Ever hear of content curation? Neither did I, til I signed up for another fabulous American Marketing Association webinar on that topic last month. Pawan Deshpande, Founder and CEO of HiveFire, and Chris Brogan, President of New Marketing Labs, collaborated to present the informative, funny, and very interesting webinar. Here’s what I learned:
Thought leaders share four qualities:
- They distill information into key insights
- They foresee new directions their industry is taking and set trends based on that information
- They are trusted, go-to authorities for information
- They look for patterns in trends and news and report on those patterns
So, what a thought leader will do is identify a topic they think is worth pursuing. They’ll do research on that topic and produce a report, article, blog, white paper, or whatever. Then they repurpose the content for different uses, distribute it, and start all over again.
The reason it’s so important to become a thought leader in an industry is due to the power of influence. You want to not only influence your prospective clients but, most importantly, have them seek you out, rather than vice versa. Remember, though, that thought leadership is NOT about tooting your own horn. If I’ve said it once, I’ve said it a million times: no one cares about you, they only care about themselves.
So let’s switch gears a little bit and talk about content. Content marketing evolved as the cost of publishing information nose-dived. Thanks to the internet, free blog software, and numerous social networking platforms, anyone can publish and distribute content for the price of a high-speed internet connection. This, as we well know, has lead to its own complications. There’s just so much out there! And because marketers struggle to get found, they publish tons of stuff and distribute it on as many mediums as possible. So now there’s this vicious cycle going that is expensive, time-consuming, and creating content marketers rather than thought leaders.
This is where content curation comes into the picture. Rohit Bhargava defined it very nicely: “A content curator finds, groups, organizes, and shares the best and most relevant content on a specific topic online.” Think the Drudge Report, TMZ, the Huffington Post. Because these companies are so good at content curation, they have become thought leaders. We go to them for our information.
To become a thought leader using content curation, you have to first decide if content curation is a good marketing strategy for you. Ask yourself two questions:
- Is your brand focused on an issue and do you have an innovative perspective on that issue?
- Do your prospects conduct a lot of research on this issue?
If you answered yes, then here’s what you do:
- Distill information into key insights
- Provide fresh perspective on a topic (or topics) within your industry
As always, easier said than done!