Must-See TV for Content Marketers, SXSW Panel Video

Curation Insights (May 24 2011)

1. No, we’re not talking about the latest Thursday night line-up on NBC or a new reality show challenging marketers to daring tasks. The TV we’re talking about is the content marketing focussed tips video from our standing-room-only, “Brave New World: Debating Brands Roles as Publishers” session at SXSW.  The hour-long debate, which included insight from our very own Pawan Deshpande, Carrier Evolution’s Gary Kim (a Curata user), TechCrunch’s Lora Kolodny and Junta 42’s Joe Pulizzi, covered how companies should—and should not—operate in the changing landscape where content marketing and content curation are being used to establish brands as publishers. Without further adieu, here is the video:

   For those of you who want to follow the emerging best practices uncovered during the discussion but don’t have time to watch the whole video, here is the highlight reel:

   • Think like a media company – In other words, know who your audience is, what their needs and pain points are, and what would create a compelling story that they’d be willing read, watch or otherwise give their time to.   

   • Be transparent – In short, don’t mislead the public about the source behind your content. This means not only making the original source of the content very clear and linking back to the complete text on its original site, but also clearly disclosing if a news portal or particular content has been sponsored by a company. 

   • Cover competitors ­– If you want to be a trusted industry resource, you have to cover all the news happening in the space - even competitors. Break this rule and risk losing your audience to a news site that’s willing to provide the full industry perspective.

   • Support with resources – Content marketing can’t happen on its own. According to a recent study, over 25% of marketing budgets are now being dedicated to content marketing initiatives and more companies are taking advantage of content curation solutions to streamline the process of finding, organizing and sharing online content.

   • Know you are being policed – With the 24/7 nature of social media, content marketers are under the constant watch of the public and they will catch any attempts to deceive, overtly sell or otherwise harm them.

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