1. From the Editor

    25-48 of 151 « 1 2 3 4 5 6 7 »
    1. Letter to NYT: Where's the trouble with curation?

      Curata CEO Pawan Deshpande responds to New York Times article “Pinterest, Tumblr, and the Trouble with ‘Curation’” (July 20, 2012) by Carina Chocano. Deshpande emphasizes the power of ethical curation, “curation done right,” over the common problem of regurgitated, unattributed information allowed from Pinterest and Tumblr users.  Read on for the full response.

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    2. 5 Rules for Content Curation on Twitter

      5 Rules for Content Curation on Twitter

      Twitter is a great best platforms for content curation, since its sole purpose is to allow users to share everything from brief thoughts to all forms of quality content.  Therefore, if you are thinking of trying out content curation, Twitter is a good place to start. However, you should follow some basic rules if you want to have the best chance of success with this popular social media platform.

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    3. Community Generating Benefits of Content Curation

      Community Generating Benefits of Content Curation

      Content curation is rapidly being employed by different types of web users, bloggers, site owners and social media users. There are several other benefits of content curation which make it a leading content marketing strategy. You may be familair with the main benefits of content curation, but here are a few more you may not be familar with.

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    4. Intel Launches Curated Site - Interview with Luke Kintigh, Managing Editor

      Intel Launches Curated Site - Interview with Luke Kintigh, Managing Editor

      Recently Intel launched a curated site, iQ, that focuses on providing readers with an ongoing stream of curated content. I interviewed Luke Kintigh, iQ Managing Editor and Social Media Strategist at Intel to get some insider information on the site, why they chose curation and how they envision the site in the future.

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    5. Welcoming The Huffington Post to the Content Marketing Club

      The latest word on the street (and in AdAge) is that The Huffington Post is now working with ad agencies and marketers to help them build branded websites and assist in the creation, curation and distribution of content to brands’ key consumers. The site is already working with a “major consumer-goodsadvertiser” to create a branded website that offers lifestyle-oriented content, with a team of social marketers from the advertiser tasked with generating new site content and curating existing content from The Huffington Post. Execs at AOL Advertising (HuffPo is a subsidiary) said the publisher created the new service to keep up with the evolving marketplace where brands are becoming more and more aware of the benefits of producing and sharing strong content. Sound familiar? Those of us in the content curation world have been talking about the benefits of timely, relevant content for a while now and it’s great to see yet another major name get behind the growing cause. From Coca Cola and The Big Apple Circus to Curata customers like the Yankee Group and Connance, brands get it—and so do the whopping 95 percent of marketers that had curated content in the past six months in our recent Content Curation Adoption Survey. Now, so, too, does The Huffington Post. Welcome to the content marketing club!
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    6. 99% of Surveyed Marketers Use Content Marketing

      The survey of 389 marketers and marketing decision makers found that 99 percent of respondents had used at least one form of content marketing. Separately, consultants at McKinsey and Company found that 72 percent of respondents to a recent survey report that their companies are deploying at least one content marketing-related channel, and more than 40 percent say that social networking and blogs are now in use.

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    7. Vote for Content Curation Marketing Today!

      Vote for Content Curation Marketing Today!
      Exciting news! Content Curation Marketing Today has been nominated for the MarketingSherpa Blog Awards for Best B2B Marketing Blog.  In a few weeks, the MarketingSherpa folks will put the most nominated blogs in each category in a survey and have the MarketingSherpa audience vote on the overall favorite in each category for a readers choice award. We need your help! Please vote for us by posting the following comment: "I nominate http://www.contentcurationmarketing.com/ for Best B2BMarketing Blog" on http://sherpablog.marketingsherpa.com/marketing/readers-choice-blog-awards/ in the comments section. Thank you and keep curating! The Content Curation Marketing Today Team
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    8. 10 Tweetable Facts from the 2012 Content Curation Adoption Survey

      10 Tweetable Facts from the 2012 Content Curation Adoption Survey

      Our 2012 Content Curation Adoption Survey reflects that content curation has experienced significant growth in the past year and indicates that it will become even more mainstream in years to come.  To demonstrate just how lucrative content curation is in the marketing field, we have developed a list of tweetable facts that you can share with your followers.  Happy tweeting!

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    9. Upcoming Webinar: Content Curation is the cure for digital overload.

      Upcoming Webinar: Content Curation is the cure for digital overload.
      We'd like to invite you to attend a free webinar on May 17th, 1pm EST featuring Pawan Deshpande, CEO of Curata, Inc. and Steve Rosenbaum, CEO of Magnify.net and author of Curation Nation. Topic: We've arrived at a moment where the web is both a blessing and a curse. Information abundance has been replaced with Information overload. Customers must now make hard choices about what brands, publishers and sources they tune-in – and which they tune out.  The result is a need for anyone who connects with consumers to provide a rich and meaningful content mix.  That means more than content creation – it means content Curation. In this webinar you'll learn how to be heard, be found and become a go-to resource for your customers. Time: May 17th, 1pm EST Register Now: https://cc.readytalk.com/cc/s/showReg?udc=1cb1ovz98bdt
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    10. Content Curation Survey Says it’s the New “It” Thing

      Content Curation Survey Says it’s the New “It” Thing

      It should come as no surprise that content curation has become a mainstream tactic for the majority of marketers. In fact, the 2012 survey found that 95 percent of marketers had curated content in the past six months. Of those respondents that indicated they had not knowingly curated in the past six months, 100 percent of them had, by sharing an article, blog post or other content with a prospect or customer.

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    11. Should Content Curation Use Personae and Customize for Verticals? If so, How Much?

      Content curation is a way of using content marketing, which in turn is a way to gain thought leadership and cement relationships with a variety of buying influences in the information technology business, you might argue. And the types of content ideally should match the interest “hot buttons” of key interest to distinct influencers.

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    12. One Example of Video-Based B2B Content Marketing in the Information Technology Business

      Anne Marie Berger of ForeFront, a boutique system integrator, uses a video posted on YouTube to show how partnering with IBM, using WebSphere Cast Iron Cloud integration, empowers ForeFront to deliver and achieve successful cloud computing strategies for its clients. Information technology firms long have used white papers and "words" to educate professionals about technology problems and illustrate solutions suppliers can offer. These days, video is becoming an important part of content marketing, though.

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    13. Paid Media Flat, Owned and Earned Media Spending Growing Faster than GDP

      Total US advertising expenditures edged up 0.8% in 2011, finishing the year at $144 billion, according to March 2012 data from Kantar Media. The Kantar data also shows ad spending declines every quarter since the third quarter of 2010. Separately, private equity firm Veronis Suhler Stevenson has interesting data about spending growth for 2012 in both public relations and "outsourced custom content." Historically, spending on public relations has been a proxy for use of "earned media," while "custom content" has been a proxy for "owned media," to an extent. Owned media includes brand publishing, among other things. The interesting notion here is that both earned media and owned media seem to be on a clear upswing in 2012, growing faster than the overall economy, even as spending for "paid media" seems to be basically flat. It would be rational to argue this represents a shift in spending priorities away from paid media to both earned and owned media. Put another way, both content marketing and content curation could be direct beneficiaries of higher spending by marketers.

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    14. Business Publisher Moves Illustrate Growing Content Marketing, Content Curation Trends

      In a perhaps-indirect way, moves by business-to-business marketing companies illustrates how the “brands as publishers” trend (content marketing) and content curation approach make more sense for business-to-business brands.1105 Media's Enterprise Computing Group, for example, has created a “Smart Markets” business. ECG publishes five magazines, 18 newsletters, 20 websites and several events, including Visual Studio Live, Techmentor and the recently launched Live 360 Events for information technology professionals. Smart Markets will provide marketing services as content curation, strategy, website creation, lead-generation programs, advertising creative, brand building and product launches, the company says.Separately, IDG, which was one of the first business publishers to enter the marketing services arena, introduced a new online lead-generation program (IDG Target Account 360) that helps b-to-b technology marketers generate leads from the “Forbes 2,000” firms.IDG also recently launched “The New Fulcrum Point,” a community and content website for Dell.  The site features original content, curated content from the Web, news from such IDG brands as CIO, Computerworld and Network World, and contributions from analysts and bloggers.In a direct sense, the moves into content curation and other marketing services reflect a challenging revenue model for traditional B2B publishers.At the same time, the rise of “new media” channels and “search” now represent alternative ways for B2B firms to spend their marketing budgets. The indirect implications for content curation are clear as well, though. In a media environment where the advantages held by “traditional media” continue to narrow, and where the cost and work required to create brand media are constantly dropping, the issue of “using media” becomes more clearly a ”buy versus build” issue that is more tactical than strategic. In other words, the cost penalty to “buy” a media presence rather than “build” it is smaller than ever. Content curation is one of the tools that helps brands make “build versus buy” decisions that increasingly are separate from the issue of “cost to do so.” Where in the past it might have been hugely expensive to create a destination content site, content curation makes possible building of such sites at a mere fraction of the legacy costs. That isn’t to say that “original” content should not be part of the approach, only to note that content curation can do the “heavy lifting” that allows allocating some resources to original content production.
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    15. Consumers Trust Earned Media More than Paid Media, According to Nielsen

      Some 92 percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising, an increase of 18 percent since 2007, according to a new study from Nielsen. You might say such attitudes account for the greater interest in earned media (stories in mass media)  and owned media (sometimes called "brand publishing"). When one channel--paid media--starts to underperform, it is only logical for business-to-business marketers to look to other available channels that offer hope of better performance. Online consumer reviews are the second most trusted form of advertising with 70 percent of global consumers surveyed online indicating they trust this platform, an increase of 15 percent in four years, Nielsen says.  In part, that is why B2B marketers are more interested in content marketing, and content curation, than they were 10 or 20 years ago. Not only have new channel possibilities emerged (social media, online, web, wikis, gaming, audio and video portals), but the effectiveness of older channels has declined.  B2B marketers now face a proliferation of relatively affordble and easy-to-use self-publishing channels and tools, at the same time that return from investments in older channels is less.  Nielsen’s survey of more than 28,000 Internet respondents in 56 countries shows that 47 percent of consumers around the world say they trust paid television, magazine and newspaper ads. That is down by 24 percent, 20 percent and 25 percent, respectively, since 2009. Still, the majority of advertising dollars are spent on traditional or paid media, such as television. In 2011, overall global ad spend saw a seven percent increase over 2010, according to Nielsen.  It doesn't take lots of acumen to suggest that spending will continue shifting in the direction of newer channels, given all those trends. 
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    16. CMO.com Uses Curation to Build its Destination Content Site

      We recently talked about the SAP launch of “Innovation from SAP,” a thought leadership site for business leaders with questions about a few new information technology subjects including cloud computing, mobility, big data and analytics.The new blog is intentionally different. It will focus on business topics rather than deep technical information, with an emphasis on content that allows business executives to better understand the role several specific technologies are playing in driving business results. In similar fashion, Adobe created CMO.com in 2009 to help senior marketing executives lead their companies' digital marketing efforts. You might call CMO.com a destination content marketing site, and one feature of the site is its heavy use of content curation to create the collection. The point of the site is to help marketing executives stay informed on key digital marketing topics such as advertising, branding, email, mobile, social media, strategy, and video. As with any good content marketing portal, CMO.com aims to help its users save time. CMO.com editors review content from over 100 lead business, marketing, and industry publications, curating the best news headlines and articles, as well as adding original content.Here's a sample of the site's content. What other examples have you run across? We’d like to share them.

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    17. Complex Sales Processes Drive Need for Content Marketing, Content Curation

      A complex sales process is one reason content marketing makes sense, one might conclude from the new Mediative white paper, “Simplifying the Path to Purchase in a Complex Sale.” In some ways, the seven steps in a B2B buying process outlined in the paper correspond to the functional processes one typically sees outlined in a typical business-to-business sales funnel. Mediative does not specify whether curated or original content makes more sense, and how to use each type of content, but that probably is not the key insight. More important is the mapping of content processes and products to the B2B sales process. The new Business Innovation from SAP site, for example, uses both curated and orginal content for business leaders who have not yet “uncovered” a business problem they need to “solve.” Among other key conclusions, the paper reiterates the need to recognize the key roles different buyer personas will assume at various steps of the buying process. Content marketing clearly has a key role at the very beginning of the process, when “buyers have not started actively looking for a solution, and they may not even be aware of their need.”That would remain true even if the new content environment changes the old sales funnel. Content marketing at this early stage is an opportunity for a business-to-business firm to create awareness that a problem exists, and is ideally suited to “educating” potential buyers who are in a “discovery”  stage. As information presents itself, the buyer will be digesting the information and forming opinions on solution, Mediative said. Open Forum, part of a content site operated by American Express, and aimed at small business organizations and firms, provides that sort of information, in part. Once awareness is triggered, buyers have to determine if the suggested problem is relevant to them. That second stage requires a determination that a particular type of solution is relevant in their context. Buyers at this stage are not looking for the benefits of one solution over another. In fact, prospects have not even decided that they need a particular solution. Content marketing at this stage has the job of educating prospects on why they need a solution, not whythey need “your” solution. The content channels typically relevant in this stage include web content sites, search and presence on relevant social networks. The third stage, “finding candidates,” obviously suggests how content marketing requirements change. This typically is the point in the content process when conversations with industry peers occur. This is the stage when prospects read industry publications in a focused way and typically conduct online searches for informatiIndustry directories and portals often are key resources at this stage. In the fourth, “defining buying criteria” stage, buyers already have concluded that a problem exists and that potential solutions also exist. So the the task is to define the buying criteria. Content marketing at this stage must help potential buyers determine which features are critical, which benefits are important and what risks must be considered. Content ...
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    How to Feed the Content Beast (without getting eaten alive)

    Download this great resource to learn some new tips and tricks on optimizing your content, curated or original. Foreword by Ann Handley of MarketingProfs.