Every business today faces challenges. The advent of social media and the democratization of the internet has increased those challenges exponentially. Business is in fact cyclical, and it is therefore necessary to have leadership which has great vision, and also the ability to execute a well thought out business strategy.
The best laid plans mean nothing without the ability of leadership to execute them. One thing that many a successful CEO’s and entrepreneurs will tell you, or I should say two things in which they will tell you to look for in business is both leverage, and disruption.
Leverage as you may well know is really defined by increasing ones output, while simultaneously decreasing the amount of time and energy to do so. There are many instances where you can find leverage in the marketplace. From simple competitive advantage to more complex scenarios.
Disruption however occurs when the normal or established way of conducting business becomes eclipsed by a new way of doing things, and in that process over time one is traded for the other, and becomes the new norm. There have been many instances of disruption where change has taken some time, and in fact the initial disruption was very subtle, creating even opposition to the forces of change. However when things ran there course a transformation in the end had occurred.
This is what we are seeing now with curation. Eric Schmidt of Google said it best, every two days there is more information being created, then from the beginning of time up until 2003. Many businesses today are increasing their budgets for content marketing, and in fact the single biggest challenge that many of these businesses face is the time and money it takes to consistently come up with highly valuable content on a publishing schedule.
My question is this. How can content curation which is a disruptive trend in marketing, drive business, while simultaneously giving it’s practitioners a competitive advantage? The answer is quite simple. Curation is a game of chess, where traditional content marketing is a game of checkers.
Allow me to explain.
If you are familiar with chess, you know it is important to control the center of the board. You probably also know that the queen is the most powerful piece, and the goal is to checkmate the other sides king. You have pawns that often mean the difference between winning and losing and you must out-think and outmaneuver your opponent. Make no mistake the way new business is being done is very similar to a game of chess. People use social media and content to develop relationships and to increase their reach and reputation through social media and various channels.
So let’s continue with this train of thought about how curation is in fact like chess. After all there are specific rules to chess. In order to play, and more importantly win, there are tactics and strategies that one must learn. If you want to be successful with curation, you must also learn the rules, and you must begin as in chess to look many moves ahead.
So what are some of these rules, strategies and tactics in curation? First of all, you have to understand as in chess it’s not about you! No one likes to lose, and everyone likes to win, but like a game of chess, where if you rush into the moves without knowing how to implement the right strategy, you will simply lose. In fact in a high level chess game, most games truly do not even begin until around the fifteenth move. Why, because the responses to the various moves are all thought out already.
So how can you apply this logic to your content curation strategy? Here are a few solid tactics and tips.
1. Implement a content curation strategy. Pick ten sites that you feel would give you the best resources to curate from and track your progress. By this I mean that if you are constantly curating from a site and shining a spotlight on them, and you never get anything back in return, pick another one. You wouldn’t just tweet or re-tweet a site that never returned the favor would you? I am not saying do not curate from other sources. That would defeat the purpose of curating. I am saying though that you are looking for leverage, and team players, as well as people to collaborate with. Don’t waste your time with people that do not see the value in what you are doing.
Some people just think they are too important to care, well prove them wrong. Again think CHESS, not checkers. You are trying to engage them, and be thought provoking, even challenge their views. Don’t be disrespectful, but in order to develop thought leadership, you cannot be shy about expressing your views.
2. Stop being lazy. Take the time to really understand the content that you are curating. Give it some annotation and add some extra value. This is important on so many levels. Don’t just use their title and copy and paste. Give it a new title, tell your readers a little something about the author and more importantly tell them why it was worth curating in the first place.
3. Stop being stingy with your social sharing. I have a news flash for you. You can have a large network of followers, friends or whatever, but at the end of the day, it’s the quality of those relationships over time that will matter. No one likes a stingy friend. Someone who simply takes takes takes and never gives. If you are just sharing your curation and spend little to no time sharing your fellow curators content, your not playing smart.
I welcome your views and comment’s below, I actually have to get back to my game of curation. If you are playing checkers good luck with that.
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