According to the insightful book from Anthony J. Bradley and Mark P. McDonald, co-authors of "The Social Organization: How to Use Social Media to Tap the Collective Genius of Your Customers and Employees," people are not your greatest asset, despite the well-worn maxim that they are. Your greatest asset is in fact the sum total of how empowered your people are to succeed in their jobs, accomplish your organization's goals, and solve your customers' problems. The more empowered your teams are to thrive in these areas, the more that your organization will grow and prosper.
Discovering Your Collective Intelligence
Collective intelligence is a theory describing a form of group intelligence that emerges from the collaboration of individuals in a network. Your organization has a collective intelligence far greater than any individual within it, but in a real-time, social world, the question becomes: how to efficiently and effectively manage organizational complexity to tap into and empower specific subject matter experts to engage and converse with customers at scale?Turning our attention to content marketing, if we agree that it's important for organizations to publish content in order to engage current and prospective customers, deepen relationships with them, and position the organization as a thought-leader; if we agree that it's becoming increasingly challenging to publish fresh content; and if we also agree that empowering your teams to accomplish organizational goals and solve problems is your greatest asset; then could it be that there is a win-win-win solution to all of these challenges sitting right in front of us?
Turning Experts Into Content Curators
With the right tools and processes anyone can efficiently and effectively curate - that's what makes it such an appealing format to all the content marketers and brand publishers that can now empower experts with a voice to speak directly to customers in the form of publishing content.
Innovative businesses are taking advantage of emerging content tools, technologies, and techniques that can organize distributed networks of contributors to publish and converse around the specific subjects in which they are experts. This approach is being utilized by companies such as iQ by Intel, which taps into its employees and subject matter experts; ExpertCircle by Docstoc; Barnes and Noble's Expert parenting site; NextDraft from Dave Pell; AOL's Kitchen Daily; and Federated Media's DailyBuzz.
Unleash Your Content Network
Through expert curation businesses have a huge opportunity to unleash a whole new wave of intelligence, and authentically add value to the social conversation. More brands and content marketers are coming to understand the tremendous opportunity to empower people inside and outside their organizations, and are providing tools to harness this collective intelligence and curate content at social scale.
The questions to ask yourself: Where are your experts? Who can you tap within your business network? What content tools and techniques will you embrace that empower your people to become publishers?
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Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Matthew has worked in the software and Internet industry for over 18 years and has extensive experience building data, content, and publishing-oriented digital businesses.
Prior to founding PublishThis, Matthew served on the executive management team at Edmunds.com, where as EVP, Media he was responsible for helping grow the Internet's leading automotive site from 2001-2008. While at Edmunds, Matthew oversaw the company’s flagship website, Edmunds.com and led product development for the company's successful web expansion, including its syndication platform that powered the automotive channels for AOL, The New York Times, iVillage, and About.com.
Before that, Matthew helped develop and grow The Studio System, the entertainment industry's premier film and television database. Matthew started his career at Andersen Consulting and received a Bachelor of Arts from the University of Texas in Austin.
March 19, 2014