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Scoop.it!
In his recent business trip to Australia, Edelman’s Steve Rubel discussed his thoughts on the future of the media with Yvonne Adele at Social Media Club Melbourne.
Here are some highlights from this article:
*** Content surplus as a bankable trend: In an era of self-publication (for brands as well as individuals) and increased noise we’re all faced with the problem of too much content and not enough time. For media companies, scaling this information and providing value through quality curation is a great opportunity to solve this problem for the consumer.
Steve’s top tips for being a quality curator: - Be knowledgeable and well read on your subject matter of choice;
***People want to connect with the human element of a brand and those that work for the organisation.
***Journalists and media are now community managers. They have to see their role not only as a reporter/journalist/presenter – but as a brand ambassador who is able to acquire consumers and an build an audience through these channels.
***Steve’s top three emerging trends for media? 1) Building business models that incorporate curation;
Read full article http://j.mp/H17F45
Moreover, Steve Rubel also moderated a News Limited and Herald Sun panel on the future of journalism. If you have an hour to spare, I highly recommend checking out the full hour-long video discussion here: http://www.youtube.com/watch?v=lSRhDqeBtmg Via Giuseppe Mauriello, janlgordon 
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Scoop.it!
This piece was written by Ardath Albee, I selected it because I thought her insights were very helpful for anyone who is using content marketing to reach their customers. Her suggestions are good for original and curated content.
To paraphrase:
Everything has changed, B2B executives need to change their mindset to fit the realities of the "always connected consumer" They are bombarded with too much information. It's important to shift your thinking and change the way you relate to them. The old way won't work.
Excerpt:
"Selling content marketing to B2B executives is hard. At least harder than it should be. But what strikes me as odd is their willingness to requestion their decision after they've finally been convinced".
Here are some highlights:
**Content marketing is not a campaign With no stop date, it violates the nature of traditionalist marketers to be able to box in a final result and say "it worked"
or "it could have been better." At least not quickly
**content marketing isn't three touches and a sales pitch, your department may not be shuffling as many leads to sales.
**If the change we make isn't driven by what our buyers want, it's driven by what we want. What we want isn't going to convince buyers to buy. Especially over the longer-term, complex buying process.
**Here is two things to do to combat Shiny Object Syndrome:
First - determine ways to measure your incremental wins with content marketing that tie to business KPIs. That's one thing that marketing automation technology and analytics can help you with.
It's also something that salespeople can help you with. When's the last time you spoke with them about the leads you sent over?
Here are more insights from Matt Johnson who has more to say about KPI's
"Only by compartmentalizing our distinct lives as brand stewards, lead generators and media mavens, can we help educate others (CEOs, peers, our teams, ourselves), who may think of “marketing” as a monolithic and mysterious blob......
Second - put some fun into your content marketing!
**Take a look at your personas and figure out a new way to approach them. Put a new spin on a topic you've grown bored with
**Use a new format. Do it to engage yourself as much as you do it to engage your buyers.
Curated by Jan Gordon covering "Content Marketing, Social Media and Beyond"
See full article here: [http://tinyurl.com/73xam22] Via janlgordon
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Angela Dunn has written a great piece on one of my favorite topics, curation - it was the lead post on our launh of Curatti last night.
What makes a good curator?
"You need to have the eye of an editor, a sense of taste like a chef, and your own unique Point of View. It is this Point of View – your taste – that can lead to authority and influence".
Jan Gordon:
Curators who are driven by passion and purpose will be very important to the business community in their chosen niche - it's crucial that we preserve this information for the future. That is why the future of curation is definitely evergreen.
Here are some highlights that caught my attention:
The amount of content is growing exponentially, but our time is limited. Curators are our filters for information overload – the editors of chaos.
The slew of content curation tools that emerged gave way to algorithms. Can a machine have a Point of View? Machines can influence your Point of View. The danger is they can also create a filter bubble.
It is human insight coupled with machine results that can define the very best information edited from a trusted curator’s Point of View.
Evergreen posts, such as “Curating Content for Thought Leadership”,, written by Angela in 2010 are important in that they stand the test of time. All good blogs need some such articles.
The above, along with all of Angela's posts on the now defunct Postereus, have evergreen links due to a new tool for archiving the web – Permamarks.
Selected by Jan Gordon for Curatti covering Curation, Social Business and Beyond
Read more here: [http://bit.ly/1ewOFR1]