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.

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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