Content Curation: The Secret to becoming a Thought Leader Pawan - - PowerPoint PPT Presentation

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Content Curation: The Secret to becoming a Thought Leader Pawan - - PowerPoint PPT Presentation

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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

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Content Curation: The Secret to becoming a Thought Leader

Pawan Deshpande CEO, HiveFire www.getcurata.com @tweetsfrompawan @hivefire Chris Brogan President, New Marketing Labs www.chrisbrogan.com @chrisbrogan

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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

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QUALITIES OF THOUGHT LEADERS

Thought Leadership Defined

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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

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The Thought Leadership Cycle

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Research Production Repurposing Distribution

Topic Identification & Positioning

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The Thought Leadership Cycle

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Research Production Repurposing Distribution

Topic Identification & Positioning

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The Thought Leadership Cycle

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Research Production Repurposing Distribution

Topic Identification & Positioning

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The Thought Leadership Cycle

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Research Production Repurposing Distribution

Topic Identification & Positioning

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The Thought Leadership Cycle

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Research Production Repurposing Distribution

Topic Identification & Positioning

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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

  • r information in that particular

area.”

– www.thoughtleadershipstrategy.net

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CONTENT MARKETING

The Promise and the Challenges

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Publishing Is Getting Cheaper

Cost of Publishing Moveable Type Type Writers Computers Internet

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Everyone Is Publishing More

Source: Technorati

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Content Marketing Today

  • Everyone is publisher and distributor
  • Consumers have too many choices
  • Companies struggle to get found

Image Source: codelathe.com

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How Consumers Deal With This

  • Google for it
  • Stick to existing

trusted publications

  • Viral/word-of-mouth
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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?
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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
  • 2. ContentWise 2009
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The Problems Marketers Face

  • Keeping up with

publishing demands are expensive and time consuming

  • Hard to differentiate
  • Content Marketing 

Thought Leadership

Source: theoutloudblog.wordpress.com

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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?

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CONTENT CURATION

Making Thought Leadership Easier

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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

Identify Organize Share

Industry News Industry Blogs Industry Social Media Topic site Topic Email Newsletter Topic Social Media

A New Online Marketing Process

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Editor Curation

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Editor Curation

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THE HUFFINGTON POST

Successful Thought Leadership with Content Curation

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A Thought Leader?

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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

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 12.7MM Unique visitors  Inbound Links: 40,775

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VERNE GLOBAL

Successful Thought Leadership with Content Curation

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Verne Global Background

  • Wholesale supplier
  • f data center space

in Iceland

  • Up-start with limited

marketing budget

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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

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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

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SUMMARY

Content Curation: Can it help you achieve Thought Leadership?

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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

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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
  • r 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?

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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