The Role of Curation in Marketing - Content2Conversion, New York 2013
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The document discusses the importance of content curation in marketing, highlighting that consumers face an overload of information while marketers struggle to create relevant content. It outlines a structured approach to successful curation, emphasizing the identification, organization, and sharing of content, while also addressing ethical considerations. Additionally, it suggests that curating diverse sources, including competitors, can enhance a brand's authority in the industry.
The Role of Curation in Marketing - Content2Conversion, New York 2013
- 1. The Role of Curation in Marketing Lisa Rhodes. Verne Global. (@VerneGlobal) Pawan Deshpande. Curata. (@TweetsFromPawan) Content2Conversion. April 2013
- 8. Why curation is relevant now? Consumers have too much content
- 9. But marketers have too little.
- 10. What are your content marketing challenges? ©2012 Curata, Inc. Annual Content Curation Adoption Survey
- 13. • Blog Posts • News Sites • Newsletters • Social Media • Podcasts • eBooks • Special Reports • Infographics • Polls & Surveys • Video • Webinars Download at curata.com/resources
- 14. Content Curation “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
- 15. Curation in Museums You can create value simply by curating.
- 24. • IBM • Whole Foods • Oregon Wine Board • FedEx • Intel • United Nations • Adobe • & more… Download at curata.com/resources With a foreword by Rohit Bhargava Author of Likeonomics & Personality Not Included
- 25. A CASE STUDY OF CURATION
- 26. 37% 7% 6% 1% 3% 4%10% 31% Verne Global Data Center Hydroelectic Sources Geothermal Sources Brilliant Idea in a Unique Location: Verne Global
- 27. Interrupted by The Black Swan Theory The disproportionate role of high-profile, hard-to-predict, and rare events that are beyond the realm of normal expectations in history, science, finance, and technology. “Fooled By Randomness” by Nassim Nicholas Taleb
- 28. Beyond the Realm of Normal
- 29. Presents Opportunity for Content Marketing Thought Leadership • Become news source for Green Data Center/Green IT • Bloggers from Industry Sources to keep content original and fresh Inbound Interest • Create positive news buzz about Company and the location • Develop the persona of a larger and more established company Lead Generation • Newsletter built immediate lead generation platform • Social media interfaces provides streamlined opportunity to communicate with leads
- 30. Results in www. greendatacenternews.org
- 31. HOW TO CURATE
- 32. 1. Identify 2. Find 3. Organize 4. Share 5. Create Steps to successful curation:
- 34. Find Sources – RSS Feeds – News Sites – Blogs – Trade Pubs – Twitter – Journals Schedule a regular and consistent time every day to review content. Blog Post: http://bit.ly/CurationSources
- 35. Organize • Categorize • Tag • Group • Index • Archive • Recommend Think like a librarian when organizing content. – Use categories & tags in blog software – Make your CTA point to another piece of content – Create digests & roll- up summaries Blog Post: http://bit.ly/CurationOrganize
- 36. Share • Website / Microsite • Blog • Mobile devices • Email Newsletter • Embeddable Widgets • Feeds • Social Media Share content everywhere your audience is. Blog Post: http://bit.ly/CurationShare
- 37. Create – add value • Annotate • Analyze • Recap or summary Add more commentary that amount of the content you repost
- 39. Content Curation & Fair Use • Share only a portion of the original content • Always attribute sources • Drive visitors to the original publication • Follow the Google “Rule of Thumb” Create, curate, but never pirate content. Blog Post: http://bit.ly/CurationEthics
- 40. Think beyond your own brand • Include competitor content • Include content that may not agree with your position • Need this to become a trusted and reliable authority You may need to curate competitor content to become a thought leader.
- 41. Content Curation Resources Site & newsletter: contentcurationmarketing.com LinkedIn Group: Content Curators Email: pawan@curata.com Twitter: @TweetsFromPawan Resources: www.curata.com/resources/