Marketers need to keep their pipeline full of the most relevant and cutting-edge content that will effectively speak to their audience and convert them into qualified leads. The problem; however, is that curating that content takes a lot of time — and if you’re manually searching the web for new ideas, it’s likely that you’re missing some impactful gems.
Content curation tools can help speed up your searching by serving you relevant articles based on pre-selected keywords; however, these tools are missing one vital component of a sound content curation program: internal content.
A strong marketer is equipped with the content ammo they need to excel. Ideally, they’ll leverage the collective intelligence of their organization (Sharepoint, databases, etc.), and integrate that with relevant content from external sources (web, blogs, social, etc.) and premium subscriptions.
The key reason that knowledge discovery promotes this notion is that it naturally allows for an integrated approach to identifying, capturing, evaluating, retrieving, and sharing all of an enterprise's information assets. Knowledge discovery is the ability to find the right information and deliver it to the right people at the right time, reinventing how organizations discover, collaborate, and share knowledge. By using a knowledge discovery tool, marketers can pull the most relevant content from three primary sources:
- The web - Blogs, social media, etc.
- Premium subscriptions - Paid access to premium content (Forrester and Gartner)
- Internal content - Sharepoints, databases, wikis, etc.
With all of this awesome knowledge at your disposal, not only will you keep your pipeline full, but you’ll be able to ramp up onboarding, training, and continued learning.
Knowing that you need to curate relevant content from a number of sources is one thing, but identifying the most relevant content on an ongoing basis is a whole other beast. Knowledge management is a long-time need, but marketers need to do more than simply "manage" knowledge. Being able to discover and use the knowledge in context is the key.
So, how can you pull the right information at the right time without spending hours upon hours digging through data? Using a knowledge discovery platform is the best way to understand novel topics deeply and quickly. Not only will this help you keep up with current trends, but it will help you gain a competitive advantage. With capabilities like competitive monitoring and faster contextual discovery of knowledge, getting a leg up on your competitors is inevitable.
There are a number of tools in the KM marketplace. Software like SmartSupport and Confluence help organizations find, share, and collaborate on information, connecting people with the answers they need. Brainspace for Enterprise is the only knowledge discovery tool that allows business users to discover the latest and most relevant content from any internal or external sources, spearheading innovation.
Marketers that leverage these tools will continuously receive internal and external content relevant to their industry, roles, and competitors — which will help them elevate their skillsets and capitalize on strategic marketing opportunities for their organization. Teams will then be able to:
- Understand novel topics deeply and fast
- Keep up on current trends
- Continuously learn and develop
- Gain competitive advantage
Knowledge discovery increases the level of connectedness between people in organizations, thus accelerating innovation. If your company is striving to innovate, they’ll be onboard with implementing KM tools.
If marketers striving to unlock the knowledge trapped within their organizations leverage knowledge discovery, they’ll have all the best content they need, in real time. Knowledge for onboarding, content curation, continued education, competitive monitoring, and other “everyday” marketing tasks will be right in the palm of their hands, saving countless hours of inefficient searching. So, if you think it’s about time to reinvent yourself as a content curator, start discovering!
If you’re interested in a more in-depth review of how knowledge management and discovery can be leveraged for marketing success, continue learning now with this eBook, 4 Ways to Leverage Knowledge Management for Marketing Success.