ScottScanlon commented on the following stories on BizSugar
Why You Must Own the Platform
"That happens all the time usually though it's because of the data or technology gets rolled into the acquisition company. Or it was the competition and acquiring it and shutting it down ensures the users have one less option in the marketplace. I don't really know why they did it in this case but it is kind of a wake up call to be careful on where you build your engagement, etc."« previous1 next »
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How to Pick a Niche for Content Curation
"Heather, Thank you for the comment. I would say the concepts and fundamentals are the same, although I have one major opinion that probably differs from most. If you're putting into place a curation strategy to capture leads for your business or in a market where people have options there is one thing I would be careful of. You have to ensure your curation efforts don't simply lead your audience to another option. I use this example, if you've ever searched for a solution for something and came to a site where they give you a comparison table. Usually that table is designed in a such a way that their solution has the most checkmarks compared to other products. I think it's a good marketing tactic but I know we have come across this type of thing and found other options we didn't know existed in that market. A few times this chart actually led to the discovery of another tool we ultimately decided on... I'm not sure we would have gone down that discovery path of that other product if they didn't have the comparison chart. We probably would have spent more time learning about their solution. I also believe the more time you can have someone learning about your product or service the greater opportunity you have to convert them. With that in mind, I'd take the same approach to curation. Ensure your not overshadowing your own call to actions or conversion points. Ensure your not pointing people away from your solution or your answer for the market. Hope that makes sense, a little bit more than I planned to add here."