4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit

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Curata

By Pawan Deshpande

Technology Business

Content Marketing Enlightenment

Pawan Deshpande, CEO
2013 Curation Rockstar Summit

Realization
s
Realizes the opportunity
to add value and validate
messaging in context of
the market.
Realizes customers
want other
perspectives.

Actions
Complements created
content with contextualized
3rd party content.

High engagement & trust

ENLIGHTENED
Medium buyer engagement and trust

“Market first.
Product last.”

MARKET IN

“Also curates
and syndicates
content”

Medium buyer engagement and low trust

Realizes that
buyers’ interest
needs to be earned

“Buyer focused
message.”

EGOCENTRIC:

CONTENT OUT

Incorporates
perspectives from
outside of the company
into content.

“100% vendorsupported content”

Publishes content
focused on buyers’
needs

Low buyer engagement and low trust

“Product first,
buyer last.”

EGOCENTRIC:

“Only publishes productfocused content.”

PRODUCT OUT

Low buyer engagement and low trust

“Product first,
buyer last.”

EGOCENTRIC:

PRODUCT OUT

“Only publishes productfocused content.”

Methods
• Inappropriately use lower funnel content
for the top of the funnel
“I have plenty of content. I don’t need to create
new content. I just need to surface existing
content and repurpose it.”

Symptoms
• Has to be about themselves
• Very low subscriber rates
• Negligible inbound links

Realizes that buyers’
interest needs to be
earned
Publishes content
focused on buyers’
needs

Medium buyer engagement and low trust

“Buyer focused
message.”

EGOCENTRIC:

CONTENT OUT

“100% vendorsupported content”

Methods
• Using Personas
• Querying sales teams

Symptoms
• Only created content.

• Censored curation.
• No dissent.
• Promotional interactions.

Realizes customers
want other
perspectives.
Incorporates
perspectives from
outside of the
company.

Medium buyer engagement and trust

“Market first.
MARKET
Product last.”

IN

“Also curates
and syndicates
content”

Methods
• Regularly curate.
• Listen & follow.
• Value added interactions.

Symptoms
• Lack of Differentiation & Regurgitation.
• Struggle to capitalize.

Realizes the
opportunity to add value
in context of the market.
Complements created
content with contextualized
3rd party content.

Methods
• Good mix of creation & curation.
• Consistently curate.
• Add commentary and context to all
content.

4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit

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4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit

1. Content Marketing Enlightenment Pawan Deshpande, CEO 2013 Curation Rockstar Summit

4. MARKETER = PUBLISHER

6. Vendor

8. STOP EGOCENTRIC CONTENT MARKETING

9. Peer Vendor Expert

10. Peer

11. Expert

12. Vendor

13. Expert Peer Vendor

14. Realization s Realizes the opportunity to add value and validate messaging in context of the market. Realizes customers want other perspectives. Actions Complements created content with contextualized 3rd party content. High engagement & trust ENLIGHTENED Medium buyer engagement and trust “Market first. Product last.” MARKET IN “Also curates and syndicates content” Medium buyer engagement and low trust Realizes that buyers’ interest needs to be earned “Buyer focused message.” EGOCENTRIC: CONTENT OUT Incorporates perspectives from outside of the company into content. “100% vendorsupported content” Publishes content focused on buyers’ needs Low buyer engagement and low trust “Product first, buyer last.” EGOCENTRIC: “Only publishes productfocused content.” PRODUCT OUT

15. Low buyer engagement and low trust “Product first, buyer last.” EGOCENTRIC: PRODUCT OUT “Only publishes productfocused content.”

16. Methods • Inappropriately use lower funnel content for the top of the funnel “I have plenty of content. I don’t need to create new content. I just need to surface existing content and repurpose it.”

17. Symptoms • Has to be about themselves • Very low subscriber rates • Negligible inbound links

18. Realizes that buyers’ interest needs to be earned Publishes content focused on buyers’ needs

19. Medium buyer engagement and low trust “Buyer focused message.” EGOCENTRIC: CONTENT OUT “100% vendorsupported content”

20. Methods • Using Personas • Querying sales teams

21. Symptoms • Only created content. • Censored curation. • No dissent. • Promotional interactions.

22. Realizes customers want other perspectives. Incorporates perspectives from outside of the company.

23. Medium buyer engagement and trust “Market first. MARKET Product last.” IN “Also curates and syndicates content”

24. Methods • Regularly curate. • Listen & follow. • Value added interactions.

25. Symptoms • Lack of Differentiation & Regurgitation. • Struggle to capitalize.

26. Realizes the opportunity to add value in context of the market. Complements created content with contextualized 3rd party content.

27. High engagement & trust ENLIGHTENED

28. Methods • Good mix of creation & curation. • Consistently curate. • Add commentary and context to all content.

29.

30. The Good News

31. The Challenge

32.

33. Our Job

34. Empower You

35. Educate You

36.

37. Grow with you

38.

39. The Best Content from Anywhere

40.

41.

42. The Best Content to Anywhere

43.

44. Your Job

45. Be Inspired

4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit

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