| Is Curation the New Search? |
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Since nearly all of the content your prospects and customers would find valuable already exists and simply needs to be located, organized and shared, content curation is an indispensable service. Given the overwhelming and ever increasing volume of information, content curation has been touted by respected experts like Paul Kedrosky as the "new search." Why is Content Curation Important? Whether or not predictions of curation becoming the next search come true, there is no doubt that we are living in an "information whiteout" and as the volume of information continues to grow unabated, the need for "filtering and organizing" (aka curation) becomes more and more important. "It's not enough to provide authoritative information on our Web sites. We also need our content to show up everywhere our customers hang out...Customers trust third-party sources and each other more than they do the brand owner. In this new world of content oversupply and shorter attention spans, marketers now have three goals in providing the right information at the right time to customers and prospects: 1. Be perceived as authoritative and trusted. 2. Provide high quality information and resources, including valued and trusted third-party experts' and customers' contributions. 3. Provide a constant stream of timely, fresh and valuable information to all the places and channels that customers frequent." Patricia Seybold "You also need to think about, how do you create the taxonomy and the folksonomy of how to turn that content into categories? That becomes a really big issue with content curation." David Meerman Scott Books:
Curation Nation by Steven Rosenbaum - about the book (from Amazon): Fortunately, there is a new magic that makes the Web work. It’s called curation, and it enables people to sort through the digital excess and find what’s relevant. In Curation Nation, Steven Rosenbaum reveals why brands, publishers, and content entrepreneurs must embrace aggregation and curation to grow an existing business or launch a new one. In fact, he asserts that curation is the only way to be competitive in the future. Overwhelmed by too much content, people are hungry for an experience that both takes advantage of the Web’s breadth and depth and provides a measure of human sorting and filtering that search engines simply can’t achieve. In these shifting sands lies an extraordinary business opportunity: you can become a trusted source of value in an otherwise meaningless chaos of digital noise. In Curation Nation, Rosenbaum “curates the curators” by gathering together priceless insight and advice from the top thinkers in media, advertising, publishing, commerce, and Web technologies. This groundbreaking book levels the playing field, giving your business equal access to the content abundance presently driving consumer adoption of the Web. As the sheer volume of digital information in the world increases, the demand for quality and context becomes more urgent. Curation will soon be a part of your business and your digital world. Understand it now, join in early, and reap the many benefits Curation Nation has to offer." Learn more at CurationNation.org. More... Seth Godin on Content Curation - 10 videos. |
