Big Data is dead, long live Big Content!
Well, in terms of new buzzwords the title is entirely true. Gartner haven't stopped talking about this subject since their 2013 social marketing survey picked up on the importance of creation and curation, also noting that this is the most outsourced function in the marketing organization.
Content has always been a huge marketing focus, whether it is for a new whitepaper, brochure or press release, however these forms are time consuming, expensive and limited in approach. What marketers now need is an efficient way to create or curate content and deliver it to their audience via the social web!
Jake Sorofman, Gartner, put together some great insights about the content which markets in the "social age" are creating.
It’s human—it speaks with a conversational voice, from one human being to another. Thought isn’t hidden behind stilted corporate speak, chest-thumping claims and pompous language.
It’s neutral—perhaps not wholly objective, but it holds fire on the hard sell in favor of issues-centric storytelling that supports a brand’s point of view without always making the brand the hero.
It’s simple—attention spans aren’t what they used to be and competition for that limited attention has reached a fever pitch. The best content is stripped down and gets to the point, fast!
It’s visual—my colleague Julie Hopkins tells us why visual content is inspiring content. It’s also easier to consume when you’re already up to your eyeballs in dense text.
It’s curated—you don’t have to create all of your own content. Leverage happens when you organize and annotate third-party content that helps tell your story or sell your point of view.
It’s conversational—communities talk back to sustain the dialogue in the form of comments, reviews, ratings and new content of their own that defends or argues against your point of view.
It’s organic—it’s published fast, often in response to unpredictable moments. The now-ubiquitous Oreo cookie tweet is still one of the best examples of organic engagement in action.
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