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Do marketing departments need a "Cybrarian?"
With the fractionalization of traditional media and the explosion of social media outlets, more companies are creating more content than ever before. Along with this flood of information, the need for thoughtful content curation is growing in importance.
What do you think about the idea of hiring a cybrarian, which I define as a curator for online content that a company provides?
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4 Answers
Absolutely. This is the classic problem of having knowledge experts who may not be SEO-trained copywriters and who may not be experts in writing content for the web or mobile or social.
But I think your question is deeper than just a "cybrarian." Vaibhav is talking about tagging and categorization which is important but may not address the full scope of the problem.
I think we need channel editors who understand all the nuances of their channel to take content from content producers and make sure that certain guidelines are used. These "guidelines" should include common taxonomy not just for the name of the products you sell but also for the tags and keywords and categories.
To me, an ideal content strategy would include a team of editors, writers, curators and promoters across each channel of content distribution. This team would take content from your internal content production teams and move it through an editorial process with "content advisers" who can prepare it for each channel and to make it consistent and appropriate.
The content advisers would include your brand team, legal, proofreaders and the "cybrarian."
Once it emerges from this process, the channel editors can "chunk it" into the form required for each channel (a tweet, a blog, the web, mobile site).
Yes, definitely.
If you use Wordpress and use the tags / categorization well, then you are automatically organizing it along the way. Isn't it?
I like the term. Good concept and Michael Brenner provides a great vision for laying out the org structure for distribution. The only participants missing in the structure (though maybe implied) are other community participants (customers, vendors, external advisors).
As an aside, the idea of tagging, organizing, managing, and repurposing is really the embryonic form of the semantic web where the process that Vaibhav and Michael is performed automatically using artificial intelligence and where the "channel" fades into the background as unimportant/irrelevant.
The right content at the right time in the right context will happen automatically.
What a great new term! With the "explosion" of information available, created, and shared, it would be fantastic if all marketing departments could include a "cybrarian." However, due to the economy and limited resources, this may be another responsibility for already-tapped out marketing departments. But for companies that already have someone who acts as the "brand police" (checks for brand consistency on all marketing resources), perhaps, this person could also act as cybrarian and check online data to make sure that it accurately reflects a company's story, facts, competitive positioning, etc.
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