Thriving in the Content Marketing Jungle: Lessons from Leading Practitioners by Randy Bernard

1. Mul t i f ami l y Soci al Medi a
Summi t
Thri vi ng i n t he Cont ent
Market i ng Jungl e
Randy Bernard
Curat a

2. What i s “Cont ent
Market i ng”?
2
Content Marketing is a marketing strategy where brands create interest,
relevance and relationships with customers by producing,
curating and sharing content that addresses specific customer
needs and delivers visible value.
Content marketing is a marketing technique of creating and distributing
valuable, relevant and consistent content to attract and acquire a clearly
defined audience – with the objective of driving profitable
customer action.
Content marketing is any marketing technique whereby media and published
information (content) are used to influence buyer behavior and
stimulate action leading to commercial relationships.
Content marketing is the process for developing, executing and delivering
the content and related assets that are needed to create, nurture
and grow a company’s customer base.

3. Not onl y ar e mar ket er s
t aki ng advant age of t hi s
oppor t uni t y. . . .
76% of Compani es ar e
I ncr easi ng I nvest ment i n
Cont ent Mar ket i ng

4. 4 Most Important marketing
objectives
Curata’s 2014 Content Marketing Tactics Planner
Dri ve Sal es
& Leads
Engage
Customers,
Buyers &
Influencers
Boost Brand
Awareness
Establish &
Sustain
Thought
Leadership

5. “ I need t ons of
cont ent ! ”
5

6. The #1 Challenge for content marketers
is
PRODUCING ENOUGH CONTENT
*2012 Hubspot State of Inbound Marketing Report

7. *2015 B2B Content Marketing Benchmarks, Budgets and
Trends - North America by Content Marketing Institute and

8. Top 3 Challenges for Content Marketers
Companies that get the
best ROI from content
publish content multiple
times a day
QUANTITY
Leading content
marketers' top priorities
are creating quality
content and measuring
this content
QUALITY
It is critical to
develop a wide range
of content across a
variety of channels
VARIETY
Source: Business Blogging Secrets Revealed

9. Cont ent Market i ng Barri ers t o
Success
Ext ernal : Most
cont ent i s i n our
own voi ce. Buyers
demand more.
Int ernal : “We can’ t
creat e enough cont ent
every week! ”
#Cont ent Market i ng

10. #Cur at i onRockst ar
STOPEGOCENTRIC
MARKETINGTM
Source: ht t p: //bi t . l y/STOPEgoMkt g
9#Cont ent Market i ng

12. Today’ s Buyer 2. 0:
An Opport uni t y f or Best - i n- Cl ass
Market ers
12
67% of a buyer’s journey is done
digitally and is self directed.
Source: Sirius Decisions
#Cont ent Market i ng
There are three types of Content
the average Human consumes
before engaging with the brand in
a meaningful way…

13. Don’ t j ust
Cr eat e…. Cur at e
#CurationRockstar 13

14. Tons of businesses Curate!
83.3% of marketers curate/share
content from 3rd party sources

15. Sharing Curated Content
On what channel s do you current l y share your "curat ed"
cont ent ?
Most popular channels
to share curated content
are social media, blogs
and newsletters.
Curata's Content Marketing Tactics Planner
#CMExperts

16. THE DUCT TAPE METHOD:

17. Easily Find, Curate & Share
relevant content for your
business with one tool, in
MINUTES not hours.

18. Have you ever…
Publ i shed a “best of ” post ?
Comment ed on and shared a l i nk on
t wi t t er?
Past ed a l i nk t o f acebook wi t h your
comment ary?
#Cont ent Market i ng 18

19. Then you’ ve
curat ed.
19#Cont ent Market i ng

20. Then you’ ve curat ed.
20
And so have t hese f ol ks.
. .
#Cont ent Market i ng

21. 21
• 76% of compani es wi l l
i ncrease cont ent market i ng
i nvest ment
• 49% have an execut i ve
responsi bl e f or cont ent
market i ng ( ri si ng t o 60%
wi t hi n 12 mont hs)
• 2/3rds of compani es have
seen an i ncrease i n l ead
quant i t y & qual i t y due t o
cont ent market i ng
Curat a’ s 2015 Cont ent Market i ng Tact i cs Pl anner
p: //bi t . l y/2015t act i cspl anner
Increase
Leads
Engage
Buyers
Boost
Awareness
How are Market ers Respondi ng
t o Thi s Opport uni t y?
#Cont ent Market i ng

22. 22
“ Cont ent curat i on i s when an i ndi vi dual ( or t eam)
consi st ent l y f i nds, organi zes, annot at es and shares t he
most rel evant and hi ghest qual i t y di gi t al cont ent on a
speci f i c t opi c f or t hei r t arget market . ”
- Curat a
Cont ent Curat i on Def i ned
#Cont ent Market i ng

23. 23
Cont ent Curat i on Def i ned
person, not si mpl y a comput er al gori t hm.
“ Cont ent curat i on i s when an i ndi vi dual ( or t eam)
consi st ent l y f i nds, organi zes, annot at es and shares t he
most rel evant and hi ghest qual i t y di gi t al cont ent on a
speci f i c t opi c f or t hei r t arget market . ”
- Curat a
#Cont ent Market i ng

24. “ Cont ent curat i on i s when an i ndi vi dual ( or t eam)
consi st ent l y f i nds, organi zes, annot at es and shares t he
most rel evant and hi ghest qual i t y di gi t al cont ent on a
speci f i c t opi c f or t hei r t arget market . ”
- Curat a
24
Cont ent Curat i on Def i ned
Not a one t i me event or act i vi t y.
#Cont ent Market i ng

25. 25
Cont ent Curat i on Def i ned
“ Cont ent curat i on i s when an i ndi vi dual ( or t eam)
consi st ent l y f i nds, organi zes, annot at es and shares t he
most rel evant and hi ghest qual i t y di gi t al cont ent on a
speci f i c t opi c f or t hei r t arget market . ”
- Curat a
Add val ue. . .
perspect i ve, i nsi ght ,
gui dance.
#Cont ent Market i ng

26. 26
Cont ent Curat i on Def i ned
“ Cont ent curat i on i s when an i ndi vi dual ( or t eam)
consi st ent l y f i nds, organi zes, annot at es, and shares t he
most rel evant and hi ghest qual i t y di gi t al cont ent on a
speci f i c t opi c f or t hei r t arget market . ”
- Curat a
Be di scerni ng, di scri mi nat i ve and sel ect i ve.
#Cont ent Market i ng

27. 27
Cont ent Curat i on Def i ned
“ Cont ent curat i on i s when an i ndi vi dual ( or t eam)
consi st ent l y f i nds, organi zes, annot at es and shares t he
most rel evant and hi ghest qual i t y di gi t al cont ent on a
speci f i c t opi c f or t hei r t arget market . ”
- Curat a
A l aser f ocus on your audi ence.
#Cont ent Market i ng

28. Cont ent Curat i on i n
Act i on
16
Source: http://bit.ly/1mAS1p0

29. The Cont ent Curat i on
Process
29#Cont ent Market i ng
Organi ze &
Annot at eFi nd Share

30. WHY CURATE?
30#Cont ent Market i ng

31. Curat i on i n Museums
You can creat e val ue si mpl y by
curat i ng.
31#Cont ent Market i ng

32. Curat i on Benef i t s
32
. . . Thought l eadershi p
. . . Lead generat i on
. . . Lower
cont ent
devel opment cost s
#Cont ent Market i ng

33. 5 St eps t o Successf ul
Curat i on
1. Ident i f y
2. Fi nd
3. Curat e
4. Share
5. Anal yze
33#Cont ent Market i ng

34. Ident i f y
34#Cont ent Market i ng

35. Fi nd
Sources
– RSS Feeds
– News Si t es
– Bl ogs
– Trade Pubs
– Twi t t er
– Journal s
Schedul e a
regul ar and
consi st ent t i me
every day t o
revi ew cont ent .
35#Cont ent Market i ng

36. Curat e: Fi rst
Organi ze
• Cat egori ze
• Tag
• Group
• Index
• Archi ve
• Recommend
Thi nk l i ke a l i brari an when
organi zi ng cont ent .
– Use cat egori es & t ags i n
bl og sof t ware
– Make your CTA* poi nt t o
anot her pi ece of cont ent
– Creat e di gest s & rol l - up
summari es
36
* Cal l t o Act i on
#Cont ent Market i ng

37. Curat e: Then Add
Val ue
• Annot at e
• Anal yze
• Recap or summary
• Ask quest i ons, pol l s
• Comment
• Provi de i nsi ght and
gui dance
Comment l i ke an anal yst when you curat e . . . . creat e
val ue f or your audi ence.
37#Cont ent Market i ng

38. Cont ent Curat i on & Fai r
Use
• Share onl y a port i on of
t he ori gi nal cont ent
• Al ways at t ri but e
sources
• Dri ve vi si t ors t o t he
ori gi nal publ i cat i on
• Fol l ow t he Googl e “Rul e
of Thumb”
Creat e, curat e, but never pi rat e cont ent .
38
For more ethics tips: http://bit.ly/CMDoneRight
#Cont ent Market i ng

39. 39
Soci al Curat i on i n Act i on:
Li ve and Soci al
#Cont ent Market i ng

40. 40
Curat i on i n Act i on:
#Cont ent Market i ng

41. Share
• Websi t e /
Mi crosi t e
• Bl og
• Mobi l e devi ces
• Emai l Newsl et t er
• Embeddabl e Wi dget s
• Feeds
• Soci al Medi a
41
Share cont ent everywhere
your audi ence i s.
For more sharing tips:
http://bit.ly/CurationSharingPost
#Cont ent Market i ng

42. Curation in Action: A Curated Blog Post
http://www.contentcurationmarketing.com
2. Annotation: The marketer
introduces the reader to the
curated post, putting it in
context for the reader.
3. Snippet: A couple of
sentences are quoted from the
original post.
4. Insight: The marketer adds
their own insight to further
contextualize the curated post
and add value for the reader.
5. Clear attribution and a
link-back as part of ethical
curation.
1. A new title and thumbnail
are used to better contextualize
the article referred to in this
curated blog post.
Here are 5 tips on how to curate content:
42#ContentMarketin

43. In Summary
• Cont ent Market i ng cont i nues t o grow
as t he pri mary market i ng st rat egy f or
market ers.
• However, market ers wi l l need t o
provi de more of a market - i n
perspect i ve t o t hei r cont ent t o
bet t er meet t hei r audi ences’ needs.
• Cont ent curat i on i s a nat ural and
emergi ng model f or capt uri ng t hi s
opport uni t y.
43#Cont ent Market i ng

44. “We started at zero and
now at 8,000 to 10,000
page views per month and
growing approximately
10% each month.”
"we see a 10%
growth in page
views per month”
“Curata helps me save
time... what used to
take me a few hours, I
can do that in a matter
of a half hour.”
What some of our customers have to say
"In the first week, we
curated two articles that
were immediately
syndicated and picked up by
Google as a news source."
"If I woke up
tomorrow without
my Curata platform,
I'd be looking to find
2 or 3 others to
replace it."
“We doubled
traffic this quarter
over last.”

45. Addi t i onal Resources
…onl i ne at : ht t p: //www. curat a. com/resources
& more

46. Dat a Dri ven Cont ent Market i ng at Scal e
Curat a CMP ( cont ent market i ng
pl at f orm)
Curat a CCS ( cont ent curat i on
sof t ware)Fuel your Cont ent Market i ng Engi ne &
46#Cont ent Market i ng