Content Curation Hacks to Goose Your Content Marketing ROI

@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

https://www.domo.com/blog/2014/04/data-never-sleeps-2-0/

We’re Still Thirsty…

of Marketers plan to create MORE content!

Types of Content

PEER

VENDOR

EXPERT

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.

““






“


a person, not an algorithm “






“


Not a one time event or activity “


Add value. . . perspective, insight, guidance






““




the best and most relevant content on

a specific topic from around the web.

“


Be discerning, discriminative and selective

“


Focus on a narrow topic






““

It’s like a Museum or Gallery displaying what they think are the best pieces

Photo Credit: Herry Lawford.

https://creativecommons.org/licenses/by/2.0/

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

Content Curation Hacks to Goose Your Content Marketing ROI

Marketing

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