Enterprise Versus Personal Curation:How To Put Your Brand First

March 2014

www.rallyverse.com@rallyverse

Many marketers are including curation as a component of their content marketing strategy.

And that’s good!

But.

It's important to understand that curation for individuals is a much different challenge than curation for enterprises and marketers.

What's the difference?

And why is it important?

Because using the curation techniques and tools that you use for yourself just won’t work for your brand.

What does that mean in practice?

Here are 5 ways to think about the differences and how to succeed in enterprise curation.

1Listen and Readvs.

Create and Share

Personal Curation:

I’m looking for interesting things to read, and I don’t have a deadline.

Enterprise Curation:

I’m looking for interesting things to share, and I need to produce a set of outputs in the next few hours.

Enterprise Curation:

I’m looking for interesting things to share, and I need to produce a set of outputs in the next few hours.

What you need to make it work:

Tools that focus on finding you content that fits your brand – every single day, without fail.

2Serendipitous Discovery vs.

Focused Discovery

Personal Curation:

I expect to be surprised by interesting things I haven’t seen before and which aren’t from my usual content haunts.

Enterprise Curation:

I am looking for content that connects to my brand and its values, as narrowly or as broadly as I define it.

Enterprise Curation:

I’m looking for interesting things to share, and I need to produce a set of outputs in the next few hours.

What you need to make it work:

Tools that allow you to carefully define the scope of content that fits your brand, and to easily adjust that scope.

3Most Popularvs.

Most Relevant To My Brand

Personal Curation:

I’m interested in the “It” stories/ videos/ GIFs of the day: the things everyone is talking about. In other words, you’re looking to combat FOMO.

Enterprise Curation:

I’m looking for the stories on the topics that matter the most to your brand and are relevant to your community: your customers, advocates, and employees.

Enterprise Curation:

I’m looking for interesting things to share, and I need to produce a set of outputs in the next few hours.

What you need to make it work:

Tools that understand how content matches the topics and trends that matter to you.

4Feed My Interestsvs.

Build My Brand

Personal Curation:

I’m looking for content on all the things that matter to me: my favorite companies, topics, teams, places, foods, people, etc.

Enterprise Curation:

I’m looking for opportunities to show the world more about my brand, what we think, and our POV on a variety of relevant topics.

Enterprise Curation:

I’m looking for interesting things to share, and I need to produce a set of outputs in the next few hours.

What you need to make it work:

Tools that allow you to gather content on all the topics and in all the forms that matter to your brand – and let you shape the message around sharing them.

5Other People’s Contentvs.

Start With My Content

Personal Curation:

I’m looking for the best articles from other people and across the Internet from right now.

Enterprise Curation:

I’m looking to share my content from my archives when it’s appropriate and augment my content with trending content when appropriate.

Enterprise Curation:

I’m looking for interesting things to share, and I need to produce a set of outputs in the next few hours.

What you need to make it work:

Tools that offer deep connections to Owned Content repositories on your site, in your CMS and on your social accounts.

Seem complicated? It isn’t.

Not with the right tools.

Don’t worry:

Rallyverse can help .

Thank You

info@rallyverse.com@rallyverse