1. Content Curation
in Action
Pawan Deshpande
Content2Conversion, NYC
May 7, 2014

2. 93%
2

6. ?
6

7. Introducing Content Curation
Find Annotate Share

8. 8
“ Content curation is act of consistently finding,
organizing, annotating and sharing the most
relevant and highest quality content on a
specific topic for a target market.”
Content Curation Defined
@GetCurata

9. 9
“ Content curation is act of consistently finding,
organizing, annotating and sharing the
most relevant and highest quality content on a
specific topic for a target market.”
Content Curation Defined
@GetCurata
A person, not a computer algorithm.

10. 10
“ Content curation is act of consistently finding,
organizing, annotating and sharing the
most relevant and highest quality content on a
specific topic for a target market.”
Content Curation Defined
@GetCurata
Not a one time event or activity.

11. 11
“ Content curation is act of consistently finding,
organizing, annotating and sharing the
most relevant and highest quality content on a
specific topic for a target market.”
Content Curation Defined
@GetCurata
Add value. . . perspective, insight, guidance.

12. 12
“ Content curation is act of consistently finding,
organizing, annotating and sharing the
most relevant and highest quality content on a
specific topic for a target market.”
Content Curation Defined
@GetCurata
Be discerning, discriminative and selective.

13. 13
“ Content curation is act of consistently finding,
organizing, annotating and sharing the
most relevant and highest quality content on a
specific topic for a target market.”
Content Curation Defined
@GetCurata
With a laser focus.

14. Curation in Museums

17. The Content Mix
Created63%
Curated24%
Syndicated12%
Q. What is your current content marketing mix for each
type of content?

18. 18
Q. What is your [current & desired]
content marketing mix for created of content?
Aggregators Enlightened
Marketers
Egocentric
Marketers
Source: Curata’s 2014 Content Marketing Tactics Planner
Desired
#CMTactics

20. Why Curate?
20
Q. How has content curation impacted each of the
following for your company during the past 12 months?
Source: Curata’s 2014 Content Marketing Tactics Planner

28. Where to Curate?
28

33. What about copyright?
33

34. Curate, Create but Don’t Pirate
• Give more than you take.
• Share only a portion of
the original content.
• Always attribute sources.
• Drive visitors to the
original publication.
34

35. Adding Value when Curating
Annotation Methods
• Abstract
• Retitle
• Quote
• Parallelize
• Storyboard
• Summarize
More at
http://bit.ly/CurateAnnotate

37. • 25 Pages of in-depth
analysis
• Best Practices
• Google+ Authorship
• Creative Commons
Download at:
http://bit.ly/curata_ethicsebook
Content Curation Ethics

38. Questions to Keep You Awake
• Where do my customers learn online?
• Is there a topic that they have to check
many sources to get the whole story?
• Is there a topic underserved or
fragmented?
38

39. Take Aways
• Stop egocentric content marketing.
• There’s a large but shrinking opportunity to
curate content.
• Curate, create but never pirate.
• Content marketing should be a mix of created
and curated content.
39

40. 40
eBook: Look Book
Content Curation
Case Studies
eBook: 5 Steps to
Becoming a Content
Curation Rockstar
…and more online at: www.curata.com/resources
Industry Resource & News:
Content Curation Marketing Site
www.contentcurationmarketing.com
eBook: Content
Marketing Done Right:
Ethical Curation
eBook: Open & Shut
Case for Curation
Guide: Content
Curation Annotation
Methods
Twitter: @TweetsFromPawan
LinkedIn Group: Content Curators
eBook: Stop Egocentric
Marketing: Content
Marketing Strategy
Additional Resources
eBook: 2014 Content
Marketing Tactics
Planner
@GetCurata