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@TweetsFromPawan Pawan Deshpande CEO, HiveFire Content Curation: The missing link of Content Marketing

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The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.

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Page 1: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Pawan DeshpandeCEO, HiveFire

Content Curation:The missing link of Content Marketing

Page 2: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

@TweetsFromPawan

Page 3: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Two sides of Content

Content Publisher

sContent

Consumers

Page 4: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Consumers:There’s too much

content

Blog posts

Press releasesTweets

eBooks

Newsletters

White Papers

Datasheets

Podcasts

Webinars

Page 5: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

March 2003 March 2007March 2006March 2005March 2004

10M

20M

30M

40M

50M

60M

70M70 Million Blogs Online

Source: Technorati

Blogs Online

Page 6: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

How Content Consumers Deal with this

49%

44%

41%

37%

35%

34%

32%

19%

17%

Analyst Reports

Trade Publications

Employees

FriendsSearch Engines

News Content

Corporate Comm.

Social Media

Corporate Ads

How credible do you believe each of the following is as a source of information about a company?

Source: Edelman 10th Annual Trust Study, 2010

Page 7: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Marketers: I can’t publish enough

Blog posts

Press releasesTweets

eBooks

Newsletters

White Papers

Datasheets

Podcasts

Webinars

Page 8: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Page 9: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

The DichotomyContent Publisher

sContent

Consumers

Can’t consume enough contentCan’t publish enough content

Can’t get found by relevant consumersCan’t find relevant content

Don’t know how to gain trustDon’t know who to trust

Page 10: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

CONTENT CURATIONThe missing link of Content Marketing

Page 11: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Museum Curation

Page 12: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Museum Curation

Page 13: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Museum Curation

Page 14: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Content Curation

Identify Organize Share

Industry News

Industry Blogs

Industry Social Media

Topic site

Topic Email Newsletter

Topic Social Media

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

- Rohit Bhargava, Ogilvy

A New Content Marketing Process

Page 15: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

CONTENT CURATION IN PUBLISHING

Page 16: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Editor Curation

3M

Page 17: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Editor Curation

900K

Page 18: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Social Curation

45M

Page 19: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Social Curation

5M

Page 20: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Algorithmic Curation

11M

Page 21: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Algorithmic Curation

Page 22: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Algorithmic Curation

Page 23: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

• 2/3’s of the top news sites have a strong curation or aggregation component.

• Huffington Post #1, Google News #5, Drudge Report #6, Digg #7, Yahoo News #10

Source: Hitwise

We are a Curation Nation

Page 24: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

CONTENT CURATION FOR MARKETING

Page 25: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Verne Global Case Study

Wholesale supplier of data center space in Iceland

Up-start with limited marketing budget

Page 26: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Verne Global’s Challenge

Reaching a very targeted audience

Keeping in touch with prospects over long sales cycles

Building brand visibility in a crowded space

Page 27: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Challenge for buyers

Page 28: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Page 29: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Green Data Center News Impact• Positioned company as leader

• Growth in lead generation and customer interest

• Able to reach target audience every single day

• Saved $100,000 in traditional marketing expense

• SEO Impact

• “Inbound PR” interest from major media outlets

Page 30: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Page 31: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Page 32: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Page 33: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

CONTENT CURATION IN FIVE STEPS

Page 34: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Identify a Topic

On what topic do your prospects want to hear from you every single day?

On what topic does your company have a unique position?

On what topic do you want to be a thought leader?

Page 35: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Follow the Influencers

Find the key influencers on your topic

Bloggers

Analysts

Trade publications

Journals

Follow with

Twitter

RSS

Email newsletters

Page 36: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Share

Select the only most relevant content

Be comprehensive and open minded

Share across all channels where your prospects are

Web

Social Media

Email

RSS

Page 37: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Organize content

Build an online library for your content

Makes it easy for your prospects to navigate

Increases search engine prominence

Page 38: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Create your own content

You need to share your own perspective

The act of curating keeps you relevant

Curation places your content in the context of a broader issue and builds credibility

Page 39: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

A few pointers

Page 40: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Create, curate, but don’t pirateAlways attribute

sources

Link to original content, do not scrape

Be cognizant of fair-use practices

Page 41: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Think beyond your own brandInclude competitor

content

Include content that may not agree with your position

Need this to become a trusted and reliable authority

Page 42: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

MARKETER’S TOOLKIT FOR CONTENT CURATION

Page 43: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Identify a topic

Follow the influencersShare relevant content

Organize content

Create your own content

Content Curation Cheat Sheet

Page 44: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Content Curation Guiding Principles

“Create, curate but don’t pirate”

“Think beyond your own brand”

Page 45: Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing

@TweetsFromPawan

Resources

[email protected]

eBook: “Content Curation: Taming

the Flood of Online Content

www.getcurata.com