Content Marketing Tactics 2014: Creation, Curation and Syndication

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Content Marketing Tactics 2014:

Creation, Curation and Syndication

#CMTactics

@GetCurata

December 10, 2013

Michael Gerard, CMO

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Which animal spirit

best describes your

organization?

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Content Marketing 2014

• _{Source of Insight}

• _{Current State of Content Marketing}

• _{2014 Content Marketing Strategy}

• _{Getting Tactical}

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Source of Insight

• _{Survey: Dive deep into the tactics of digital content marketing}

practices

– 

n=502 marketers

– 

53% BtoB; 12% BtoC; 28% Both

– 

Revenue:

56.8% <$10M; 21.3% $10M to >$100M; 12.6% $100M to <$1B; 9.3% $1B+

– 

Title: 21% VP Marketing or CMO

– 

Verticals: 28% tech; 22% marketing agencies; 20% professional services;

11% healthcare

• _{Interviews with content marketing leaders}

– 

Thought leaders: CMI, B2B MarketingProfs, Industry Analysts

– 

Best-in-class marketers: Xerox, Avaya, Verne Global, 360Chestnut,

Atternity, Zipcar, Alcatel-Lucent, EMC, . . .

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State of Content Marketing:

“

Full Steam Ahead!”...

• _Strategy

• Priorities: More leads, engage buyers, build brand

awareness

• Top challenges: More... staﬀ, budget, content

• _{Investment – Increasing}

•  “

30% of (2013) marketing budget spent on

content marketing.” - MarketingProfs and CMI

•  “71% of marketers will increase content marketing

$ in 2014” – Curata

• _{Content – Increasing Production}

•  “

73% of B2B content marketers are producing

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But Be Careful Following the Herd

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Source: Curata’s 2014 Content Marketing Tactics Planner

• _{Strategy – Work in process}

•  “

43% of companies have a content

marketing strategy executive.” Curata

• Few companies have an integrated

content management process

• _{Investment – “Blind ambition”}

• Size and allocation unknown

•  “Measuring the impact of content” is a

low priority

• _{Content – Quantity is everything}

• Marketers produce more content than

they can handle

• Marketers fail to market their

marketing

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Content Marketing 2014:

Regardless of Your Animal Spirit . . .

People

Technology

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Just to be Clear about Content Marketing...

“

Leads are Important, But Engagement Takes Priority”

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % o f P ar 2c ip an ts Increase No Change Decrease 11

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

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Content Marketing 2014:

Organizational Changes

1.  Hire a Content Marketing Lead

2.  Build a Team

3.  Align Internally

Ed Youngblood

Director of Content Strategy Alcatel-Lucent

Noriko Morimoto

VP Brand and Content Marketing ZipCar

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Map out Your

Content Workflow

Drive Innovation in

Content Development

Align Content with

Buyers

Content Marketing 2014:

Process Changes

Content Strategy Content Development Asset Development Distribution (publish, promote) Analysis Content Pyramid #CMTactics Content Pyramid: http://bit.ly/CMpyramid

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Content Marketing 2014:

The Struggle Continues for Many

Working Longer

Hours

Building Awareness

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Content Marketing 2014:

The Path to Extinction

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ZZZZZZZZ

We Plan to do Nothing

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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. Stages: strategy; content development; asset development; channel

leverage across outbound marketing and inbound marketing; analysis.

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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

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The Content Mix:

Created, Curated, Syndicated

63.4% 24.0% 12.6% 10% 20% 30% 40% 50% 60% 70% % o f C on te nt

Current

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Marketers can’t create enough of their own

quality content to feed the content beast.

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eBook:

http://bit.ly/Beastcuration

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Most content is still in our

own voice!

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STOP

EGOCENTRIC

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23 63.4% 24.0% 12.6% 0% 10% 20% 30% 40% 50% 60% 70%

Created Curated Syndicated

% of Content

Type of Content

Current

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

Source: Curata’s 2014 Content Marketing Tactics Planner #CMTactics

60.4%

27.3%

12.3% Desired

The Content Mix:

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The Shifting Content Mix:

“Created” Content

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

Aggregators

Enlightened

Marketers

Egocentric

Marketers

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What will the Content Marketing

Mix be for Leaders in 2014?

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

Created Content 65% Curated Content 25% Syndicated Content 10% #CMTactics

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“In-House” will Remain the Main

Source of Created Content

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“

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

finds, curates and shares the most relevant and highest quality

digital content on a specific topic for their target market.”

-Curata

Content Curation Defined

Curation 101 Webinar:

http://bit.ly/curation101webinar

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Have you ever…

Published a “best of” post?

Commented on and shared a link on Twitter?

Posted a link to Facebook with your commentary?

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Then you’ve curated.

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And so have these folks. . .

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Curation in Action

http://www.contentcurationmarketing.com

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Curation in Action: 360Chestnut

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

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Content Curation & Fair Use

• Share only a portion of the

original content

• Always attribute sources

• Drive visitors to the original

publication

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Content Curation Frequency

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

48%

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Sharing Curated Content

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#CMTactics

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56% of Companies Are Using Some Type

of Content Marketing Specific Software

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Q. Which type of technology do you use for your content management process?

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

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Content Marketing Priorities

in 2014?

• Do invest in content marketing... It’s not just a fad

• _{Build your team (internal and external)}

• _{Develop a content workflow and mix}

• Market your marketing!

• Tap into the power of new content marketing

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Additional Resources

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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

Email: [email protected]

Twitter:

@GetCurata

LinkedIn Group: Content Curators

eBook: Stop Egocentric

Marketing: Content Marketing Strategy

Content Marketing Tactics 2014: Creation, Curation and Syndication