Your Readers Need Your Help
To Handle The Content Firehose
Today I want to take you on a bit of a “sight-seeing” tour of how the internet and blogging has developed – and show you why some information that gets passed around is no longer true.
We’re also going to discuss why, for the very first time, a reporter has a huge amount of power and exposure in social media – if they play their cards right!
Here’s today’s lesson:
Back a “long” time ago (prior to 2010, which on the internet is a LONG time ago) anyone that had information had a business.
Because in that phase of the internet’s development, most people didn’t YET realize how much information was truly at their fingertips and how easily they could get their hands on it.
But today – the “Information Age” is fully in swing – and s/he that has information “only” has information.
Today everyone has information, tons and tons of it, filling up every nook of their social sites, email inboxes, and sometimes even making their smartphone a busy little device!
Today, a person that only has information definitely does NOT have a business.
What changed is that we’ve reached a time in society where EVERYONE has access to information… tons and tons of information… and RAW information itself has very little value.
Today, the “keys of possession” of data that used to be able to be locked away in libraries have now been made available to the masses!
This is why blogs founded in 20087/2008 which includes many of the “big name” online business/blogs you think of today – had a MUCH different experience getting started than blogs today face.
Blogs like Copyblogger, Pro Blogger, etc all developed in an era where the trouble was getting people to trust the internet, but where the advantage was that any information they had to share, people were hungry for!
If you have a blog – you may have noticed this isn’t the case today.
(Yet many established blogs teach it as fact because, for them, it WAS fact. Emphasis on the “was” part.)
They grew up in the online “era” in which the library was king. Anyone with information had a place because it was all badly needed out here. The wild west of the internet didn’t yet have the vast libraries of Yale so to speak.
“Build it and they will come,” simply no longer works.
Even Google is now reminding bloggers that basic information posts stand very little chance of ranking.
So if all of this data is in the hands of everyone with an internet connection… what is left for bloggers and authority marketers?
Frankly, the LAST thing our audience needs is more information to wade through. They’ve got oodles of that!
Which shows us the problem…. the problem faced by our audience…
Our audience has access to the full “firehose” of information on the internet. One can drink from a garden hose, but the firehose has so much pressure and content and force that it is exhaustingly hard to try to take in and this creates overwhelm, exhaustion and aggravation for the average person who knows they NEED to keep up but can’t find the time.
Today, your audience needs someone they can TRUST to filter this firehose into something more manageable.
Today, someone who can filter, reduce and prioritize data, aka a REPORTER, can be as valuable to your audience as the person who MAKES the news in the first place.
There is no shortage of news, there is only a shortage of ways to make sure that we get the things that are important to us without missing out on things we need to know.
And thus, for possibly the first time, the “reporter” carries nearly as much clout as “the scientist”… because the reporter offers protection from overwhelm.
Today there is no shortage of information but there is a serious shortage of TIME! It takes time to drink from the firehose, filter it down, and distill it into the gems that people actually NEED!
And by carefully doing this, consistently, one can easily build a brand today that becomes a trusted expert as long as one is careful to protect the integrity of the work one is doing.
This technique of filtering, distilling, condensing, and adding wisdom to content is known as CONTENT CURATION.
And it’s exactly what majority of the niche and business blogs that are thriving today are doing!
And it’s the driving force behind many blogs that did NOT have the advantage of starting back in 2008!
Today, content curation isn’t something we just do for kicks and grins… it’s a vital part of the traffic and authority branding puzzle!
(There are many types and forms of content curation as well and you may not even realize that some sites are doing it until you break it down and have a closer look.)
By taking advantage of the various tools available to surface the most important content, crafting that content into a form that benefits the reader, and supplementing it with bits of wisdom that our readers can only get from us… our readers quickly become loyal fans who come to trust that they can always get the best, most relevant, important information that they need… FROM US!
Content curation is one of the fastest ways to develop authority within our niche – and it’s surprisingly easy!
There are a lot of tools available for content curation today that help cut down on the time it takes to filter through content.
In addition, this method of marketing and branding also honors the ideas of “ABL” (Always Be Learning!)
At the same time as we are creating a trusted brand we’re also actively expanding our own internal knowledge base and growing in capabilities within the niche.
It’s a two for one winning deal!
So you may not have the advantage that the 2008 blogs had… but be sure you are leveraging content curation so that you have the winning edge today!
Content curation is the “cat’s pajamas” of internet marketing and authority building today!
Have you started using content curation within your brand or business?
What tools are you using to make your content curation easier?
I’d love to hear your thoughts and we’ll talk more about some of these items in an upcoming post!
~ Kim ~
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