TURNING CONTENT CURATION INTO THOUGHT LEADERSHIP

Utah Business Content Marketing BootcampOctober 28, 2014

DEFINE CURATION:

CURATION IS NOT A WORD

DEFINE CURATION:

DEFINE CURATE:

a clergyman in charge of a parish

THE CURATOR

Curation and the verb to curate are derivatives from the word Curator

DEFINE CURATOR

A person who is in charge of the things in a museum, zoo, etc.

A person who is in charge of the collection in a museum

SUPERVISORY MUSEUM CURATORNATIONAL GALLERY OF ART, WASHINGTON DC

Acquires Works of Art by Donation and Purchase. The incumbent expands and deepens the Gallery’s collections through the acquisition of works of art of the highest quality and relevance to the Gallery’s collecting policies and strategies. Tracks the international art market. Cultivates relationships with collectors, scholars, and dealers, to attract single objects, collections, purchase funds, or other types of gifts to the National Gallery. (Emphasis added)

SALES FUNNEL

THE FIRST SALES FUNNEL

Presented by Andrew Davis - @TPLDrew

FUNNEL OF YESTERDAY

THE CUSTOMER JOURNEY

Presented by Andrew Davis - @TPLDrew

IF YOU WANT TO OWN THE CONSUMER JOURNEY, CREATE MOMENTS OF

INSPIRATION! – ANDREW DAVIS @TPLDREW

Presented by Andrew Davis - @TPLDrew

MOI = ROI

THE CUSTOMER JOURNEY

Presented by Andrew Davis - @TPLDrew

MOMENT OF INSPERATION

THINGS TO COLLECT IN YOUR MUSEUM:

2Quarter Inch HolesMoments of Inspiration

EMPATHY IN CONTENT

NONVIOLENT COMMUNICATION

DR. MARSHAL B. ROSENBERG

“Often, instead of offering empathy, we have a strong urge to give advice or reassurance and to explain our own position or feeling.”

“Empathy gives you the ability to enjoy another person's pain.”

THREE TYPES OF EMPATHY

• Cognitive Empathy or Perspective TalkingThis is being able to see things from another's point of view. Putting yourself in someone else's shoes.

• Emotional Empathy or Personal DistressPersonal distress is literally feeling another's emotions. When you are watching a scary movie, and you start to empathize with the hero and feel afraid, that is personal distress in action.

• Compassionate Empathy or Empathetic ConcernNot only understand a person’s predicament and feel with them, but are spontaneously moved to help, if needed.

“Empathy creates relevance because it creates the deep connection that brings people together” – Geoffrey James, INC

THREE LEVELS OF EMPATHY FOR BUSINESS

• On-demand Empathythe ability to sense what customers want.

• Solution EmpathyThe ability to understand a customer's problem and figuring out how to address it.

• Transcendent Empathyyou create solutions to problems that customers don't even know that they have.

HOW EFFECTIVE IS EMPATHY?

Emotional campaigns outsell informational ones by 19 percent

- WARC

HOW EFFECTIVE IS EMPATHY?

Purely emotional communications performed about twice as well as purely

informational communications

- Brand Immortality

HOW EFFECTIVE IS EMPATHY?

“If we don’t make you cry, we fail.”-Lorrain Twohill, VP of Global Marketing, Google

HOW EFFECTIVE IS EMPATHY?

“If we don’t make you cry, we fail.”-Lorrain Twohill, VP of Global Marketing, Google

THINGS TO COLLECT IN YOUR MUSEUM:

Quarter Inch HolesMoments of Inspiration

Crying PeopleEmpathetic Content

HIERARCHY OF CONTENT MARKETING NEEDS

We hear a lot about thought leadership. One of the challenges is how to avoid falling into a pattern of thought followership.

– Devin Knighton, Instructure

HIERARCHY OF CONTENT MARKETING NEEDS

http://rightintel.com/home/path-thought-followership-thought-leadership/

HIERARCHY OF CONTENT MARKETING NEEDS

http://rightintel.com/home/path-thought-followership-thought-leadership/

HIERARCHY OF CONTENT MARKETING NEEDS

http://rightintel.com/home/path-thought-followership-thought-leadership/

Moving from thought followership to thought independence

HIERARCHY OF CONTENT MARKETING NEEDS

http://rightintel.com/home/path-thought-followership-thought-leadership/

HIERARCHY OF CONTENT MARKETING NEEDS

http://rightintel.com/home/path-thought-followership-thought-leadership/

HIERARCHY RELATED TO TRAFFIC

“Generally, the people closest to the data can provide the best insight. If that person is you, don’t be afraid to share your thoughts.”

-Chuck Sharp, CEO Right Intel

THANK YOU!

David MalmborgVP Marketing, Right Intel

David@rightintel.com@davidmalmborgLinkedin.com/in/davidmalmborg

Content Curated:• http://www.merriam-webster.com/dictionary/

curator• https://www.usajobs.gov/GetJob/ViewDetails/

382903000• http://www.dragonsearchmarketing.com/who-

created-aida/• http://youvebeendrewed.com/inspired-content-

marketing-cmworld/• http://hbr.org/web/special-collections/insight/

marketing-that-works/marketing-malpractice-the-cause-and-cure

• http://www.cnvc.org/• https://www.youtube.com/watch?v=XBGlF7-MPFI• http://www.danielgoleman.info/three-kinds-of-

empathy-cognitive-emotional-compassionate/• http://www.inc.com/geoffrey-james/4-ways-to-

become-more-relevant.html• http://www.fastcocreate.com/1683304/empathy-

sells• http://www.warc.com/Pages/Store/

ProductInfo.aspx?ProductID=647• http://www.amazon.com/dp/0749449284• http://rightintel.com/home/path-thought-

followership-thought-leadership/• http://rightintel.com/home/developing-a-thought-

leader/