
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A CASE STUDY OF CURATION
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37%
7%
6%
1% 3%
4% 10%
31%
Verne Global Data Center
HydroelecKc Sources
Geothermal Sources
Brilliant Idea in a Unique LocaKon: Verne Global
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Interrupted by The Black Swan Theory
The disproporKonate role of high-‐profile, hard-‐to-‐predict, and rare events that are beyond the realm of normal expectaKons in history, science, finance, and technology. “Fooled By Randomness” by Nassim Nicholas Taleb
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Beyond the Realm of Normal
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Presents Opportunity for Content MarkeKng
Thought Leadership
• Become news source for Green Data Center/Green IT
• Bloggers from Industry Sources to keep content original and fresh
Inbound Interest
• Create posiKve news buzz about Company and the locaKon
• Develop the persona of a larger and more established company
Lead GeneraKon
• NewsleCer built immediate lead generaKon plaiorm
• Social media interfaces provides streamlined opportunity to communicate with leads
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Results in www. greendatacenternews.org
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HOW TO CURATE
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1. IdenKfy 2. Find 3. Organize 4. Share 5. Create
Steps to successful curation:
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Identify
IdenKfy: hCp://bit.ly/CuraKonTopic
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Find Sources
– RSS Feeds – News Sites – Blogs – Trade Pubs – TwiCer – Journals
Schedule a regular and consistent Kme every day to review content.
Blog Post: hCp://bit.ly/CuraKonSources
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Organize
• Categorize • Tag • Group • Index • Archive • Recommend
Think like a librarian when organizing content.
– Use categories & tags in blog solware
– Make your CTA point to another piece of content
– Create digests & roll-‐up summaries
Blog Post: hCp://bit.ly/CuraKonOrganize
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Share • Website / Microsite • Blog • Mobile devices • Email NewsleCer • Embeddable Widgets • Feeds • Social Media
Share content everywhere your audience is.
Blog Post: hCp://bit.ly/CuraKonShare
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Create – add value • Annotate • Analyze • Recap or summary
Add more commentary that amount of the content you repost
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Content Curation & Fair Use • Share only a porKon of the original content
• Always aCribute sources • Drive visitors to the original publicaKon
• Follow the Google “Rule of Thumb”
Create, curate, but never pirate content.
Blog Post: hCp://bit.ly/CuraKonEthics
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Think beyond your own brand • Include compeKtor content
• Include content that may not agree with your posiKon
• Need this to become a trusted and reliable authority
You may need to curate compeKtor content to become a thought leader.
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Content CuraKon Resources
Site & newsleJer: contentcuraKonmarkeKng.com LinkedIn Group: Content Curators Email: [email protected] TwiJer: @TweetsFromPawan Resources: www.curata.com/resources/