Slides from my talk along with Lisa Rhodes of Verne Global at the Content2Conversion conference in New York (April 2013). Talk abstract: There’s a good reason why content curation is such a hot topic these days: It works! Explore real-world examples of how leading B2B marketers identify, find, organize and share relevant content with their core markets via content curation, and learn why curation delivers strong ROI for today’s marketing organizations.

1. Lisa Rhodes. Verne Global.
(@VerneGlobal)
Pawan Deshpande. Curata.
(@TweetsFromPawan)
Content2Conversion. April 2013

4. Curation Content Curation

8. Why curation is relevant now?
Consumers have too much content

9. But marketers have too little.

10. ©2012 Curata, Inc. Annual Content Curation Adoption Survey

11. The Content Beast

13. • Blog Posts
• News Sites
• Newsletters
• Social Media
• Podcasts
• eBooks
• Special Reports
• Infographics
• Polls & Surveys
• Video
• Webinars
Download at
curata.com/resources

14. 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.”
-Rohit Bhargava

15. Curation in Museums
You can create value simply by curating.

24. • IBM
• Whole Foods
• Oregon Wine Board
• FedEx
• Intel
• United Nations
• Adobe
• & more…
Download at
curata.com/resources
With a foreword by Rohit Bhargava
Author of Likeonomics &
Personality Not Included

25. A CASE STUDY OF CURATION

26. 37%
7%
6%
1%
3%
4%10%
31%
Verne Global
Data Center
Hydroelectic Sources
Geothermal Sources
Brilliant Idea in a Unique Location: Verne Global

27. Interrupted by The Black Swan Theory
The disproportionate role of high-profile, hard-to-predict, and
rare events that are beyond the realm of normal expectations in
history, science, finance, and technology. “Fooled By Randomness” by
Nassim Nicholas Taleb

28. Beyond the Realm of Normal

29. Presents Opportunity for Content Marketing
Thought
Leadership
• Become news
source for Green
Data
Center/Green IT
• Bloggers from
Industry Sources
to keep content
original and fresh
Inbound Interest
• Create positive
news buzz about
Company and the
location
• Develop the
persona of a
larger and more
established
company
Lead Generation
• Newsletter built
immediate lead
generation
platform
• Social media
interfaces
provides
streamlined
opportunity to
communicate
with leads

30. Results in www. greendatacenternews.org

31. HOW TO CURATE

32. 1. Identify
2. Find
3. Organize
4. Share
5. Create
Steps to successful curation:

33. Identify
Identify: http://bit.ly/CurationTopic

34. Find
Sources
– RSS Feeds
– News Sites
– Blogs
– Trade Pubs
– Twitter
– Journals
Schedule a regular
and consistent time
every day to review
content.
Blog Post: http://bit.ly/CurationSources

35. Organize
• Categorize
• Tag
• Group
• Index
• Archive
• Recommend
Think like a librarian when organizing content.
– Use categories & tags
in blog software
– Make your CTA point
to another piece of
content
– Create digests & roll-
up summaries
Blog Post: http://bit.ly/CurationOrganize

36. Share
• Website / Microsite
• Blog
• Mobile devices
• Email Newsletter
• Embeddable Widgets
• Feeds
• Social Media
Share content
everywhere your
audience is.
Blog Post: http://bit.ly/CurationShare

37. Create – add value
• Annotate
• Analyze
• Recap or summary
Add more commentary that amount of
the content you repost

39. Content Curation & Fair Use
• Share only a portion of the
original content
• Always attribute sources
• Drive visitors to the original
publication
• Follow the Google “Rule of
Thumb”
Create, curate, but never pirate content.
Blog Post: http://bit.ly/CurationEthics

40. 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
You may need to curate competitor content to
become a thought leader.

41. Content Curation Resources
Site & newsletter: contentcurationmarketing.com
LinkedIn Group: Content Curators
Email: pawan@curata.com
Twitter: @TweetsFromPawan
Resources: www.curata.com/resources/