Please sit toward the frontfor Q & A

Using Content Curation toDrive Marketing and Revenue

Matthew Kumin, CEO PublishThisBruce Clay, CEO Bruce Clay, Inc.

Every Brand is a Publisher

#PublishThis –All organizations are now publishers...the company with the most engaging and interesting content wins (Ann Handley) via @MarketingProfs

Fast and Frequent“Many, lightweight interactions over time”-Paul AdamsGlobal Brand Manager

“Many lightweight interactions over time”

“Many lightweight interactions over time”

#PublishThis – We build relationships with brands the same way we build relationships with people via @Padday

The Rise of Content…

The Need for Curation…

#PublishThis – 7.3 million posts happen each week on WordPress.Your customers are seeking a filter!

The Clutter Problem

Content is King, The Curator Rules

• Filters the Web• Adds Commentary• Builds Trust & Authority• Drives Engagement

• Filters the Web• Adds Commentary• Builds Trust & Authority• Drives Engagement

Rafat Ali Jason Hirschhorn

#PublishThis – @rafat @JasonHirschhorn: Proven master curators. @MediaReDEF @skiftnews

Wanted: Fresh Content

#PublishThis – Regularly posting fresh, relevant, 3rd party content causes 8x+ likelihood of visitor return via @Marketing Sherpa

What Google ReallyThinks About Curation…

• Engage without selling• Add Customer Value• Get Customer Opt-in• Create a Consistent Dialogue

#PublishThis – Monologue has given way to dialogue via @briansolis

• Engage without Selling• Add Customer Value• Get Customer Opt-in• Create a Consistent Dialogue

Always Be Engaging

5 SmartCuration Strategies

#1 Aggregation Is Your Friend

Lifestyle Example• New Approach• Test• Automated & Curated

Topics• No original content initially• Test Audience Interests• Data-Driven Planning• Change/Publish Quickly

#PublishThis – During an average Web page visit, users read between 20% - 28%of the words via Jakob Nielsen @NNGroup

#2 Loyalty Over Page Views…Community Example•Home Page for Accounting Industry•Top New Online Community by Accounting Today•45-50 stories curated each day•80% of Members visit each month•Dwell time is 4x+ the average of other community pages•15% of Page Views

#PublishThis – iShade dwell time increased 4xwith the addition of curated content @iShade

#PublishThis – A mixed content diet that combines brief overviewsand comprehensive coverage is often best via @NNGroup

#3 Be Your Industry’s Authority

B2B Example• Home Page for Travel

Industry• The “Skift Take”

• < 5 minutes per curated item• > 100’s per week

• A Reason to Come Back…

#4 Create a Lean Content Factory

CuratedOriginal AggregatedLicensed+ + +

#5 Building Your Content FunneleCommerce/Lead Examples• Track what content drives

the conversion• Drive contextual promos• Optimize your mix

Content

Promo

Promo

Sponsored Content

Looking Forward…

#1 Make It Personal“Instant” Customization

Via the Social Graph

#2 Analyze This

Analytics for ALL CONTENT

#3 Collaboration CurationCuration Distributed To Subject Matter Experts (SME’s)

Employees, Freelancers, and Partners.

Topics7 Content Trends• Every Brand is a Publisher• Lightweight customer interactions• Content Overload; Era of Curation• Content is King, Curator Rules• Fresh Content Matters• Curation Can Drive SEO• Engage without Selling

5 Curation Strategies• Use Aggregation to Test• Loyalty as a Metric (vs. PV)• Be the Authority• Create a Content Mix• Build a Content Funnel

3 Areas to Watch• Personalization• Content Analytics• Collaborative Curation