1. Articles in category: Exclusives

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    1. Beyond Blogs and White Papers: A Recap of Pawan Deshpande’s Panel at MarketingProf’s B2B Forum

      Beyond Blogs and White Papers: A Recap of Pawan Deshpande’s Panel at MarketingProf’s B2B Forum
      On Wednesday our CEO, Pawan Deshpande, spoke on a panel at MarketingProf’s B2B Forum, the high-profile B2B marketing conference that took place this week at The Boston Park Plaza Hotel.  Accompanying Pawan on the panel, “Beyond Blogs and White Papers: 7 Approaches for Compelling Content That You Haven’t Thought Of,” was Eloqua’s Vice President of Content Marketing, Joe Chernov and Becki Dilworth, vice president of digital strategy at Bridgeline Digital.  The panel, moderated by MarketingProfs’s own Ann Handley, addressed the content "Circle of Life" for B2B marketers and how emerging content formats and mediums can be leveraged to increase customer engagement and brand ubiquity. What knowledge did the audience walk away with? Well, the sea of marketers that filled the room learned new ways to ensure that their brand’s content will resonate with audiences, as well as tips to repurpose, reuse and improve their content already in existence. Above all, we hope they left with a solid belief that content can be one of the best (and easiest) ways to connect with customers and prospects in a deep and meaningful way. For those who were unable to attend, there were seven specific approaches discussed by the panelists that we wanted to share here: Make your customer the hero; when their stories shine, so will your company Bring in outside (and respected, third-party) voices for your content and align with experts; content curation is an easy way to implement this Re-imagine and re-invigorate existing content that already exists within your organization Consider internal assets, like employee communications, as a source of content that can be repurposed for external audiences Socially brand your output for easy sharing on LinkedIn, Twitter and other properties; those little logos in the corner of a piece of content can go a long way, literally. Use infographics—they grab attention, but avoid falling victim to IBU (that is…Interesting But Useless ones) Curate content. As Pawan discussed, finding, organizing, and then sharing original and third-party content across a plethora of media—from RSS feeds and social media, to email newsletters and microsites–ensures your content reaches audiences where(ever) they consume it We have several excellent examples of how we’ve helped clients take advantage of the final approach above here, but would love to see what you’ve done to implement the approaches covered. Feel free to share links and details by commenting below.
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    2. How Content Curation Makes You a Social Media Rock Star

      How Content Curation Makes You a Social Media Rock Star
      Queen said it best when they said “We are the champions, my friend.”  This is a statement.  It says – “you know it, and I know it, so we may as well assume our roles,” and everyone did; as Queen made themselves one of the world's best-selling music artists of all time. Social media has become the fastest and most cost effective way to communicate with your audience.  Consequently, if you are not social media-savvy then you can bet that your competitors are delivering information to your audience just like the rock stars you wish to be.  How do you go from social media easy listening one-hit wonders to social media rock stars? Content curation. Chances are you are doing some content curation already.  In fact, our recent survey, Content Curation Takes Center Stage, shows that almost 85% of those who reported not currently using content curation had, in fact, actually done so by reusing or creating new content and broadcasting their message via email or social media in order meet their business objectives. What you need now is to rock out this content arsenal, maximizing it so that you can simply and easily put forth thought-provoking content on a scheduled basis.  In order to do that, you need to follow a simple formula: Identify follow Organize Create Share In our latest eBook - 5 Simple Steps To Becoming A Content Curation Rock Star we dive deep into the guts of how to become a social media rock star and give you the encore performance and backstage pass, but here is the quick and dirty Whiskey a Go Go, in your face look: Choose your topic Find trusted sources to support that topic Organize the content Create the content (by adding value i.e. new liner notes or reviews) Lay down the tracks – in other words publish your content Remember when you are selecting a curation topic – if it does not resonate with your audience, they will not buy the ticket to even listen to the show.  A successful rock star always knows what the audience wants to hear, and then delivers it – without making them wait too long. Make sure you select all different venues you plan to hit on your tour and set your tour dates.  That way, all you have to do is show up with the content.  Having a schedule, and knowing when you will be hitting up Twitter, Facebook, or your blog lets you plan ahead; gathering the right content from the appropriate sources and adding your two cents to give your content the rockin’ edge it needs. Done correctly, content curation can be the catalyst to take your company from one-hit-wonder unknowns to bestselling rock stars. Following the simple 5-step formula above will get your brand out there on a consistent basis and show your audience that you are indeed The Champions.
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    3. Content Marketing Bootcamp Questions Answered!

      Content Marketing Bootcamp Questions Answered!
      On April 21st, HiveFire conducted a webinar "Content Marketing Bootcamp: 5 Simples Steps to Get Started." During the session, we had a number of fantastic quesitons that we we ran out of time to answer. Since you took the time to ask them we thought we could take the time to answer them! 1. Are there re-publishing concerns that we should be aware of? How is Plagiarism addressed? Is attribution enough? And will a short intro do? Are there any issues with respect to linking? Are there "official" fair use practices published anywhere? Should we be sending out content from the marketer's name, the subject matter expert, or the company name? Pawan: Since there were a number of questions around content curation and plagiarism I thought I’d provide a bit more insight through two previous blog posts related to the issue of Fair use of Being Ethical and Curation and regarding Pirating: Content Curtion Fair Use: 5 Rules to an Ethical Content Curator Create, Curate, but Don’t Pirate: 2 Pointers about Content Curation & Ethics Joe: I just completed a post that addresses these kinds of questions with help from Pawan: Fair Use of Online Content for Content Curation   2. How do you motivate people to create content? Pawan: Make it a game to get the most page views, tweets, back links -- instant gratification.  To do so, you need to open up analytics to all content creators. Joe: First, make sure they (employees) understand why they are creating content.  If it is tied to specific marketing goals, make sure they know that they are having an impact on those goals.  Develop a sheet of measurement criteria - tweets, posts, page views, conversions, so everyone can see it, and reward those who outperform.   3. Is it best to create a whole new site and build community there or to use existing structures like corporate blogs, Facebook, etc...? Pawan: A whole new site let’s you do things you cannot do on an existing property.  For example, if you want to curate content that talks about competitors, you would not want to do that on an existing site, but it would be very appropriate for an industry microsite.  A new property that is relatively vendor neutral let’s you do more and increases both your credibility and shot at becoming a go-to thought leader for the industry.Joe: There are Pros and Cons to both. As Pawan says, a new site gives you greater flexibility to create a “media” type site.  Leveraging an existing site may not give you the flexibility, but it gets you faster credibility with Google building upon your current indexed site.  Whatever you decide, make sure that the repository of content is actually yours...you own it and control it (as opposed to Facebook).
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      Mentions: Social Media RSS AMA
    4. Content Marketing Bootcamp: 5 Simple Steps to Get Started

      Content Marketing Bootcamp: 5 Simple Steps to Get Started
      Upcoming Webinar sponsored by HiveFire - Content Marketing Bootcamp: 5 Simple Steps to Get Started You’ve heard the buzz about content marketing and content curation but you’ve got questions. Why are they important? Is this something I should be doing?  How do I get started? This webinar will give you a clear understanding of content marketing and content curation, why they’ve become increasingly important as marketing strategies and how to use them to make a measurable impact on your business today. You’ll learn that with the right guidance and tools, ANYONE can be a content curator. The upcoming webinar is presented by the American Marketing Association (AMA) and sponsored by HiveFire, Inc. FEATURED SPEAKERSPawan Deshpande, Founder and CEO, HiveFire/CurataJoe Pulizzi, Founder, Content Marketing Institute DATE:April 21st 2011, 12pm-1pm CDT SIGN-UP:For more information or to sign-up click here.
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    5. CMO Advantage - Content Curation

      CMO Advantage - Content Curation
      Ed Gaskin, from The Pulse Network, interviews Pawan Deshpande, Founder and CEO HiveFire Inc. HiveFire is a Content marketing technology provider offering solutions to transform content into successful online marketing campaigns. Pawan defines curation, explains the need for and benefits of curation, and how to evaluate vendor solutions. He discusses HiveFire's product Curata and provides case examples from Airvana, Verne Global and startupadvice.org.  
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    6. SXSW Update - #CurateDebate

      SXSW Update - #CurateDebate
      Great turnout at the @HiveFire Panel "Brave New World: Debating Brands' Role asPublishers" on Saturday morning - featuring panelists: Moderator: Tom Ashbrook, NPR, @OnPointRadio Joe Pulizzi, Content Marketing Institute, @juntajoe Pawan Deshpande, HiveFire, @TweetsFromPawan Lora Kolodny, TechCrunch, @lorakolodny Gary Kim, Carrier Evolution, @CarrierEvo Follow the commentary using hashtag #curatedebate on twitter.
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    7. Content Curation Tools: How to pick the right venue?

      Content Curation Tools: How to pick the right venue?
      By definition, content curation is the act of continually identifying, organizing, and sharing the best and most relevant content on a specific topic or issue online.  When evaluating which content curation tool to use, there are three primary areas of consideration: 1. The Inputs – Where does the content curation tool get information from? What type of content will this allow me to curate?  Will it help identify and recommend relevant content? 2. The Organization  – What does this tool offer in terms of organizing content once it has been identified?  What type of data models does this represent content as? In a simple chronological list, or an inter-linked structure? Does it let me annotate and editorialize the curated content? 3. The Venue – How and where can I share the content once I have decided to curate it? In this blog post, I am primarily going to focus on the decided on a content curation tool based on the venue – the channels to which your content is curated.  And just like most things, there’s no one right answer.  It really depends on your goals and objectives. The Venue – Which ones are right for you? Embedded Widget What is it? Embedded widgets allow you to display curated content in a small pane on your existing web properties.  For example of this see the 3M in the News section on 3M’s career website. http://solutions.3m.com/wps/portal/3M/en_US/Careers/Home/.  A few companies that provided dedicated widget solutions include Curation Station and Meltwater News. Another simple way to achieve this is to create simply embed a twitter widget on your site that only syndicates content from your account. Pro’s: Relatively easy to implement with Javascript code or create an iframe. Con’s: Content in widgets is almost never indexed by search engines because they are rendered in Javascript which search engines do not consider.  That means your keyword rich curated content is not impacting your Search Engine Optimization (SEO). Also, they are only a small part of a larger site, so they require you to keep the rest of the page up-to-date as well.  Widgets are also limited in real estate so they do not allow for visitor commenting around the curated content. Who should use it? Organizations that are looking primarily to touch up their website with some fresh content may want to use a widget.  For example, if you already have a corporate blog and are not interested in increasing your traffic, but rather want to provide some context and fresh third party content, without having to write a new blog post – a widget is a great way to do that with minimal effort. Microsite What is it? A dedicated microsite or section of a website populated primarily with curated content.  For examples, see my blog post entitled “6 Content Curation Examples Illustrated” [link].   Pro’s: Microsites really create a full-fledged experience with curated content as the center piece and can easily because the hub for ...
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    8. 6 Content Curation Examples Illustrated

      6 Content Curation Examples Illustrated
      As 2011 online marketing and social media predictions start rolling in, we are hearing more and more about curation and how it's going to be huge every day.  But most of the discussion is conceptual and theoretical, talking about information overload and parallels to curation in museums.  To help demonstrate what content curation actually means in the flesh, I have compiled a list of a few illustrated examples of curation in action by marketers, publishers and every day consumers.  
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    9. Content Curation & SEO: Myths and Realities - Webinar Recap

      SEO or Search Engine Optimization starts with content.  When people find you or your company online, they don't actually find YOU or YOUR COMPANY as an entity.  They find content about you or your company.  The only way you will get found is through content. When you create content that's indexable by a search engine, whether it's a digital magazine, newsletter, whitepaper, website, etc... you are creating content that will appear on search engines -- and that's the building block of SEO.

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    10. Sorry, Tom. The App Store is NOT Curation

      Sorry, Tom. The App Store is NOT Curation
      A month ago, I listened to Tom Ashbrook, Tim O’Reilly, and Kevin Kelly of Wired Magazine refer to Apple’s “curated” app store experience versus Google’s “open” experience with regards to mobile apps. Listen at 19:28.  Many others have referred to the App Store as “curation”.  It’s an interesting discussion, but it’s not curation. They are not the only ones who have referred to the app store as curation Tom Forenski of Silicon Valley Watcher did in April,  Elliot Van Buskirk of Wired did it again in May, and most recently, Dayna Grayson of North Bridge Venture Partners referred to this last week. I’m sorry, folks.  The app store is not curation.  It’s censorship.  Let’s look at the definition of content curation  Here’s my favorite definition from Rohit Bhargava:  A Content Curator is someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.  Let’s see if Apple is really curating: Do they continually find new content? Yes, by of developer submissions to the app store.  Do they group, organize and share that content? Yes, via the app store and the various subcategories there.  Do they share the best and most relevant content? No, this is where Apple fails.  Apple is not moderating apps for their users based on relevance, or what’s best for them.  Instead, they are moderating to maximize their revenue for themselves and their partners, namely AT&T, and to minimize exposure to vulgar content and viruses.  The app store reviewers are simply codified policy.  Curation cannot have policies.  Censorship can. Curation requires thought, and good curation earns you authority and a following. In censorship, it’s just the opposite. Instead, you assert your authority on a captive following, to control thought.  Just like how no one refers to the Great Firewall of China as curation, the Apple app store is also not curation.  So let’s stop referring to Apple as a “curated” experience.   Update: After writing this post, I came across a post “There’s a difference between curation and censorship” by Lauren Michell of Publish2, where she astutely made many of the same points.
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    11. HiveFire Advances Future of Marketing With Upcoming User Conference and FutureM Participation

      HiveFire Advances Future of Marketing With Upcoming User Conference and FutureM Participation
      HiveFire, an online content marketing technology company, will explore the trends, including content curation, that will shape marketing as hosts and participants at several FutureM events next week. As a leading player in Boston's growth as a hub for the burgeoning online marketing community, HiveFire will be highly visible at FutureM, the first-ever week-long, multi-location conference showcasing the freshest thinking in marketing, media and technology.
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    12. Content Curation & Fair Use: 5 Rules to being an Ethical Content Curator

      Content Curation & Fair Use: 5 Rules to being an Ethical Content Curator

      Recently, Kimberley Isbell of the Nieman Journalism Lab cited a Harvard Law report and published an extensive post on news aggregation and legal considerations.  From a curation perspective, the whole article is interesting, but what was the most surprising was that her recommendations for being an ethical content aggregator, were the same as being an effective content curator. The five recommendations are below.  You can read the full article for the legal justifications for abiding by these practices.  However, I have provided some reason on why you would want to follow these guidelines from a content marketing perspective: 1.    Reproduce only those portions of the headline or article that are necessary to make your point or to identify the story. Do not reproduce the story in its entirety. Marketing reason: The more you link to third parties, the more likely they are to link back to you – which ultimately improves your SEO. 2.    Try not to use all, or even the majority, of articles available from a single source. Limit yourself to those articles that are directly relevant to your audience. Marketing reason: A good content curator is selective an only links to the most relevant content on a specific topic or issue.  They do not simply reproduce every article under the sun. 3.    Prominently identify the source of the article. Marketing reason: Demonstrating that you have curated content from a wide variety of sources, and content from some very reputable sources, makes you more credible as well. 4.    Whenever possible, link to the original source of the article. Marketing reason: Again, linking to the original source may drive traffic away from you momentarily, but makes you more credible for identifying relevant content in other well-known publications. 5.    When possible, provide context or commentary for the material you use. Marketing reason: The more original context you provide, the more of your marketing message you can place on third party content.  Furthermore, if your audience values your commentary, they are far more likely to return to you rather than go to the original sources in the future. If this topic interests you, I earlier wrote about content curation ethics with two tactical pointer to follow.  For more in depth content on content curation, download the whitepaper Business Blogging: As Easy as A, B, C, subscribe to our RSS feed, or follow us on Twitter and Facebook. *Disclaimer: I am not a lawyer.  This blog post should not be construed as legal advice by any means.  You should consult with a legal professional rather than reading a blog post if you are looking for legal advice.

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    13. In Service Of The King: 5 Ways Content Curation Supports Blog Marketing

      In the business blogging world, content is king. The challenge many of us face isn't in identifying who the king is, but in taking the time needed to elevate him into his throne. Content curation - the process of finding, grouping, organizing and sharing content - can be a powerful tool that is more than up for the challenge of hoisting 'Content the King' into your company's blog marketing throne.
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    14. Congratulations to Pawan Deshpande and his selection as a BBJ 40 under 40 winner

      Congratulations to Pawan Deshpande and his selection as a BBJ 40 under 40 winner
      Imagine our delight when we found an email with the following subject line last week: Congratulations ... You have been selected a BBJ 40 under 40!!  That’s right, our incomparable CEO Pawan Deshpande has been honored as of Boston’s top 40 executives under the age of 40 — from a field of more than 400 nominations, which the Boston Business Journal says is the highest number of nominations in the 13 years that the publication has been running the program.
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    15. Debating Brands' Role as Publishers : Vote for this @ SXSW

      Debating Brands' Role as Publishers : Vote for this @ SXSW
      Thanks to your crowd sourced effort in selecting the most compelling panel from a few weeks ago, our panel submission has made it to the next round at South by Southwest (SXSW), the popular annual technology conference held in Austin, Texas.  But we're not there yet. SXSW is a community driven event and they are also crowd sourcing their panel selection.  Your votes will count towards 30% of the total selection process.  The panel we proposed is described below. We would love your votes towards making this happen.  How to vote: If you don't have an account already, create a PanelPicker account.  Once you do, you'll receive a confirmation email; click the link in this email to verify your account.If you already have an account, sign in to the interface.Click here and click the thumbs up icon to vote! Consider leaving a comment on the panel picker site to share why you want to see this panel at SXSWFinally, tell your friends to vote as well. Brave New World: Debating Brands' Role as Publishers Gone are the days when brands needed to rely on high profile stories to establish credibility –today, brand marketers become content curators by mingling content from trusted sources with their own material. Long gone is the need to purchase ad space in a relevant trade publication—instead, they just create their own site on the topic. At time when the line is increasingly blurred between the role of marketer and publisher, it is a brave new world out there for brands. As part of a lively debate on what role brands should play in this brave new world, experts from the publishing, marketing, and internet worlds will come together to address some of the most heated concerns about this changing landscape –including matters of transparency and trust, concern over copyright and fair sharing, and where to draw the line between reporting and selling. What is a marketer's role in publishing content online? What are the rules for marketers curating online content, and who makes them? What are the ethical, financial and social implications of this evolution--for marketers, publishers, and the general public? What are the pros and cons of content curation for "traditional" publishers? How much transparency is necessary as the lines blur between publishers and marketers?
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    16. Create, Curate, but Don't Pirate: 2 Pointers about Content Curation & Ethics

      Create, Curate, but Don't Pirate: 2 Pointers about Content Curation & Ethics

      One of the most common questions that I get about content curation is about the ethics of content curation, and what guidelines and best practices should be followed when using content curation as a part of a larger content marketing strategy.  There are three main guidelines that I keep in mind as

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    17. Content Marketing ROI: 3 Ways Content Curation Optimizes the B2B Content Supply Chain Featuring @McKQuarterly

      Without complex ROI measurement tools, marketers can leverage content curation to deliver immediate, digital marketing optimization opportunities in the B2B content marketing process. In this article, we explore the 3 avenues for value creation proposed by McKinsey's David C. Edelman.
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    18. Why Social Curation fails for B2B Marketing - Curation Models Part I

      Why Social Curation fails for B2B Marketing - Curation Models Part I
      There are several models for content curation as a part of a content marketing strategy.  Content can be curated by an editor/curator, by a crowd (social curation), or by a machine (algorithmic curation).  In this multi-part series, I will explore the strengths and weaknesses of each approach and
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    19. 2 Ways Persistent Search Enables Content Curation: From TEDx Boston

      At the TEDx Boston Pre Adventure Panel on The Future of Search, tonight, we learned a great deal about how search and searching are evolving online. However, one interesting note that sent me researching was the concept of “persistent search” and its impact in the way individuals are searching and search technology.
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