FedEx Brown Bailout

fedex logoA few years ago, FedEx established a site called Brown Bailout to advocate against the granting of bailout funds through the Federal Aviation Administration reauthorization bill that was making its way through Congress. During the economic downturn, FedEx competitor UPS was lobbying to get this bill passed. Rather than creating all its own original content espousing its objections to the bailout, FedEx systematically curated news content from prestigious media publications like The Washington Times and The National Review that agreed with its perspective, which ultimately added more credibility to its position. The website includes editorial content that provides perspective and clarity around some of the concerns regarding the policy. Along with the original content located in the blog, the website captures the flow of information across publications around the topic at hand to provide additional support and perspective to the issue. This type of curation not only provides additional credibility to the political position but also creates a destination for news associated with the topic.

Click here to see the website

Intel iQ

iq_intel logoiQ — a technology-focussed magazine created by IT company Intel, features a mix of original reporting by Intel employees alongside curated content from the likes of Mashable. By adopting this content blend of differing voices of employees and non-employees, Intel can foster and maintain its image as a top technology provider, without seeming contrived or biased.

Click here to see the iQ website


BraveNewTalent: Curating Content to Help Create Conversation in Online Communities

bravenewtalent-logoBraveNewTalent is an online community destination for enterprise level folks looking to make connections and learn from other within their industry. They are currently using curated content to help keep a healthy stream of relevant content flowing into each of the discussions. I recently sat down with Jean McCormick, Vice President of Content, to discuss how curated content has worked for them.

Click here to read about the case at Curata


Lenovo: Rethinking content curation’s ROI

lenovo-logoMarketers need to view content curation as a mechanism to generate leads and sales in its own right, not just a tool for creating brand awareness. But to do so, the content curator must strike a fine balance between hard conversion metrics and a structured, dynamic approach to storytelling. That’s because content curation only reaches its full potential when it evolves alongside the audience member – it’s a process, rather than the static collection which marketers sometimes assume it to be.

Click here to read about the case at Marketingmag