content curation: the secret to becoming a …thought leadership opportunity ^the power of thought...
TRANSCRIPT
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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
5
Research
Production
Repurposing
Distribution
Topic Identification & Positioning
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The Thought Leadership Cycle
6
Research
Production
Repurposing
Distribution
Topic Identification & Positioning
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The Thought Leadership Cycle
7
Research
Production
Repurposing
Distribution
Topic Identification & Positioning
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The Thought Leadership Cycle
8
Research
Production
Repurposing
Distribution
Topic Identification & Positioning
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The Thought Leadership Cycle
9
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 or 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 C
ost
of
Pu
blis
hin
g
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
26
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 of 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 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?
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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