Marketers all know how important original content is to maintaining a brand presence and how to use it to create thought leadership. Content curation, the process of finding, organizing and sharing online content, is increasingly a widely adopted content marketing strategy that can not only help with growing the brand, it can help fuel social media channels and boost overall lead generation. In this session you will learn the basics of content curation, examine cases of how real-world brands from Adobe to Intel are employing curation, and identify some simple steps you can use today to begin curating.
10. #ContentCura*on
@GetCurata
“A
Content Curator is
someone
who
con*nually
finds,
groups,
organizes
and
shares
the
best
and
most
relevant
content
on
a
specific
issue
online.”
- Rohit Bhargava, Ogilvy
11. #ContentCura*on
@GetCurata
Great content works
The
more
content
you
produce,
the
more
likely
you
are
to
acquire
a
customer
through
content.
16. #ContentCura*on
@GetCurata
Curation Benefits
• Revive site traffic
• Improve SEO performance
• Increase the quantity & quality of leads
• Reduce lead acquisition costs
• Enhance thought leadership positioning
• Lower content creation costs
17. #ContentCura*on
@GetCurata
“The combination of curated and original content appears to appeal to readers, which I believe is the
reason we increased traffic on the site 100% during the past year.”
– Tim Moran, Editor In Chief, CMO.com, Adobe Systems
18. #ContentCura*on
@GetCurata
SEO takes time…
“We are very pleased to be listed
organically on the first page of ‘end
user experience’ with our site. That
was a key goal that has been
sustained since earlier this year (so
about 6 months after implementation).
This was and remains a key metric for
us and proves the value.”
– Donna Parent, VP Marketing,
Aternity
• Updated content
frequency
• Inbound links
• Long tail keywords
• Categorization
19. #ContentCura*on
@GetCurata
“If I look at all of our company’s curated content for this quarter I had 470 views.
To put it in perspective we launched an e-book recently and had 484 downloads
and it was considered a wild success. If you were to pay for a program like this,
with a media company managing the program for you, it would cost somewhere
between $15 and $20k.”
- Chuck Eberl, EVP Marketing, Connance
20. #ContentCura*on
@GetCurata
“We
doubled
our
traffic
this
quarter
over
last.”
“We
have
e-‐newsleIer
open
rates
of
20-‐25%
&
more
than
doubled
newsleIer
subscrip*ons
in
only
4
months!”
“I’ve
tried
to
do
this
before,
and
the
cost
would
have
been
astronomical
–
• even
just
the
interface
would
be
$5,000
-‐
$10,000
• it
would
probably
require
a
full-‐*me
staff
member
working
on
it
• we
spend
maybe
20
minutes
to
an
hour
a
week
working
on
it.”
30. #ContentCura*on
@GetCurata
Organize
§ Categorize
§ Tag
§ Group
§ Index
§ Archive
§ Recommend
Think
like
a
librarian
when
organizing
content.
– Use
categories
&
tags
in
blog
sodware
– Make
your
CTA
point
to
another
piece
of
content
– Create
digests
&
roll-‐
up
summaries
33. #ContentCura*on
@GetCurata
Share
§ Website
/
Microsite
§ Blog
§ Mobile
devices
§ Email
NewsleIer
§ Embeddable
Widgets
§ Feeds
§ Social
Media
Share
content
everywhere
your
audience
is.
38. #ContentCura*on
@GetCurata
Content Curation & Fair Use
• Share
only
a
por*on
of
the
original
content
• Always
aIribute
sources
• Drive
visitors
to
the
original
publica*on
• Follow
the
Google
“Rule
of
Thumb”
Create,
curate,
but
never
pirate
content.
39. #ContentCura*on
@GetCurata
Think beyond your own brand
§ Include
compe*tor
content
§ Include
content
that
may
not
agree
with
your
posi*on
§ Need
this
to
become
a
trusted
and
reliable
authority
You
may
need
to
curate
compe*tor
content
to
become
a
thought
leader.