Content Marketing Strategies Conference: Pawan Deshpande Content Curation - 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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Content Marketing Strategies Conference: Pawan Deshpande Content Curation - Missing Link of Content Marketing
- 1. Content Curation: The missing link of Content Marketing Pawan DeshpandeCEO, HiveFire
- 3. Two sides of Content
- 4. Datasheets White Papers Blog posts Podcasts Consumers:There’s too much content Press releases eBooks Tweets Newsletters Webinars
- 5. Blogs Online 70 Million Blogs Online 70M 60M 50M 40M 30M 20M 10M March 2004 March 2003 March 2007 March 2006 March 2005 Source: Technorati
- 6. How Content Consumers Deal with this How credible do you believe each of the following is as a source of information about a company? Analyst Reports 49% Trade Publications 44% Employees 41% Friends 37% Search Engines 35% News Content 34% Corporate Comm. 32% Social Media 19% Corporate Ads 17% Source: Edelman 10th Annual Trust Study, 2010
- 7. Datasheets White Papers Blog posts Podcasts Marketers: I can’t publish enough Press releases eBooks Tweets Newsletters Webinars
- 9. The Dichotomy Can’t publish enough content Can’t consume enough content Can’t get found by relevant consumers Can’t find relevant content Don’t know how to gain trust Don’t know who to trust
- 10. Content Curation The missing link of Content Marketing
- 11. Museum Curation
- 12. Museum Curation
- 13. Museum Curation
- 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, Ogilvy A New Content Marketing Process Industry Blogs Topic site Industry News Topic Email Newsletter Identify Organize Share Topic Social Media Industry Social Media
- 15. Content Curation in Publishing
- 24. Huffington Post #1, Google News #5, Drudge Report #6, Digg #7, Yahoo News #10Source: Hitwise
- 25. Content Curation for Marketing
- 26. Verne Global Case Study Wholesale supplier of data center space in Iceland Up-start with limited marketing budget
- 27. 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
- 31. Growth in lead generation and customer interest
- 32. Able to reach target audience every single day
- 33. Saved $100,000 in traditional marketing expense
- 34. SEO Impact
- 38. Content Curation in Five Steps
- 39. 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?
- 40. Follow the Influencers Find the key influencers on your topic Bloggers Analysts Trade publications Journals Follow with Twitter RSS Email newsletters
- 41. 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
- 42. Organize content Build an online library for your content Makes it easy for your prospects to navigate Increases search engine prominence
- 43. 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
- 44. A few pointers
- 45. Create, curate, but don’t pirate Always attribute sources Link to original content, do not scrape Be cognizant of fair-use practices
- 46. 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
- 47. Marketer’s Toolkit for Content Curation
- 48. Identify a topic Content Curation Cheat Sheet Follow the influencers Share relevant content Organizecontent Create your own content
- 49. Content Curation Guiding Principles
- 50. Resources pawan@hivefire.com eBook: “Content Curation: Taming the Flood of Online Content www.getcurata.com