Get tips on how to use content curation for customer and market research. Plus, gain insight into how to organize and categorize your results.
- [Instructor] Our friends at H+ Sport are in a competitive field and while they may have great relationships with their customers they are always on the lookout for smart ways to grow their business. Part of this involves researching related industries like fashion, fitness, health, or wellness to keep an eye on what's coming up. Social bookmarking can help them store, and organize their research, and uncover insights and trends. Many companies don't realize that content curation is an inexpensive and effective tool to add to their research arsenal.
Get started by following a simple three step process. Step one, save content sources in one place. Step two, tag and organize bookmarks so you can find them easily and step three, analyze the results. Let's say H+ is looking for new product ideas, first, they need to figure out their research goals, that is what they're trying to discover. This includes identifying the search terms they're using and what they plan to do with the information that they do find.
Then they can search sources like media, bloggers, or influencers, even reports from people who cover your industry, or write about wellness, sports, and fashion. They might also see an image or video that catches their attention. Once they find the content they can bookmark the page, adding keywords or tags and refer back to it when they need it. Maybe H+ notice their competitors are getting more attention than they are and wonder why. Bookmarking stories about their rivals and tagging them with a company's name, media outlet, theme of the story, and so on, gives them an accessible record they could use.
These findings can also be a good source of marketplace intelligence. H+ could add them to a SWOT analysis to identify business opportunities and challenges. An added benefit of this type of research is that H+ will have the beginnings of a media or influencer list because they'll know who's covering their industry and what they're writing about. By paying attention to the stories they read they can craft more relevant pitches about their business. However, H+ shouldn't just go out to those reporters and say, "You covered company X, now you should cover me." They need to build a relationship first.
Knowing who your influencers are is a great place to start. If you're on Diigo there's another easy way to keep track of your social bookmarks. I talked about how to set up outliners in another video. Outliners are documents that list links by post title. You can easily click the arrow to add and organize content into an outline by subject or theme. With social bookmarking you can create a customized research library about your business and industry at your fingertips, keep adding to it and use the research to help shape your annual business plans.
You can also integrate it into a social listening or research program your business already has in place. Check out my course on Social Listening for tips on how to get started.
- Name the four main ways organizations can use social bookmarking to their advantage.
- Describe how to integrate social bookmarking into your content strategy.
- Explain the benefits of using Diigo for social bookmarking.
- Identify the three-step process for research.