The reality is that no one ever really wants to be sold to. No one wakes up and thinks, "I'd love to hear from a telemarketer or 17 people I don't know in my email inbox!"
It’s time for your team to position themselves, and your company, as trusted resources to provide your customers, prospects, and other team members with the most valuable insights of the day, but...
Well, you’ve come to the right place.
This process is designed to help you set the foundation for your strategy, get your workflow in order, outline a rollout plan, and actually get this off the ground and running. No more guessing games. Your team, whether big or small, will know who is responsible for what and exactly what they need to do to gain the real benefits of content curation.
Let’s get started!
Whether you are a “Team of One” or you have multiple teammates ready to take action, it’s important to start with the basics. It may be tempting, but don’t skip this step! Together, review your goals, responsibilities, and process as a group.
We’ve outlined some of the main points to be addressed and provided some helpful worksheets for mapping out your unique curation process to ensure a successful implementation.
Be sure to define leading and lagging indicators - considering both internal and external audiences. “More leads” is great, but what other metrics can be defined to help understand how best to adjust effort to increase the “more leads” metric further?
Focus less on the names of the publications and more on the quality of the articles that should pass your filters. It can be easy to fall into the trap of saying, “We only want to share articles from X, Y, and Z major publications.” However, doing so can greatly diminish the value of your curation efforts. Remember, the goal is for this to be seen as a service that surfaces the best articles, and not just simply reposts all content from the same handful of publications.
Don’t just ask those amongst those responsible for marketing. This is a great way to get your sales and business development team engaged in the process, and ensure what you provide will meet their goals as well.
Defining the criteria for your topic areas is TOUGH. We see our customers often iterating on these criteria a number of times as their strategy evolved, and metrics are reviewed. Look to those (including your dear friends at UpContent) to help you get those criteria “just right”.
In many cases, it is best to have individuals outside your traditional marketing team fill this role. Subject matter experts from across the organization, including those in business development or client/customer success position make great Curators. Don’t forget about your internal community. Apply the same test for content effectiveness and resonance with your internal team as well as your external audience.
Be sure to consider how the channels intertwine as part of your audience journey. Audience members who are unfamiliar with your brand may follow a different path from your loyal customers. Consider what the ideal next step is for an individual who engages with a curated article in each channel - and ensure there is a stimulus for this journey to continue.
Note how the Curators may mainly be outside the marketing group - tapping into the organization’s subject matter experts and business development teammates. The marketing group’s main responsibility is to be an orchestrator of the flow - keeping momentum and reducing friction.
Download our full guide to building your organization’s content curation strategy, with worksheets to support you and your team in evaluating, defining, and implementing each stage.
Questions remain? Head over to upcontent.com and start a chat with our team, or send along an email to email@example.com. We’d be happy to help!
Check out our other blog posts for more on marketing, content curation, user stories, and more.