Gartner: Forget big data, think Content Curation

Firstly dont forget Big Data, its definitely here to stay, we have have written extensively on the topic, as to why that is fact. Thus far there has been nothing on the horizon to challenge the rise of Big Data until now. Content is slated to give big data a run for its money. According to Gartner’s Jake Sorofman “Curated content provides grist for the social marketing mill”.

Without compelling, insightful, inspiring content, social engagement simply fails to happen. Also, while big data may be the intelligence behind microtargeting, the precision of your aim doesn’t matter if the customer experience falls short. – Jake Sorofman

I have been a fan of Content Curation for quite some time, and have experiment with various platforms, with Scoopit a personal favorite at the moment. If you are new to all of this, here is a post that explains the basics. Econtent defines content curation as ‘the act of discovering, gathering, and presenting digital content that surrounds specific subject matter. Though it is still considered a “buzz word” by many in the content world, content curation is now becoming a marketing staple for many companies with a successful online presence’.

Gartner’s 2013 social marketing survey pointed to content creation and curation as the key areas of focus for social marketing organizations and the most outsourced function. The survey found that investments in content creation and social marketing totaled 21% of digital marketing budgets. What’s more, social marketing and content creation are considered two of the top four digital marketing activities that are important to marketing’s success.

“Content includes the text used in blog posts and syndicated messages; images, including infographics, photography, drawings, cartoons and line art; videos, slideshows, podcasts, e-books, white papers, and more. Social marketers create original content and curate third-party content. Here, the goal is to become an authoritative voice for your audiences by creating and curating content with a strong point of view and syndicating it to your social networks.”

“Big data may be the intelligence behind micro targeting, but the precision of your aim doesn’t matter if the customer experience falls short,” Jake Sorofman says. “Without compelling, insightful, and inspiring content, social engagement fails to happen.” Perhaps a good example of this is the Domo website, where they are curating Big Data and Business Intelligent content. In this example Domo is busy creating their B.I platform, maintaing product buzz, whilst establishing themselves as thought leaders in the field.

Sorofman has characterized content in the age of the social web as:

  • Human – It speaks in a conversational voice and is not stilted behind coporate speak
  • Neutral – Supports a brand’s point of view without always making the brand the hero
  • Simple – Typically stripped down and gets to the point fast
  • Visual – Visuals are easier to consume, Mashable has already picked up on this
  • Curated – There’s no need to create your own content. You can organize and annotate third-pary content
  • Controversial – Communities sustain the dialogue in the form of comments, reviews and ratings
  • Organic – It’s published fast, often in reaction to an issue

Bill Gassman of Gartner suggests, “If your organization is among those spending a below average percentage of your digital marketing budget on social marketing, follow this line of questioning”.

  1. How does your organization’s priority of social marketing compare to your industry peers.
  2. Are your company and marketing executives promoting or inhibiting social marketing?  If there is a gap in budget to where your industry peers are, what will convince the executives to invest properly?
  3. How do you measure a return on social marketing?  How does your analytics help you optimize your social activities?  If the answers are “not well”, the catalyst you need is evident.
  4. Can the agencies and consulting firms you work with today provide a boost into a proper orbit of social marketing?  If not, given your corporate culture, will it be faster to build the skills internally or look externally?
  5. How long can you afford to wait – and will you be able to ramp up quickly enough when the time to catch-up comes?

Source: Gartner.   image credit: DomClaxton.