Brands Want Content Curator Jobs

It isn’t often that someone writes EXACTLY what I’ve been preaching to B2B clients for years. But today, Josh Sternberg nailed it in his column in Digiday. Hats off to Josh, my guest blogger. I have reprinted his article here, unedited. Thanks Josh!

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Digital media has emboldened many brands to consider themselves publishers. After all, American Express has credibility on financial matters and Coke has a network 36 million Facebook fans. Who needs publishers to serve as intermediaries?

The problem is publishing is a lot harder than it looks, or rather it’s a lot harder to do it with the consistency, day after day, that’s needed to build a long-term audience. That’s leading some brands to hook onto the idea that their role lies more in the curation of content.

Curation is the vogue digital term for the ability to not only aggregate and distribute carefully selected information, but also to provide a unique voice on top of the original pieces of information. In the age of Twitter and Facebook, it seems like all the world is curators now. Brands want in on the action.

Brands are trying to establish themselves as trusted sources of information. Hop onto Facebook, Twitter or Tumblr, and you’ll see brands that gather up articles from all sorts of publications and push them out to their followers. For example, look at IBM’s Tumblr, A Smarter Planet, which is a stream of curated content focused on areas of Big Blue’s core competencies. Or there’s American Express’ Open Forum Tumblr (yes, Tumblr is apparently a good platform for curation) that has cultivated a business community online by providing relevant tools and information to help business owners succeed.

“If a brand is an expert in a certain topic, their reputation might make them a credible source of information,” said Neil Chase, svp of editing and publishing at Federated Media. “But if a company that makes toasters gives health advice, they might not be credible. If they’re sending out recipes, that’s a reason to trust them.”

There’s little doubt that brands can amass sizable audiences of their own nowadays. Show me a chief marketing officer who isn’t interested in an owned, earned, paid media model — often in that order — and I’ve got a bridge in Brooklyn to sell you. It’s been four and a half years since Nike marketing chief Trevor Edwards plaintively said, “We’re not in the business of keeping media companies alive.” Translation: We can build direct connections with audiences, thank you very much.

The devil is in the details. Brands aren’t set up to be publishers. They don’t necessarily understand the editorial process or have the stomach for the length of time it takes to build an audience. Take AmEx’s OpenForum, for instance. It took four years to get 1 million people aboard, and now it gets about 150,000 unique visitors per month. They have the resources to build and cultivate an audience others may not. Additionally, OpenForum was put on the shoulders of the end-user: small-business owners. These business owners are able to communicate and share ideas with one another, but they must be American Express Cardmembers. AmEx recognized the need to provide small-business owners with a connection platform and information that will help their business succeed.

“Not everyone is meant to be a storyteller,” said Colleen Decroucy, CEO of Socialistic, a social media agency. “Brands, as marketers, are trying to have these conversations and what do they have the right to own and see any ROI off of that.”

Publishing content in 2012 can be immensely complex or surprisingly simple, depending on your approach. Curation straddles the line. It can be difficult figuring out not only what tools to use, but also what platforms and, of course, what content to share. The plus side is that once you do figure out how you want to curate — how it becomes part of your broader communications strategy — it’s pretty easy to establish a voice.

Steve Rubel, Edelman’s evp of global strategy and insights, suggests brands start by having an editorial point of view and deciding where the content will live — the brand’s site or aggregation sites like Tumblr or Pinterest.

“The best way to do it is to identify a high-interest topic that you want to be perceived as an expert in,” he said. “Curate that topic and provide some context around it. If you’re curating a lot of content in a topic area, over time that leads to expertise and credibility.”

Brands need to be careful in not only what, but how much they curate. There can’t be articles that make the reader question why a brand is sharing it. Also, brands need to make sure they’re not just regurgitating content, but instead offering readers/followers valuable information, as readers will quickly determine the curated content — and thus the brand — is not worth their time. Since consumers have their own tools for curating – Storify, Storyful, etc. – brands have to know each of their customers and have the credibility in their field to get consumers to trust the content they spread.

“It takes time to build that reputation, whether creator or curator,” said Chase. “It might take faster if you’re good at what you do, but you still have to get it up and running. You’re competing with a lot of other stuff in people’s in-boxes.”

There’s also a limit to what curation can do. At the end of day, if brands want to be publishers, they need to put in the hard work, warns Jonah Bloom, KBS+P’s executive director of content strategy. “It’s more likely that original content changes minds than just being a filter,” he said.

If you build it, will they come?

In B2B marketing, decisionmakers (and influencers) are always gathering information about products before they take the next step in the sales cycle. So how do you make sure they have access to, and get, what they need and want?

Many corporate websites are chock full of product information -- but often located in disparate locations. For a cold prospect, landing on the website home page makes information gathering a daunting, time consuming task.

Instead, build a Resource Center, and organize it such that your target can find and consume it quickly and easily. If you're targeting key verticals, then organize your site by vertical industry. Then, within each vertical, organize your whitepapers, case studies, product spec sheets etc.
Use your outbound marketing efforts to drive targets to that microsite. To determine who is visiting and downloading information, "lock" your pages and require visitors to register before they can access the information. Yes, you will get a few "Mickey Mouse" registrants, but those who are most serious are happy to share who they are -- if you don't ask that pesky "how soon are you looking to purchase?" question. Of course we've all figured out that you'll be calling us first if we answer "within 1 month!".

Be sure to have a plan in place to get a list of who has been visiting your Resource Center every day -- and a plan as to how to follow up with these leads. There is NOTHING more annoying than getting a phone call that says "You downloaded a white paper last month and I'm calling to see if you want more information." My response is "I download lots of whitepapers -- I can't even remember which whitepaper you're talking about, so no, I'm not interested."

A better follow up plan is to have a real reason to follow up -- an invitation to a webinar where a professional user of the product is talking about his/her experience with the product. Or an invitation to a breakfast briefing where some C-level is going to talk about how his/her business was transformed (and the product was part of the solution).

Business leaders are always seeking ideas and ways to make their business more productive. But if you make them do all the work to find out how, or where, they may show up the first time, but they will not come back. Ever.