Turning Content Curation into Thought Leadership
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Transcript of Turning Content Curation into Thought Leadership
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TURNING CONTENT CURATION INTO THOUGHT LEADERSHIP
Utah Business Content Marketing BootcampOctober 28, 2014
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DEFINE CURATION:
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CURATION IS NOT A WORD
DEFINE CURATION:
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DEFINE CURATE:
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a clergyman in charge of a parish
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THE CURATOR
Curation and the verb to curate are derivatives from the word Curator
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DEFINE CURATOR
A person who is in charge of the things in a museum, zoo, etc.
A person who is in charge of the collection in a museum
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SUPERVISORY MUSEUM CURATORNATIONAL GALLERY OF ART, WASHINGTON DC
Acquires Works of Art by Donation and Purchase. The incumbent expands and deepens the Gallery’s collections through the acquisition of works of art of the highest quality and relevance to the Gallery’s collecting policies and strategies. Tracks the international art market. Cultivates relationships with collectors, scholars, and dealers, to attract single objects, collections, purchase funds, or other types of gifts to the National Gallery. (Emphasis added)
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SALES FUNNEL
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THE FIRST SALES FUNNEL
Presented by Andrew Davis - @TPLDrew
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FUNNEL OF YESTERDAY
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THE CUSTOMER JOURNEY
Presented by Andrew Davis - @TPLDrew
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IF YOU WANT TO OWN THE CONSUMER JOURNEY, CREATE MOMENTS OF
INSPIRATION! – ANDREW DAVIS @TPLDREW
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Presented by Andrew Davis - @TPLDrew
MOI = ROI
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THE CUSTOMER JOURNEY
Presented by Andrew Davis - @TPLDrew
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MOMENT OF INSPERATION
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THINGS TO COLLECT IN YOUR MUSEUM:
2Quarter Inch HolesMoments of Inspiration
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EMPATHY IN CONTENT
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NONVIOLENT COMMUNICATION
DR. MARSHAL B. ROSENBERG
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“Often, instead of offering empathy, we have a strong urge to give advice or reassurance and to explain our own position or feeling.”
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“Empathy gives you the ability to enjoy another person's pain.”
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THREE TYPES OF EMPATHY
• Cognitive Empathy or Perspective TalkingThis is being able to see things from another's point of view. Putting yourself in someone else's shoes.
• Emotional Empathy or Personal DistressPersonal distress is literally feeling another's emotions. When you are watching a scary movie, and you start to empathize with the hero and feel afraid, that is personal distress in action.
• Compassionate Empathy or Empathetic ConcernNot only understand a person’s predicament and feel with them, but are spontaneously moved to help, if needed.
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“Empathy creates relevance because it creates the deep connection that brings people together” – Geoffrey James, INC
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THREE LEVELS OF EMPATHY FOR BUSINESS
• On-demand Empathythe ability to sense what customers want.
• Solution EmpathyThe ability to understand a customer's problem and figuring out how to address it.
• Transcendent Empathyyou create solutions to problems that customers don't even know that they have.
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HOW EFFECTIVE IS EMPATHY?
Emotional campaigns outsell informational ones by 19 percent
- WARC
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HOW EFFECTIVE IS EMPATHY?
Purely emotional communications performed about twice as well as purely
informational communications
- Brand Immortality
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HOW EFFECTIVE IS EMPATHY?
“If we don’t make you cry, we fail.”-Lorrain Twohill, VP of Global Marketing, Google
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HOW EFFECTIVE IS EMPATHY?
“If we don’t make you cry, we fail.”-Lorrain Twohill, VP of Global Marketing, Google
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THINGS TO COLLECT IN YOUR MUSEUM:
Quarter Inch HolesMoments of Inspiration
Crying PeopleEmpathetic Content
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HIERARCHY OF CONTENT MARKETING NEEDS
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We hear a lot about thought leadership. One of the challenges is how to avoid falling into a pattern of thought followership.
– Devin Knighton, Instructure
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HIERARCHY OF CONTENT MARKETING NEEDS
http://rightintel.com/home/path-thought-followership-thought-leadership/
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HIERARCHY OF CONTENT MARKETING NEEDS
http://rightintel.com/home/path-thought-followership-thought-leadership/
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HIERARCHY OF CONTENT MARKETING NEEDS
http://rightintel.com/home/path-thought-followership-thought-leadership/
Moving from thought followership to thought independence
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HIERARCHY OF CONTENT MARKETING NEEDS
http://rightintel.com/home/path-thought-followership-thought-leadership/
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HIERARCHY OF CONTENT MARKETING NEEDS
http://rightintel.com/home/path-thought-followership-thought-leadership/
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HIERARCHY RELATED TO TRAFFIC
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“Generally, the people closest to the data can provide the best insight. If that person is you, don’t be afraid to share your thoughts.”
-Chuck Sharp, CEO Right Intel
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THANK YOU!
David MalmborgVP Marketing, Right Intel
[email protected]@davidmalmborgLinkedin.com/in/davidmalmborg
Content Curated:• http://www.merriam-webster.com/dictionary/
curator• https://www.usajobs.gov/GetJob/ViewDetails/
382903000• http://www.dragonsearchmarketing.com/who-
created-aida/• http://youvebeendrewed.com/inspired-content-
marketing-cmworld/• http://hbr.org/web/special-collections/insight/
marketing-that-works/marketing-malpractice-the-cause-and-cure
• http://www.cnvc.org/• https://www.youtube.com/watch?v=XBGlF7-MPFI• http://www.danielgoleman.info/three-kinds-of-
empathy-cognitive-emotional-compassionate/• http://www.inc.com/geoffrey-james/4-ways-to-
become-more-relevant.html• http://www.fastcocreate.com/1683304/empathy-
sells• http://www.warc.com/Pages/Store/
ProductInfo.aspx?ProductID=647• http://www.amazon.com/dp/0749449284• http://rightintel.com/home/path-thought-
followership-thought-leadership/• http://rightintel.com/home/developing-a-thought-
leader/