Content Curation: Bringing meaning to chaos based on the Info360 2012 presentation with Pawan Deshpande, Arnold Waldstein and Christine Whittemore

1. Content Curation :
How To Bring Meaning to Chaos
Info360 - June 14, 2012
Christine B. Whittemore

2. Introductions
• Arnold Waldstein
• Pawan Deshpande
• Christine Whittemore

3. Arnold Waldstein
• Principal, Waldstein Consulting
– arnold@waldstein.com
– New York, NY
– Twitter: @Waldstein

4. Pawan Deshpande
• CEO and founder, Curata
– pawan@hivefire.com
– Cambridge, MA
– Twitter: @TweetsFromPawan

5. Christine B. Whittemore
• Chief Simplifier, Simple Marketing
Now
– cbwhittemore@simplemarketingnow.com
– Kinnelon, NJ
– Twitter: @CBWhittemore

6. Today’s Conversation
• Explore ‘Content Curation’
– How to bring meaning?
– Why marketers use it?
• How is Content Curation evolving?
– The Content Curator
• Best Practices for Success
– Words of Wisdom

7. Image credit: http://consciousearth.blogspot.com/

8. The Firehose of Data
‘Paradox
of
Choice’
5/17 AMA Webinar Deshpande/Rosenbaum

9. Educate Me, Don’t Sell
Me!
Image courtesy of McGraw-Hill
http://simplemarketingnow.com/content-talks-business-blog/bid/114835/Why-Building-Trust-With-Customers-Matters-3-Expert-Perspectives

10. How Social Are We Willing To
Be?

11. Search vs. Research
“…Even interesting
becomes noisy and
ineffective without
context and connections.”
http://arnoldwaldstein.com/2011/04/choosing-context-over-friendship-to-filter-the-social-web/

12. How Do People Get
Information?
Clara Shih, CEO, Hearsay Social
http://econsultancy.com/us/blog/9841-the-role-of-social-media-in-financial-services-marketing

13. Verticals vs. Horizontals
http://arnoldwaldstein.com/2012/01/my-big-aha-for-2011/

14. From Content Creator
Perspective
m e!
Feed

15. What is ‘ content
curation ’?
Do You Engage In It?

17. @GetCurata
@TweetsfromPawan

18. How Content Curation
Works

19. @GetCurata
@TweetsfromPawan

20. @GetCurata
@TweetsfromPawan

21. @GetCurata
@TweetsfromPawan

22. @GetCurata
@TweetsfromPawan

23. How Does Content Curation
Benefit Customers?
A Orga t
nd nizaions?

24. @GetCurata
@TweetsfromPawan
http://www.getcurata.com/what_is_curation/

25. @GetCurata
@TweetsfromPawan

26. @GetCurata
@TweetsfromPawan

27. @GetCurata
@TweetsfromPawan
“We doubled our traffic this quarter over last.”
“We have e-newsletter open rates of
20-25% and more than doubled newsletter
subscriptions in only 4 months!”
“I’ve tried to do this [have a curated site] before, and
the cost would have been astronomical – even just
the interface would be $5,000 - $10,000; it would
probably require a full-time staff member working on
it, and we spend maybe 20 minutes to an hour a
week working on it.”

28. What Are Best Practices
for Success?
Search vs. Research
Information vs. Solutions

29. How is Content Curation
Evolving?
What About The ‘Content
Curator’?

30. Questions?

31. Curatorial Words of
Wisdom
1. Find a topic to curate
2. As you curate, never, ever forget your
audience
3. Make it easy to share!
4. Being ethical matters
5. Think beyond your brand or business

32. Identify A Topic to Curate
• The competitive landscape
– What does it look like?
• The topic
– Does it resonate with the audience?
• The content
– Is there enough to curate?

33. Focus On Your Audience!
• Collect content based on specific criteria
– Synthesize, organize, simplify
• Offer a distinct, but consistent point-of-
view
– Be relevant & meaningful
– Create context
• Invite interaction and build a community

34. Make It Easy To Share
• Extend the content and conversation
• Includes social and traditional digital
options
• Be invited into customers’ inbox
• Build engagement & community

35. Ethical Considerations
• Create, curate, but never pirate
– Share only a portion
– Attribute the source
– Link prominently back
– “Follow Google ‘rule of thumb’”
• Think beyond your own brand *
• The human element
– Create original content
– Annotate curated content
5/17 AMA Webinar Deshpande/Rosenbaum
Best Practices for content curation are derived from the Fair Use doctrine, codified in Section 107 of the copyright law.

36. Think Beyond Your Business
• Bring together diverse perspectives
– Peers
– Community
– Competitors
– Vendors
– Industry experts – including Bloggers
• Differences of opinions add credibility
& trustworthiness

37. Go Forth! Become a
Content Curator:
Bring Meaning To Chaos

38. For More Information
Links, resources, contact information
http://simplemarketingnow.com/info360-content-curatio

39. Contact Us:
• Arnold Waldstein
– Waldstein Consulting
– arnold@waldstein.com
• Pawan Desphande
– Curata
– pawan@hivefire.com
• Christine B. Whittemore
– Simple Marketing Now
– cbwhittemore@simplemarketingnow.com

40. @GetCurata
@TweetsfromPawan
e!
feed m
Feeding the Content
Beast:
Examples

41. @GetCurata
@TweetsfromPawan

42. @GetCurata
@TweetsfromPawan

43. @GetCurata
@TweetsfromPawan

44. @GetCurata
@TweetsfromPawan