Post on 15-Jan-2017
@TwitterHandle • #CMWorld
Ridiculously Awesome Curation Hacks to Goose your ROI like Crazy
Pawan DeshpandeCEO & Founder, Curata
@TweetsFromPawan
@TweetsFromPawan • #CMWorld
The Problem
CONTENT
BEAST
https://www.domo.com/blog/2014/04/data-never-sleeps-2-0/
My, How You’ve Grown!
Google Search Queries
New Blog PostsPieces of Facebook Content
New Yelp Reviews
of New YouTube Video
We’re Still Thirsty…
of Marketers plan to create MORE content!
Types of Content
PEER
VENDOR
EXPERT
PEER
EXPERT
VENDOR
Most of that content marketers publish is from vendor perspective….
…….And it performs the worst
Today we are going to talk about a really interesting way to overcome both of these
called CONTENT CURATION!
My Content
Curation Journey
Curating Music
Best Computer Science Masters Thesis
PATENTS
Early Days at Curata
What the heck is
Content Curation?
Content Curation Defined
Content curation is the process of
someone consistently
finding, organizing and sharing
the best and most relevant content on a
specific topic from around the web.
““
Content curation is the process of
someone consistently
finding, organizing and sharing
the best and most relevant content on a
specific topic from around the web.
“
Content Curation Defined
a person, not an algorithm “
Content curation is the process of
someone consistently
finding, organizing and sharing
the best and most relevant content on a
specific topic from around the web.
“
Content Curation Defined
Not a one time event or activity “
Content Curation Defined
Add value. . . perspective, insight, guidance
Content curation is the process of
someone consistently
finding, organizing and sharing
the best and most relevant content on a
specific topic from around the web.
““
Content curation is the process of
someone consistently
finding, organizing and sharing
the best and most relevant content on
a specific topic from around the web.
“
Content Curation Defined
Be discerning, discriminative and selective
“
Content Curation Defined
Focus on a narrow topic
Content curation is the process of
someone consistently
finding, organizing and sharing
the best and most relevant content on a
specific topic from around the web.
““
It’s like a Museum or Gallery displaying what they think are the best pieces
Photo Credit: Herry Lawford.
Why should you Curate?
Thought Leadership Efficiency
SEOLead Generation
Examples of Curation
A Few Business Examples
Verne Global Benefits
Quoted in BBC & CNN
Curation is equivalent of $200K of outbound
marketing spend
Signed their largest customer BMW
First page SEO for many industry terms
3 Stevie Awards including Best Website
Attend industry conferences with a press pass
Ebner Verlag Benefits
Increase Content Production
Increased Page Views By 260%
2x Revenue with New Newsletter Ads
“Without Curata, it would have been impossible to publish these newsletters manually”
Gerrit KleinCEO, Ebner Verlag
How You Can Curate
Why are you Curating?
For Marketing?
For Knowledge
Management?For Publishing?
For Competitive
Intelligence?
Picking A Great Topic
COMPETITOR
LANDSCAPE
AUDIENCE
INTERESTCONTENT
LANDSCAPE
1
23Saturated.
Too many
audience
Insufficient
content for
Curation
Not Relevant to
Target Audience
Surveying the Competition
Can I curate better than them?
Can I have a different perspective?
Can I broaden or narrow my
topic?
Surveying the Content Landscape
Determine Your Audience Interest
Finding Sources
Known And Trusted Sources Additional Sources
Your PR TeamScientific Journals
Twitter Lists &
UsersTrade Publications
Feed Readers Email Newsletters
Industry Blogs
Curating
Relevant
Validating
Unique
Diverse
Credible
Annotation Styles• Storyboarding• Parallelizing• Quoting• Summarizing• Retitling• Abstracting
See examples @http://bit.ly/CurationAnnotation
Find Relevant Piece of Content 1
Take a small excerpt 2
3 Retitle It
4 Add a Thumbnail
Add Link back to source 6
Add some commentary5
How to Curate
Sharing your Content
Resource Site
Newsletter
Social Media
Widget
Blog
Curation Sharing Hack #1: Share BarShare Bar
Curation Sharing Hack #2: Twitter Handles
How to know what to
move to the cloud
http://bit.ly/8na8hsa
by @datadynamics
Mention the author
to get influencer
followers
Curation Sharing Hack #3: Linking
Resource Site
Newsletter
Social Media
Widget Blog
Curation Sharing Hack #4: New Tab vs. Same Tab
New Tab
Same Tab
How much content should I curate?
Content Curation is not…
Content Farming AggregationStealing Other’s
Content
Email Marketing vs Spam
Curate.
Create.
But never pirate.
1: Reproduce only those portions of the article that are necessary to make your point or to
identify the story.
2: Try not to the majority of articles available from a single source.
3: Prominently identify the source of the article.
4: Whenever possible, link to the original source of the article.
5: Whenever possible, provide context or commentary for the material you use.
6: When sharing images, unless you have explicit permission to share a full-size image, always
share a thumbnail image at most.
7: Link back to the original article prominently, not buried all the way down at the end of the
post.
8: If you are re-posting an excerpt from the original article, make sure your excerpt only
represents a small portion of the original article.
9: If you are reposting an excerpt from an original article, make your commentary longer
than the excerpt you are reposting.
10: Retitle any and all content you curate.
11: If you are using a share bar or iFrame, give the reader an option to close the iFrame or
Share Bar to view the content without it.
12: Don’t use no-follows on your links to the original publisher’s content.
See examples @
http://bit.ly/EthicalCuration
The Rules of Ethical Curation
Topic Research
Source Discovery
Content Filtering
Content Review
Feed Output Conversion
Fair Use & Copyright for Images
Feed to Widget
Feed to Email Output
Feed to Blog
Social Media Scheduling
Email Newsletter
Email newsletter
Blog CMS
Share Bar
CMS
Social Media Channels
Curata Content Curation Software
http://bit.ly/UltimateCurationGuide
Ultimate Guide to Content Curation