The Role of Curation in Content Marketing

The Role of Curation in Marketing

Lisa  Rhodes.  Verne  Global.    (@VerneGlobal)  

Pawan  Deshpande.  Curata.  (@TweetsFromPawan)  

Content2Conversion.  April  2013  

CURATION IS

EVERYWHERE

Cura5on   Content  Cura5on  

Why curation is relevant now?

Consumers  have  too  much  content  

But  marketers  have  too  liCle.  

What are your content marketing challenges?

©2012  Curata,  Inc.  Annual  Content  CuraKon  AdopKon  Survey  

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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    

Curation in Museums

You  can  create  value  simply  by  curaKng.  

•  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  

A  CASE  STUDY  OF  CURATION  

37%  

7%  

6%  

1%  3%  

4%  10%  

31%  

Verne Global Data Center

HydroelecKc  Sources  

Geothermal  Sources  

Brilliant  Idea  in  a  Unique  LocaKon:    Verne  Global  

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  

Beyond  the  Realm  of  Normal  

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  

Results  in  www.  greendatacenternews.org  

HOW  TO  CURATE  

1.  IdenKfy  2.  Find  3.  Organize  4.  Share  5.  Create  

Steps to successful curation:

Identify

IdenKfy:  hCp://bit.ly/CuraKonTopic    

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    

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      

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    

Create – add value •  Annotate  •  Analyze  •  Recap  or  summary  

Add  more  commentary  that  amount  of  the  content  you  repost  

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    

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.  

Content  CuraKon  Resources  

   Site  &  newsleJer:  contentcuraKonmarkeKng.com  LinkedIn  Group:  Content  Curators  Email:  pawan@curata.com  TwiJer:  @TweetsFromPawan  Resources:  www.curata.com/resources/