There's a good reason why content curation is such a hot topic these days: It works! Explore real-world examples of how leading B2B marketers identify, find, organize and share relevant content with their core markets via content curation, and learn why curation delivers strong ROI for today's marketing organizations.

1. The Role of Curation
in Marketing
Lisa
Rhodes.
Verne
Global.
(@VerneGlobal)
Pawan
Deshpande.
Curata.
(@TweetsFromPawan)
Content2Conversion.
April
2013

2. CURATION
IS
EVERYWHERE

4. Cura5on
Content
Cura5on

8. Why curation is relevant now?
Consumers
have
too
much
content

9. But
marketers
have
too
liCle.

10. What are your content marketing challenges?
©2012
Curata,
Inc.
Annual
Content
CuraKon
AdopKon
Survey

11. The Content Beast

13. • Blog
Posts
• News
Sites
• NewsleCers
• 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
con2nually
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
curaKng.

24. • 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

25. A
CASE
STUDY
OF
CURATION

26. 37%
7%
6%
1%
3%
4%
10%
31%
Verne Global
Data Center
HydroelecKc
Sources
Geothermal
Sources
Brilliant
Idea
in
a
Unique
LocaKon:
Verne
Global

27. 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

28. Beyond
the
Realm
of
Normal

29. 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

30. Results
in
www.
greendatacenternews.org

31. HOW
TO
CURATE

32. 1. IdenKfy
2. Find
3. Organize
4. Share
5. Create
Steps to successful curation:

33. Identify
IdenKfy:
hCp://bit.ly/CuraKonTopic

34. 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

35. 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

36. 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

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
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

40. 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.

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