Someone raised the question on Quora a month ago: Would most users rather have content delivered to them based on interests or by their social connections? Then Arnold Waldstein started a Conversational Rant a few days ago on his blog, pointing out that he would like to “parse my world by conversations, by topic, by trusted connections daily.” Then Romain Goday of Darwin Ecosystem laid out five different approaches to content curation:
- Expert approach: curators
- Crowd approach: popularity
- User behavior approach: personalization
- Relationship approach: social graph
- Patterns approach: emergence
We all agree there is so much information available today that we need new methods (or new combinations of methods) to quickly, reliably and cost-effectively find the information we need. It’s a critical problem, compounded by the multiplicity of separate communities where information is shared, voted on, and reviewed. We are left with an uneasy feeling: what are we missing? That’s why we need content curation, a filter that helps us find what we want quickly, reliably and cost-effectively.
Finding the right filtering method can be complex. Some observations based on the foregoing sources and my own research:
- What we want to do will determine which filters are acceptable. For instance, if we want to assess raw information about “what’s going on” in order to draw our own conclusions about what’s coming next, filters subvert our efforts. Alternatively, if we want to know a good restaurant in town, we’ll seek the filter of connections whose restaurant recommendations we trust.
- How quickly we want the answers will also shape the relevant filters. Crowd sourcing, for example, takes time.
- The importance of comprehensive results also matters. If we need full confidence that no stone is left unturned, we won’t rely only on trusted connections. As Alex Clemmer noted on Quora, “It is inevitable that most of the interesting content in the world is discovered by people you don’t know.”
- Why we want the information matters. At work, the priority may be to stay up to date on what the boss looks at each day or the activity stream related to a particular project.
Factors such as trust and the need for serendipitous information also play a role in the filters that best meet our needs.
So what does this mean for selection of the right content curation platform for your business? Here are three principles to consider. First, curators who understand the context you need in your curation are essential because machines don’t have the discernment needed. The curators must be equipped with technologically sophisticated tools that make their work quick, easy, and reliably executed. Second, even the best curators won’t be spot on for all users all the time. Users must be able to select which parts of the curated content will be delivered to them. Faceted search, a robust taxonomy, and optional use of additional filters (e.g., popularity, recommendations of trusted connections) enable the precision needed in this selection. Third, ongoing discovery of new sources must be a priority because topics evolve, new experts emerge and sources change their emphasis. What other principles are relevant?
A salesperson who is face-to-face with a prospect can vary his or her dialogue to accommodate the prospect’s needs and interests. The salesperson knows the company size, location and industry as well as the prospect’s role and stage in the buying cycle. She can assess the prospect’s level of knowledge and fill in gaps. Most importantly she can use the prospect’s responses to guide the discussion.
Today the salesperson doesn’t get a face-to-face meeting until much later in the buying cycle. It is the marketer who must keep the attention of the multiple buyers at a multiple companies through the early and middle stages of their buying cycles. In order to keep each buyer’s attention, the marketer’s provision of information must vary in the same way a salesperson’s approach varies.
Yet the marketer isn’t sitting across from a single prospect. He is tracking and analyzing demographic and behavioral information about prospects, developing hypotheses about intent, gleaning insight from current customers, and mapping responses to prospect behaviors to move them to the next stage in the buying cycle.
Today’s marketers need to:
- Sharpen core marketing skills, including: knowing customers and prospects, understanding the processes that are affected by a product or service, mapping the buying cycle and buyer information needs, clarifying differentiation, and developing evidence-based value propositions.
- Get comfortable experimenting, acting on partial information, and adjusting course as they find new information.
- Put repeatable processes in place to leverage knowledge gained.
- Select and properly use appropriate technology.
- Collaborate fully with sales and lead the company into social business where “everyone is a marketer”
- Draw insight from customer interviews, analyze data, demonstrate accountability…
…the list goes on. Yes, businesses hold marketers, and marketers hold themselves, to a higher standard today. Leadership matters. Strategy and management matter. Evidence tells the story.
It’s a lot more and a lot more fun.
Pawan Deshpande’s post on Crafting the Perfect Content Curation Strategy raised the important issue of how one chooses the right topic for a content curation initiative. The topic choice drives actions and investments. Moreover, the topic lays the foundation for engagement and becomes the focus for reputation building. Pawan points to three factors to consider in selection of the right topic: competitors’ content strategies, the volume of content on a subject, and audience interest. These three are definitely important. But some refinements are in order.
The number one factor in selection of a topic for a content curation initiative is what is compelling to your target audience. A close second is relevance to a point of view held by your company. Don’t bother if your topic doesn’t meet these criteria. (Also don’t bother if you haven’t already set clear objectives about how a content curation initiative will achieve the business results you are seeking and how you will measure success. That is the subject of another post.)
In selecting a topic for a content curation initiative consider the following:
First and foremost, think about what is compelling to your targets. What information do they need to do their jobs? Where are major changes underway that will affect their success?
Secondly, look at your answers to those questions through the prism of your company’s products or services. What is the storyline that connects your products or services to either the information needed to do their jobs or the actions they will need to take to respond to important changes occurring in their business?
Thirdly, scan the topics competitors have staked out. Is their overlap with topics you now have under consideration? Drop from further consideration those topics that competitors are addressing well.
Fourth, reflect on your brand. How will leadership in a topic support your brand promise? Drop topics that are incompatible with your brand.
Fifth, consider the significant information sources. How are they perceived? You’ll be citing these sources frequently so their reputations will be associated with your company.
Sixth, consider the issues associated with the topics under consideration. Will exploration of the issues provoke rich discussion? A discerning perspective on controversial views will draw more attention and offer more opportunities for engagement.
Seventh, consider the research you might undertake related to each topic. How might you provide an ongoing service to your targets through research-based thought leadership? You may find some topics are more suited to original research than others.
Eighth, take stock of the scope and depth your experts can reasonably address. Will your internal experts be able to successfully engage in discussion of the issues? Engagement of customers requires the involvement of internal resources.
These are the factors I counsel my clients to consider and urge you to reflect upon before committing to a topic. What other factors are relevant? How difficult have you found topic selection to be in your content curation initiative?