4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit

Post on 09-May-2015

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By Pawan Deshpande

Transcript of 4 Stages of Content Marketing Enlightenment - Curata Curation Rockstar Summit

Content Marketing Enlightenment

Pawan Deshpande, CEO2013 Curation Rockstar Summit

MARKETER = PUBLISHER

Vendor

STOPEGOCENTRIC

CONTENT MARKETING

Vendor

Expert

Peer

Peer

Expert

Vendor

Expert

Vendor

Peer

EGOCENTRIC:

CONTENT OUT

MARKET IN

ENLIGHTENED

“Product first, buyer last.”

“Only publishes product-focused

content.”

EGOCENTRIC:

PRODUCT OUT

“Buyer focused message.”

Medium buyer engagement and low trust

Low buyer engagement and low trust

“100% vendor-supported

content”

Medium buyer engagement and trust

“Market first. Product last.”

“Also curates and syndicates

content”

High engagement & trust

Realizes that buyers’ interest

needs to be earned

Realizes customers want

other perspectives.

Realizes the opportunity to add value and validate

messaging in context of the market.

Realizations

Actions

Complements created content with contextualized 3rd party content.

Incorporates perspectives from outside of the company into content.

Publishes content focused on buyers’ needs

“Product first, buyer

last.”

“Only publishes product-focused

content.”

EGOCENTRIC:

PRODUCT OUT

Low buyer engagement and low trust

Methods• Inappropriately use lower funnel

content for the top of the funnel

“I have plenty of content. I don’t need to create new content. I just need to surface existing

content and repurpose it.”

Symptoms• Has to be about themselves

• Very low subscriber rates

• Negligible inbound links

Realizes that buyers’ interest needs to be earned

Publishes content focused on buyers’ needs

EGOCENTRIC:

CONTENT OUT“Buyer focused message.”

Medium buyer engagement and low trust

“100% vendor-supported

content”

Methods• Using Personas

• Querying sales teams

Symptoms• Only created content.

• Censored curation.

• No dissent.

• Promotional interactions.

Realizes customers want other perspectives.

Incorporates perspectives from outside of the company.

MARKET IN

Medium buyer engagement and trust

“Market first. Product last.”

“Also curates and syndicates

content”

Methods• Regularly curate.

• Listen & follow.

• Value added interactions.

Symptoms• Lack of Differentiation &

Regurgitation.

• Struggle to capitalize.

Realizes the opportunity to add value in context of

the market.Complements created content with contextualized 3rd party content.

ENLIGHTENEDHigh engagement &

trust

Methods• Good mix of creation & curation.

• Consistently curate.

• Add commentary and context to all content.

The Good News

The Challenge

Our Job

Empower You

Educate You

Grow with you

The Best Content from Anywhere

The Best Content to Anywhere

Your Job

Be Inspired