By Pawan Deshpande

1. Content Marketing Enlightenment
Pawan Deshpande, CEO
2013 Curation Rockstar Summit

4. MARKETER = PUBLISHER

6. Vendor

8. STOP
EGOCENTRIC
CONTENT MARKETING

9. Peer
Vendor
Expert

10. Peer

11. Expert

12. Vendor

13. Expert
Peer
Vendor

14. Realization
s
Realizes the opportunity
to add value and validate
messaging in context of
the market.
Realizes customers
want other
perspectives.
Actions
Complements created
content with contextualized
3rd party content.
High engagement & trust
ENLIGHTENED
Medium buyer engagement and trust
“Market first.
Product last.”
MARKET IN
“Also curates
and syndicates
content”
Medium buyer engagement and low trust
Realizes that
buyers’ interest
needs to be earned
“Buyer focused
message.”
EGOCENTRIC:
CONTENT OUT
Incorporates
perspectives from
outside of the company
into content.
“100% vendorsupported content”
Publishes content
focused on buyers’
needs
Low buyer engagement and low trust
“Product first,
buyer last.”
EGOCENTRIC:
“Only publishes productfocused content.”
PRODUCT OUT

15. Low buyer engagement and low trust
“Product first,
buyer last.”
EGOCENTRIC:
PRODUCT OUT
“Only publishes productfocused content.”

16. Methods
• Inappropriately use lower funnel content
for the top of the funnel
“I have plenty of content. I don’t need to create
new content. I just need to surface existing
content and repurpose it.”

17. Symptoms
• Has to be about themselves
• Very low subscriber rates
• Negligible inbound links

18. Realizes that buyers’
interest needs to be
earned
Publishes content
focused on buyers’
needs

19. Medium buyer engagement and low trust
“Buyer focused
message.”
EGOCENTRIC:
CONTENT OUT
“100% vendorsupported content”

20. Methods
• Using Personas
• Querying sales teams

21. Symptoms
• Only created content.
• Censored curation.
• No dissent.
• Promotional interactions.

22. Realizes customers
want other
perspectives.
Incorporates
perspectives from
outside of the
company.

23. Medium buyer engagement and trust
“Market first.
MARKET
Product last.”
IN
“Also curates
and syndicates
content”

24. Methods
• Regularly curate.
• Listen & follow.
• Value added interactions.

25. Symptoms
• Lack of Differentiation & Regurgitation.
• Struggle to capitalize.

26. Realizes the
opportunity to add value
in context of the market.
Complements created
content with contextualized
3rd party content.

27. High engagement & trust
ENLIGHTENED

28. Methods
• Good mix of creation & curation.
• Consistently curate.
• Add commentary and context to all
content.

30. The Good
News

31. The Challenge

33. Our Job

34. Empower You

35. Educate You

37. Grow with you

39. The Best Content from Anywhere

42. The Best Content to
Anywhere

44. Your Job

45. Be
Inspired