Market intelligence is increasingly complex in today’s real time, open Web. Companies need to collect relevant information from the whole web and it’s easy to feel overwhelmed. Useful content often comes from non-traditional sources but who has time to track them all? And how do you overcome shorter attention span from increasingly busy employees?

1. A step-by-step approach to content curation
for market intelligence
Guillaume Decugis
Co-Founder & CEO - Scoop.it
July 25, 2017
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More and more information.
From more and more sources.

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Information overload
“Getting information off the Internet is
like taking a drink from a fire hydrant.”
Mitch Kapor

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New filters are needed

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Internal stakeholders also have their own sources
How to get their attention?
What’s the value of corporate market intelligence?

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The role of Market Intelligence is shifting from collecting
information to analyzing it and providing value

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Our experience
Private version of Scoop.it
Launched in 2014
~50 Enterprise and midsize clients
~5,000 users

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7 critical steps for collaborative content curation for
market intelligence
1. Automate the collection of relevant information
2. Organize: segment market intelligence by topic and stakeholder groups
3. Analyze: enrich curated information to add value
4. Define the right distribution channels
5. Control access in a user-friendly way
6. Collaborate and encourage participation
7. Measure results

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1. Automate the collection of relevant information
Filter trusted content sources
Discover new topic-relevant
content and sources
Leverage:
Advanced filters (negative keywords,
domains, etc…)
Ranking capability (popularity, trends…)
Automation saves time and provides richer and more relevant information.

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2. Organize: segment market intelligence by topic and
stakeholder groups
Segmentation improves relevance and impact.
Execs
Sales
Marketing
Your stakeholders
Competitive intelligence
Market data
Strategic trends
Industry topic #1
Industry topic #2

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3. Analyze: enrich curated information to add value
Insight
Summary
Commentary
Expertise (own or contributed)
Enriching curated information drives engagement and readership.

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4. Define the right distribution channels
Email is probably a safe bet:
Everybody has it
Easy to set up
Mobile friendly
But:
Email newsletters add to information
overload for recipients
Push only - not on demand
Short-lived (no going back in time)

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4. Define the right distribution channels
Make your market intelligence available on-demand through an information archive.
Information archive:
Searchable
Tags and filters
Visual
Integrated (intranet,
LMS…)

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5. Control access in a user-friendly way
Security is important but nobody likes too many clicks to read information.
Define access control consistently with your market intelligence
organization.
Leverage user-friendly systems such as SSO to ensure content privacy.

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6. Collaborate and encourage participation
Identify internal influencers:
social network participation
news sharing
Empower them through simple
participation workflows
Reward them through exposure
and visibility
Participation brings expertise and distribution.

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7. Measure results
Measure overall readership
Identify performance by topic and
stakeholder group
Adjust accordingly
Measuring readership and topic performance provides a basis for continuous improvement.

17. Thank you!
For more on Scoop.it Knowledge Sharing or to request a personal
demo: http://www.scoop.it/knowledge-management/
Follow-up questions: business@scoop.it
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