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Content Curation: Bringing meaning to chaos based on the Info360 2012 presentation with Pawan Deshpande, Arnold Waldstein and Christine Whittemore
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Content Curation: How To Bring Meaning to Chaos
Info360 - June 14, 2012Christine B. Whittemore
Introductions
•Arnold Waldstein•Pawan Deshpande•Christine Whittemore
Arnold Waldstein
• Principal, Waldstein Consulting– arnold@waldstein.com – New York, NY– Twitter: @Waldstein
Pawan Deshpande
• CEO and founder, Curata– pawan@hivefire.com– Cambridge, MA– Twitter: @TweetsFromPawan
Christine B. Whittemore
• Chief Simplifier, Simple Marketing Now– cbwhittemore@simplemarketingnow.co
m
– Kinnelon, NJ– Twitter: @CBWhittemore
Today’s Conversation
• Explore ‘Content Curation’ – How to bring meaning?– Why marketers use it?
• How is Content Curation evolving?– The Content Curator
• Best Practices for Success– Words of Wisdom
Image credit: http://consciousearth.blogspot.com/
The Firehose of Data
‘Paradox of Choice’
5/17 AMA Webinar Deshpande/Rosenbaum
Educate Me, Don’t Sell Me!
http://simplemarketingnow.com/content-talks-business-blog/bid/114835/Why-Building-Trust-With-Customers-Matters-3-Expert-Perspectives Image courtesy of McGraw-Hill
How Social Are We Willing To Be?
“…Even interesting becomes noisy and ineffective without context and connections.”
http://arnoldwaldstein.com/2011/04/choosing-context-over-friendship-to-filter-the-social-web/
Search vs. Research
How Do People Get Information?
Clara Shih, CEO, Hearsay Social
http://econsultancy.com/us/blog/9841-the-role-of-social-media-in-financial-services-marketing
Verticals vs. Horizontals
http://arnoldwaldstein.com/2012/01/my-big-aha-for-2011/
From Content Creator Perspective
Feed me!
What is ‘content curation’?
Do You Engage In It?
@GetCurata@TweetsfromPawan
How Content Curation Works
@GetCurata@TweetsfromPawan
@GetCurata@TweetsfromPawan
@GetCurata@TweetsfromPawan
@GetCurata@TweetsfromPawan
How Does Content Curation Benefit Customers?
And Organizations?
@GetCurata@TweetsfromPawan
http://www.getcurata.com/what_is_curation/
@GetCurata@TweetsfromPawan
@GetCurata@TweetsfromPawan
@GetCurata@TweetsfromPawan
“We doubled our traffic this quarter over last.”
“We have e-newsletter open rates of 20-25% and more than doubled newsletter subscriptions in only 4 months!”
“I’ve tried to do this [have a curated site] before, and the cost would have been astronomical – even just the interface would be $5,000 - $10,000; it would probably require a full-time staff member working on it, and we spend maybe 20 minutes to an hour a week working on it.”
What Are Best Practices for Success?
Search vs. ResearchInformation vs. Solutions
How is Content Curation Evolving?
What About The ‘Content Curator’?
Questions?
Curatorial Words of Wisdom1. Find a topic to curate2. As you curate, never, ever forget
your audience3. Make it easy to share!4. Being ethical matters5. Think beyond your brand or
business
Identify A Topic to Curate• The competitive landscape
– What does it look like?
• The topic– Does it resonate with the audience?
• The content– Is there enough to curate?
Focus On Your Audience!• Collect content based on specific
criteria– Synthesize, organize, simplify
• Offer a distinct, but consistent point-of-view – Be relevant & meaningful– Create context
• Invite interaction and build a community
Make It Easy To Share
• Extend the content and conversation• Includes social and traditional digital
options• Be invited into customers’ inbox• Build engagement & community
Ethical Considerations
• Create, curate, but never pirate– Share only a portion– Attribute the source– Link prominently back– “Follow Google ‘rule of thumb’”
• Think beyond your own brand *• The human element
– Create original content– Annotate curated content
5/17 AMA Webinar Deshpande/Rosenbaum
Best Practices for content curation are derived from the Fair Use doctrine, codified in Section 107 of the copyright law.
Think Beyond Your Business • Bring together diverse
perspectives – Peers – Community– Competitors– Vendors– Industry experts – including Bloggers
• Differences of opinions add credibility & trustworthiness
Go Forth! Become a Content Curator:
Bring Meaning To Chaos
Links, resources, contact informationhttp://simplemarketingnow.com/info360-
content-curation-resources
For More Information
Contact Us:
• Arnold Waldstein– Waldstein Consulting– arnold@waldstein.com
• Pawan Desphande– Curata– pawan@hivefire.com
• Christine B. Whittemore– Simple Marketing Now– cbwhittemore@simplemarketingnow.co
m
@GetCurata@TweetsfromPawan
feed me!
Feeding the Content Beast:
Examples
@GetCurata@TweetsfromPawan
@GetCurata@TweetsfromPawan
@GetCurata@TweetsfromPawan
@GetCurata@TweetsfromPawan
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