Transcript of "Brand Managers: Curate To Build Relationships"
CHAPTER 8: Curate to Build Relationships This is a sample. Click here to get the full 72-page PDF including advice from 25 thought leaders! Curating means sharing things you like with people that might like them. In real life, we recommend all kinds of things to friends, even though we don’t financially benefit from them. But when it comes to business, suddenly we get all weird about that- “Why should I send them to a website that’s not mine?” Because social media requires relationships- more than the simple salesperson-prospect one. We’re exchanging things (content) we like, and the first thing we profit by is building a relationship. As that relationship deepens into trust, the chances that we’ll get their business increase. Relationships are always an investment, and sharing content is an investment.// Page 35
This is a sample. Click here to get the full 72-page PDFChapter 8 – Curate To Build Relationships including advice from 25 thought leaders! Creating and curating content is about cultivating relationships. Content marketing is not about the content, but about connecting with consumers/customers. Unlike traditional advertising, content should be seen as a means of going beyond awareness and it cannot depend on budgets and repetition. Creating and curating content is ultimately about cultivating relationships. It sounds fluffy, but when done well and consistently over time, it can be meaningful. Content marketing fails when you try to force feed bad content to a world who simply doesnt care. Im speaking from experience here (in failure), by the way.” Esteban Contreras of Social Nerdia and Sprinklr, author Social State// Page 36
This is a sample. Click here to get the full 72-page PDFChapter 8 – Curate To Build Relationships including advice from 25 thought leaders! Find out what other social media accounts your fans and followers are interacting with. You can do this with InfiniGraph.com. For example, Coca Cola fans also interact with MTV, Katy Perry and Target. Isolate the set of those who are not your direct competitors. Find highly-engaged-with content from those brands. Post that content to your fans and followers. Get ok with posting content that seems a bit off-topic. To get engagement, sometimes you have to be less horse- blindered into your normal niche and goals. For example, according to InfiniGraph, Coca Cola fans would probably be into a post from MTV that says “Everyone stop what youre doing and watch Mike Tyson try to sing a @JustinBieber song.”// Page 37 Click to learn more