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@TwitterHandle • #CMWorld
Ridiculously Awesome Curation Hacks to Goose your ROI like Crazy
Pawan DeshpandeCEO & Founder, Curata
@TweetsFromPawan
@TweetsFromPawan • #CMWorld
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The Problem
CONTENT
BEAST
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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
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We’re Still Thirsty…
of Marketers plan to create MORE content!
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Types of Content
PEER
VENDOR
EXPERT
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PEER
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EXPERT
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VENDOR
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Most of that content marketers publish is from vendor perspective….
…….And it performs the worst
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Today we are going to talk about a really interesting way to overcome both of these
called CONTENT CURATION!
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My Content
Curation Journey
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Curating Music
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Best Computer Science Masters Thesis
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PATENTS
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Early Days at Curata
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What the heck is
Content Curation?
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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.
““
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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 “
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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 “
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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.
““
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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
“
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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.
““
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It’s like a Museum or Gallery displaying what they think are the best pieces
Photo Credit: Herry Lawford.
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Why should you Curate?
Thought Leadership Efficiency
SEOLead Generation
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Examples of Curation
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A Few Business Examples
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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
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Ebner Verlag Benefits
Increase Content Production
Increased Page Views By 260%
2x Revenue with New Newsletter Ads
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“Without Curata, it would have been impossible to publish these newsletters manually”
Gerrit KleinCEO, Ebner Verlag
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How You Can Curate
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Why are you Curating?
For Marketing?
For Knowledge
Management?For Publishing?
For Competitive
Intelligence?
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Picking A Great Topic
COMPETITOR
LANDSCAPE
AUDIENCE
INTERESTCONTENT
LANDSCAPE
1
23Saturated.
Too many
audience
Insufficient
content for
Curation
Not Relevant to
Target Audience
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Surveying the Competition
Can I curate better than them?
Can I have a different perspective?
Can I broaden or narrow my
topic?
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Surveying the Content Landscape
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Determine Your Audience Interest
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Finding Sources
Known And Trusted Sources Additional Sources
Your PR TeamScientific Journals
Twitter Lists &
UsersTrade Publications
Feed Readers Email Newsletters
Industry Blogs
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Curating
Relevant
Validating
Unique
Diverse
Credible
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Annotation Styles• Storyboarding• Parallelizing• Quoting• Summarizing• Retitling• Abstracting
See examples @http://bit.ly/CurationAnnotation
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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
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Sharing your Content
Resource Site
Newsletter
Social Media
Widget
Blog
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Curation Sharing Hack #1: Share BarShare Bar
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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
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Curation Sharing Hack #3: Linking
Resource Site
Newsletter
Social Media
Widget Blog
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Curation Sharing Hack #4: New Tab vs. Same Tab
New Tab
Same Tab
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How much content should I curate?
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Content Curation is not…
Content Farming AggregationStealing Other’s
Content
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Email Marketing vs Spam
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Curate.
Create.
But never pirate.
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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
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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
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Curata Content Curation Software
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http://bit.ly/UltimateCurationGuide
Ultimate Guide to Content Curation