Content Curation: The Secret to becoming a Thought Leader Pawan Deshpande Chris Brogan CEO, HiveFire President, New Marketing Labs www.getcurata.com www.chrisbrogan.com @tweetsfrompawan @chrisbrogan @hivefire Hash Tag: #AMACurata
Agenda • Qualities of Thought Leaders • Content Marketing: Promises and Challenges • Content Curation Making Thought Leadership Easier • Thought Leadership and Content Curation: The Huffington Post and Verne Global • Thank You and Q&A 2 Hash Tag: #AMACurata
Thought Leadership Defined QUALITIES OF THOUGHT LEADERS Hash Tag: #AMACurata
Thought Leaders Distill large quantities of information into only the key insights on a narrow topic or issue Foresee future directions and set trends Become trusted, go-to authorities 4 Hash Tag: #AMACurata
The Thought Leadership Cycle Topic Research Identification & Positioning Distribution Production Repurposing 5 Hash Tag: #AMACurata
The Thought Leadership Cycle Topic Research Identification & Positioning Distribution Production Repurposing 6 Hash Tag: #AMACurata
The Thought Leadership Cycle Topic Research Identification & Positioning Distribution Production Repurposing 7 Hash Tag: #AMACurata
The Thought Leadership Cycle Topic Research Identification & Positioning Distribution Production Repurposing 8 Hash Tag: #AMACurata
The Thought Leadership Cycle Topic Research Identification & Positioning Distribution Production Repurposing 9 Hash Tag: #AMACurata
Thought Leadership Opportunity “The power of thought leadership lies in influence. If correctly targeted and structured, it is a potent tool for influencing a particular audience. Become known as the expert or the ‘go to’, trusted source of knowledge or information in that particular area .” – www.thoughtleadershipstrategy.net 10 Hash Tag: #AMACurata
The Promise and the Challenges CONTENT MARKETING Hash Tag: #AMACurata
Publishing Is Getting Cheaper Cost of Publishing Moveable Type Type Writers Computers Internet Hash Tag: #AMACurata
Everyone Is Publishing More Source: Technorati Hash Tag: #AMACurata
Content Marketing Today Image Source: codelathe.com • Everyone is publisher and distributor • Consumers have too many choices • Companies struggle to get found Hash Tag: #AMACurata
How Consumers Deal With This • Google for it • Stick to existing trusted publications • Viral/word-of-mouth Hash Tag: #AMACurata
Questions Your Customers Face • Where do I go for only the information that is relevant to me? • Where do I go for all the information I need? • Who should I trust? Hash Tag: #AMACurata
How Marketers Deal With This • Publish, publish, publish • If you can’t beat them, join them – 33% of marketing budgets 1 – $47.2 billion in 2009 2 1. Junta42 Content Marketing Spend Report 2010 Hash Tag: #AMACurata 2. ContentWise 2009
The Problems Marketers Face • Keeping up with publishing demands are expensive and time consuming • Hard to differentiate Source: theoutloudblog.wordpress.com • Content Marketing Thought Leadership Hash Tag: #AMACurata
Questions Marketers Face • How do I become a thought leader in my topic area? • How do I get noticed in a sea of content? • How do I gain the trust of my customers? Hash Tag: #AMACurata
Making Thought Leadership Easier CONTENT CURATION Hash Tag: #AMACurata
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 A New Online Marketing Process Industry Blogs Topic site Industry News Topic Email Newsletter Identify Organize Share Topic Social Media Industry Social Media Hash Tag: #AMACurata
Editor Curation Hash Tag: #AMACurata
Editor Curation Hash Tag: #AMACurata
Successful Thought Leadership with Content Curation THE HUFFINGTON POST Hash Tag: #AMACurata
A Thought Leader? 25 Hash Tag: #AMACurata
A Content Curation Case Study Thought Leadership and Content Curation Requirements Status Select a specific topic of authority Liberal Progressive Political News Identify key political issues and news Yes Organize relevant articles Yes Share insights and articles Yes (Twitter and FB integrated) Publish original opinions and contributions Yes (HuffPo Blog) An established “expert” in Liberal Political News Yes 12.7MM Unique visitors Inbound Links: 40,775 26 Hash Tag: #AMACurata
Successful Thought Leadership with Content Curation VERNE GLOBAL Hash Tag: #AMACurata
Verne Global Background • Wholesale supplier of data center space in Iceland • Up-start with limited marketing budget Hash Tag: #AMACurata
Verne Global’s Challenge • To Reach a very targeted audience • To establish thought leadership in Green IT industry and prospects • To build brand visibility in a crowded space Hash Tag: #AMACurata
Hash Tag: #AMACurata
Green Data Center News Impact • Achieved online authority on Green Data Centers • “Inbound PR” interest from major media outlets for opinion as industry Thought Leader • Growth in lead generation and customer interest • Able to reach target audience every single day • Saved $100,000 in traditional marketing expense Hash Tag: #AMACurata
Content Curation: Can it help you achieve Thought Leadership? SUMMARY Hash Tag: #AMACurata
Content Curators as Thought Leaders Distill large quantities information into only the relevant, key issues Become the trusted go-to authority and information resource Deliver original, innovative perspectives within an industry conversation or narrative Hash Tag: #AMACurata
Is Content Curation Right For You? • Is your brand or industry focused on a particular issue and does your company have an innovative perspective? • Do your prospects conduct extensive research on this topic or issue? • Do you or your prospects have the need to monitor this topic through RSS, Social Media or Newsletters? • Is it critical that your organization be recognized as the #1 thought leader on this topic? Hash Tag: #AMACurata
Thank You and Q&A • Presentation will be available at: http://www.getcurata.com/resources/events/AMA-HiveFire-July21- Content Curation-Webinar.pdf • eBook: “Content Curation: Taming the Flood in B2B Social Media” http://www.getcurata.com • The Curata Blog and Content Curation Marketing News: http://www.contentcurationmarketing.com/ – Twitter: @contentcurating • HiveFire on Twitter: @hivefire Hash Tag: #AMACurata
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