Content Curation: The Missing Link of B2B Content Marketing B2B companies are increasingly investing in content marketing strategies by creating original content which is both time consuming and costly. Learn how to curate content and enables your brand to become industry thought leaders, nurture leads and boost lead generation efforts. * Pawan Deshpande, CEO, HiveFire

1. Content Curation: The missing link of B2B Content Marketing PawanDeshpande CEO, HiveFire www.getcurata.com @TweetsFromPawan

2. Agenda Content Marketing Overview What is Content Curation? Content Curation in Publishing Content Curation in Marketing Case Study Five steps to curate content HiveFire Confidential and not for redistribution 2

3. Quick Poll How many of you currently have a content marketing strategy?

4. Quick Poll How many of you are familiar with content curation?

5. Content Marketing The promise and the challenges

6. In the Past

8. Consumers have few choices

10. How consumers used to consume content Consumers had only a few resources The problem of “too little”

11. Lose-Lose Scenario Companies do not have sufficient access to consumers Consumers do not have sufficient access to information

12. The Internet

13. Publishing is Getting Cheaper Cost of Publishing Moveable Type Type Writers Computers Internet

14. Everyone is publishing more

16. Consumers have too many choices

18. How consumers deal with this Google for it Stick to existing trusted publications Viral/word-of-mouth

19. Questions your customers face Where do I go for only the information that is relevant to me? Where do I go for all the information I need? Who should I trust?

20. How marketers deal with this Publish, publish, publish If you can’t beat them, join them Never ending race to produce more and more content

21. The problems marketers face Keeping up with publishing demands are expensive and time consuming Hard to differentiate Marketers are not getting an audience Only makes problems worse

22. Questions marketers face How do I get noticed in a sea of content? How do I gain the trust of my customers? How do I become a leader in my topic area? How do I do this efficiently?

23. Content Curation The missing link of Content Marketing

24. The missing link: Content Curation “A Content Curator is someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.” - RohitBhargava A New Online B2B Marketing Process Industry Blogs Topic site Industry News Topic Email Newsletter Identify Organize Share Topic Social Media Industry Social Media

25. Content Curation in Publishing

26. Editor Curation 3M

27. Editor Curation 900K

28. Social Curation 45M

29. Social Curation 5M

30. Machine Curation 11M

31. Machine Curation

32. Machine Curation

33. Linking to other content 2/3’s of the top news sites have a strong curation or aggregation component. Google News #5, Drudge Report #6, Digg #7,Yahoo News #10 Source: Hitwise

34. Content Curation in Marketing

35. Content Curation for the Marketer Efficient process Builds brand leadership and credibility Reduce burden of creating content every day

36. Content Curation for the Prospect Reduces effort of self-searching and self-education Provides a single reliable destination for all relevant content

37. Content Curation in Action Verne Global’s content curation strategy

38. Verne Global Background Wholesale supplier of data center space in Iceland Up-start with limited marketing budget

39. Verne Global’s Challenge Reaching a very targeted audience Keeping in touch with prospects over long sales cycles Building brand visibility in a crowded space

40. Challenge for buyers

42. Green Data Center News Impact Positioned company as leader Growth in lead generation and customer interest Able to reach target audience every single day Saved $100,000 in traditional marketing expense SEO Impact “Inbound PR” interest from major media outlets

43. Content Curation in Five Steps How you can formulate your curation strategy today

44. Identify a Topic On what topic do your prospects want to hear from you every single day? On what topic does your company have a unique position? On what topic do you want to be a thought leader?

45. Follow the Influencers Find the key influencers on your topic Bloggers Analysts Trade publications Journals Follow with Twitter RSS Email newsletters

46. Select relevant content Select the only most relevant content Be comprehensive Be open-minded, select content that may be about industry trends or even your competitors

47. Share Share across all channels where your prospects are Web Social Media Email RSS If you are relevant, sharing very often is a good thing

48. Organize content Build an online library for your content Makes it easy for your prospects to navigate Increases search engine prominence

49. Create your own content You need to share your own perspective The act of curating keeps you relevant Curation places your content in the context of a broader issue and builds credibility

50. A few pointers

51. Create, curate, but don’t pirate Always attribute sources Link to original content, do not scrape Be cognizant of fair-use practices

52. Think beyond your own brand Include competitor content Include content that may not agree with your position Need this to become a trusted and reliable authority

53. Summary Content curation: Is it right for you?

54. Is content curation right for you? Is your brand or industry focused on a particular issue? Do your prospects conduct extensive research on this topic or issue? Do you or your prospects have the need to monitor this topic through RSS, Social Media or Newsletters? Is it critical that your organization be recognized as the leading online resource on this topic?

55. Resources online Presentation will be available at http://www.getcurata.com eBook: “Content Curation: Taming the Flood in B2B Social Media” Content Curation Marketing:http://www.contentcurationmarketing.com/ HiveFire Confidential and not for redistribution 53