5 simple steps to becoming a content curation rockstar

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5 Simple Steps To Becoming A Content Cura6on Rockstar

#ContentCuration

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Welcome Webinar A;endees

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#ContentCura6on

About Demand Gen Report

•  Launched in 2007 to track best prac:ces in lead genera:on

•  Newsle?er has grown to more than 26,000 readers

•  We also offer a menu of research and best prac:ces reports

•  New audio/video podcasts at DemandGenReport.com

@DG_Report http://linkd.in/DG_Specialists

Panelists

Pawan Deshpande CEO

Curata

Andrew Gaffney Editor

Demand Gen Report

#ContentCura:on @GetCurata

Pawan Deshpande Curata, Inc. www.curata.com

5 Simple Steps to Becoming a Content Curation Rockstar

#ContentCura6on @GetCurata

WHAT: Curation is everywhere

Why curation is relevant now?

Consumers have too much content

But marketers have too little.

POLL: What are your content marke:ng challenges?

What are your content marketing challenges?

“A Content Curator is someone who con6nually finds, groups, organizes and shares the best and most relevant content on a specific issue online.”

- Rohit Bhargava, Ogilvy

Great content works

The more content you produce, the more likely you are to acquire a customer through content.

The Content Curation Process

WHY CURATE

Curation in Museums

You can create value simply by cura:ng.

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

“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

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

“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

“We doubled our traffic this quarter over last.”

“We have e-‐newsle?er open rates of 20-‐25% & more than doubled newsle?er 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.”

POLL: Is content cura:on currently part of your content marke:ng strategy?

HOW TO CURATE

1.  Iden:fy 2.  Find 3.  Organize 4.  Share 5.  Create

Steps to successful curation:

Identify

Find Sources

– RSS Feeds – News Sites – Blogs – Trade Pubs – Twi?er –  Journals

Schedule a regular and consistent 6me every day to review content.

Organize

§  Categorize §  Tag §  Group §  Index §  Archive §  Recommend

Think like a librarian when organizing content.

– Use categories & tags in blog sojware

– Make your CTA point to another piece of content

– Create digests & roll-‐up summaries

§  Website / Microsite §  Blog §  Mobile devices §  Email Newsle?er §  Embeddable Widgets §  Feeds §  Social Media

Share content everywhere your audience is.

Create – add value

§  Annotate §  Analyze §  Recap or summary §  Ask ques:ons, polls §  Comment

Content Curation & Fair Use

•  Share only a por:on of the original content

•  Always a?ribute sources •  Drive visitors to the original publica:on

•  Follow the Google “Rule of Thumb”

Create, curate, but never pirate content.

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 compe6tor content to become a thought leader.

www.curata.com/resources

Q&A // Submit Your Ques6ons

Type ques6on here

Q&A // Panelists

Pawan Deshpande CEO

Curata

Andrew Gaffney Editor

Demand Gen Report

Thank You For A;ending This Webinar

You can download this presentation at:

http://dg-r.co/content-curation

5 simple steps to becoming a content curation rockstar

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