1. Create, Curate but Never Pirate
A Guide to Ethical Content Marketing
October 29, 2013
Pawan Deshpande, CEO
1

2. “I need to get yet another blog post out today…”
2

3. “Darn. I can’t think of anything right now.”
3

4. “Let me see what else people
are writing about…”
4

5. “Wait a minute… Here’s a relevant blog
post that my audience would love.”
5

6. “Let me just rework this a little bit…”
66

7. “That was easy. A blog post in 10 minutes.”
77

8. “I really hope I did this right.”
Same title
poor contextualization
Excessive
reproduction
no source
Weak attribution
8

9. Disclaimer: I am not lawyer
@getcurata #contentethics
9

10. Fair Use & Copyright
Explained
@getcurata #contentethics
10

11. The Three Parties
Curator
#contentethics
11

12. Where Fair Use Can Apply
• Quotation of excerpts in a review or criticism for
purposes of illustration or comment.
• Quotation of short passages in a scholarly or
technical work, for illustration or clarification of
the author’s observations.
• Use in a parody of some of the content of the
work parodied.
• Summary of an address or article, with brief
quotations, in a news report.
@getcurata #contentethics
12

13. Fair Use Considerations
• The purpose and character of the use, including
whether such use is of commercial nature or is for
nonprofit educational purposes.
• The nature of the copyrighted work.
• The amount and substantiality of the portion
used in relation to the copyrighted work as a
whole.
• The effect of the use upon the potential market
for, or value of, the copyrighted work.
@getcurata #contentethics
13

14. 12 Best Practices
(for ethical curation)
14
14

15. @getcurata #contentethics
15

16. @getcurata #contentethics
16

17. Best Practice
#1:
• Reproduce only those portions of the
headline or article that are necessary to
make your point or to identify the story. Do
not reproduce the story in its entirety.*
• The more you link to third parties original
content, the more likely they are to link back
Why you should to you – which ultimately improves your SEO.
follow this
* From Kimberley Isbell (Nieman Journalism Lab)
@getcurata #contentethics
17

18. @getcurata
#contentethics
18

19. @getcurata
#contentethics
19

20. Best Practice
#2:
• Try not to use all, or even the majority,
of articles available from a single source.
Limit yourself to those articles that are
directly relevant to your audience.*
• A good content curator is selective and
only links to the most relevant content
Why you should on a specific topic or issue.
follow this
* From Kimberley Isbell (Nieman Journalism Lab)
@getcurata #contentethics
20

21. Best Practice
#3.
• Prominently identify the source of the
article.*
• Demonstrating that you have curated
content from a wide variety of sources,
Why you should and from some very reputable sources,
makes you more credible as well.
follow this
* From Kimberley Isbell (Nieman Journalism Lab)
@getcurata #contentethics
21

22. @getcurata
#contentethics
22

23. Best Practice
#4.
• Whenever possible, link to the original
source of the article.*
• Again, linking to the original source may
drive traffic away from you momentarily,
but makes you more credible for
Why you should identifying relevant content in other wellknown publications.
follow this
* From Kimberley Isbell (Nieman Journalism Lab)
@getcurata #contentethics
23

24. @getcurata
#contentethics
24

25. • Whenever possible, provide context or commentary for the
material you use.*
Best Practice
#5.
Why you should
follow this
• The more original context you provide, the more of your
marketing message you can place on third party content and the
easier it is for your audience to understand why this content is
relevant to them.
• Furthermore, if your audience values your commentary, they are
far more likely to return to you rather than go to the original
sources in the future.
* From Kimberley Isbell (Nieman Journalism Lab)
@getcurata #contentethics
25

26. @getcurata
#contentethics
26

27. @getcurata
#contentethics
27

28. • When sharing images, unless you
have explicit permission to share a
full-size image, always share an
Best Practice #6
image thumbnail at most.
Why you should
follow this
• Similar to Best Practice #1, of only
sharing a portion of any original
article, pertains solely to text
content.
@getcurata #contentethics
28

29. @getcurata
#contentethics
29

30. #contentethics
30

31. • Link back to the original article prominently, not
buried all the way down at the end of post.
Best Practice
#7:
• Best Practice #4 (whenever possible, link to the
original source of the article) doesn’t prescribe where
that link should be.
Why you should • This discourages readers from visiting the original
publisher and does not fairly reward them with traffic.
follow this
@getcurata #contentethics
31

32. @getcurata
#contentethics
32

33. Best Practice
#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.
• While Best Practice #1 recommends you
should never re-publish an entire original
article, there’s still a lot of latitude here to
Why you should upset a publisher by posting most of their
original content.
follow this
@getcurata #contentethics
33

34. @getcurata
#contentethics
34

35. Best Practice
#9:
• If you are reposting an excerpt from an
original article, make your commentary longer
than the excerpt you are reposting.
• Ensures you are adding substantial new value
• Minimizes the amount of original content you
re-post by writing more commentary.
Why you should • It’s also good for SEO because it reduces the
amount of duplicate content.
follow this
@getcurata #contentethics
35

36. @getcurata
#contentethics
36

37. Best Practice
#10:
• Retitle any and all content you
curate.
• (1) You are no longer competing for
the same title on search results.
Why you should • (2) You can add your own spin.
• (3) Incorporate your own keywords.
follow this
@getcurata #contentethics
37

38. @getcurata
#contentethics
38

39. Best Practice
#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.
• Share Bars and iFrames around the original
publishers content can be annoying to
readers. Also because the browser address
Why you should bar shows the curator’s URL instead of the
publisher’s URL, it can be deceiving.
follow this
@getcurata #contentethics
39

40. @getcurata #contentethics
40

41. Best Practice
#12:
• Don’t use no-follows on your links
to the original publisher’s
content.
• The no-follow attribute on
hyperlinks tells search engines not
to give SEO credit to the site you
Why you should
have linked to.
follow this
@getcurata #contentethics
41

42. 42

43. In Summary
• Add value: Give more than you take.
• Keep in mind the interests of the three parties.
• Follow the 12 best practices.
43

44. • 25 Pages of in-depth
analysis
• Best Practices
• Google+ Authorship
• Creative Commons
Download at:
http://bit.ly/curata_ethicsebook
44

45. Additional Resources
Content Marketing Done
Right: Ethical Curation
2012 B2B Mktg.
Trends Survey
5 Steps to Becoming a
Content Curation Rockstar
2012 Curation
Adoption Survey
Open & Shut Case for
Curation
Content Curation
Annotation Methods
Curation case studies: IBM,
Whole Foods, Intel, FedEx,
Adobe and more
Content Curation Marketing Site
(www.contentcurationmarketing.com)
www.curata.com/resources
Email: marketing@curata.com
Twitter: @TweetsFromPawan or @GetCurata
LinkedIn Group: Content Curators
@GetCurata
45