Content, Delicious Content.
May 3, 2011
I planned on writing this post a few months ago… it was the day I heard Yahoo was shutting down Delicious. News came last week, though, that Delicious was granted a stay of execution, thanks to YouTube founders Chad Hurley and Steve Chen. So the post is back on. Now, “stay of execution” was specific wording because, while I’ve given the necessary authorization to move my bookmarks to AVOS, no one really knows what will happen to it after that. But I hope it’s a long, long life. And here’s why…
Delicious is not so much a bookmarking tool (or even social bookmarking tool) as it is an incredible tool for content curation. And I think that content curation is going to be one of the biggest marketing trends going for at least the next several years. (And I’m not alone.)
Content curation can take many forms. Fully automated curation might be adding social mentions of your brand to your website, such as a raw Twitter feed. Other curation might be completely human powered, like a tightly vetted blog roll of like-minded thinkers. And some content curation will be a mix of both. Delicious is one tool* for the mixed method — a method in which you can add your own layer of information or opinion on top of content created by a third party.
With just a few mouse clicks and keystrokes, I can bookmark an article or blog post; and I can add my own take on the information using the notes feature of Delicious. Then using the RSS for the feed of my Delicious bookmarks I can syndicate that opinion and third-party content on my other sites.
On our own, fresh-out-of-beta website, we’ve taken it a step further. We’re using tags applied to the original content to search Delicious bookmarks, blog posts, Tweets and other relevant projects, which are then used to create dynamic, context-rich pages — pages that fully explain the whys, hows, results, and more. Here’s an annotated example (click it to enlarge):
So you can see how Delicious can be a powerful way to add contextually relevant content to a site — information that completes the stories you are telling, adds third-party credence to case studies, or reshapes marketing language into educational intelligence.
And if you’re using Delicious just to save bookmarks, or even as an alternate search engine, you’re only scratching the surface of it’s power. I wonder if new owners Mr. Hurley and Mr. Chen are thinking along the same lines as me, and will be looking for ways to make Delicious more than bookmarks, but a context-building machine.
Watching TV as a kid, I used to run to the bathroom during the shows so I could make it back for the commercials. Those days launched me down a path that included layout and writing for the college paper; communications strategy for political campaigns; marketing strategy and graphic design for Gensler (a global design and architecture firm); and the implementation of new programming, animation and design techniques for Centerline. Today I specialize in content marketing strategy and building digital deliverables to execute those strategies. But it’s about more than just creating killer digital content. At Centerline, we help clients succeed in the digital marketplace using a three-pronged approach: strategic (message creation, brand strategy), tactical (design, development), and analytical (measurement and adaptation). This experience-tested approach allows me to build campaigns that are both well-designed and effective for clients like IBM, GE and National Instruments.