Brian Solis and David Meerman Scott both subscribe to the idea that each time a business wishes to communicate it should think like a publisher. Publishers are in the business of telling stories. They provide rich information that their readers are hungry for and often seek. They provide this information (hopefully) in well- crafted, clear writing, then make it available in a channel (be it hardcopy, online, digital) in the format the reader most likes to use.
“One of the most important things that publishers do is start with a content strategy and then focus on the mechanics and design of delivering that content. Publishers carefully identify and define target audiences and consider what content is required in order to meet their needs. Publishers consider all of the following questions: Who are my readers? How do I reach them? What are their motivations? What are the problems I can help them solve? How can I entertain them and inform at the same time? What content will compel them to purchase what I have to offer?” (Scott, 2010, p., 32).
Solis, always current with marketing trends, asks that while business did take on board and put into practice Scott’s Content is King ideology, does content still reign? He delves into this subject in an interview with Federated Media Publishing CEO Deanna Brown.
The main points discusses in this interview were:
- The importance of the quality of the content with the “right” context.
- Brands must be authentic and transparent to be influential and conversational.
- Businesses/brands must look beyond traditional marketing to gain success in new media platforms.
- Brands must think: what is the goal of the content and its return on investment (ROI)?
- Line up strategy and business objectives; don’t try to do everything at once or reach too far, too soon.
- Consider partnering with a communications agency rather than relying on in-house content curators to build from scratch new media campaigns.
However, Lindsey Weintraub in her post on 26 February 2013 at Social Media Today does offer some trick-of-the-trade for the effective content curator.
1. Use Feedly to link to your Google Reader account all the blogs and websites you are following. It organises all the information from the web that you are interested in into one format. You can opt for images to be taken out and it works for mobile devices too.
2. Buffer allows you to schedule your Twitter, LinkedIn, and Facebook account. This means you load in your message and the message will be published at the time you previously specified. Buffer also tracks all clicks, retweets and comments, allowing you to see the content your audience responds to most.
3. For keeping track of niche, engaged community members, keep open a stream on Hootsuite with specific hashtags that you follow.
4. Google Alerts is a “safety net” to catch anything that may have been missed from the above tools.
Click on the link to read Weintraub’s full article: http://socialmediatoday.com/parkerwhite/1255526/content-curators-toolbox
Thank so much for reading.
Enjoy!
Flavia
Social Media. Marketing. Public Relations. Customer Engagement. Connection. 