2014 Content Marketing Tactics Planner. Creation, Curation & Syndication

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2014 Content Marketing

Tactics Planner

Creation, Curation & Syndication

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Welcome to Curata’s third annual content marketing study. We’re pleased to report that over 500 marketers participated in our survey this year, as well as many more who contributed through our more qualitative interview process. A quote from Thomas Edison best represents the results of this study:

“We often miss opportunity because it’s dressed in overalls and looks like work.”

That is, although there’s significant opportunity to use content marketing to better engage buyers, many companies will fail to capitalize on this opportunity in 2014. Most marketers will increase their 2014 content marketing investment, without a doubt (71% to be exact); however, only a select number of them will succeed as a result of putting in the hard work needed to build the team and process elements for an eﬀective content marketing strategy. Guidance for success includes:

–  Build a content marketing team that is integrated with your existing marketing structure to deliver

high quality content.

–  Develop a content supply chain without sacrificing the “art” of creation.

–  Include third party insights into your content through curation, for the benefit of your audience as

well as your budget. (suggested mix: 65% created; 25% curated; 10% syndicated)

–  Don’t forget to market your marketing. As bright as the next shiny piece of content may appear, you

need to increase the mileage that you get out of your existing content. –  Tap into the power of new content marketing technologies.

Additional data, insight and guidance is provided in this eBook to help you along the path to content marketing success. Thank you to all those marketers and thought leaders that helped make this study a success. aaa

Overview

Michael Gerard CMO, Curata

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The Content Marketing Jungle

Welcome to the content marketing jungle. Although marketers have been practicing content marketing for decades, digital marketing coupled with a new, buyer 2.0 environment, has created a whole new set of opportunities and challenges in the content

marketing realm; and many organizations are still trying to find their right path for success. For example:

•  Many companies still struggle with identifying

“_{What is content marketing?”}

•  Over 1/2 of marketing organizations have no

executive or lead in place for content marketing •  With significant staﬀ and program spend

increases, few companies have developed a formalized process, with supporting technology, for their content supply chain.

There are many paths to content marketing success; however, what will we have to do to ensure we’re on that right path?

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There are many types of animals in the jungle, and some are simply better suited for survival than others. As you think about your own organization and its ability to thrive in the content marketing jungle, do you think of yourself as:

The Fox?

Cunning, strategic,

quick-thinking, adaptable, clever and passionate; with an ability to use its resources for survival and growth.

The Elephant?

Strong, stable, patient; yet slow to shift to changing situations.

The Wildebeest?

Follows the pack, always afraid of being left behind.

T-Rex?

Simply put, extinct or rapidly on the way to extinction.

This eBook will provide the data from Curata’s annual content marketing survey to help you understand where the pack is today and where they’re heading in the next 12-18 months; but more importantly, we’ll provide the insight and guidance to help you select the best path through the content marketing jungle so you can be most like the fox.

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Let the paw prints guide you through this planner.

Current State of Content Marketing……….. 7

2014 Content Marketing Strategy……… 10

Investment Data and Priorities……….. 11

Organizational Changes………... 17

Process Changes………...……….. 21

Content Marketing Technology………... 24

Getting Tactical ………...……….. 27

The Content Mix………...……… 28

Focus on Curated Content……….. 35

Wrap-Up and Resources………... 51

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Source of Insight

Objective: This study dove deep into the tactics of digital content marketing

practices.

Survey Methodology and Demographics:

Curata surveyed a total of 502

marketers in the fall of 2013. Participants included:

–

 

Titles: CMOs and VPs of Marketing(21%); marketing directors, managers and

specialists; marketing consultants and agencies; and business owners.

–

 

B2B vs. B2C: 53% marketers who took the survey were B2B companies, 12% were

B2C and 28% listed themselves as both.

–

 

Verticals: 28% technology businesses, 22% marketing agencies, 20% professional

services and 11% healthcare.

–

 

Company size by revenue: 56.8% <$10M; 21.3% $10M to >$100M; 12.6% $100M to

<$1B; 9.3% $1B+.

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Interviews with content marketing leaders

–

 

Thought leaders surveyed included CMI, B2B MarketingProfs and

Industry Analysts.

–

 

Best-in-class content marketers included Xerox, Avaya, Verne Global,

360Chestnut, Aternity, Zipcar, Alcatel-Lucent, EMC and others

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Current State of

Content Marketing

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8

State of Content Marketing

Three Main Content Components

Full Steam Ahead – The Positives

Strategy •  Marketers’ priorities are to gain more leads,

engage buyers, and build brand awareness •  Their top challenges are that they have limited

staﬀ, a limited marketing budget and need to publish more fresh content; all of which can be solved with a best-in-class content strategy Investment •  Investment in content marketing is increasing

•  “_{30% of (2013) marketing budget spent on}

content marketing.”_{- MarketingProfs and CMI*}

•  71% of marketers will increase content

marketing spend in 2014

Content •  Content volume is also increasing

•  “_{73% of B2B content marketers are producing}

more content than they did 1 year ago.”

- MarketingProfs and CMI*

The following charts summarize the positives in these three key areas of content marketing: strategy, investment and content; as well as items to be mindful of in the current state of content.

Full steam ahead: marketers are developing their content strategies, increasing investment and producing more content. But, be careful. If you follow the herd too closely, you can’t always see where you’re going…

*Content Marketing Institute & MarketingProfs, 2013

B2B Content Marketing 2014 Benchmarks, Budgets and Trends - North America

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Three Main Content Components

Careful of Following the Herd – Be Mindful

Strategy •  Many marketers’ strategies are a work in process;

they must be careful to have a solid plan in place before allocating resources

•  Only 43% of companies have a content marketing

strategy executive, who is critical for a best-in-class content strategy

•  Few companies have an integrated content

management process

Investment •  “Blind ambition” – many marketers are unsure how

much to spend and where to allocate this investment in their marketing strategy

•  “Measuring the impact of content” was found to be a

low priority, while it should be a top one

Content •  Too much focus is on content quantity and SEO vs.

quality and context

•  Marketers are not optimizing their content's mileage

(e.g., repurpose, reuse)

•  Marketers are failing to market their marketing

Be careful not to follow the herd and jump too quickly into increasing spend and creating new content before developing a solid content marketing roadmap.

…and you might end up in a bad spot like these wildebeests here.

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2014 Content

Marketing Strategy

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Increasing Investment

11

1. People:

Hire a

content strategy

executive and a

content development

team

3. Technology:

Use

software for ideation,

production, curation,

promotion and analytics

2. Outsourcing:

Contract with

freelancers and

agencies to maintain a

steady content stream

and to keep the content

stream fresh

2014 Content Marketing Strategy: Investment Data and Priorities

Regardless of companies’ animal spirits, 71% of them will increase investment in

content marke<ng in 2014 across the areas of people (internal and external) and

technology.

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Increasing Investment

Significant

Increase

12%

Increase

59%

No Change

25%

Decrease

3%

Significant

Decrease

1%

12 How will you change your investment in content

marketing during calendar year 2014?

Insight/Guidance

•  The majority of marketers (71%), plan to

increase or significantly increase their content marketing budget in 2014. •  With the increasing demand to build

brand awareness, lead quality and customer engagement, marketers are investing in content marketing in 2014 to give these areas a boost.

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13 Buyers are already overwhelmed, not

just from our own content, but the 1,000s of pieces of other companies’ content as well.

The move to marketers becoming the next generation of publishers will continue, and therefore, we must think about how to diﬀerentiate what we provide our audience to help break through the noise.

Marketers Need to be Aware of Buyers’

Environment as Content Marketing Investment

Increases

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1 2 3 4 5 6 Decrease cost of

acquisition for new Increase SEO and web

traffic

Establish/sustain thought leadership

Boost brand awareness Engage customers/

buyers/influencers Drive sales and/or leads

Insight/Guidance

“Leads” and “Engage Customers” are top content marketing priorities. Marketers have not lost site of the importance of leads, however, they do acknowledge that engagement is the “name of the game” for content marketing. Once customer engagement increases, the quality of leads will, too.

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Awareness

Building Buyer/customer engagement Leadership Thought SEO and/or web traﬃc Lead Quality Lead Quantity

% of Participants

Increase No Change Decrease

Impact of Content Marketing

15 Please estimate the impact of content marketing on the following areas during the past 12 months.

Insight/Guidance

Content marketing is more focused on the upper part of the customer creation funnel, as evident by its greater impact on awareness building. However, its impact on the lower part of the funnel is also quite significant, with almost 2/3rds of companies indicating an increase in lead quality and quantity due to content marketing.

Funnel

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1. Limited sta

ﬀ

2. Limited budget

3. Creating enough content on a regular basis

4. Finding the best sources to create amazing content

5. Organizational culture

6. Measuring the impact of content

7. Promoting content

Content Marketing Challenges

Please rank your greatest content marketing challenges?

16

Insight/Guidance

The promotion and measurement side of content marketing were ranked as the lowest marketing

challenges, however, these should start to make their way to the top of the list. Limited staﬀ, budget and content, as well as source discovery, will become much easier problems to resolve with implementation of content management systems and curation platforms. The ability to measure the impact of content will allow marketers to create more of what works and less of what doesn’t. Promoting content helps marketers get the most out of what they create before creating more. Don’t forget to market your marketing!

Don’t follow the herd...

“Promotion” and “Performance

Measurement” should not be at

the bottom of your list!

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What organizational changes

occur in 2014?

2014 Content Marketing Strategy:

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Content Marketing Executives

18 Do you currently have an executive in your

organization who is directly responsible for an overall content marketing strategy? (e.g., Chief Content Oﬃcer, VP or Director of Content)

Yes 43% No

57%

Insight/Guidelines

•  Catch up with the herd and hire a content

marketing lead if you haven’t already. 43% of marketing organizations have an

individual in place today who is directly responsible for an overall content marketing strategy.

•  Best-in-class marketers began this trend,

and are already taking the next steps after hiring a content marketing executive to: a) create a content marketing team; and b) align with their broader organization.

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Content Marketing Executives

19 Ed Youngblood

Director of Content Strategy

Noriko Morimoto

VP Brand and Content Marketing

What’s our content marketing mission?

“Create and guide a strategic, persona based and holistic approach to digital content marketing which supports business objectives, SEO and audience needs. Redefine the enterprise process to create scalable content that supports a multi-channel, multi-media and multipurpose approach.”

Why did we create this position?

“We needed to convince people (both internally and externally) of Zipcar’s commitment to focusing on content marketing. Our CMO knew that one person, at the VP-level, really needed to own it from strategy all the way through education to ensure its success.”

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Your Content Marketing Team

Build a Content Team

Align Internally

•  Establish a center of excellence team

•  Hire strong writers that can create valuable content

for your audience

•  Build a team of dependable freelancers who create

content that require minor editing

•  Avoid “cheap” content: Ensure that all the content

developed for your brand is high quality and aligned with company standards

•  Identify individuals and teams across your

organization to be part of your extended content marketing team:

•  Writers

•  Content Contributors

•  Idea contributors

•  Evangelize support from content marketing by

securing executive buy-in

•  Establish focus areas along with experts: segments,

geographies, buyer roles, solution areas

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What’s Next Once You Have a Content Marke<ng Lead in Place?

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What content marketing process

changes will occur in 2014?

2014 Content Marketing Strategy:

21

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Process Changes

*Content Pyramid:

http://bit.ly/CMpyramid

•  Integrate content marketing with global and local

marketing strategies.

•  Establish content campaigns that align with your

marketing campaigns.

•  Identify what content you will produce, and how that

content will flow from creation to distribution to analysis (refer to Curata’s Content Pyramid*).

•  Establish metrics that will drive improvement in the

content marketing process as well as demonstrate its impact on the organization.

“Content marketing should be a strategic

initiative, not a tactical maneuver.”

- Michael Gerard CMO, Curata, Inc.

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Map Out Your Content Workflow

Content

Pyramid*

Content Strategy

Analysis _DevelopmentContent

Asset Development Distribution

(Publish, Promote)

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Process Changes

23 •  With thousands of pieces of content developed each year,

the need to create more relevant content will only increase in 2014.

•  Develop an ideation process within your content supply chain

that encourages innovation, for example:

•  Crowd-source: the means of compiling information or work

from a group online, either internally or externally

•  Derive inspiration: through curation of third party sources

•  Listen to customers: what are they saying? Write your

content based on their needs

Drive Innovation in Content Development

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What’s Next in Content

Marketing Technology?

2014 Content Marketing Strategy:

24

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Content Marketing Specific Software

25 Which type of technology do you use for your content management

process? (e.g., editorial calendar, internal and external collaboration) (select all that apply)

0% 10% 20% 30% 40% 50% 60% 70%

MSOffice Free Tools Vendor

Software Developed Internally Other

Content Management Technology

56%

Insight/Guidance

•  56% of marketers are using

content marketing specific software to manage their content workflow and

distribution. This large number is due, once again, to the significant impact content is having on businesses.

•  The fox outpaces the rest of

the jungle animals for use of content management

technology.

Best-in-class marketers are using content marketing specific software.

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The Content Marketing Tools Universe

26 •  The acceleration in the number of applications and tools available to content marketers shows no sign

of slowing.

•  To help navigate the Tools Universe and tap into the power of technology, Pawan Desphande, Curata’s

CEO, has created a “spider diagram” of vendors according to 3 content marketing activities - producing, distributing and measuring

•  For a more in-depth look and full diagram please visit: http://bit.ly/ContentToolsMap

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Getting Tactical

Now let’s take it from our tree top industry

overview and dive into the roots of content marketing tactics with definitions, the content mix, and content creation & curation best practices_.

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Content Marketing:

The process for developing, executing and delivering the digital content and related assets that are needed to create, nurture and grow a company's customer base.

28 Syndicated Content

3rd party content published in full form on your digital property that has already been published on another site. (paid or unpaid model) Created Content:

Original content authored on behalf of your

organization. (internally or externally sourced)

Curated Content:

Portions of 3rd party content published on your digital property that have been contextualized (e.g., annotated, commentary added) for your audience.

Definition of Content Marketing

Content Type #1

Content

Type #2 Content Type #3

Much of this study is dedicated to understanding the content marketing mix across three types of content, as well as the tactics of executing these types of content. Therefore, it’s important to review the definitions used in the Curata survey.

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29 63.4% 24.0% 12.6% 0% 10% 20% 30% 40% 50% 60% 70%

Created Curated Syndicated

% of Content

Type of Content

Current What is your [current; desired] content marketing

mix for each type of content?

60.4%

27.3%

12.3% Desired

Content Mix: Created, Curated, Syndicated

Insight/Guidance

•  The average desired content

marketing mix is 61% created, 27% curated and 12%

syndicated, with not much change from the current mix •  Curated content includes

annotated (added

commentary) social posts, blogs, newsletters and microsites.

•  However, a more dramatic

change from the “status quo” had been expected based upon two key challenges today...

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Challenge #1: Feeding the Content Beast

30

http://bit.ly/Beastcuration

This is due to a lack of

resources and/or a lack of

talent to continuously

produce great content.

For more insights on how to feed your content beast, we recommend you check out How to Feed the Content Beast (without getting eaten alive)

Marketers can’t create enough of their

own high-quality content to feed the

content beast.

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Challenge #2: Other People’s Content

31

http://bit.ly/StopEgoMktg

As great as our own content may be, buyers want to learn from

other third party sources as well.

The good news is that most marketers have adopted content marketing as a key part of their marketing strategy. No longer are we only telling buyers about our own products. We are now providing our own insight and guidance about the topics that are of greatest interest to them. We have evolved. . . .or have we?

Most marketers continue to communicate to their audience in their voice only, striving to be the sole source of content on their chosen topic. Only the best-in-class marketers have begun to understand that we must stop

egocentric content marketing, and complement our own created content with the wealth of knowledge that the rest of the market has to oﬀer. For our own benefit, as well as that of our audience.

…Then why didn't the high level chart shown on page 29 show a more dramatic change in content curation to complement created content? A deeper look at the data in the next slide reveals that a significant market shift is occurring to show a more balanced content portfolio of creation and curation.

*eBook: Stop Egocentric Content Marketing

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0% 5% 10% 15% 20% 25% 30% 35% 40% 0 to 30% 31% to 49% 50% to 59% 60% to 79% 80 to <90% 90-100% % of Participants

% of Content that is “Created” (vs. curated and syndicated)

Best-in-Class Marketers

Complement Created Content with Curation

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What is your [current; desired] content marketing mix for each type of content? [CREATED CONTENT]

Aggregators Enlightened _Marketers Egocentric Marketers

A significant shift in the content marketing mix will occur in the next 6 to 18 months as marketers complement their original, created content with curated content.

Desired Current

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Content Marketing Mix for

Leaders in 2014

What is your [desired] content marketing mix for each type of content?

Created Content 65% Curated Content 25% Syndicated Content 10% Insight/Guidance

•  The Fox: Enlightened marketers strive

to create 65% of their content in 2014, with the remainder being 25% curated and 10% syndicated.

The Objectives?

1.  Better leverage resources

2.  Improve the ideation process

3.  Better engage buyers through higher

value content

Best-in-class Marketing Mix

• 65% Created

• 25% Curated

• 10% Syndicated

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0% 10% 20% 30% 40% 50% 60% 70%

Dedicated In-House Crowd-Sourced

In-House Outsourced Staff

Current Desired

A Focus on Created Content

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What is your [current; desired] mix of created content?

Insight/Guidance:

•  Content marketing is not a

part-time job and requires dedicated staﬀ

•  Your dedicated content

marketing team should have ultimate accountability for content creation

•  Crowd-sourcing will remain

an important source of content ideas, and creation of technically deep content

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A Focus on Curated Content

Getting Tactical:

35

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Content Curation:

Where are you in the Jungle?

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The Fox (Best-in-Class Marketer) is implementing curation to:

1. Increase customer/buyer engagement with more fresh content

2. Improve brand visibility and buzz by starting more online conversations

3. Improve thought leadership with a variety of perspectives from third

party sources

Top Challenges for the Rest of the Jungle:

1. Lack of budget to spend on content curation/content marketing

2. Lack of knowledgeable sta

ﬀ

(e.g., for finding and annotating the best

content to curate)

3. Lack of buy-in to support curation (including answering the question,

“What is curation?”)

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What Exactly is Content Curation?

Have you ever…

• Published a

“

_{best of}

”

_post?

• Commented on and shared a link on Twitter?

• Posted a link to Facebook with your

commentary?

Then you’ve curated! And so have these brands:

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38

“

_{Content curation is when an individual (or team) consistently}

finds, organizes, annotates and shares the most relevant and

highest quality digital content on a specific topic for their

target market.

”

-Curata

What Exactly is Content Curation?

Getting Tactical: Curated Content

Annotate

Find

Share

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Curation in Action: A Curated Blog Post

h"p://www.contentcura0onmarke0ng.com

2. Annotation: The marketer

introduces the reader to the curated post, putting it in context for the reader.

3. Snippet: A couple of sentences are quoted from the original post.

4. Insight: The marketer adds their own insight to further contextualize the curated post and add value for the reader.

5. Clear attribution and a link-back as part of ethical curation.

1. A new title and thumbnail are used to better contextualize the article referred to in this curated blog post.

Here are 5 tips on how to curate content:

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40

Example 1 of Curation in Action

http://www.itstrategist.net/

By Whom?

Alcatel-Lucent (IT Strategist) What is it?

A destination site designed specifically for IT professionals that want to learn and stay up to date on enterprise-focused IP infrastructure and communication solutions along with top IT issues

What does it contain?

A mix of content created by their own expert staﬀ, coupled with curated content from across the web, bringing in the best that industry experts have to oﬀer.

This is another example of curation in action, with a hyper-focus on:

• Target audience

• Highly relevant and fresh content for that audience

• Content that supports Alcatel-Lucent’s direction, and

provides them the opportunity to bring in third party perspectives to support their brand image

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By Whom?

360Chestnut (www.360chestnut.com/blog) - an information resource for consumers who want advice on how to remodel their home with an energy eﬃcient and rebate/incentive outlook.

Marketing Challenge:

Publish more high quality content on their blog that oﬀers their

customers advice on localized incentives and topics that they may not be experts on given a small staﬀ and limited resources.

Solution:

Utilize curation to source relevant localized content from around the country and give customers more quality information by publishing insights from other field experts. (i.e. If an incentive for a new heating & cooling system is oﬀered in Virginia, 360Chestnut does not have to become an expert in that area and write their own article, but can instead curate that piece for their customers and get the information out faster.)

What does it contain:

Original, created content (blog posts) and high quality, relevant curated content

Results:

• Able to post on their blog 5-7 times per week, while previously only having the time and staﬀ to create 1-2 original posts per week • 40% increase in marketing leads from a higher quality of site visitors

• 20% increase in Twitter followers

• Ability to provide localized incentives for customers around the country with a single oﬃce in Massachusetts

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Example 2 of Curation in Action

http://www.360chestnut.com/blog/

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42 www.greendatacenternews.org

By Whom?

Verne Global (GreenDataCenterNews.org) – Owns and operates a data center based in Iceland (leverages geothermal power for its energy, and has lower cooling costs due to its location, makes IT operations more eco-friendly)

Marketing challenge:

Build Verne Global’s brand equity and client base on a shoestring budget and few staﬀ

Solution:

Build a robust news and opinion site to establish Verne Global as the leader in green data centers: Green Data Center News

(www.greendatacenternews.org)

What does it contain?

Original, created content (blog posts) and high quality, relevant curated content

Results:

• It has quickly become the hub for up-to-the-minute IT energy

eﬃciency information from around the world • Thousands of hits each week

• 2 time Stevie web site awards winner

• High organic Google search results

Example 3 of Curation in Action

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Just to be Clear,

Content Curation Done Right is not Pirating

1. If you are re-posting an excerpt from the original article, make sure your

excerpt only represents a small portion of the original article.

2. Always identify the original source and drive visitors to the original publication.

3. Retitle all content that you curate.

4. Don’t use no-follows on your links to the original publisher’s content.

5. Inject a bit of creation in all of your curation e

ﬀ

orts. Add your own voice to

your curated content. (e.g., provide context for the material you use, add your

own insight and/or guidance for your audience).

6. Make your commentary longer than the excerpt you’re reposting.

Create, curate, but never pirate content.

43 *eBook: Content Marketing Done Right

http://bit.ly/curataethicsebook

**Follow these 6 tips on how to curate content ethically*:**

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0% 5% 10% 15% 20% 25%

Daily 3 days per

week

Weekly Monthly Quarterly or

less Never % o f Pa rti ci p an ts

Content Curation Frequency

Content Curation Frequency

44

How often do you curate/share content from 3rd party sources such as blogs, social media, industry publications or news sites with your customers and/or prospects?

48%

Insight/Guidance

• 16% of marketers are curating

for their audience every day, 48% are curating from third party sources at least once a week.

• Leaders (the fox) curate more

frequently to support their own original content and plan to increase curation in 2014.

Best-in-class marketers are curating at least once a week.

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Sharing Curated Content

45

On what channels do you currently share your "curated" content?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social Media

Blog Newsletters Corporate

Site

Feeds Dedicated

Microsite

Mobile App Other

% of Participantrs

Daily Curation Time

Insight/Guidance • Social media, blogs,

newsletters and corporate sites are the top places marketers are choosing to share their curated content. • Especially with content

management platforms that have a one-click to multiple channels feature, it’s

getting much easier for marketers to publish

curated content for a wider audience.

Most popular channels to share curated content are social media, blogs and newsletters.

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Who Curates Content for You?

46

What percentage of your "curated" content is curated by each of the following parties?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Curation by

In-house staff Outsourced staCuration by ff/

contractor(s) Curation by Agencies % of Participantrs

Insight/Guidance

• An overwhelming majority of

marketers are curating in-house.

• This goes hand in hand with

the implementation of a dedicated in-house content marketing team.

• The dedicated in-house staﬀ

who are creating content will have a better notion of what types of curated content will best support their original content.

Best-in-class marketers are curating over 80% of content in-house.

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2014 Content Curation Investment

47

No

26%

Not Sure

35%

Yes

39%

Insight/Guidance

•  39% of marketers plan to increase

their investment on curated content in 2014 to complement created content and better leverage content

marketing resources. Do you have plans to increase your investment on

"curated" content in the next 6-12 months?

Best-in-class marketers are outpacing the herd with respect to increasing investment in curation in 2014.

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Content Curation

“

Opportunity

”

48

How eﬀective is your organization at executing across the following stages of content "curation"?

57.4% 62.6% 66.7% 52.3% 39.4% 24.1% _22.8% 44.2% 3.2% 13.3% 10.5% 3.5% 0% 10% 20% 30% 40% 50% 60% 70% Finding & Discovering Content

Organizing Content Contextualizing

Content Sharing Content

Curation Process

Struggling Not Struggling Not Doing This

Insight/Guidance • Many marketers are

struggling with content curation; contextualizing and organizing content being the two most common issues.

• With the increased budget

for content marketing and curation, more marketers will be able to implement content management tools to help find,

organize, annotate and share content for their audience; working smarter, not harder.

The Fox will not only find the best content for its audience, but also contextualize it.

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Impact of Content Curation

49

How has content curation impacted each of the following for your company during the past 12 months?

63% 55% _54% 51% 41% 24% 31% _30% 33% 42% 13% 14% 15% 15% 16% 0% 10% 20% 30% 40% 50% 60% 70%

Brand Visibility &

Buzz Leadership Thought SEO & Web Traffic Customer/Buyer Engagement Quality of Sales-Number &/or

Ready Leads

Increase No Change Don't Know

Insight/Guidance

• Like content marketing,

curation has also had a positive impact on the marketing funnel.

• The majority of marketers

utilizing curation have seen the largest increase in brand awareness, followed closely by thought leadership and SEO & web traﬃc.

The Fox will increasingly complement its created content with curated content.

(50)

Content Curation Dedicated Time

50

How much time do each of your team members spend on average, per day, curating content on days when they are curating? (i.e., finding,

annotating, contextualizing and publishing/sharing content)

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% <15 minutes 15-29

minutes minutes 30 - 59 1 to 2 hours >2 to 3 hours >3 to 4 hours 4+ hours

% of Participantrs

Daily Curation Time

Insight/Guidance

• 46% of marketers are spending

over 2 hours per day on curation.

• These marketers are most

likely spending too much time searching for credible sources, annotating content that isn’t brand relevant and manually sharing to multiple channels. • Implementing a content

curation platform can help these marketers spend less time curating.

The Fox will better leverage technology to curate content, reducing time spent per day.

(51)

Wrap-Up and Resources

(52)

Content Marketing Tactics Wrap-Up

Content marketing is not just a fad; it is a mandatory part of the next generation of marketing. Marketing leaders get this, and have already begun to reap its benefits through improved engagement with today’s Buyer 2.0, and improved lead and opportunity nurturing.

52

Wrap-Up and Resources

Use a mix of created, curated and syndicated content to optimize your resources and the value you deliver to your audience. Build your content team.

(internal and external) Start with hiring an executive dedicated solely to content.

Tap into the power of new content marketing technologies for

ideation, planning, creation, curation,

promotion and analysis. Develop an eﬃcient

content supply chain without sacrificing the “art” of content

creation. And don’t forget to market your marketing!

(53)

Additional Resources

eBook: Look Book Content Curation

Case Studies

eBook: 5 Steps to Becoming a Content

Curation Rockstar

…and more online at:

www.curata.com/resources

Industry Resource & News:

Content Curation Marketing Site

www.contentcurationmarketing.com eBook: Content

Marketing Done Right: Ethical Curation

eBook: Open & Shut Case for Curation

Report: 2012 B2B Mktg. Trends Survey Guide: Content Curation Annotation Methods

eBook: Stop Egocentric Marketing: Content Marketing Strategy

2014 Content Marketing Tactics Planner © 2014 Curata, Inc. Copyright holder is licensing this under the Creative Commons License, Attribution 3.0. Please make all attributions to curata.com Share this eBook:

2014 Content Marketing Tactics Planner. Creation, Curation & Syndication