A new year is upon us, yet many of the same challenges we all faced in 2014 are still in our paths. The days of too little data and too few competitive insights are long gone, and now we continue to be inundated with thousands of pieces of information every day.
Your brand and your company must learn how to sift through the abundance of information in order to be successful. As of now, you simply have far too much information and cannot take actionable steps towards actually utilizing it in a proactive manner.
What’s even more frightening is that many brands seem to blissfully unaware of this issue. The 2014 CMO Survey indicated a 3.8% spending increase on marketing research and intelligence. Yet, only 33% of marketing initiatives utilize this data to make decisions.
Effective Curation & Intelligence Is The Answer
When it comes to content marketing, it’s no secret that content curation creates thought leadership, but that’s not all it provides you and your brand. In order to manage the outpouring of information and once and for all cut through the content clutter, your firm must become experts in curation.
There are four steps to prevent this information overload from occurring in your business. The steps are clearly identifying your brand objectives, narrowing your focus on information that supports those objectives, fostering a collaborative environment, and communicating your own insights.
Clearly Identify Brand Objectives
Determining clear and measurable objectives is the first and arguably most critical step in cutting through the information clutter. What do you want your brand to achieve? Will you focus on traits of your company’s personality or more on specific core competencies?
After you and your team have done some introspection, it’s time to determine what success in those objectives looks like. These successes should be quantifiable, like number of leads, new clients, or overall market share, just to name a few.
Always remember to stay realistic and honest with your brand and its current position in the market place. Are your objectives realistically obtainable? Make sure you aren’t setting yourself up against insurmountable odds before you get too far into the process.
Narrow Your Scope
Once you have clearly identified your brand objectives, it’s time to get laser-focused. Content that does not support your business objectives should be quickly dismissed. This is the only way to sift through thousands of possible pieces in a manner that is timely, while still ensuring you’re not overlooking anything.
Be protective of your brand. If you doubt the efficacy of a piece of content in supporting your brand objectives, listen to those doubts! If you or your team cannot see relevant intelligence that supports your brand objectives, curating these pieces only proves to damage what you’re trying to accomplish.
As with most things in business, collaboration among your team is crucial. Your team should not just have to participate in your curation efforts, they should want to. The best way to accomplish this is with an easy-to-use, intuitive tool.
Team members should be able to survey information from a variety of platforms and sources that they deem relevant. Then, they should be able to communicate why specific content is important, and begin a conversation about it with other team members. Carrying out this collaboration should be highly intuitive and work seamlessly.
At the end of the day, the team that collaborates will provide the best insights and highest value to the brand objectives that they have set to achieve.
Communicate Your Insights
Not only should the collaboration within your team be streamlined, communication of your insights with your audience should also be seamless. Your audience needs to know exactly why you deemed this piece of content worthy, and be able to see that value with their own eyes.
The platform in which you communicate your curated content is entirely dictated by your audience. How do they prefer to be reached? Typically, methods of distribution include your brands social profiles, email communications, and blog posts. But, you don’t need to limit your communications to those avenues. Exploring new methods may give you a competitive advantage on a new channel.
The ability of your firm to transform the information you collect into relevant intelligence is no easy feat. Always remember that good insight includes why a piece of content is relevant, the next steps to take from the relevant information, and how the relevant information impacts the business.
Cutting through the clutter in curation really boils down to a matter of storytelling. The content you curate should be used as supportive evidence across your social channels, newsletters, and even reports and presentations. Is there cohesion among curated information and your brand, which is then communicated in an effective manner to the intended audience?