Content Curation Insights From Industry Thought Leaders
It's a well-known fact that the game has changed when it comes to interacting with B2B buyers. After all, the Internet makes it easy for you to share content with prospects today and for your prospects to find relevant information. As a result, prospective buyers can largely bypass you until late in the buying cycle.
But your prospects need help. We're sure you're well aware that the amount of online content continues to explode as marketing processes shift from an outbound to an inbound marketing model. Your prospects are struggling to keep their heads above water as they try to search for, digest, and understand this information. And they're desperate for someone to make sense of it all.
The notion of "Brands as Publishers" is catching on and companies are empowered to publish increasing amounts of content through social channels and other online content publishing platforms. While search and social filters provide an effective discovery mechanism, it's the curated filtering of content that provides one of the most promising methods of being a valuable resource and connecting with specific audiences.
Even though the notion of content curation carries an intuitive definition, many marketers are still wrapping their arms around the idea of where content creation and aggregation fit within an overall online marketing strategy.
To help bring some clarity to the conversation about content curation, Lee Odden (the CEO of our Online Marketing agency) connected with several industry thought leaders to capture their insight and answers to the question:
How would you define "content curation" and what role do you think it should play in your content marketing efforts and strategy?
Paul Gillin @pgillin
Consultant and Author of "The New Influencers and Secrets of Social Media Marketing"
I define content curation as the process of assembling, summarizing and categorizing and interpreting information from multiple sources in a context that is relevant to a particular audience. I think this discipline will be absolutely essential to content marketing in the future because of changes in the media landscape. Read More...
Joe Pulizzi @juntajoe
Founder Junta42 and Content Marketing Institute and Co-Author of Get Content Get Customers: Turn Prospects into Buyers with Content Marketing
Content curation is editing on steroids. In actuality, content curation has been around since the dawn of the publishing industry. The job of the editor was to take the best information from around their industry and present that information in a manner that makes sense to readers. Read More...
Rohit Bhargava @rohitbhargava
Senior Vice President, Strategy & Marketing at Ogilvy 360 Digital Influence and Author of "Personality Not Included"
Every hour thousands of new videos are uploaded online. Blog posts are written and published. Millions of tweets and other short messages are shared. To say there is a flood of content being created online now seems like a serious understatement. Until now, the interesting thing is that there are relatively few technologies or tools that have been adopted in a widespread way to manage this deluge. We pretty much just have algorithmic search, with Google (and other search engines) as the most obvious example. Social bookmarking and social news have been around for some time (ie - sites like Digg or delicious), and new models of aggregation like Alltop are springing up to help us navigate all this content as well. Read More...
David Meerman Scott @dmscott
Author, New Rules of Marketing & PR, World Wide Rave
I've been working with what I call syndication for 25 years. My first job when I got out of school was a bond trading desk and right after that started working with companies in the financial information space. I worked with Knight Ridder for 6 years and at a company at News Edge for 6 years as president of marketing. News Edge was the first, real serious aggregator of news in the corporate, financial and government spaces. So news syndication, news aggregation has been going on literally for decades. Read More...
Brian Solis
President Future Works and author of Engage! The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web.
Marketing in general, which can be content marketing, public relations or communications has a tendency to try and automate things, to the point of obscurity or mediocrity. There is a value in curation and a value in creation. But when you start to think of things in terms of automation, I think that we're just feeding the system for the sake of feeding the system.
Now I think there's value in both creation and curation. I believe that in order to garner some thought leadership you have to become a thought leader. You can't do that solely through aggregating the thoughts and words and ideas of others. Read More...
Aaron Strout @aaronstrout
CMO, Powered Inc.
I am of the mindset that there are two things that will help businesses succeed with their social efforts... the first is facilitating conversations between customers, the brand and other key stakeholders. The second is to serve as a curator of both consumer generated AND professional content. With the ever increasing volume of information we as consumers are faced with, businesses can bring real value to their constituents by serving as a filter. Read More...
Pawan Deshpande @TweetsFromPawan
CEO, Curata
Content curation is the cure for a broken content marketing strategy. Content marketing is about a brand producing valuable content, and prospects being educated with that content. It's valuable, it works and it's not going away. Read More...
As these experts have shown, content curation can serve to meet an ever increasing need to make sense of the deluge of information being published online and at the same time, serve to centralize specific knowledge for prospects. It all comes down to being useful and figuring out a successful mix between content curation and content creation for the audience you're trying to reach.
Curata's content curation solution, Curata, is a marketing platform that aggregates, organizes and distributes fresh online content on a specific topic. Its workflow process allows users to editorialize and curate any content as well as control the distribution across the web, email and social media. Curata uses machine learning and natural language processing technologies to add an element of automation to many repetitive publishing tasks.
eBooks
The Open and Shut Case for Content Curation
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Content Curation: Taming the Flood of Online Content
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5 Simple Steps to Becoming a Content Curation Rockstar
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