What should you do instead?

1. Get creative. Treat each new campaign as if the whole world has changed since the last one (because it has – even if the last one was yesterday).
2. Be aware of your competitors, but don’t imitate them. Be better. Work harder. Add more value (yes, your marketing should deliver value to your prospects).
3. Social media ‘likes’ are a good thing, but they aren’t the point. The point is to nurture prospects with useful and relevant content. Useful and relevant content builds trust. Trust sells.
4. Fancy ad shoots are fun, and sometimes they’re worthwhile… but do a cost/benefit analysis before spending your client’s (or employer’s) money.
5. Partnering with any affiliate who will have you is lazy and risky. Be selective. Have a good reason for linking your product/service/brand with another company’s, and research them for potential liabilities.
6. Don’t spam. Just don’t.
7. Everybody enjoys a pat on  the back, but awards should be a byproduct of your efforts… not their objective.

Do you have a reaction to Tom’s cartoon you’d like to share?

My forwarded curations are also highly personalized. I rarely blast an item to a long list of people. The vast majority of the time I send a tidbit to a single individual, or a small handful of people. The information is highly relevant, meaningful, and hopefully valuable to these people. I’ve trained them to look forward to these tidbits so my ‘open and read rate’ is very high.

That’s on the personal level. Curated content can also be an important input into more formal marketing communications/content marketing campaigns designed to inform and gently persuade regarding products, services and solutions.

So how’s it done? Something like this:

Step 1: Identify Your Topics of Interest

• What topics make sense for your company and product set?
• What peripheral topics might be of interest to your sphere of influence? What industries are they in? What types of technology do they manufacture, purchase or use in their businesses? Are there political or regulatory issues that affect them?
• Is there a specific niche in which you’d like to position yourself as a thought leader?

Step 2: Select Your Search and Aggregation Tools

There are many tools available online. I prefer to use a limited number of these, paying particular attention to the search terms I develop. The more ‘advanced’, selective and sophisticated your search terms, the fewer results you’ll get, but those results will be more valuable and relevant.

Google, the king of all things search, has many free resources that can help you to become an ‘advanced’ searcher. Spend two or three hours to learn this skill. It’ll save you hundreds of hours over the next decade.

Tools to use to find relevant information, aggregate it, organize it and deliver it to your constituents:

• Addictomatic.com
• Digg.com
• DuckDuckGo.com
• Google.com/Alerts
• Google.com/Reader (set up via RSS feeds)
• HootSuite.com
• IceRocket.com
• LinkedIn.com (group discussions)
• Paper.li
• Scoop.it
• SocialMention.com
• StumbleUpon.com
• Technorati.com
• TweetDeck
• Twitter.com

There are many others. The point is to select the subset that you like, and then set them up correctly. They’re just tools. You want them to help you find the nuggets of gold hidden in the vast mountains of available information.

Step 3: Gather

Once your tools are set up, the information will be delivered to you daily. It’s up to you to skim and scan, trash and save, read and contextualize.

Step 4: Organize

You can get as detailed as you want about this. I think it’s a matter of personal style, plus the amount of data you’re dealing with. Obviously, the larger the amount of information, the more you’re going to need to categorize it, perhaps creating sub-categories and metadata to enable efficient searches. My personal style is not terribly organized, and I find this is helpful (in this context). My brain tends to sift information and make connections that wouldn’t normally occur in an organized taxonomy.

I do organize my curated content by target audience, though.

Step 5: Share

There’s no point in doing all the above (at least from a marketing perspective) unless you deliver the appropriate (and relevant) information to your various constituents (individuals, small groups, distribution lists). Remember – what’s useful and relevant to one person is irrelevant and useless to the next.

You might deliver to individuals in an informal, unscheduled way via email. For groups of people (aggregated by shared interests) you might use newsletters, social media (including blogs), podcasts, etc. and disseminate on a pre-determined schedule (once a day, week or month). What’s important here is to assess the content, and assess the audience; then select the appropriate vehicle and frequency.

Attribution

There’s an old adage – “If you take from one information source, you’re plagiarizing. If you take from twenty information sources, you’re researching.” There’s a spectrum of content curation ranging from direct quotes all the way to completely re-thought, re-contextualized, re-written material. All are equally valid… as you approach and reach the direct quote end of the spectrum, you should attribute the source including author and publication.

Did I miss anything? Are there any helpful tactics or tools that you can’t live without in your content curation endeavors?

Consistent, Quality Production

Everybody who works in SMB B2B marketing is well aware of this. The agencies, the clients, the consultants, the gurus… everybody knows it. Smaller businesses just don’t have the resources available to create relevant and useful content on an ongoing basis. They start out with good intentions. They write a few blog posts, get increased traffic and some comments; but the real business payback doesn’t occur until after months of consistently publishing compelling content. Content that people consume because they want to… because there’s value in it.

It takes time, skill and energy to produce all that content. What if you don’t have the time, skill or energy?

Content Curation

I define content curation as the process of assembling, summarizing and adding commentary to information from multiple sources in a context that is relevant to a particular audience. I think this discipline is essential to content/social media marketing.

Today, we are drowning in information. Most of it is poor quality and of little value (i.e. not worth the time spent to consume it). There is tremendous value in sifting through the mountains of content to find those rare golden nuggets that are high quality, relevant, useful and (hopefully) entertaining. With the ever increasing volume of information we’re faced with, businesses can bring real value to their prospects and clients by serving as a filter.

Marketers can build trust by providing focused curation in areas that matter to their prospects and clients. Quality original content has always had value, but curation is coming to have nearly equal value. The key is to stake out unique topic areas. For SMB B2Bs, those are the areas that are of professional interest to the buyers of your products and services.

The information you curate should help your target audience make better buying decisions; and it should increase the benefits of using your products and services. It might include economic or regulatory news that affects their industry, and other adjacent but relevant topics. Your aim is to become the most trusted source in those areas. You don’t need a lot of time or money to do this. You just need to have a deep understanding of your chosen niche.

In this post I told you the ‘what’ and ‘why’ of content curation for SMB B2Bs. In our next post, I’ll discuss how to do all the above effectively and efficiently.

Different Content for Different People

This is the third in a series of blog posts where I deconstruct the social media marketing process in order to solve the content development problem. The number one cause of social media marketing failure is poor and/or inconsistent content development. This is especially acute for small to mid-sized B2B companies. Why? Because…

1. SMB B2Bs don’t have the resources that large companies have to do the requisite content development.
2. B2Bs sell complex products and services to professional business people; so their content must be concise, compelling, relevant, useful and (hopefully) entertaining – not an easy task.

You can’t create compelling content if you don’t have a clear idea of who you’re communicating with. What’s relevant and useful to one person is irrelevant and useless to the next. Target personas should include current customers, as well as prospects. I develop one persona for both customers and prospects. If you have more than one type of product or service, you should create a persona for each product line (and probably a different corporate voice and SM profile for each too).

You Want More of Your Best

If you haven’t created a clear profile of your most desirable prospects, this process can help you do that:

Take a look at your list of current customers. Which are your most profitable? Which are the most fun to do business with? (It’s always interesting to see the overlap between these.) Put this subset of customers into a spreadsheet and score them on a list of demographics (age, location, industry, role/title, size of business, etc.) and psychographics (attitudes, beliefs, values, personality type, buying motives, etc.).

Let’s say, for example, you determine that your prime prospect has the following attributes:

• lives in the Midwest
• is between 35 and 55 years old
• works in a small (10 to 50 employee) credit union or community bank
• is the COO, VP, (person in charge) of Operations
• is male
• is married and has school age children
• is active in his community
• and makes buying decisions based on how they might affect his career.

You now have a good idea of who your best target is, what his interests and concerns are, and how you can motivate him. Some people even name their primary persona (I named mine ‘Erica’). Print out this list of attributes and tack it up where you can read it from your desk chair. Before writing a blog post, or tweeting, or contributing to a LinkedIn discussion, review that list to remind yourself who you’re conversing with. It makes the process much easier. Try it and see.

Please let me know if you have any other targeting tips that help you in developing content, or if you decide to try this process, let me know how it works for you.

“Small to medium sized B2B companies are not realizing the benefits they should from social media marketing due to problems with execution.”

OK. Fine. I have agreement on the above premise. So what? How does that help the companies affected? Well, admitting to the problem is always the first step, isn’t it?

I’m going to devote the next several blogs to this topic. I think I have some helpful hints for the client companies, and the agencies and consultants working with them. I by no means have all the answers, though. So I invite all to comment with any insights you’ve garnered.

Here’s my editorial content list for this series of posts:

1. Research – the good news is that social media enables ‘lurking and listening’. It’s easy to find and listen in on the relevant conversations that are occurring. The bad news is that this is time consuming. The conversations evolve and you need to keep up to date. Ideally all stakeholders will have their ears and eyes on the appropriate conversations. A (formal or informal) back channel needs to be established for information sharing.
2. Involving client personnel in the process. This is a biggie. They’re busy people, and they’re crucial to the success of any content marketing or social media endeavor. They need to understand this (the best way is for the CEO to make it a priority). I specifically target sales people because they know what questions prospects need answered, what objections need to be overcome, and the competitive land mines that need to be defused.
3. Development of target personas. You can’t create compelling content if you don’t have a clear idea of who you’re speaking to. What’s relevant and useful to one person is irrelevant and useless to the next. Target personas should include current customers, and targeted bloggers/media/PR types in addition to prospects.
4. Determine your content strategy and who is responsible for executing each task. Include an editorial calendar, deadlines, information sources, etc.
5. Messaging – what specifically do you want to communicate to each target type, and what do you want them to do (what constitutes a ‘conversion’)?
6. Include distribution, outreach and socialization… the mechanics of how you’ll get your quality content in front of your target audience.
7. Develop a feedback loop. We’re back to listening here. Track blog comments and reply to them when appropriate. See who retweets or mentions your content in discussions. Make it somebody’s job to document and enter into the CRM system (there are tools available to automate this process).
8. Budget accordingly. Social media is an extremely cost effective marketing tool, but it isn’t free or even cheap. Understand that it requires a significant investment of time. Ensure that the people assigned are sharp and experienced enough to make this a successful endeavor.

Please let me know if I missed anything (I’m sure I have). We’ll take one topic at a time and within a couple of months, we should have a blueprint to follow to ensure our carefully developed social media strategies are executed successfully.