2011/01/11 Leave a comment
In 2011 great content curators will own social media networks as community members will need fast answers to more questions.
Oprah’s ability to deliver ‘great content’ as a super content curator led to her OWN network partnership with Discovery and immediate access to almost 100 million people. The OWN ‘wrapping’ of the floundering Discovery Health Channel is innovative and shows the power of a great curator.
A number of trends and patterns have contributed to the value provided by curating content and innovation around aligning people to content and products.
These are some of the things to consider when you look to curate content that resonates and serves current and future customers.
Trust Moves away from SEO
Since late 2008 or early 2009 over half of internet searches now start in Social Media platforms and now people seem to trust other people a little more in finding fast answers to tough questions rather than search engine spiders or the advertisers that feed them.
Mobile May Sink SEO
Very few people that I know have an appetite to look at millions, thousands or even hundreds of Google search results on their mobile phone and as Google Android, RIM, Nokia, Sony, LG, Samsung and Apple interfaces mobile devices become gain as an on-ramp to Social Media platfomrs and the internet, the percieved value of SEO will drop even faster.
It is difficult to impossible for a search engine spider to understand your question and an answer that is suitable to your situation and understanding how to deliver content that ‘resonates’ to questions requires a little work and engagement so that people can declare what is important.
Social Media platforms like Twitter, LinkedIn and Facebook have grown tremendously and there are many good tools to help people find good content or products that resonate with their immediate need — we do this with SpeedSynch Resonance Maps.
Advertisers Live Large
Advertisers have always preferred large deals so that they can minimize costs for their clients and deliver high value but appear to struggle with the content and stories easily created and delivered globally in Social Media platforms like Twitter or focused advertising possible in LinkedIN or other plaftforms.
Huge waves of content are formed by the minute and advertisers or their clients may naturally feel that they must devote very large budgets and spend on advertising programs to be heard above the noise created in internet sites, blogs and Social Media.
Focus Trumps Budget
In our experience the value of a message or content delivery increases if it can be oriented to either a single person or small group and to accomplish this we look to focus on customer behaviour patterns and TransMedia or Cross Media tools.
We let our customers tell us which questions, answers or stories are important to them, and this may be done anonymously, quickly and simply by using NeuroPersona tools.
TransMedia or Cross Media Trend
The delivery of content or advertising stories has seen considerable innovation in the past 15 years and TransMedia or Cross Media techniques is one of the most promising in a world where answers and content outnumber questions but both are hard to find quickly.
The Matrix was one of the most popular successful deployment of TransMedia storytelling where people might get a good part of the message by viewing one or more of the movies but the whole story was accessible to those that found the comic books and attended the events which completed the picture.
IKEA Cross Media Innovation
Recently a simple IKEA internet banner add shows us another application of advertising delivery, self-configured stories where people put the story together from all the bits they pick up in different places and spaces according to what resonates with them, something no advertiser or marketer would ever know.
Contact us for a conversation about great content curation cases, tools, tips and tricks — especially if content is your business!