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Content marketing for thought leadership in the academic space.
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Publish or Perish 2.0; a practical, tactical approach to social media
Todd Lohenrye1evation, llc
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The killer question?
How can I extend/expand my current marketing strategy to include/leverage social media and still get home for supper?
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One minute Dana VanDen Heuvel
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Thinkers vs. thought leaders
Thinker
Has as a point of view
Point of view is ‘private’
Thought leader
Has a point of view
Point of view is ‘public’
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Public point of view
…leads to share of voice
…leads to share of mind
…leads to share of market
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What is a thought leader?
“According to Wikipedia, ‘a thought leader… is a futurist or person who is recognized among their peers and mentors for innovative ideas and demonstrates the confidence to promote or share those ideas as actionable distilled insights.’”
Gibbins-Klein, Mindy (2009-09-01). 24 Carat BOLD: The Standard for REAL Thought Leaders (Kindle Locations 97-99). Ecademy Press. Kindle Edition.
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Ponder this…
“If you can’t be found by Google, you don’t exist”
Chris Brogan
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“Simplicity is the ultimate sophistication.”
Leonardo da Vinci
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“Simplicity is the ultimate sophistication.”
Leonardo da Vinci
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Key components
Branding •Who are you?•What do you do?
Content •What do you think?•How do you express it?
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Branding
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You have to be fascinating!
• The purpose of social media is “to establish yourself as a fascinating subject-matter expert.”
• “It’s all about finding good stories, videos, and blog posts about your subject and providing links to these sources.”
• “The test for your social media efforts is whether people find what you post so fascinating that they retweet it.”Guy Kawasaki
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Hubspot says…
“Each thoughtful post on your blog is a public demonstration of your thought leadership, personal integrity, humor, and professional insights. You don’t have to refute one of Einstein’s theories to get respect.”
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;-)
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Traditional journalism
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‘Bionic’ journalism“No longer is the algorithm in charge. Human curators have become essential software. What emerges is new human and computer collaboration. It’s what former New York Times technology writer and AOL editorial director Saul Hansell calls bionic journalism—a cyborg creature that is part man, part machine. A massive gathering engine that finds, sorts, organizes, and then hands aggregated information to a human for a final review and editorial approval.”
Rosenbaum, Steven (2011-01-28). Curation Nation : How to Win in a World Where Consumers are Creators (Kindle Locations 393-399). McGraw-Hill. Kindle Edition.
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“Publishing used to require access to a printing press, and as a result the act of publishing something was limited to a tiny fraction of the population, and reaching a population outside a geographically limited area was even more restricted. Now, once a user connects to the internet, he has access to a platform that is at once global and free. It isn’t just that our communications tools are cheaper; they are also better.”
Shirky, Clay (2009-02-24). Here Comes Everybody: The Power of Organizing Without Organizations (p. 77). Penguin Group. Kindle Edition.
The new publishing
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The Age of OpportunityWe are living in the middle of the largest increase in expressive capability in the history of the human race. More people can communicate more things to more people than has ever been possible in the past, and the size and speed of this increase, from under one million participants to over one billion in a generation, makes the change unprecedented, even considered against the background of previous revolutions in communications tools.
Shirky, Clay (2009-02-24). Here Comes Everybody: The Power of Organizing Without Organizations (p. 106). Penguin Group. Kindle Edition.
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The age of trusted networks
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Always be curating
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“Content curation and aggregation can be defined as a highly proactive and selective approach to finding, collecting, organizing, presenting, sharing, and displaying digital content around predefined sets of criteria and subject matter to appeal to a target audience. It’s become essential not only to marketing and branding, but to journalism, reporting, and social media—often, it’s a mashup of all these different and disparate channels.”
Lieb, Rebecca (2011-10-14). Content Marketing: Think Like a Publisher - How to Use Content to Market Online and in Social Media (Kindle Locations 975-984). Pearson Education (US). Kindle Edition.
What is curation?
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What is a good curator?
“A good curator is somebody who is able to separate art from junk,” he says. “You go to a great museum in New York City, my finger paintings are not there. But a Monet is there. Somebody is able to look at that with a discerning eye and say this is going to fit the tone of our audience, the tone of our museum, and our budget. They make a decision; say they’re putting together an exhibition. That’s what a curator does.” In fact, Rubel, whose official title at Edelman is senior vice president, director of insights, says he sees himself as a curator for his clients.
Rosenbaum, Steven (2011-01-28). Curation Nation : How to Win in a World Where Consumers are Creators (Kindle Locations 2284-2288). McGraw-Hill. Kindle Edition.
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Curation is not…
“Collecting recipes isn’t cooking in a restaurant -- you need to make a few dishes of your own.” Chris Brogan
Rosenbaum, Steven (2011-01-28). Curation Nation : How to Win in a World Where Consumers are Creators (Kindle Locations 2257-2258). McGraw-Hill. Kindle Edition.
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