Content Curation Experts
The game has changed.
Instead of reaching out to salespeople, prospects and buyers are relying on widely available digital content to learn about solutions to their problems. Brands who understand the "brand-as-publisher" mindset have the advantage. As inbound marketing continues to prove its worth, the value of fresh, relevant content increases. Content curation is a critical part of this equation.
To help marketers wrap their heads around how content creation and content curation intersect, we gathered the insights of marketing thought leaders who see the potential of curated content.
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 @briansolis
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...
Sue McKittrick @ssmck
Principal, McKittrick Associates, LLC.
With so much information available to us today...and even more tomorrow...we all must adopt suitable filters to help us find what we need with some assurance that our search is both thoughtful and thorough. For most of us, that will mean an increased reliance on a smaller number of trusted resources on the web. Companies have a huge advantage when they have earned a role as a trusted resource for their customers. I see content curation as one of the critical building blocks for earning trust.
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.