Anders Pink Ebook - Social Selling and Content Curation PDF

SELLING IS SHARING:
HOW CONTENT CURATION

WILL MAKE YOU A
SMARTER SOCIAL SELLER
THE COMPLETE GUIDE FROM ANDERS PINK
WHY IT MATTERS
HOW TO DO IT RIGHT
TIPS, TOOLS & EXAMPLES
@anderspink
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www.plus.google.com/+Anderspink
team@anderspink.com www.anderspink.com Content Curation For Social

Selling & Marketing
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TABLE OF
CONTENTS
INTRODUCTION: PAGE 3 PART 5: PAGE 39

The New Sales Process: Content, Effective Social Selling With Content
Curation And Social Selling Curation: 10 Steps To Success
PART 1: PAGE 11 PART 6: PAGE 81

Powering Your Content Marketing
Why We Need To Curate Content For With Curation
Ourselves
PART 7: PAGE 87
PART 2: PAGE 18 How To Use Anders Pink For Social Selling
Content Shock: The Challenge Of Curating
PART 8: PAGE 127
Content In A World Of Information Overload
60 Minute Social Selling:
PART 3: PAGE 21 A day In The Life Of A Social Seller
Social Selling: What It Is, Why It Works, PART 9: PAGE 130

And Why It Needs Content Curation Content Curation In Social Selling:
70 More Examples, Tips And Case Studies
PART 4: PAGE 32
Building Social Selling Intelligence With
Content Curation
Content Curation For Social

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INTRODUCTION:
THE NEW SALES PROCESS:
CONTENT, CURATION AND
SOCIAL SELLING

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INTRODUCTION:
FROM MELONIE DODARO MELONIE DODARO
Author, The LinkedIn Code
CEO, Top Dog Social Media
I believe it has become clear in the current digital sales and marketing landscape that sharing content is a must in any social sellers
daily practice. In case you still aren’t sure, there are many statistics throughout this book that should clear up any confusion.
I believe it has become clear in the current digital sales and marketing To increase the engagement of the content you share, ask a question…
landscape that sharing content is a must in any social sellers daily practice. just don’t abuse that by asking a question every single time or you will find
In case you still aren’t sure, there are many statistics throughout this book that over time your engagement will decrease.
that should clear up any confusion.
There are fantastic tools available and processes you will find throughout
The news sales process, without a doubt, requires a healthy dose of this book that you will absolutely want to adopt as a daily practice to get in
content curation. That simply means finding relevant and interesting front of new leads, stay top of mind with prospects and maintain visibility
third party content that your target audience will find useful and helpful. with current clients.
However, sharing content alone isn’t enough. You want to truly leverage Like any social selling activities, there must be a goal. To me the goal
content curation to increase your credibility, visibility, authority, and build almost always looks like this:
a community that looks forward to the content you share.
VISIBILITY + ACTIVITY + CREDIBILITY
So, how do you achieve these goals? = PROFITABLE RELATIONSHIPS
There’s several ways that will be covered in the pages that follow, however
Whether you are an experienced social seller or brand new to the concept
the first and most important one is to add your perspective to the content
you will find that today selling truly is sharing. You’ll also discover how
you are sharing. Simply sharing a link won’t do much without any context
content can transform the way new leads and prospects perceive you.
and perspective. Tell people what you think of the piece of content you
The hard sell online is highly ineffective, sharing content is one of most
are sharing and share with them why they should read it.
important pieces to have an effective social selling process.

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INTRODUCTION:
CONTENT, CURATION AND SOCIAL SELLING
We all know the internet and social networks are changing the sales process.
Buyers have access to more information and are doing more for themselves.
For example:
• 90% of customer buying decisions start online (Forrester)
• 75% of B2B buyers use social media to research vendors (IDC)
As a consequence companies need to provide helpful online content and information, to build
a trust and credibility and to identify and engage with potential customers through social
networks. This approach is frequently referred to as social selling.
LinkedIn defines social selling as “Leveraging your social network to find the right prospects,
build trusted relationships, and ultimately, achieve your sales goals.”
The evidence shows that it’s effective:
• Social sellers realize a 66% greater quota attainment than those using traditional prospecting
techniques (SBI).
• 61% of organisations engaged using social selling report a positive impact on revenue growth
(Feedback Systems).
• Companies such as SAP, IBM and many others reported significant sales success from social
selling (case studies later in this guide)
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INTRODUCTION:
PRIMARY BENEFITS OF SOCIAL SELLING

A survey by CSO Insights and
Seismic found that a third of B2B
professionals believed that social
selling allowed them to generate
more leads and build deeper
relationships with their clients.
So it’s no surprise to see a

growing interest in social
selling. The chart below shows
the volume of searches for
social selling on Google over
the last 4 years.

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INTRODUCTION:
Sharing insightful, helpful content with your audience is a key part of The role of content in engaging your audience is confirmed in a wide
the social selling and marketing process. The benefits include: range of studies, for example:
• Building your brand, reputation and authority • 67% of top-performing sales organizations support their sales
enablement efforts with content (Aberdeen Group).
• Generating trust by sharing and curating from a range of sources,
not simply broadcasting your own content • 65% of buyers feel that content has an impact on their final
purchase decision (Demand Gen Report).
• Providing value to your customers and potential customers
• 82% of buyers viewed between five to eight pieces of content from a
• Converting fans and followers into leads and customers winning vendor (Demand Gen Report).
But what content works? Of course, you need to create and share your own original content. That’s
the primary role of content marketing. But it can’t stop there. It is not enough to simply share our own
content with your audiences. We also need to curate valuable and relevant content from external
sources. The simple fact is that your organisation does not have a monopoly on good ideas and
great content. To stay updated and to keep your customers updated you need to find, review and
curate content from a wide range of external sources. Being the first to share industry news, surveys,
reports, case studies and ideas helps to build your authority and reputation, it also helps you to
engage with your audience and generate leads.
But first you have to find quality content, and decide what’s worth sharing. This is why content
curation plays a key role in social selling.

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INTRODUCTION:
WHAT IS CONTENT CURATION? WHY DO I NEED CONTENT CURATION

FOR SOCIAL SELLING? ISN’T SOCIAL
We like this definition from Rohit Bhargava, shared by @robingood: SELLING ABOUT ENGAGING ON SOCIAL
NETWORKS?
“A CONTENT CURATOR IS SOMEONE
WHO CONTINUALLY FINDS, GROUPS, Yes, Social Selling is about identifying and engaging
prospects on social networks. But what are you
ORGANIZES AND SHARES THE BEST AND
going to engage them with? Sharing valuable content
MOST RELEVANT CONTENT ON A SPECIFIC is a core part of engaging people online and building
ISSUE ONLINE. THE MOST IMPORTANT relationships. This content can provide insights
COMPONENT OF THIS JOB IS THE WORD and help your customers by scanning and filtering
CONTINUALLY.” relevant content.
-ROHIT BHARGAVA
To expand on this, content curation means
• Finding the best content from multiple sources in your sector or niche A LinkedIn survey found that B2B
buyers are five times more likely to
• Filtering it so only the most relevant and highest quality content remains
engage with a sales professional
• Adding value to that content with commentary, context, questions who provides new insights about
their business or industry.
• Sharing it with the right audiences, at the right time, in the right places
• Continuously repeating this process to build ongoing engagement and credibility

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INTRODUCTION:
WHY SPEND TIME CURATING EXTERNAL CONTENT WHEN WE CAN JUST SHARE
OUR OWN CONTENT?
We get it. You’re busy. Why divert time to consider content curation when you could be writing your
next post or preparing a mailshot? Here are five reasons you need to look beyond your own content:
1. Talking about yourself is not a way to build relationships. To build trust, and to help your
audience, you need to share content from a range of independent sources. Content curation
allows you to show independence and a wider understanding of your sector. You can’t just
promote your own content.
“YOUR COMPETITORS
WILL NOT WAIT FOR YOU. 2. You do not have a monopoly on good ideas. There are many interesting developments taking
IF YOUR CUSTOMERS place outside your organisation. Your network expects you to keep them informed on wider
developments.
ARE ACTIVE IN SOCIAL,
THEN YOU CAN BET THAT 3. You need to keep yourself informed. Effective sales and marketing professionals need to be top
THEY ARE TALKING TO of the latest trends and developments in their sector which means reading widely. So if you are
LISTENING TO OR TALKING staying updated, why not curate and share your knowledge with your audience? That builds trust,
TO SOMEONE. LET’S MAKE credibility and a pipeline.
SURE IT’S YOU.”
-KEVIN THOMAS TULLY 4. It’s more efficient than just creating content. Unless you have an army of content marketers, you
@kevinttully are unlikely to have the resources to create all the content you need to regularly share fresh
insights with your audience. A balance of curation and creation enables you cover a lot more
ground and engage with your audience.
5. It helps your prospects. Your aim is to help your customers to be successful. Finding and sharing
helpful and insightful content for your audience is a key way to do this. The more you help them,
the better your relationships will be.

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INTRODUCTION:
ABOUT THIS BOOK

In this book we look at
• Why we all need content curation to stay smart
• How content curation supports content marketing
• How to use content curation for social selling
• How to curate content in practice: tools and tips
• Case studies and examples to inspire you
We’re passionate about staying smart through content curation. We’ve built
Anders Pink as a curation tool because we needed it for ourselves, and we’re Stay Smart!
very happy to share it with you too. There are lots of great tools out there - we
encourage you to explore and find what works best for you. And we’ll keep
sharing all the tips and curated content we’re putting together - we’re smarter if
we all work together. Anders Pink
www.anderspink.com
Maybe Charles Leadbeater said it best: “You are what you share”. By sharing @anderspink
timely, useful, and relevant curated content in your social networks, you’ll create STEPHEN STEVE
a lasting impression with prospects and clients. You’ll build better relationships, WALSH RAYSON
win more customers - and stay more informed yourself as a result. Co-founder Co-founder

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PART 1:
WHY WE NEED TO CURATE
CONTENT FOR OURSELVES

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PART 1:
Before we get into the specifics of content • New marketing technologies, The Economist recently ran a special report on the
curation as part of social selling, let’s take a social media networks and economic imperative for lifelong learning that noted
look at why we need content to continuously sales tools have changed sales 47% of American jobs susceptible to automation,
learn and curate for ourselves as individuals and marketing. Cold calling technology will force change on people and the skills they
and teams. We can only keep others informed has faded away, if it was ever need to remain employable and effective.
if we’re continuously learning and staying effective to begin with.
smart ourselves. Content matters to our So what do you do? Get smarter, and stay on top.
buyers, prospects and wider network. But first, • Technology, automation and Continuous learning is the only hope for survival.
it matters to us as professionals. Here’s why. AI has changed the core AT&T’s CEO Randall Stephenson recently said that every
skillsets required. Marketers employee needs to spend 5-10 hours a week learning to
increasingly need data science “stay on top of the firehose of new information”. And if
1 YOUR SKILLS HAVE A SHELF LIFE skills. Sales staff need social they can’t stay on top? As he says: “Mark my words, if we
media skills. don’t do this, in 3 years we’ll be managing decline”.
Whatever your role and level as a sales or
marketing professional (or any other role), • The pace of change. Everyday Ask yourself: are your skills and knowledge
here’s a reality check: your knowledge and there is new research, new case more valuable today than 6 months ago?
skills have a shelf life. Think back on any piece studies, new products and new
of knowledge, training or skills you acquired industry developments. This is the key test for all of us, no matter what role or
10 years ago, or even 1 year ago. How level we’re at. We can ask the question of ourselves and
relevant is that knowledge today? The skills • Buyers trust sales professionals of the staff in our organisations. No matter what training
and knowledge that have got you this far in who are knowledgeable about or expertise we’ve gained, or which deals we’ve closed,
your career are not going to get you or your their industry, on top of news we’re becoming less relevant every day if we’re not
company to the next stage. Why? and trends. To build authority keeping pace with change. As Albert Einstein said “once
with your networks and we stop learning, we start dying. And a good 21st century
• Models are changing: New entrants such prospects, you need to stay addition for sales teams would be: “If you stop learning,
as AirBnb, Uber, Amazon have massively relevant and keep learning. you’ll stop earning”.
disrupted sectors with different business
and sales models

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PART 1:
2 THE BEST SALES PROFESSIONALS ARE LEARNING ANIMALS
Smart companies are seeing the value Recency is particularly important in

of continuous learning as a skill in its curated content. An article on emerging
own right. The Economist focused on the trends in FinTech from three years ago
case study of Infosys who have focused will not be very helpful to your prospects
on continuous learning as a skill. They today. Recency and relevance are vital for
also stress the importance of “learning
velocity”—the process of going from a
continuous learning.
“IN A WORLD OF
question to a good idea in a matter of days Successful sales professionals keep RAPID CHANGE
or weeks. learning and improving. They stay on top of AND INCREASING
Eric Schmidt, now executive chairman of
developing trends in their sector. And they
sharpen their own sales skills by reading
COMPLEXITY, THE
Alphabet, a tech holding company in which the latest insights from a range of sources. WINNERS WILL BE
Google is the biggest component, has It’s more than just a good habit. It’s a THOSE WHOSE RATE
talked of Google’s recruitment focus on source of competitive advantage. OF LEARNING IS
‘learning animals.’ Mark Zuckerberg, one
of Facebook’s founders, sets himself new It’s particularly important for sales teams GREATER THAN THE
personal learning goals each year. be learning animals - they’re the people RATE OF CHANGE
closest to the customer, and need to be AND GREATER THAN
As a sales or marketing professional
your knowledge is critical to engaging in
able to spot changes in the market and
act fast to stay ahead of competitors. We
THE RATE OF THEIR
discussions with clients and acting as an look at the role of learning in competitive COMPETITION.”
expert and source of information. Clients intelligence later in this book. -TOM HOOD
value sales people that can effectively act
as consultants through their extensive
industry knowledge.
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PART 1:
3 CONTINUOUS LEARNING AS SALES

PROFESSIONALS IMPROVES YOUR EMPLOYABILITY
These are uncertain times. Job security is not guaranteed. Being • always be learning something new and seeking more knowledge
employed today doesn’t make you employable tomorrow. Every
industry is being disrupted and changing: • learn a wide variety of things, not only those related to your current
role
• In 1984 the average shelf life of a business competency was 30
years. Today it’s 5 (2 in tech) • seek new ways of doing things and new experiences
• 89% of Fortune 500 companies from 1955 are not on the list today • always be up to date on current and future trends and technologies
(source: http://exponentialorgs.com/) • be agile, things change, stuff happens be flexible
Job security is about having constantly updated skills and experience • maintain networks, well connected and connect people
that are relevant and which makes an individual employable. Job
security no longer comes from being employed. Those that succeed in • be active and visible on social media both tracking and sharing
sales and in every other role as the fourth industrial revolution plays latest developments
out will be the continuous learners. These individuals will:
They don’t know what they don’t know - none of us do in these changing
times. But they know where to find out, and that’s the difference that
makes continuous learners more employable.

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PART 1:
4 SALES TEAMS STAY SMARTER

THROUGH COLLABORATION 1. DIVERSITY
The challenge for social selling is finding Efficient curation and social selling is about Great minds think alike right? Well actually,
and sharing relevant content with context collective intelligence. Sales and marketing they don’t. Great minds think differently which
and commentary better than your team members should collaborate to find, is why you need a diverse group of people
competitors, and faster. And if you’re trying filter and importantly share their curated on your team. The MIT Center for Collective
to do that on your own, you’re missing an content. Collectively they can filter more Intelligence have found that diversity of the
opportunity. content and discuss the content to sense group was a better indicator of collective
check trends and developments. Marketing intelligence than the IQs of individual group
Nothing is more inefficient than each and PR teams can also support the process members. This is true in broader social
member of your sales or marketing by providing high quality relevant content networks as well. We can make better sense
teams curating on their own, checking that adds value to customers. The key of the world when we discuss it and can see
the same industry sites, RSS feeds, social though is developing collective intelligence. different perspectives. It is hard to gain this
feeds, LinkedIn groups etc. Working on
understanding as an individual.
your own to filter the world’s content for MIT define Collective intelligence as a
your professional interests would be an property of groups that emerges from the They also found that collective intelligence
endless and lonely task. But we’re not coordination and collaboration of team increased if the a group had more women,
alone. We operate in teams. And teams members. This collective intelligence though not exclusively women. This may be
are much better at filtering and curating is a good indicator of potential team explained by differences in social sensitivity,
external content than individuals acting performance and a far better indicator of which is related to collective intelligence.
alone, because teams possess Collective success than any individual’s performance. Studies show that women tend to score
Intelligence. So what sets apart these smart teams and higher on social sensitivity than men. Which
how do they build collective intelligence? leads nicely on to…

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PART 1:
2. SOCIAL PERCEPTION AND SENSITIVITY 3. SHARING AND SWARMING
MIT’s research has found that it is really important is to have No one is as smart as everyone. The best teams have individuals
people who are socially sensitive, whether they are men or that openly and actively share knowledge. It is hard to read
women. As we noted above women tend to have higher levels of everything or stay updated as an individual but within a team
social sensitivity. and with the right tools you can leverage members to scan and
research the environment and share information.
The research also highlighted the importance of egalitarian
norms in a team. Collective intelligence was positively correlated Harvard Business Review, in its study on the science of
with groups with higher average social sensitivity and equal high performing teams found that high performing teams
distribution of conversational turn–taking. In essence where periodically go off individually to gather new information,
a few people dominated the discussion and there were no then bring it back to the team for consideration. Behavioural
stars. In our experience, sales teams work well in this model. Psychologist Jens Krause calls this “Swarm Intelligence”: It
Everyone wants to win, but helping each other improves overall requires people to gather information independently, process
performance. and combine it in social interactions, and use it to solve cognitive
problems.” Krause’s research shows that in swarm intelligence,
There is also ongoing research into the impact of technology and “because people act collectively, they can consider more factors,
more remote working on collective intelligence. Initial indications come up with more solutions, and make better decisions.”
are that equality and sensitivity are equally important with online
communication. In some teams, technology allows more people
to contribute by sharing articles and ideas, without having to wait “SWARM INTELLIGENCE”:
for a turn in a team discus TEAMS GATHER INFORMATION,
ACT COLLECTIVELY, AND MAKE
BETTER DECISIONS
-JENS KRAUSE

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PART 1:
4. JOINT ATTENTION THE PROBLEM:

CONTENT SHOCK
As we noted above it can be difficult
to make sense of our environment by So staying on top of
ourselves. Joint attention is a cognitive trends, developments
mechanism that enables individuals and external content and
to curate collectively, to share views, sharing it via social selling
ideas and attitudes when discussing is much easier if you can
issues together which produces forms tap into the collective
of collective intelligence. It produces intelligence of your
something which cannot be easily teams and networks. It’s
replicated by individual attention. easier still if your team
works together to filter
This does not always mean sitting and and curate content. But
spending time together discussing the real challenge is the
an issue, it can be contributing to volume of content we’re
a discussion online and bringing in faced with. Let’s look at
different viewpoints and information. that challenge now.
Remote teams arguably need more
collective intelligence to build joint
attention and cohesion.

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PART 2:
CONTENT SHOCK: THE
CHALLENGE OF CURATING
CONTENT IN A WORLD OF
INFORMATION OVERLOAD

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PART 2:
CONTENT SHOCK: THE CHALLENGE OF CURATING
CONTENT IN A WORLD OF INFORMATION OVERLOAD
So, we all need to look externally and

take a drink from that firehose of VOLUME OF ARTICLES INDEXED BY GOOGLE 2006-2016
external content to make sure we’re
staying smart, as individuals, and in
teams. And if social selling was as
easy as spending 10 minutes a day
checking the latest sources, and just
quickly sharing the best stuff, we’d all
do it.
But it’s not that easy.
• The Washington Post publishes

1,200 articles a day (yes, a day)
• Over 3 million new blog posts

are published a day
• The amount of content on the

web is expected to increase by
500% in the next 5 years.
We are in an era of what Mark Schaefer calls “Content Shock”, where the rate of new content produced
• Google indexed 1 trillion articles significantly outstrips our capacity to absorb it. You could spend your waking life trying to keep on top
in 2007, today it has indexed over of all of the new content published each day and never make a dent. If we measure intelligence as the
30 trillion. percent of the world’s content we’ve read and understood, then we’re all waking up dumber than we
went to bed.

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PART 2:
CONTENT SHOCK: THE CHALLENGE OF CURATING
CONTENT IN A WORLD OF INFORMATION OVERLOAD
Any one of these three conditions can cause information overload. When all three strike
INFORMATION OVERLOAD AND
at once, you have the information overload perfect storm, or to give it its more common
FILTER FAILURE: THE 21ST CENTURY name: your average day at work. 73% of Americans say they suffer from information
KNOWLEDGE WORKER’S DISEASE overload every day.
Ignoring all of the recent developments in an industry NYU Professor Clay Shirky has a more accurate term for this experience: Filter Failure.
could be fatal to your career. But so could try to In his view,
keep on top of everything. What we frequently call
information overload has three components: “IT’S NOT ABOUT TOO MUCH
INFORMATION - IT’S TOO MUCH OF THE
1. QUANTITY WRONG INFORMATION. WE’RE LETTING
TOO MUCH OF THE WRONG STUFF IN.”
More content is produced than we can keep up
with. You already know that’s the case. Every day
-CLAY SHIRKY
we are exposed to 74 GB of data, according to a
report from CNN (also the top shared article on CONTENT SHOCK IS A SOCIAL SELLING OPPORTUNITY
information overload last year).
This creates an opportunity for sales professionals to become effective content
2. TIME curators. Our job as marketing and sales professionals is to help to filter for our
Insufficient time to digest information, analyse, customers and networks. They want insights from us. They want us to insulate them
and act on it, especially if you’re under pressure to from content shock, and bring them the best content. If you can fix your filters, find the
make a decision. best content, and share it with the right people, you are adding value and saving them
time. That’s the best way to begin any relationship.
3. QUALITY
That’s where content curation meets social selling. Let’s take a closer look at how they
Often inversely proportional to quality, the needle
combine.
in haystack problem becomes more pronounced
the more information we receive. It becomes Content Curation For Social
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more difficult for quality to stand out in the noise.
PART 3:
SOCIAL SELLING: WHAT IT IS,
WHY IT WORKS, AND WHY IT
NEEDS CONTENT CURATION

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PART 3:
SOCIAL SELLING: WHAT IT IS, WHY IT WORKS,
AND WHY IT NEEDS CONTENT CURATION
THE RISE OF SOCIAL SELLING
We live in a world of social media where people spend more time on Facebook than reading
newspapers or industry reports. In this world, everyone in your organization can add value by
leveraging their personal brand and online network to inform and help potential customers.
The reality is that the sales professional is not in control any more, if they ever were. Mary Shea of
Forrester Research recently summarised how the traditional B2B Sales pro is getting cut out of the
process:

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PART 3:
How do we work effectively as sales professionals

when buyers have so much insight and control?If “LEVERAGING YOUR SOCIAL NETWORK
you’re a sales or marketing professional, you already
know Yyou can build your reputation by being helpful, TO FIND THE RIGHT PROSPECTS,
independent and trustworthy in social networks. That’s BUILD TRUSTED RELATIONSHIPS, AND
what social selling means. ULTIMATELY, ACHIEVE YOUR SALES GOALS.”
As we’ve said, Social selling is defined by LinkedIn as: -LINKEDIN
THEY BREAK IT DOWN INTO FOUR COMPONENTS:

1. Build a professional brand: That’s about your company brand, but 3. Engage with Insights. Share relevant content, be helpful.
more about you showing your professional brand and authority. Demonstrate you have industry knowledge and are on top of the
Show people what you know by regularly posting and sharing latest trends. This is the key step in building credibility in social
content on social. selling. And remember - your company blog is not the only source
of insights. You must look wider than your own content.
2. Connect with the right people: Find prospects who are likely to
engage with you. Seek introductions and broaden your network to 4. Build relationships: One social share won’t win a customer. Social selling
find them, then focus your efforts on the best prospects (as well of is a continuous process of building trust and credibility by educating,
course as keeping your existing customers and networks engaged) informing and helping people until they’re ready to take a next step with
you.
This is a very different approach to the traditional lead generation and sales prospecting processes such as cold calling. It starts with
building relationships using social networks and building trust. A key part of the process is engaging your prospects and clients with insights.
We also like Jill Rowley’s take: using social networks (not social media) to do research on buyers, to find them, listen, relate, connect, engage
and to amplify their message and what they care about.
What Social Selling isn’t: Random acts of social sharing, broadcasting your promotional material across multiple networks, or cold
Content Curationmailing
For Social
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and connecting on social without any context or value. That won’t work any more than it does in other sales modes. Like all selling, It has to
Selling & Marketing
be a two-way conversation.
PART 3:
DOES IT WORK? HARVARD BUSINESS REVIEW RECENTLY SHARED SOME STATS ON SOCIAL SELLING:
75% 82%
75% of B2B buyers rely on 82% said the winning vendor’s
social media to engage with social content had a significant
peers about buying decisions impact on their decision
5x 72%
A LinkedIn survey found that B2B buyers Hubspot reports that 72% of B2B salespeople
are five times more likely to engage with a who use social media outperformed their peers,
sales rep who provides new insights about and more than half of them indicated they closed
their business or industry deals as a direct result of social media
Let’s look beyond these headline statistics at some companies who’ve seen results from social selling.

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PART 3:
1 INCONTACT
6 SOCIAL SELLING
CASE STUDIES
InContact’s manager of the sales team decided to experiment with social selling
for his sales team. A group of the sales team were trained to use LinkedIn to
share content and engage with potential customers, and the others continued
without using LinkedIn.
In this case after six months, the sales reps who were using LinkedIn and some
marketing automation software to support them had increased the revenue
per sale by 122%. The team members previously had little presence on social
networks but increased their personal brand awareness. They were also able to
find new opportunities and close better sale.
InContact’s experience shows how personal social sharing and engagement

helped increased sales.

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6 SOCIAL SELLING CASE STUDIES www.ande r s p ink.co m

PART 3:
2 SAP 3 IBM
SAP say that developing the social selling skills of their sales staff This IBM social selling case study is frequently quoted, as the numbers
meant they delivered 32 per cent more revenue and were 10 per are so compelling: By using social selling, they drove a 400% increase
cent more likely to achieve quota. SAP invested in LinkedIn Sales in sales. In this case the use of corporate content and corporate social
Navigator to support their social selling. This provided sales reps with accounts were used to support the sales team. Employee advocacy and
an effective way to get in touch with prospects and engage with their collaboration across teams to find, filter and share great content is at
customers. Importantly SAP also invested in training and coaching to the heart of their success.
support the sales staff. Their figures show the impact of training as
trained staff were shown to achieve significantly higher sales.
What was also important in the SAP example is that they shifted their
approach from ‘selling’ to ‘knowing and supporting’ its buyers. This is
a significant shift and one which is well suited to social selling.

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PART 3:
4 XO COMMUNICATIONS 5 LOGMYCALLS
XO Communications, a leading provider of IP and Data solutions, used LogMyCalls launched a major content effort called “150 Blog Posts in
a product called GaggleAMP to deliver content to the sales teams to 50 Days.” The aim was to drive awareness and leads through publishing
help them with social sharing and selling. GaggleAMP helped the sales regular smaller content articles. The company say this initiative drove a
teams of XO Communications use this content to amplify the reach of 400% increase in leads in 90 days. This approach also gave sales staff a
the business and increased average sales. The approach here was to wide range of content they could use in their social channels.
equip the sales team with content that they could share on their social
media channels.

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PART 3:
6 PITNEY BOWES
HELPING NOT SELLING
Pitney Bowes started a Social Selling Programme after realising at

a sales conference that their buyers were actively using LinkedIn to
network and find useful information. They piloted with a group of 6
sales team members and helped to build their credibility a Subject
Matter Experts on LinkedIn. They shared a combination of original
and third party content with their networks. The initial group saw
an increase in opportunities within the first days of the pilot. Social
Selling has now been rolled out across every business line in Pitney
Bowes globally. Key to success for them was having senior support
for social selling, making it easy for people to onboard and try, and
measuring and communicating success using a top 10 leaderboard of
social sellers seeing results.
Paul Lewis who leads social selling at Pitney Bowes shows how sales
has changed to focus on helping on social, not cold calling: Content Curation For Social
Selling & Marketing
28

PART 3:
WHAT DO ALL THESE CASE STUDIES HAVE IN COMMON?

• They established a culture for social selling, with sales leaders sharing by example
• They used tools to make it easier to find, filter and share relevant content
• They rewarded and celebrated success from social selling
• They supported their sales teams with input from the wider organisation
• They looked beyond their own content to share independent, third party and curated content
• They shared relevant targeted content, going beyond broadcasting to nurture relationships with
content relevant to their prospects
• They achieved results and extended social selling based on those results
Social Selling is about being helpful, or as Lee Odden puts it, being “the best answer” for your audience.
Social selling is not an alternative for all of the other things you do to build relationships. It should become part of the “normal” sales process, as these
experts explain:
SOCIAL SELLING IS ABOUT SHOWING THOUGHT LEADERSHIP IN AN UNBIASED WAY

-TIM HUGHES @timothy_hughes
““Engaging prospects early and often in the decision cycle is now a prerequisite of modern business, and the battle for attention
is fought through subject matter expertise and thought leadership in a-non promotional format.
Businesses are finding they achieve better results by asking employees to use social networks to research solutions to problems
in a way that removes bias...social selling is a reaction that has come about because social media creates a different way to buy.”

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PART 3:
SOCIAL SELLING CAN’T STAND ALONE

-DAVID HUBBARD
Social Selling must be integrated into the prevailing sales process and be
complementary to the prevailing telephone/email selling skills/process. It will fail
if it’s treated as a standalone selling process, and, it will fail if we try to train sales
professionals how to be content creators/marketers.
@MOutfield
SOCIAL SELLING NEEDS TO BE TARGETED, INDEPENDENT, RELEVANT

-BRIAN O’CONNELL
Brian O’Connell, veteran social seller for Dell and others, sets out what social selling can become, and how it needs to
be done:
“Social selling will become part of selling and become mainstream, the same way that inbound marketing became the norm.
It may take 2 years but there’s enough evidence that it works to move it in that direction. Already evidence of companies
making it work, e.g. Atlassian in software. It will become just normal selling. Right now most people don’t know how to do it
and equate it with generally sharing content indiscriminately to their networks. To be effective it has to:
• Be targeted - share with the right people
• Have independence - people want objective independent content, not your own company material
• Have context and be personalised - why are you sharing it with this person? Say why
• Be relevant to the individual at their stage in the funnel - hygiene content for top of funnel to retain presence and be
consistent, longer form/higher quality for those in mid funnel
• Get engagement that moves towards a conversion.”

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PART 3:
GET BEYOND YOUR BLOG: 5:3:2: SOCIAL SELLING SHOULD BE AT LEAST

SOCIAL SELLING MEANS 50% OTHER PEOPLE’S CURATED CONTENT
SHARING WIDER CONTENT 20%
You might have heard of the 5:3:2 rule in social media
These case studies have a consistent sharing, it suggests that you should follow a rule of thumb
theme: in each of them, the successful for the content you share:
social sales teams shared a broad
50%
range of content - not just their own • 50% should be curated from third party sources relevant
to your audience
material. Of course, part of what you 30%
should share is your own content. But
• 30% should be content you’ve created, relevant to your
you can’t stop there. If all you do is
brand and your audience
repeatedly broadcast your own blog
posts and company content on social,
• 20% should be content that’s more personal:
you’re just talking about yourself and
fun, inspirational, human interest
broadcasting is not a great way to
build valuable relationships. It is about
So broadly following that guideline, half of what you share should be curated content. As Joe Pulizzi
being an expert curator in your sector
put it: “Every time you mention your own product, a kitten dies”. (Well, at least try keep the count
and providing a more rounded view of
down to 3 in 10…)
developments. We also need to share
OPC: Other People’s Content. Variations on this include the 70/20/10 and 4:1:1 rule - the same categories in different ratios.
You’ll find the right metric for you as a social seller, but the experts all agree that the majority of the
content you share as part of your social selling efforts should not be yours.
So where do you find that 50% of content that’s not about you and your brand, but is relevant to
your audience? And how do you find and share it before everyone else does?
Smart content marketers and social sellers find that content through
effective curation. Let’s look at how to do that in the next chapters.
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PART 4:
BUILDING SOCIAL SELLING
INTELLIGENCE WITH
CONTENT CURATION

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PART 4:
BUILDING SOCIAL SELLING INTELLIGENCE
WITH CONTENT CURATION
Your role as a social seller is to build that intelligence in yourself and your team, and share it with
your prospects and clients. The more intelligence you share with them, the more valuable and
trusted an advisor you become:
“TO BE A TRUSTED ADVISOR, WHICH IS WHAT

ALL SALES PROFESSIONALS SHOULD BE AIMING
FOR, YOU NEED TO DO TWO THINGS: BUILD TRUST
AND SHARE ADVICE. YOU DON’T NEED TO CREATE
CONTENT TO DO EITHER. YOU NEED TO BE AWARE
WHY SALES INTELLIGENCE OF WHAT’S HAPPENING IN YOUR SECTOR, CURATE
MATTERS FOR SOCIAL SELLING IT (AS A TEAM), AND SHARE INSIGHTS WITH THE
RIGHT PEOPLE.”
To share useful content in social selling, of
course you need to build your own sales
-ANTHONY IANNARINO
intelligence. According to Wikipedia sales
intelligence is defined as the technologies, Tools, technology and data are all important but the process of learning,
applications and practices for the collection, reasoning and understanding is key to sales intelligence. All the best sales
integration, analysis, and presentation of professionals act as trusted advisors, this requires more than data and
information to help salespeople keep up to information. The more you understand about your customers, competitors
date with clients, prospect data and drive and your industry the greater your competitive advantage.
business. We would describe it more simply:
“Sales intelligence is the outcome of learning, So what does it take to tap into that intelligence? We see three components:
reasoning and understanding.” Learning, Reasoning and Understanding:

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PART 4:
LEARNING
The starting point for any learning is becoming familiar with the topic. The best sales
professionals are situational learners. A salesperson needs to quickly access and
understand key information about their market and their prospects. This does not just
apply to new sales professionals, hungry to tap into their new domain. Experienced
sales pros have to keep up with rapidly changing markets, just look at travel with
the rise of AirBnB and new travel sites. Clients also don’t stand still, there are major
strategy changes, mergers and new entrants constantly entering the market.
Information can include the latest developments in the industry, the latest content
published by a client, what is being shared on social media and the latest stories.
REASONING
There are a myriad of information sources that sales professionals can check from
client sites, competitor blogs to LinkedIn, business publications and social sites. Data or information is not enough on its own. Sales
However, checking multiple sources leads to overload and missed opportunities. professionals need to form conclusions, judgments and
Using multiple tools, websites and sources adds a layer of complexity which often draw inferences from this information.
means the learning doesn’t happen. And sales professionals don’t have the time to
wade through it all. According to CSO Insights “88% of sales leaders believe they have This involves having a consistent stream of information
missed opportunities due to information overload”. over time to inform your wider view, to place the
information in context. One article about big data may be
Ideally the relevant information would be filtered, curated and delivered for sales interesting, seeing a constant increase in articles on big
teams alongside other client information in Salesforce or their CRM. Or at a minimum data and posts from competitors on how to use big data
delivered through a single platform or feed, to save time and stay focused. provides a different perspective. One article or data point
is rarely enough.

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PART 4:
UNDERSTANDING Sales Intelligence: Talk to Buyers About “Why Change”, not “Why You”
Discussion, debate and sharing helps us Tim Riesterer of Corporate Visions shares brutal statistic for sales professionals: 60% of buyers
to understand developments. For a sales will make no decision at the end of the buyer’s journey. That’s right – 60% of buyers at the end of
professional, discussing an issue such as their journey will do nothing and stick with their current solution. Your biggest competitor is the
big data with a client can bring a greater Status Quo. So the biggest challenge for sales professionals is to help people make a change.
understanding of the business context and
how it relates to their challenges. What helps people to make a change? Compelling intelligence. 74% of buyers will give the
business to the company that created a reason to make a change, who created the buying
Understanding industry trends, company decision. So the opportunity in social selling is to help people see why they should change. If you
news, and competitive developments is really do that, you get an unfair competitive advantage. So before you talk about “why you” (your own
the baseline, great social sellers understand promotional content) you need to address “why change” (well reasoned content you surface as
the connection between these developments, part of your sales intelligence).
the customer’s needs and their products and
services. Tim points out what’s missing in social selling content strategies. Well researched content
helps educate buyers on why change. But most of the content companies generate for sales
Sharing and discussing developments professionals to share is “why you” content: collateral, brochures, presentations. Product-centric
with sales colleagues also creates a better content is answering the wrong question in social selling. It leads to 89% “first call failures”
understanding as you can bring together and because the conversation is starting in the wrong place. Nobody wants you to send them your
share what you have been learning. We all presentation as a first engagement. As Tim put it “Sales people are least prepared for the most
analyse trends in different ways, combining important moment” in engaging people with the “why change” question. To answer that, you
our views harnesses our collective intelligence. need sales intelligence.

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PART 4:
A MODEL FOR SOCIAL SELLING INTELLIGENCE: SEEK > SENSE > SHARE
One way to combine the approach of learning, reasoning and understanding is to use the “Seek >Sense > Share” model.
It was developed by Harold Jarche as a way for individuals and teams to actively build knowledge and intelligence.
Seek FILTER Filter through networks and

communities of practice (CoP)
rk ice
wo Pract
of
t
Ne
ity
am
un
Comm
Te
Sense CREATE Create individually and with teams
Share DISCERN Discern with whom and when to share
Source: Jarche.com

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PART 4:
Let’s look at how this approach supports curation-powered social selling:
SEEK: USE TOOLS TO HELP SENSE: WORK AS A TEAM SHARE: RIGHT PROSPECTS,
YOU FILTER RIGHT CHANNELS, RIGHT
Tools and algorithms can help you filter
content. But only humans can make TIME, RIGHT RHYTHM
Seek relevant content for your audi-
ence. Easy to say, but as we’ve seen, sense of it. Before you share content You are what you share. Sharing your
hard to do in a world of content shock on social with prospects, you need to insights and sales intelligence is what
and filter failure. There is so much con- understand and contextualise it for builds your authority as a trusted
tent published it can be hard to keep yourself. That’s made easier if you’re in advisor.
up. You can do this manually and check a team: Make sense by
multiple sites and sources every day - • Share in the right networks with the
• Reading and making notes (which right audience - we share tips later
but it’s a real time drain. You’ll be more
you can share later) on
productive if use tools such as Google
Alerts, RSS readers or dedicated cura- • Asking questions • Add value when you share - include
tion tools (like ours) to help seek and reasoning and commentary
filter content. • Adding commentary and asking
others for views • Build a habit and a rhythm for social
We expand on the role of technology in sharing
filtering later in this book. • Challenging and putting forward a
different view Later we share a range of tips and
• Providing context - sharing why you guidelines for effective sharing on
think this article is relevant social networks.
Learning, Reasoning, Understanding

and Seek > Sense > Share are key
parts of our 10-step framework for
social selling, which we expand on later
in this book. Content Curation For Social
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PART 4:
CONTENT CURATION FOR THOUGHT LEADERSHIP IN SELLING:

VIEW FROM JEFF DOMANSKY, THE PR COACH
Why does content curation matter to you?

ontent c uration is a key part of thought leadership strategies and some social
C
marketing campaigns. Because it can be very targeted and quickly implemented, it’s a
valuable way to maintain frequency for engagement with target markets.
I think the best curators are curious, lifelong learners themselves. The best curation
keeps on giving - it’s valuable evergreen content if well planned, targeted and executed.
What tips would you give to people to get started?

• Study up on some of the leading curators to see how they curate. Robin Good and
Maria Popova are two favorites.
• Look at some of the most popular content curation tools and see what people are
doing with them. Tool suggestions: Scoop.it, List,ly, Paper.li, and of course Anders
Pink. Test drive one or two and keep learning.

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PART 5:
EFFECTIVE SOCIAL SELLING
WITH CONTENT CURATION:
10 STEPS FOR SUCCESS

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PART 5:
EFFECTIVE SOCIAL SELLING WITH CONTENT CURATION:
OUR 10-STEP APPROACH TO BUILDING A SUSTAINABLE SOCIAL SELLING HABIT,

POWERED BY EFFECTIVE CURATION.
STEP 1 STEP 2 STEP 3 STEP 4 STEP 5
DEFINE IDENTIFY SET A CURATION SEEK - START FILTER EFFECTIVELY

DRIVERS: AUDIENCE BASELINE KNOWLEDGE - USE AUTOMATION
ASK WHY DISCOVERY
STEP 6 STEP 7 STEP 8 STEP 9 STEP 10
MAKE SENSE SHARE - RIGHT BUILD YOUR COMMUNITY: MAKE IT STICK - KEEP IT FRESH -
AND ADD CONTENT IN THE FIND INFLUENCERS, BUILD DAILY SOCIAL GET FEEDBACK
VALUE RIGHT CHANNELS LISTEN AND SHARE SELLING HABITS AND REFINE

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PART 5:
STEP 1
1. Who are we curating content for? Who are the audiences in our networks who need
to stay up to date on external news, trends and developments?
2. Can we list the topics they care about?

DEFINE DRIVERS:
3. Can we create personas for them? What questions and challenges do they have,
ASK WHY
where do they look for insights, what type of content do they like and share on social?
Like any sales or
marketing activity, 4. Where do they hang out? Which channels should we use to share content with them?
effective curation-
5. What content resonates with them? What do they like, share or comment on?
powered social selling
begins with a why. 6. Do we have people who could support us in curating content for a specific topic (e.g. a
Before you embark internal subject matter experts, “seekers” who actively bring in external content)
on the time and effort
it will take to curate 7. Do we have a good pilot candidate topic that we can curate content for initially?
content, you need clear
reasons for doing it. 8. Who is going to curate this content? Will individual sales professionals do it for
Here’s a checklist of themselves, will someone lead on it for the team, will sales and marketing work
questions can can help together to curate content? All of these models can work - but you need to be
define your approach: clear on who’s going to undertake the daily task of curating quality content. Working
through these questions can help to assess your readiness and the business case for TIP:
piloting content curation as a sales and marketing team. It’s best to start with a clearly Use the PRISM
defined audience for your curation efforts as part of a wider social selling approach. Funnel to
Guide your
Working through these questions can help to assess your readiness and the business Social Selling...
case for piloting content curation as a sales and marketing team. It’s best to start with a
clearly defined audience and a clear use case for curation.
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PART 5:
STEP 1
DEFINE DRIVERS:
ASK WHY
The PRISM funnel is a useful
framework for planning your
social selling and content
marketing. RazorSocial
define it like this:
PRISM is supported by 3 elements:
CONTENT: TOOLS AND TECHNOLOGY: PROCESS:

What you share is what will drive Time is limited. Save time with tools The best tools and most relevant
engagement and conversion. As to accelerate your content filtering, content won’t make a difference if
we’ve said above, you need to scheduling your social sharing, and you don’t have a solid social selling
combine created content with track your results. process and culture in place. We
curated independent content - at share some tips for this below.
least 50% of what you share should
be curated from other sources
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PART 5:
STEP 1
PRISM AND SOCIAL SELLING WITH CURATION:
People:
DEFINE DRIVERS: Define who you’re trying to reach. Ask what type of content will
resonate with them them to define your approach to curation.
ASK WHY
Relationships:
Developing relationships requires ongoing content that’s relevant to
them at different stages. Build a pipeline of sharable, curated content
combined with your own content plan.
Inbound Traffic:
While social selling is focused on specific people, social engagement
and building relationships should drive traffic to your site. If you’re
developing curated round-up posts or reports, include a link to your
write up post, drive traffic with a call to action.
Subscribers and social retargeting:

Building a subscriber list is a great way to have an ongoing relationship
with an engaged audience of followers. Use curated content to drive
people back to your social accounts and your site.
TIP:
Monetisation:
Ask 3 Questions
Curated content should be driving conversion. Set targets for to Stay Focused in
conversion and monitor which types of curated content, combined with Social selling...
your own created content, drives results. Do more of what works.
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PART 5:
STEP 1
1 WHAT ARE THE LATEST TRENDS IN MY SECTOR?
Successful Social Sellers are the first to tell their clients and prospects what’s
happening in their sector. If there’s an emerging trend or development in
DEFINE DRIVERS: your sector, an interesting guide or report, or a blog post that relates to their
ASK WHY business, you want to be the one sharing it with your clients, prospects and
Anyone can find and share wider social network. If you’re not doing it, your competitors will.
content. But if it’s not relevant
and targeted, you’re just
adding to the noise. Before 2 WHAT’S HAPPENING IN MY CUSTOMER’S BUSINESS?
you share content with
someone, check that it’ll land You don’t want your client to have to tell you about their merger, acquisition
well by asking yourself: what or new product launch. You want to let them know you’ve heard about it,
matters to my clients? and offer something back: congratulations, comments, questions, offer of
help, share content that might help them. Show them you’re engaged in their
business.
3 WHAT’S HAPPENING IN THEIR COMPETITOR’S BUSINESS?
It pays to be a little paranoid. You should be looking at what your own

competitors are doing, of course. But successful sales professionals also track
what their clients’ main competitors are up to. Are they writing interesting
content, and your client should be upping their game? Are they launching
a new product that provides a challenge or opportunity to your clients and
prospects? Add your insights, and you’re adding value to the relationship.
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PART 5:
STEP 2
You can also just simply ask people. Curating content for
Social Selling isn’t just about new prospects. It’s about
keeping your existing clients engaged and informed too.
Could you ask some of them for input? Let them know
DEFINE YOUR you want to make sure that what you share is valuable to
TARGET AUDIENCE them. You could ask questions like:
The next step is to clarify what you’ll curate, and for who. • How important is it to actively monitor industry/
sector trends? Which trends/sectors?
This is where understanding your target buyers and their
community is essential. Building out an understanding • How do you currently stay on top of this information?
of the topics that interest them will help your curation Which sources do you use?
efforts to be more focused. For example, a leadership
audience may prefer long form articles from their top • Do you subscribe to industry newsletters? Follow
5 favoured sources (e.g. Harvard Business Review, blogs? Look at key sites and publications? Which
McKinsey, Wharton and so on) ones?
Review the Social Profiles of people you’re aiming to • Which influencers do you follow?
build relationships with. Check the type of content they
regularly like, share or comment on - LinkedIn and • Are you a member of industry groups? Which ones?
Twitter are going to be the best places to start. You can
• How much time do you currently spend searching
use tools like Buzzsumo.com to analyze people’s shared
and reading this type of content?
links - it will give you a good sense of the type of content
that gets their attention, which is what should be driving • How much of it is relevant?
your curation efforts.
• Do you feel you get too much information, not
enough, the right amount?
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PART 5:
STEP 3
GET YOUR ROLES AND Find the “Resource Investigators / Seekers”

RESOURCES CLEAR
Belbin defined resource investigation as a key role in teams This doesn’t mean that everyone else can wait
Every sales professional should and recommended that teams included people who act for them to bring in the good stuff. Everyone
be sharing content themselves, as resource investigators. These are the team members should be outward looking and staying on top
and personalising it with their who go out of the group and bring ideas, information of developments. Seekers can bring in content
insights. But that doesn’t mean and developments back to the team for discussion and and others can work together to comment on
that everyone needs to play an consideration. These people tend to be outgoing, they it, add their take, and make sense of it. Others
equal role in content curation make friends easily, are good at networking, they are can then use these insights as a baseline, add
across the sales team. Some curious and constantly look for new ideas and information. their own take, and share it with their network.
people are going to be more What makes them particularly valuable is they share these When you’re starting out with content
naturally outward looking than new ideas. Thus in your social networks and communities curation, it’s helpful to know who’s going to
others when it comes to finding you can benefit significantly from resource investigators. to take the lead on seeking content. Most
and building sales intelligence. Every team needs them. To use another word from Harold teams we’ve worked with have a lead curator
Jarche (and to pander to the Harry Potter fans): every team who’s the most active in sourcing and flagging
needs a seeker. In most sales teams, you’ll know who this insights for their colleagues.
is: the person or people who constantly share insights
from the wider market, your competitors. They can be your
curation hero and kickstart your social selling activity.

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PART 5:
STEP 3
Mary Shea, Principal Analyst at

Forrester uses these categories
to help you think about where
you arend your team are on the
social selling journey:
Not everyone on the team needs to be a celebrity, Use these and the many other examples to kickstart
or even an expert to begin with. The point is to get a discussion with your internal teams and external
started and move up the ladder as you and your audiences.
team build experience in sharing content. We like the
emphasis on sharing at all levels here.
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PART 5:
STEP 4
START
KNOWLEDGE
DISCOVERY
By now you should be clear on why you’re
curating content for social selling, for who,
and in what topic areas and who’s going
to lead on it. Now it’s time to start seeking
out that content, what we call knowledge
discovery.

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PART 5:
STEP 4
START
KNOWLEDGE
DISCOVERY
KNOWLEDGE DISCOVERY: DON’T START WITH GOOGLE...

WHERE TO START?
The answer for many people is Google. But while Google is an
Obviously, if you know that your target incredibly valuable resource, it’s not where you’re going to find the
audience has a set of preferred sites and latest content. Google is designed to help you find authoritative
sources, you’re off to a great start. You can content, not the latest content or ideas that may be bubbling
start to gather lists of those resources in one up. Your prospects and network are looking for the most recent
place to gather content from them. information. Content about trends and competitors that’s out of
date won’t help them. Most new content is not found using Google
But often, you will hear “we don’t know what but using social platforms, tools and specific sites. Social networks
we don’t know” or a variation on that. Your have become important content discovery platforms. Over a third
audience will look to you to find the best of all traffic to major publishers comes from Facebook alone,
sources for them. Here are some tips for which is primarily people visiting content their friends have shared.
starting that journey of knowledge discovery. Social has overtaken search as they way most people get their
news, according to Shareholic.

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PART 5:
STEP 4
Quora
If you have questions there is a good chance someone may have already
asked them on Quora. You can search for all questions asked on specific
topics and see the answers.
START
KNOWLEDGE Reddit
DISCOVERY There is no end to the specific interest groups on Reddit where you can
discover latest content and ideas.
ASK A GROUP: COMMUNITY
DISCOVERY PLATFORMS Twitter
The feeds from Twitter can spin faster than a hamster on a wheel so finding
We’ve already talked about the power relevant content can be difficult. Twitter lists can help you get more control
of collective intelligence. There are a and there are a range of tools you can use to focus on the content being
range of large networks and community shared on Twitter. For example, you can search for any topic on BuzzSumo
sites that have become important and sort by the most shared articles on Twitter over the last week.
discovery platforms. You may find that
these communities are already curating
LinkedIn Groups
the types of content you’re seeking.
Many of these groups have become overwhelmed by marketers sharing
These include:
links but there are some good restricted groups where people share
interesting content.
Pinterest
If you are an interior designer after ideas for small gardens or kitchens or
more or less anything then Pinterest is a great discovery platform. Users
curate content on specific topics.
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PART 5:
STEP 4
On the morning of 24th June 2016 many people
in the UK were shocked on waking up to find the
UK had voted to leave the European Union. In
reality it was not such a surprising decision, all the
START polls showed the result would be very close. The
KNOWLEDGE same happened when Donald Trump won the US
DISCOVERY Presidency. Those results were shocking to many
people - more specifically to people know didn’t
know anyone who planned to vote leave or Trump,
TIP: Avoid the Echo Chamber: even though they transpired to be a majority.
Embrace Diversity in Your Many of us were in an echo chamber, where we
Knowledge Discovery mainly heard views that aligned with our own.
The internet is the most powerful source of

news and opinion there is. However, the internet
and social networks may actually be reducing
rather than enhancing our understanding of the
world because of echo chambers. The danger This is equally true of our professional networks.
of knowledge discovery and curation in social We link in with similar professionals that were
networks is that we may only ‘friend’ people we often trained by the same professional body, we
agree with, in fact we may actively unfriend those respect the same influencers in our industry and
we disagree with. This online community will then we read the same industry publications. We share
‘echo’ our own views. similar views and orthodoxies.

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PART 5:
STEP 4
START
KNOWLEDGE
DISCOVERY
THREE WAYS TO AVOID THE ECHO

CHAMBER IN SOCIAL SELLING
• Be diverse: look beyond the bigger sites and publications for niche
content that others may not discover.
• Share early: Don’t reshare the same articles that have dominated
your network for the past week. Find and share it before your
competitors too. Use alerts and filters to discover it faster.
• Be different: Challenge the prevailing wisdom. Ask a question,

disagree with reasons, spark debate and discussion. It’s a great
way to challenge the echo chamber and get engagement.

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PART 5:
STEP 5
FILTER EFFECTIVELY:
USE AUTOMATION
You’ve carefully selected a
balanced and diverse set of
knowledge discovery sources to
help you find great content for
your audiences. You’re using a
range of sites, social networks
and platforms to gather content.
How are you going to keep tabs
on all of this information, and
choose the articles that are most
relevant to your audience? This
is where we get to the core of
effective curation: Filtering.

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• Create a Twitter List that includes key And repeat that task, every day, for all of your networks
influencers on Big Data, monitor it for and audiences. It’s easy to see how quickly manual filtering
relevant content (though bear in mind of the web can spiral out of control. The growing volume
you’ll see everything those influencers of content will outpace your ability to filter it. It’s just not
FILTER EFFECTIVELY: share, not just content on Big Data, so sustainable at any level of scale or frequency. As Donald
USE AUTOMATION that’s a noisy list) Clark has put it:
• Do a Google Search for the latest “IF YOU’RE TRYING TO DO

MANUAL FILTERING: IS content (though Google has indexed 266
ALL YOUR CURATION BY
TIME ON YOUR SIDE? million articles on Big Data and counting
HAND, YOU’RE MAKING
• Create Google Alerts for key terms and A MISTAKE. YOU NEED
You could attempt to manually
check those daily TECHNOLOGY TO HELP
filter. Let’s say you’re trying to
keep on top of Trends in Big Data
YOU...WE’RE IN THE AGE
to share with your network. You
• Monitor RSS feeds from key industry OF ALGORITHMS AND
could...
blogs and publications using an RSS THEY HELP YOU TO FIND
Reader CONTENT YOU MIGHT
• Do a daily check of your preferred
WANT TO CURATE.
websites YOU NEED TECHNOLOGY
TO HELP YOU CURATE,
• Check influencers on LinkedIn and find BUT THE HUMAN FILTERS
relevant posts
ARE REALLY IMPORTANT.”
• Filter out the noise and share the most -DONALD CLARK
relevant content

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Here are some tools to help you work smarter in social selling with automation:
1 GOOGLE ALERTS
FILTER EFFECTIVELY: Set up Google Alerts to keep track of developments in your sectors. Simple and Free, though not always
comprehensive and not always the fastest way to track information.
USE AUTOMATION
2 SCHEDULING TOOLS
AUTOMATED FILTERING:
Tools like Buffer and Hootsuite are useful for scheduling a batch of content in multiple social networks.
TOOLS ARE YOUR FRIEND You can build up a library of quality content and schedule where and when you want to share it.
Depending on level and package, some of these tools will suggest content to you, though they’re not really
The secret weapon in effective social designed for curation.
selling is automation. You need a
reliable method to seek out all of
3 RSS READERS
the potential content that might be
relevant to your audience, and to Lots of sites still publish content via RSS, so it’s important to follow those feeds. Tools like scoop.it, Feedly
quickly sift it to decide what’s worth are good RSS readers. Their limitation is that you only see content from a fixed set of sites and sources
curating and sharing. that use RSS (and that’s not most sites).
4 CURATION TOOLS FOR SOCIAL SELLING

A range of tools have emerged to support social selling which are more full-service content curation tools.
Feedly, Scoop.it and Anders Pink, our tool are examples of these. In Anders Pink you can set keywords,
domains, RSS feeds and twitter accounts you want to follow, and get a customised briefing on the latest
content from the sources you want, refreshed every few hours. We share more tips on how to use it later.
Here’s an example of the latest content from the top 40 sales blogs.
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You can add comments to any article, and then share it directly from the tool to your social networks, or
into a scheduling tool like Buffer. You can also set up teams so you can collaborate to find the best articles
and highlight them to your colleagues, or invite in your clients. No need to waste time checking 40 different
sites. Spend 10 minutes a day and find 3 great articles to share. You’ll quickly build a social selling habit and
FILTER EFFECTIVELY: save hours.
USE AUTOMATION

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MAKE SENSE:
MARKETING + SALES = SOCIAL SELLING CURATION DREAM TEAM
WORK AS A TEAM
As we’ve said, content curation We all talk about the importance of sales and marketing alignment. Both have a shared interest in keeping
for social selling is easier and clients and prospects engaged and moving through the funnel. Content curation for social selling is a shared
more scalable if you’re working activity that aligns sales and marketing:
as a team. A sales and marketing
team can work effectively • Marketing teams can find, recommend and save relevant content for sales teams to share with their
together to scan a larger volume networks. They can add a suggested commentary on the content, or share it directly on social.
of content and flag relevant
• Sales teams can use this saved/recommended curated content and personalise with their own insights,
articles to the right people in the
and share in their social networks.
team.
• Marketing teams can use curated content as a source of inspiration for new original content, such as
round-up posts, analysis of industry trends, and longer form guides.
• Sales teams have more to say to their audiences, and more social touch points, but don’t have to invest as
much time in finding relevant articles. Curation is a team activity.
• Marketing teams play an active role in supporting social selling by filtering and recommending great
content to share
• Curation forms part of the overall content marketing strategy, reducing the pressure to create new
content and providing ideas for future posts and original content.
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TIP: 4 ways to work as a social selling and marketing team
1. Recommend Shareable Articles
MAKE SENSE: The simplest way to add value to curated content as a team is to draw their attention to them. You’ll know
WORK AS A TEAM what content is going to resonate the best with your chosen target audience or colleagues. Maybe there’s
an article they should share with their prospects, or it’s particularly relevant to their key accounts or a sector
they’re covering. Help them out by getting it to them quickly - they’ll do the same for you…
2. Comment on Articles
If you want to engage an audience on social and build a relationship with prospects, you need to do more
than just share the original article. You want to make it personal, sharing your views and insights. One way
to do that is to add a comment. If you’re working in a team, you can add your comments to the article in
Anders Pink, so that your sales colleagues can see your take on the article, and use this as a baseline for
their own social sharing too. We show you how later.
3. Flag relevant articles to specific colleagues

Individuals in sales teams will be focused on different sectors and prospects. What might be less relevant
for you may be gold for your colleague. Curation is a team activity, so if you find articles that could benefit
your colleagues, help them out by directing it specifically to them.
4. Save Articles to Lists

Curated content can be evergreen - you can keep resharing it as long as it remains timely and relevant.
Also, contexts change - a piece that isn’t relevant to a client or prospect today could become ideal for them
later. So it’s useful to save articles to lists organised by topic and theme. This way, your whole can come
back to a saved list at any time to review articles to share and reshare. This is particularly useful for longer
form content such as detailed guides, or articles that will remain relevant for a longer time.

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SHARE -
RIGHT CONTENT IN TIP: You’ve Got To Bring Knowledge and
RIGHT CHANNELS Ideas to the Table: Brandon Reglinger
You are what you share. The previous Brandon Redlinger of Engagio did research to
sections looked at the importance see which factors mattered most in enterprise
of seeking out relevant content, and purchasing decisions. The top 3 factors:
making sense of it before you share 1. Knowledge and understanding of my industry
it. Where and when you share it is
2. Knowledge and understanding of my unique
just as important. To maximise your business issues
impact, you need to share curated
content with the right audience, in the 3. Fresh ideas to advance my business
right channels, and at the right time. Sales professionals need to bring all of these to the
discussion, whether they find it themselves or a
wider team helps. And the place to bring them to
the discussion is through social networks.

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LINKEDIN
THE KEY PLATFORMS

FOR SOCIAL SELLING
Let’s look at some of the options
available for social selling when
it comes to sharing, and tips for If you’re in B2B sales, LinkedIn is going to be top of your list for social selling. Half of all B2B buyers use
being effective social selling in LinkedIn as a resource when making purchasing decisions. With over 500 million members, building and
the key channels. engaging an audience on LinkedIn is at the heart of any social selling strategy. For B2B lead generation, no
other social network comes close:
In 2016, LinkedIn
surpassed Facebook and
Twitter for social shares
of B2B content in many
areas, even when that
content isn’t published at
LinkedIn.com. This made
LinkedIn the primary
social discovery vehicle
for topics like Leadership,
AI, and SEO Marketing.

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LinkedIn’s four pillars of social selling, and the metrics they use to
calculate your Social Selling Index, are
1.
THE KEY PLATFORMS Build your professional brand. Keep your profile up to date, be active in
FOR SOCIAL SELLING sharing and publishing - we share tips on this below
2.
Find the right people: Beyond your current network, you’ll want to find
people who are likely buyers on LinkedIn. You can do this organically
by finding and connecting with people based on your sector and target
clients, asking your network for introductions to people you want to
connect with, and also by joining groups which we explore below. You
can also use LinkedIn’s Sales Navigator, a pro tool for building your
network with suggested leads, more options for sending email to
people you don’t have a connection with, and additional features.
3.
Engage with Insights - share relevant content. This is where curation
powers social selling on LinkedIn and we share tips for it below.
4.
Establish trust with decision makers - start conversations and build
relationships. This is all about being sensitive in what you share,
consistent with your quality and tone, and being responsive to people’s
questions and needs.
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You can choose to post to public. Or, if you’d prefer
1 SHARE CURATED CONTENT TO YOUR
only your connections to see it, you can choose that
BROADER NETWORK WITH UPDATES:
option too.
THE KEY PLATFORMS When you find relevant content to share publicly, or Obviously, include the link to the original article. it’s
with just your connections, write a quick update and
FOR SOCIAL SELLING good practice to mention the original author too.
share it.
Some tips for making the Include a comment to add value and personality. Say
best use of LinkedIn as a why you thought it was helpful, along with your key
social sharing platform to insight. What question does it answer for you, what
engage with insights and questions does it raise?
establish trust:
Include an image - posts with images outperform on
LinkedIn by X. You can share a graphic from the article,
or if you have, use a tool like Pixlr.com to create an
image pulling out a key quote or statistic from the
article. It helps to signal the key insight to people,
along with your commentary.
Frequency: We’d recommend 2-3 shares a day to

public or your connections on LinkedIn. More than
that and you start crowding out people’s feeds.
Oversharing gets skipped over. Less is definitely more
here - be discerning and share quality articles.

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2 GET THE ATTENTION OF SEVERAL PEOPLE:
MENTION THEM IN YOUR UPDATES
THE KEY PLATFORMS You can also @mention people in an update on LinkedIn.
This can be helpful if there’s a wider group of prospects
FOR SOCIAL SELLING
whose attention you’re looking to get with your update. It can
be an effective way of starting a conversation on a topic too:
By sharing this way, your whole network will

see it, and the people you’ve mentioned will
get a notification to draw their particular
attention to it.
Frequency: As it becomes relevant to

prospects and those in your network, but
again don’t overdo it: mention people 1-2
times a week if there’s something particularly
relevant to them. If they engage and like,
respond or comment, you can move into a
private conversation by connecting with them
or emailing them.

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3 CONNECT WITH PEOPLE AND SEND CUSTOMISED MESSAGES
On LinkedIn your goal is to connect with people who can become buyers over
time, and add value to those conversations. Using LinkedIn Sales Navigator is
THE KEY PLATFORMS a key tool for finding prospects (LinkedIn’s premium product). But you can also
FOR SOCIAL SELLING invite anyone to connect on LinkedIn, whether you know them through a mutual
connection or not.
Connecting with someone you don’t know can feel a little daunting. How to avoid
making it feel like a cold call?
Share something useful: If you’re reaching out to an individual, it’s presumably

because you’ve done some research and decided they’re an important person
for you to connect with. So you should have enough insights to share some
content they will find useful. An industry report they may not yet have seen, an
insight from a competitor’s activities, a comment on something their business is
doing - this is how you make a good first impression by making it something of
value to them.
Add a personalised message: say why you’re sharing it with them, what you
thought was useful about it. Ask a question - you’re trying to build engagement
and start a conversation. Ask permission to connect, and to share more relevant
content as you find it. You are absolutely not selling here. You are trying to build
a relationship, so don’t mention your product or services. Your prospect can see
that from your profile and do their own research.

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You’ll get notifications when people
respond to your message. You can
be efficient and share the same
content to multiple people, of course
THE KEY PLATFORMS adjusting your comments to make it
FOR SOCIAL SELLING specific to each person.
Frequency: As and when you find

valuable, relevant content for an
individual. But as always, build a
relationship, look for feedback, and
don’t overshare if it’s not helping.
Note: LinkedIn limits the number of
unsolicited messages you can send
to those outside your network, but
you can increase that by using Sales
Navigator.
Just one sample - obviously you’ll have your own style.
When people respond and connect with you, always thank them, and
then regularly share valuable content with them, like you did at the
start. You’re still not selling - continue to build trust through content,
and build a conversation. The right moment in the conversation will
come when it’s time to talk about how you can help them. Don’t rush or
force that. Content Curation For Social
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Good group etiquette on LinkedIn (or anywhere else):
4 JOIN DISCUSSIONS AND ADD VALUE
• Don’t hijack the topic to promote yourself or
LinkedIn Groups are a great way to tap into
your company - many groups will have a no self
communities of shared interests and build
THE KEY PLATFORMS relationships with prospects. You can search for
promotion rule. Sharing relevant third party
FOR SOCIAL SELLING groups on LinkedIn here. You can join up to 50
curated content is a great way to show you’re here
to help, not push your product or service.
groups that match your interests or those of your
prospects and customers. Once you’re in a group you • Acknowledge views and comments in group
can discussions
• Start a discussion: Share an article and invite • Be helpful and responsive - respond to comments
discussion. and questions
• Add to a discussion: Read commentary, join the • Add value and build trust with your insights
discussion, share a useful link
You can also start your own Group and invite others to
• Message individual group members: You can join.
direct message up to 15 members of a group per
month (more if you have a Premium account). As Frequency: Post 2-3 times a week.
always, be respectful and don’t overshare, build a
relationship first.
• Connect with Group members: When the time is

right, invite engaged group members to connect
with you personally, but again don’t rush this -
build trust and be helpful first.

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5 WRITE A POST Frequency: There’s more effort involved in writing an
article, and not all sales professionals are comfortable
LinkedIn Publisher has grown in stature as a creating content. Should you even be producing
publishing platform. Shares of content published on content as a sales professional? Opinions vary. Some
THE KEY PLATFORMS LinkedIn.com nearly doubled from 2015 to 2016 — say that quota driven professionals simply don’t
FOR SOCIAL SELLING going from from 31 million to almost 73 million. have time to write original content, and that’s what
marketing should be doing. Possibly so - depends on
Anyone can write an article on LinkedIn. It’s a great your style, skill, and resources. A short post doesn’t
place to consolidate your insights, for example in a have to take that long on LinkedIn. Ideally work with
round-up post on the recent best articles you’ve seen your marketing team to publish every few weeks to
on a particular trend, or deeper commentary on an establish authority. Short round-up posts referring
article you thought was relevant to your network: to relevant articles are faster to write than original
content (though of course you should be doing
both). You can also republish from your own blog
post to create a LinkedIn Article, which you can then
share as above. Articles are great on your profile for
demonstrating that your curate and create content.

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Social Selling is Human -

Engage and Be Helpful
THE KEY PLATFORMS Tips from @BarryBdotBiz
FOR SOCIAL SELLING
The main thing I tell my team is to not
become too formulaic. I’ve seen plenty of
people try a version of social sales which is
so close to ‘prospect is at point x in funnel,
therefore send message y’ - I subscribe to the
idea that social sales needs to be truly social.
We’re two human beings engaging with each

other. Help me solve a problem or teach me
something useful and I’ll be happy to transact
with you. Alternatively, understand when
I don’t want the long play and just need a
problem solved. Don’t force me through
your process if I’m ready to buy. The trick in
knowing the difference between the two
situations is really listening to what I have to
say and being agile enough to adapt your
sales process to my needs.

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TWITTER
THE KEY PLATFORMS

FOR SOCIAL SELLING
Twitter is less formal than LinkedIn, and may not seem like a channel
for social selling - as Brainshark put it, B2B buyers don’t join Twitter
to be sold to. But as a way to keep in touch and regularly share
insights, its reach and immediacy makes it a vital platform for social
selling. Twitter has over 300 million users and is a great place to share
relevant content to your audience.

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STEP 7 TIPS FOR SOCIAL SELLING WITH 5. INCLUDE IMAGES:

CURATED CONTENT ON TWITTER Tweets with images get 150% more engagement than
tweets without them.
1. BE CONSISTENT:
If you share once and forget about it, so will everyone 6. USE SCHEDULING TOOLS:
THE KEY PLATFORMS
else. The volume of content in people’s timelines To make it easier to be consistent and stay present on
FOR SOCIAL SELLING mean that it’s easily missed. Sharing the same content Twitter use scheduling tools like Buffer or Hootsuite to
multiple times on Twitter is acceptable - consider build up a set of resharable curated content (in Anders
different days and timezones to spread it out for best Pink you can share to Buffer to build up a library of
effect. curated content) You can update your comments.
These tools will also let you share to multiple networks
2. PERSONALISE WITH INSIGHTS: at once, though you’re better off customising your
As with LinkedIn, don’t just reshare or Retweet - add comments for each network to match the tone and the
a comment to make it personal, though the 140 audience.
character limit means you need to keep it brief.
7. DIRECT MESSAGE:
3. @MENTION PEOPLE: You can direct message people who follow you. This is a
Like LinkedIn, you can draw attention to your shared useful way of engaging them with relevant content and
content by mentioning people on Twitter who you think starting a private conversation.
will find it relevant.
8. ENGAGE AND BE RESPONSIVE:
4. USE HASTAGS: Respond to comments, thank people for sharing.
Look for well followed hashtags that match the topic Social Selling is about conversations, not broadcasting.
of your Tweet, and include them. People following the Replying and messaging are great ways to have two-
hashtag will see your shared article too. way conversations on Twitter.

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FACEBOOK TIPS FOR ENGAGING YOUR AUDIENCE
ON FACEBOOK:
1. ASK QUESTIONS, SHARE IMAGES AND VIDEOS:

THE KEY PLATFORMS Questions, images, and videos were more engaging than all other
FOR SOCIAL SELLING post types. Videos are most likely to be shared.
2. WORK THE WEEKEND:

The best day of the week for engagement was Sunday. That’s
very different from Twitter or LinkedIn which are more workweek
platforms.
Although you might think of it less as 3. GET YOUR TIMING RIGHT:

a B2B platform, Facebook matters for Post engagement was higher whenever there was a lower volume
B2B social selling. Your customers and of public posts in people’s news feed. There was an inverse
prospects are there too, though the type relationship between low volume and high interaction, despite
of engagement needs to be different low volume periods coinciding with the overnight hours for many
than Twitter or LinkedIn. At BuzzSumo Facebook users.
we analyzed over 800 million Facebook
posts to see what generates the most 4. KEEP IT SHORT:
engagement. Based on that, here are our Short posts of less than 50 characters were more engaging than
long posts.

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5. LINK TO LONGER ARTICLES: and unfollow you. Experiment with posting regularly,
If a post linked to a piece of content outside Facebook, once a day, and try outside business hours to increase
people engaged with it more if the link was to a longer engagement. Find the right rhythm for your audience.
article.
THE KEY PLATFORMS 10. FOCUS ON EDUCATING, AND
FOR SOCIAL SELLING 6. POST DIRECTLY AND PERSONALISE: WHENEVER POSSIBLE ENTERTAINING,
Personalise your Facebook posts rather than using YOUR AUDIENCE:
the same comments and tone you use on LinkedIn Facebook isn’t a channel for sales pitches. Be social.
or Twitter. , match the tone - it’s the reason Buffer Humour works well.
requires you to write a separate message when
posting to Facebook. Images posted directly to 11. BALANCE BETWEEN COMPANY AND
Facebook and not through Instagram were more PERSONAL:
engaging than images posted to Facebook via On Facebook in addition to your personal profile, you
Instagram. can create a Company page. You can post and share
content from both. Think about your audience: are
7. USE FACEBOOOK LIVE: you connecting with them on a personal basis, or
To generate an audience with live video sharing as a company? If you’re building a relationship
with individuals, you’ll likely get a better engagement
8. TEST GIVEAWAYS WITH YOUR posting as yourself
AUDIENCE:
Giveaways generate engagement 12. SEARCH AND BUILD YOUR AUDIENCE:
Facebook’s search tool will let you find people who
9. SHARE 5 TIMES A WEEK: liked your posts and similar ones, followed similar
If you overshare and appear too often in people’s companies.
feeds, it starts to feel spammy, and it’s easy to block
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EMAIL UPDATES THREE WAYS TO USE CURATED CONTENT IN EMAIL:
AND NEWSLETTERS
1. Round-up posts: New content is published every day in your industry.
Could you do a regular round-up of the key posts, adding your
THE KEY PLATFORMS comments to give context and relevance to your audience? We try it
FOR SOCIAL SELLING weekly with our Friday Briefings. This is a simple curated post that
highlights 5 recent and relevant articles on social selling, technology,
curation and innovation. If you’re filtering content effectively, and saving
the best content, it doesn’t take much effort to create a weekly round-
up post, and share it via email with your subscribers.
2. Breakout articles: Has a key report been shared or a major

announcement been made in your sector? An email to your subscribers
sharing the news or insight and your thoughts is an effective way to be
While it may feel less targeted the first to break the news.
and more old-school building
an email database is still vital for 3. Longer form content: Email newsletters are where you can share longer
building an engaged audience. form content that you’ve written or curated from other sources, e.g.
Use tools like Intercom and more in-depth analysis of recent developments or future trends in your
MailChimp for managing your industry.
email subscribers and plan
regular touch points with them. One key advantage of emails is that they’re opt-in. You have an audience
that’s subscribed to receive updates from you. You can include promotions
and calls to action related to your products and relevant resources.

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EMBED
IN YOUR
SITES AND
THE KEY PLATFORMS PLATFORMS
FOR SOCIAL SELLING
To keep an audience
engaged, you can embed
curated content directly
into your website or
platform.

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STEP 7 External: Website Plugin Internal: CRM, SharePoint plugins

Your Website/CMS may have a curation widget or You’re probably using a CRM. The CRM is where
plugin that enables you to display curated content. your sales team will log the status of existing and
For example, WordPress has an Anders Pink plugin prospective clients and opportunities. If you can
to show either saved articles or live content from provide recent, relevant content about these clients in
THE KEY PLATFORMS briefings. This can be a low effort way of serving this context, it’s a great way of placing curated content
FOR SOCIAL SELLING relevant content to your audience, though bear in right in the workflow and making it easy for them to
mind if you’re showing manually curated content you spot and share relevant content. Many tools including
will need to keep it up to date. Anders Pink have APIs which enable integration with
third party platforms.

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BUILD YOUR
COMMUNITY: FIND
INFLUENCERS, LISTEN,
SHARE AND BE PATIENT
Social Selling means building a community Find Influencers: If you want to get their attention and nurture
of people who may include people that a relationship, show them you’re listening
some day (probably not today) will buy from Social selling is about building authority and to them. Curate and share their content to
you. We like Dan Newman’s definition of relationships. A key way of doing this is to curate build a relationship. They will, over time, share
a successful community: a tribe that will and share content created or shared by people yours and open up their networks to you.
carry your torch for you. If you only carry you are trying to build relationships with, every Tim Hughes quotes feedback on social selling
it yourself, you’re just a person. You need day. Often these people will be influencers in professional received:: “I’m able to build my
people who will amplify what you have their domain and inside their organisations. knowledge by having you in my news feed”. If
to say, sharing your content and making trust is the currency, that’s the gold standard.
connections for you. This is not just a Every sector, niche and prospective client
numbers game. While quantity of followers organisation has influencers who people turn But you have to build daily habits to earn that
and people connected with you is vital for to for insights. Find them - a tool like Buzzsumo trust. Let’s look at that next.
social selling, quality matters. You want to can help you identify experts by number of
build an audience of engaged followers. As followers and (more importantly) how engaged
David Ogilvy put it, “Don’t count the people their audience is.
you reach, reach the people that count”.

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It’s up to you to find the time slot that will work for you,
1 FIND THE TRIGGER: HOOK SEEKING TO
but bear in mind Beth suggesting 30 minutes purely
AN EXISTING HABIT
for seeking and saving content that’s worth reviewing
Ask anyone who’s been to the gym five times in in more depth, so this is more about scanning than
MAKE IT STICK: January and never again: developing new habits and reading.
BUILD DAILY SOCIAL getting them to stick is hard. The key is starting small
SELLING HABITS Automation may help you do that initial seeking in less
and keeping it simple.
time as some of that seeking has been doing for you
For social selling to be with effective filters.
One technique is to hook new habits to something
effective, it needs to be
you already do every day, doing it either with or
a continuous activity. As Also, if you’re already you’ll want to read relevant
immediately after the existing habit - what behavioural
we’ve seen, new content is articles as soon as you see them, rather than come
scientist BJ Fogg calls a trigger for the new habit.
published daily, effective back later to remind yourself of what you flagged. So
For example, when I pour my first coffee, I’ll spend 5
social sellers need to keep could you use that 15 minutes to read three useful
minutes checking for new and relevant content, and
pace with it through regular articles? If you did that twice a day, you’d read 30
share one thing. Or, after I get my seat on the train, I
curation and sharing habits. new articles a week, or 1500 in a year (if you take
will read one new article from my filtered briefing on
weekends off). Or as Jane Hart puts it: “If you just
Here are three ways to Big Data.
spend 30 minutes a day, that works out the equivalent
develop sustainable social of 10 training days a year – that’s an amazing amount
How much time should you give to seeking and
selling habits, powered by of time to invest in staying on top of things.” Is there
filtering new content? Beth Kanter, an expert curator,
effective curation. You can a better investment you could make in your own
suggests 2 bursts of 15 minutes seeking out new
share them with others, but continuous learning and professional development,
content every day.
they have to start with you... and in keeping your network engaged?

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PART 5:
STEP 9
2 MAKE SENSE - 30 SECONDS FOR EVERY ARTICLE
Anyone can retweet a link to an article (and often people do it without even
reading the article - don’t be one of them). Social sellers make a difference
MAKE IT STICK: by adding value. If you’re investing even 5 minutes in reading an article, and
BUILD DAILY SOCIAL it’s relevant to others, it’s worth taking the extra few moments to add some
SELLING HABITS value to it. We’d recommend that you try to add value to every article you
think is worth sharing to the audiences you’re sharing it with.
Again, it’s up to you to find a sustainable level of habit and commitment. This
can be a 30 second activity per article. Nobody is expecting (or wanting) you Social Selling
to write a full review or summary - just flag the key points, why it’s relevant, tip: Engage your
or ask a question to kickstart a discussion. Complete the sentence: “I’m prospects and your
sharing this with you because…” and you’re on the way to adding value and audience with one
building authority. new piece of content
a day - but make sure
3 SHARE: AT LEAST ONCE A DAY, IN THE RIGHT PLACES you’re sharing with
the right audiences
Before you build authority, you have to build visibility. That means being and truly adding
present and active every day in the social networks where your audience value. Comment on
get their insights. Sharing takes seconds to do, so again it’s a good habit to what you’re sharing,
say why you thought
anchor to another one. You may be the type of person who shares as soon
it’d be relevant to
as you read something, in which case you can seek, sense and share in one
them, ask a question.
go. Or, you could decide to share at scheduled times during the day, or on
a schedule that works for your audience. Once you start sharing valuable
content, your audience will come to expect it on a regular basis. So whatever
sharing habit you choose, make it simple and easy to stick to. Content Curation For Social
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PART 5:
STEP 10
1 ASK FOR FEEDBACK:
Tip: We recommend a monthly filter
Get feedback from your external audiences, and your review, where you check the sources
colleagues. Is this type of content helpful, what do you want to you’re using and add or remove ones.
KEEP IT FRESH: see more of / less of? Are your Twitter influencers sharing
GET FEEDBACK useful content? If not, prune the list.
AND REFINE If you miss them, you can always add
2 LOOK AT THE DATA: them back. Use tools like BuzzSumo
Let’s remind ourselves to see what domains have the most
If you’re managing a sales team, you need to know how active shared content on a given topic on
- you’re doing this to
your team is on social networks, and what’s converting. Many social media. Are there new sources
help keep your network
curation tools and platforms including Anders Pink track coming through that you’re not
engaged and bring them
the quantity and frequency of articles read, commented on, tracking at the moment? Now is a
useful content they would
shared and voted on. Be data-driven, and use that information good time to add them.
not otherwise find. So you
to adjust your approach.Instead of thinking “spray and pray”
need to know it’s working
with your outreach, the true metric is “attention currency” –
for them.
how much of your time did your prospect “buy” by engaging
with your social activity and content. If they’re buying your 4 CHECK FOR ECHO CHAMBER EFFECT:
time, that’s a step towards buying your product or services.
As part of a monthly review, check for diversity in
your network of sources. If you’re seeing too much
3 KEEP YOUR SOURCES FRESH: of the same points of view or the same voices, you
may be stepping into an echo chamber, where
As we’ve seen, the quality of your curated content will depend people are amplifying the same opinions. Bring in
on the sources you choose. Efficient filtering makes it easier to diverse sources to keep your network and your
cover a wider range of sources. But these don’t stand still. New viewpoints fresh.
experts emerge and existing sites may change their focus and
be less relevant.
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STEP 10
BE CURIOUS, ACT NOW, DON’T BE AFRAID TO STUMBLE
- VIEW FROM EXPERT SOCIAL SELLER JOHN PIERCE
KEEP IT FRESH:
GET FEEDBACK Why does content curation matter to you?
AND REFINE Continuous learning is critical for an organization’s long term success. It forces an organization to
evolve and facilitates the elimination of group think or doing this “as they have always been done”.
Content curation on relevant topics spur peer to peer sharing and learning – that is critical to help
feed an organization’s growth and development. Content curation forces you to do the thing you don’t
spend enough time doing – separating from the consistent day to day activity to THINK. It facilitates
leaps in social and commercial interaction.
What tips would you give to people to get started?

• Identify topics that are of interest to you or that you are curious about. There’s no reason to curate
topics that you do not a have passion for.
• Do a literature search to better understand what content currently exists – while it would be
preferable to use an academic institution with access to peer reviewed studies, using google scholar
for a quick and dirty search can start the process. My own ebook is an example of content curation
- putting down twenty years of lessons learned in the financial services industry.
• Procrastination kills great ideas - ACT. If content has social value it will thrive, grow, evolve and be
spread – if it does not it will have a quick death. Don’t be afraid of the quick death, the more you
stumble and get up the higher quality your next piece of work will be.

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PART 6:
POWERING YOUR CONTENT
MARKETING WITH CURATION

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PART 6:
POWERING YOUR CONTENT MARKETING WITH CURATION
While our focus in this book is on

social selling, all sales and marketing
professionals know that content
5 BENEFITS 1
It supplements your creation of original content
and enables you to provide a wider perspective on
marketing is tightly linked with Social OF CONTENT developments.
Selling. Content marketing generates CURATION FOR
original and curated content for social It enhances your position as a Thought Leader.
sellers to share. Content marketing
MARKETING 2 Curated content from high quality third party
is not rocket science, it involves the sources along with your own original content helps
Content curation supports your
regular production of quality content to position you as a trusted site and as an impartial
marketing goals in five key ways:
build an audience. However, constantly authority that are not just broadcasting their own
creating new high quality content topic.
is hard work. This is where content
curation can help. It adds to your SEO efforts. Curated content is
3 additional content that s indexed by search engines
Content curation is where a brand or and provides more ways for people to find your site.
publisher editorially finds, curates and
It supports lead generation efforts. Curated content
shares the best content related to a 4 can be used as part of your newsletters, emails,
specific niche or audience. Typically
and slides to support your lead generation and
they enhance this content by adding
nurturing.
context, opinions and expertise. In this
way content is enhanced and provides It complements your social media activity. It
added value to the target audience. 5 supplements your social media sharing schedule
and helps encourage social media conversations.

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PART 6:
THE SEEK > SENSE > SHARE CURATION

APPROACH FOR CONTENT MARKETING
We introduced this model earlier in this book. Let’s look at how it supports the content marketer.
SEEK: DISCOVER THE MOST RELEVANT AND RECENT CONTENT

There is so much content published it can be hard to keep up. And if that’s true for you, it’s equally true for your audience. To help them, you
need to constantly curate fresh content. That starts with your own seeking.
You can do this manually and check multiple sites and sources every day - but it’s a real time drain. You’ll be more productive if use tools to
help seek and filter content. Our Anders Pink app allows you to filter and discover content in different ways:
• Keyword filtering: at its simplest you can filter all of the latest articles being published every day by keywords. You can simply filter articles
on content marketing or combine words for example to see articles about content marketing trends.
• Your network: Anders Pink will show you the articles being shared by your network and you can filter these by keywords. For example,
you can see what your network has been sharing in the last 24 hours on say marketing.
• Domain publishing: Simply enter a domain or a series of domains and the app will show you the latest articles published by those do-
mains. You can also add a further keyword filter so you only see articles published on marketing from say Harvard, McKinsey and other
selected sites.
• RSS feeds: You can add multiple RSS feeds and the app will show the new articles being added to the feeds. You can also further filter
these feeds by keywords.
Our Anders Pink app saves you time by bringing together all of these automated filtering approaches into a single app, so you can review the
latest content being published in your areas of interest quickly and easily. You’ll find more practical tips for using it later in this book.

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SENSE: SELECT AND PROVIDE CONTEXT

There is a strong human element to content curation. Content curation isn’t simply listing or aggregating articles but rather telling a story
through curation.
• Always curate quality content: Review the source and make sure that source is an appropriate match for your brand and business. Be
1 discerning. Every piece of content you curate is a reflection on you and your brand.
• Get there first: Share valuable content that people haven’t seen so you become the go-to place to find the best content. To build brand
2 awareness and grow a following, you want to be a trend finder, a trend analyst. Or as one expert put it - be the DJ that’s playing the great
record from the band nobody’s heard of yet. Effective content curation highlights amazing content that readers have never seen in a way
that adds value and impresses the original source.
• Add value: Instead of just auto-tweeting the headline of an article in less time than it takes to read it, add your own context. Great cura-
3 tion makes the content better by highlighting it in a new way or adding a new element to make it more interesting or shareable.
• Aim to impress the original content authors: If the original content creators are impressed, they are more likely to share your content
4 with their audience. They also may follow you and/or your brand, improving the distribution of your content long term. An optimal piece
of curated content not only adds value on its own, it builds a deeper relationship with the source creator.
To impress the original creator, first, make sure to notify them by tagging their handle. Or, if you know them personally, send a quick note
of thanks for the valuable content. If you’ve generated significant traffic by curating their content, show them the curated content in a polite
manner. They may be happy to have learned from your lessons.

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PART 6:
SHARE: RIGHT CHANNELS, RIGHT FORMAT, RIGHT TIME

There are many ways to share curated When sharing content think about: Good practice rules:
content. These include:
• Sharing content at the optimal times, • Link to the content on the original
• Summary blog posts when is your audience online source - and mention the source
• Social media • Using SEO best practices to focus on the • Don’t steal traffic, push traffic. Post an
keywords that drive traffic excerpt with a link – don’t publish the
• Pinboards, a good way to share images
original content in its entirety.
• Distributing the content through multiple
• Online magazines or boards channels
• Email newsletters
We share examples of these and more in

our case studies and examples section
later.

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PART 6:
CURATION IS INSPIRATION:
VIEW FROM LEE ODDEN, CEO TOPRANK MARKETING
Why does content curation matter to you?

Content Curation is an essential exercise for me in tracking topics, news sources and people of
interest to my business. I curate content for social sharing as well as for sourcing citations within
other types of content. Curation is also very important for connecting with my team on topics of
collective interest that we are all tracking for clients and our own professional interests.
The act of Content Curation where you scan article titles helps you quickly stay on top of what’s
happening in the industry at a very basic level. It can also inspire topics or angles on established
topics you hadn’t thought of before. Curation can help you source different points of view and
expertise for a story you’re working on as well as surface new influencers that you might want to
collaborate with.
How should people get started?

To get started with Content Curation, I would recommend creating a list of topics you’re most
interested in tracking. Then, find a software solution that can do the hard work of aggregating
different news and article sources in a way that is organized, savable and shareable.

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PART 7:
HOW TO USE ANDERS PINK
FOR SOCIAL SELLING

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PART 7:
HOW TO USE ANDERS PINK FOR SOCIAL SELLING
Our Content Curation tool is designed to make social selling simpler. We make it easier to:
STEP 1 STEP 2 STEP 3
SEEK AND FILTER MAKE SENSE AND SHARE TO SOCIAL

RELEVANT CONTENT COLLABORATE AS AND STAY UP TO DATE
A TEAM
In the following pages we show how. Sign up for Free to Anders Pink to put this into practice and
kickstart your social selling habit.

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STEP 1 - SEEK
STEP 1
SEEK AND FILTER

RELEVANT CONTENT
There are three ways to quickly find and
filter relevant content for your audiences in
Anders Pink:
1 FIND RELEVANT CONTENT

FROM TWITTER EASILY
2 DISCOVER RELEVANT
CONTENT ON ANY TOPIC
WITH INSTANT SEARCH
3 CREATE A CUSTOM BRIEFING

WITH SPECIFIC SOURCES

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STEP 1 - SEEK

FROM TWITTER EASILY
If you’re in sales, you must be on Twitter. Twitter

is an incredible resource for finding content to
share with your network. However, if you follow
a large number of people, your Twitter Feed can
get chaotic, with multiple influencers tweeting on
multiple topics every minute. The good stuff is
in there, but it’s buried among the GIFs, RTs and
everything else. Great for finding some random
inspiration. Not great if you’re looking for the most
relevant, recent content on a focused topic. You
can create a Twitter List, but even then you see
everything that your list members share which
often can be off-topic.
Anders Pink helps you tame your Twitter Feed in

two ways.
No.1
SEE RELEVANT CONTENT ON
THE TOPICS YOU CARE ABOUT
Log in to Anders Pink using your personal or brand
Twitter account. We analyze your feed to see
which topics you share the most content about,
and immediately show you a summary of recent
content from quality sites on your home page:
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FROM TWITTER EASILY
No.1...
Click “see more” for
any topic to get more
content and filter by
time period:
You can edit your

preferred topics at any
time:

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FROM TWITTER EASILY
No.2
GET A MORE FILTERED VIEW Click “see more”, and you can filter these by time and topic. Say you want to see only the
OF YOUR TWITTER FEED articles most shared by people in your Twitter network on Marketing in the last 24 hours.
Not easy in your Twitter feed, but in Anders Pink just filter your feed by a keyword and
We also bring in articles shared by the people time period to zero in on what’s getting traction:
you follow on Twitter (just links to articles, not
the photos, weather updates and all the rest
of it…). You can see the most recent and most
shared articles from your Twitter feed on your
home page in “Top from your Network”:

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FROM TWITTER EASILY
No.2...
Click to see who’s shared an article, and
share it yourself to social to add your
insights and engage your audience.

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STEP 1 - SEEK
2 DISCOVER RELEVANT
CONTENT ON ANY TOPIC
WITH INSTANT SEARCH
To quickly find relevant content

on any topic, you can also use
our discover feature. Just type
in any topic and we’ll find recent
and relevant articles from quality
sources for you.
You can then follow that topic to

add it to your homepage, follow a
related public briefing, or use it as
a starting point to create a more
filtered custom briefing.

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PART 7:
STEP 1 - SEEK
3 CREATE A CUSTOM
BRIEFING WITH
Step 1.
SPECIFIC SOURCES
CHOOSE HOW YOU WANT TO START
You now have two options to start off your briefing.
Search for Big Data in Google and
you’ll get 267 million results. As
we’ve said, Google is not always
the best source for trending or
niche content, but using briefings
is a great filtering method and one
that’s core to our curation tool at
Anders Pink. Effective curation
is about control and filters. In
Anders Pink you can create a
custom briefing on any topic, and
filter it with any keywords and
sources you want. A briefing is a
collection of articles on any topic • Pick some topics: enter some topics and refine with additional
in Anders Pink. Briefings update keywords and sources. Great if you want to get a broad view of
every four hours to bring you content to start with, then narrow down with filters.
fresh content on your topic from
• Pick some sources: enter sources you want to see content from
your sources.
or get suggestions, and refine by topics. Great if you know what
Here’s how to create a custom sites or sources you want to see content from, or are looking for
briefing to stay smart your way. inspiration for sources which you can add and filter by topic.
To start a briefing, click “Create You can switch at any time.

Briefing” from the Left menu: Select “Pick some topics”
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STEP 1 - SEEK
3 CREATE A CUSTOM
BRIEFING WITH
SPECIFIC SOURCES
Step 2.
ADD A TOPIC
If you’re starting with “pick some
topics”, Just type the word or
As soon as you add a topic, on the right you
term and click “add” (or just hit
will see a preview of the type of articles you’ll
enter on your keyboard). No
get in your briefing from quality sources:
need for quote marks and it’s
not case sensitive.
TIP:
The more specific your
keyword phrase, the
better, e.g. content
marketing, situational
leadership. Broader
terms like coaching and
leadership will bring
in more diverse results
initially, but you can refine
them later.

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STEP 1 - SEEK
3 CREATE A CUSTOM
BRIEFING WITH You can specify words that must not appear in article titles. For example if you don’t want to see
SPECIFIC SOURCES articles that promote events or conferences, just add those words in the “must not include” field:
TIP:
Step 3. (optional) To save time, choose from our pre-defined
FURTHER FILTER BY WORDS list of useful words to include or exclude –
just click on the links below the boxes and
In this example we’re seeing recent you’ll see them pop up – we’ve organised
content from around the web on them into a few handy categories:
content marketing. It’s a popular topic
and lots of content is published and
shared. To narrow this down, you
can add words that must or must not
appear in the article title.
Just add any words you want to see in
article titles here:
You can click on any of these to include or

exclude them, or click “add all” to add them to
you briefing in one go.
So that’s using keywords to filter from a wide
set of sites to see the content you want.
You could save your briefing at this point to
make it live, and it’ll update every few hours.
Click enter or add. Your preview will But you can go further to make it even more
refresh so you only see articles with specific:
these words in their titles. Content Curation For Social
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STEP 1 - SEEK

WITH SPECIFIC SOURCES You can enter as many sites as you want. Click add for each one. Your briefing will refresh to
show content on your topic (and any keywords you’ve filtered by) from these domains and
nowhere else. No need to check multiple sites any more, you’ll get the latest content from them
Step 4. on the topic you want right in your briefing, constantly updating.
LIMIT YOUR BRIEFING TO
SPECIFIC SITES ONLY
You may have some specific sites you
like to track, and you only want to see
content from them. Or you might want
to add a range of specific sites to further
refine your briefing. When you start with
a topic, you have three ways you can
narrow it down to specific sites:
1 Enter any site 2 Filter by 100 High Quality Business Domains in one Click
Enter the site domain (no need for
If you’re looking for high quality Checking this box
www or http://). You can also enter any
content on business, sales, will bring in content
subdomain, e.g. blog.anderspink.com
management and leadership based on your
or bbc.co.uk/technology
topics, we’ve created a curated topic from only
list of 100 high quality sources. these high quality
These include Harvard domains. It’s a quick
Business Review, McKinsey, way to limit your
Wharton, Entrepreneur.com briefing to a set of
and many more. You don’t constantly evolving
have to add these individually high quality sites.
- you can add them all as
sources in just one click: Content Curation For Social
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STEP 1 - SEEK

WITH SPECIFIC SOURCES
Click preview to recent articles from any of these sites on your topic:
3 Get
Suggested
Sites
Not sure what sites
to filter by? We
suggest domains to
you based on your
topic choice:
If you like what you see, just click + to add them as a source to your briefing
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STEP 1 - SEEK

WITH SPECIFIC SOURCES Step 6.
TIP:
You can combine all of SAVE AND NAME
Step 5. these ways of filtering,
Finally just click Save to make your briefing live:
so you can use some or
BLOCK DOMAINS all of these filters when
you’re creating a briefing
There may be sites you never want to
with a topic:
see content from. You can block these in
this step, just enter the domain name to • Add keywords to
ensure you don’t see content from certain include/exclude from
sites and click add or press enter. article titles
• Add your own
preferred sites
• Add our list of
curated business sites
• Add some or all of
the suggested sites
for your topic
• Block domains Add a name for easy
reference and an
You can keep adjusting optional description.
Note: We block a wide range of sites until you get your
across Anders Pink. But you can override briefing exactly the way Hit Save, and that’s
this by just adding them as a source in you want it. it! Your briefing is
step 4 above. now live. It’ll update
every few hours
with fresh content
matching your topics
and sources.

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STEP 1 - SEEK
3 ALTERNATIVE WAY TO
CREATE A BRIEFING: PICK Step 2.
SOURCES: ANY DOMAIN, ADD YOUR SOURCES
TWITTER USER OR RSS FEED.
Click Add Source. You now have two ways of bringing in domains, Twitter and RSS feeds:
You can also start a briefing by picking 1 Manually Add Sources
sources or finding inspiration for You can now manually add any website, Twitter user or RSS Feed as a source to your briefing.
sources on a topic, and then filter these Just click the relevant type and enter the source.
by topics and keywords if you want.
You can preview recent content from the source by clicking preview. Here we’ve entered Rand
Click “Create Briefing” from the left Fishkin’s Twitter handle and hit preview to see articles he’s shared recently on Twitter:
menu as before to get started.
Step 1.
CHOOSE “PICK
SOME SOURCES”
If you like what you see, just click “Add source” to add as a source
to your briefing. Content Curation For Social
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CREATE A BRIEFING: PICK
SOURCES: ANY DOMAIN,
2 See Suggested Sources

Let’s say you’re looking for good quality
content on a topic, but you’re not sure
which sources to use. We help you
out here. Type any topic into the “see
suggested sources box”, click “Find
Sources” and we’ll find a range of
sites, RSS feeds and Twitter users that
regularly share content on your topic:
You can then preview these and add as

many as you want to your briefing.

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STEP 1 - SEEK
2 When you add these sources, you’ll see an unfiltered

preview only of the content recently shared from your
chosen sites, Twitter users, and RSS feeds.
You can choose to only see
content shared from your
chosen domains (i.e. Block
anything a Twitter user shares
that’s not from one of your
chosen sites).
You can just save the briefing

like this if you want a general
regularly updating stream of
content from your chosen
sources all in one briefing.

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Step 3.
FURTHER FILTER BY TOPICS AND KEYWORDS
To make your briefing more specific, you can then filter by topic,
and additional include/exclude words just like the “pick topics” option:
Finally just Save and name it as
before.
And that’s it! Create custom

briefings to get a really refined
stream of content that updates
every few hours.
Now, what can you do with it?

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STEP 1 - SEEK
10 THINGS YOU CAN DO 1 READ ARTICLES

WITH CURATED CONTENT Before you share, you have to read the article to In Anders Pink, you’ll see a preview of the article
make sense of it, and decide if it’s worth sharing text. Just click on any article title to open it in a
1. Read Articles with your prospects and network (please don’t be new tab/window:
one of those people who shares without reading -
2. Filter by Time Period
that just adds noise and reduces credibility).
3. Recommend Articles
4. Save Articles for Future
Reference
5. Share to Social
6. Delete Articles
7. Edit Briefing
8. Copy a Briefing as a Baseline
9. Delete a Briefing
10. Collaborate as a team

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10 THINGS YOU CAN DO WITH CURATED CONTENT www.ande r s p ink.co m

PART 7:
STEP 1 - SEEK
2 FILTER BY TIME PERIOD

You can filter to see content from the last 24 hours, 3 days, 1 week, 1 month or 3 months in the top right in your briefing:

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PART 7:
STEP 1 - SEEK
3 RECOMMEND ARTICLES
You can then create a folder to You can get to your saved
Just read something worth sharing? Let others in your team save the article to, or save it into an articles any time via the “Saved
know you recommend an article for them to read and share existing folder. Then Just check the Articles” link on the left menu:
with their networks. Just click the thumbs up icon: folders you want to save content to.
4 SAVE ARTICLES FOR FUTURE REFERENCE

One way to make social selling easier is to build up a list
of shareable content. You can reshare and repurpose this
content for multiple audiences over time. Articles update
every few hours in your briefings. If you want to save an
article to make a list for future reference, just click the “save”
icon under any article:

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PART 7:
STEP 1 - SEEK
5 SHARE TO SOCIAL
Social selling means sharing articles with your Choose where you want to share, add a
prospects. Want to share an article in your social comment if you want to, and post it:
networks? Click share on any article to post it to
Twitter, LinkedIn, Facebook, Buffer or Google Plus:

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PART 7:
STEP 1 - SEEK
6 DELETE ARTICLES
Want to remove an article? Just click more

actions and hit delete. And if there’s a source
you don’t want to see any more from, just edit
and remove the source.
7 EDIT BRIEFING 8 COPY A BRIEFING

AS A BASELINE
You can edit your briefing at any time and add/
change your topics, keywords, sites and sources. Say you’ve set up a briefing on
Just click the gears icon in the top right. Then content marketing, and you
click “Edit Briefing” to adjust your briefing. want to use the same sources
for a new briefing on Facebook
Marketing in your team. No
need to re-create it. Just click
the edit icon, choose “Copy
Briefing” and you can edit the
copy with different keywords
and sources.

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PART 7:
STEP 1 - SEEK
9 DELETE A BRIEFING
You can have multiple briefings under our various plans,

but if you want to delete one, again just click the edit icon
and choose “delete”.
All of this is just using Anders Pink for yourself, in your

personal view. But as we’ve said, effective curation means
working as a team to leverage your collective intelligence.
Let’s look at how you can curate as a team to stay smart

and work together on team social selling in Anders Pink.
10 COLLABORATE AS A TEAM
All of this is just using Anders Pink for yourself, in your

personal view. But as we’ve said, effective curation means
working as a team to leverage your collective intelligence.
Let’s look at how you can curate as a team to stay smart

and work together on team social selling in Anders Pink.

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PART 7:
STEP 2 - SENSE
STEP 2
MAKE SENSE AND 1 IN THE TOP MENU, CLICK ON 2 GIVE YOUR TEAM A NAME:
COLLABORATE AS THE ? ICON. CHOOSE “CREATE
A TEAM TEAM” FROM THE DROPDOWN:
You want other people
to carry the curation
load too. In Anders
Pink you can create a
team and invite your
close colleagues, your
community, whoever
you want. Here’s how:
Hit “Create”.

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3 INVITE PEOPLE
You can type anyone’s email address and click “Invite”. They’ll get an email inviting them in which will guide them through the process.
mycontact@email.com

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You can also share a team signup link with anyone. Just click “Enable public signup”:
Paste or share the link anywhere you want. You can add users as normal users or make them admins, and manage permissions.

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You can change this and add/ Once you’ve created a team, any briefings you create or follow will be available for everyone in your
remove team members any time team. You can create multiple teams (depending on your plan) and switch between them.
via “Team Settings” on the main
menu. You can of course still create custom briefings or follow topics personally. You can switch between your
personal and team views using the switcher at the top of the menu.
Now you’ve created a team, how do you stay smarter together? Here are 5 ways.

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5 WAYS TO STAY SMART

AND CURATE AS A TEAM
1 RECOMMEND SHAREABLE ARTICLES

In Anders Pink you can recommend an article to draw your team’s
attention to it. Just click the thumbs up icon under the article:
Your team will get a notification and see recommended articles

on their team home page. This makes it easier for time-pressed
sales colleagues to quickly scan the most recommended articles
by the team, and share them with their network.
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PART 7:
STEP 2 - SENSE
2 COMMENT ON ARTICLES
If you’re working in a team, you can add your comments to the
article in Anders Pink, so that your sales colleagues can see your TIPS:
take on the article, and use this as a baseline for their own social
sharing too. Add value in comments when sharing with your networks by:
• Context: I thought this article from @influencer was a good

To add a comment in a team in Anders Pink, click add comment analysis of the challenges faced in our industry around
and type into the text box, then click enter. innovation. What do you think?
• Answering a question: @John you were asking for a good

example of of design thinking in action. I saw this article
and thought you might find it useful
• Challenge/controversy: I see (competitor) has just published

these case studies on financial services and are getting
a lot of engagement. I was wondering if you should be
considering a similar approach
• Questions and conversation starters: This long-form article

from HBR suggests that the best managers are information
Only people in your team can see these comments. Your sales seekers. I’d be interested in people’s views. Do you agree?
colleagues can then use the team’s views and insights to decide
how to add context when they’re sharing with their network.

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3 FLAG RELEVANT ARTICLES TO COLLEAGUES 4 SAVE ARTICLES TO LISTS
In Anders Pink just use the @ symbol in any comment to see a list In Anders Pink you can save any article from a briefing or from
of team members to mention. If you mention someone, they’ll get a anywhere on the web to a saved articles for future reference. Just
notification. This can help to support the rest of your team if there’s click the “save” icon:
a trending article they need to jump on and share.

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Then choose or
create a folder to save
it to. You can save
to multiple folders
in your team or
personally:

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Your team will get a notification that you’ve saved the article. Anyone in your team can
add to and view saved folders from the “Saved Articles” option on the Left Menu:

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Click on any folder to see saved articles:
Anyone in the team can view, comment and add to these. Content Curation For Social
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Tip: 6 Uses for Saved Curated Content:

Creating saved folders like this can really help to curate content from filtered briefings into resharable content for your team. Here
are 6 ways that saving content can help your social selling and marketing:
1. LINE UP SHAREABLE CONTENT FOR SOCIAL: 4. SAVE IDEAS FOR INSPIRATION:

Marketing teams can save high quality and relevant articles Content creation can be inspired by curated articles on a
into a “to share with Pharma clients” folder for example, with theme. Save articles that you could use as a base for an original
comments. Sales team members can then share articles from post or long form content resource in a specific folder. We
the folder straight to their social networks to help engage include some examples of these later.
prospects and streamline their social selling.
5. EXPORT TO OTHER PLATFORMS:
2. BUILD A KNOWLEDGE BASE: You can display a saved articles folder or live briefing in your
Build a permanent knowledge base for your team on a website, CRM or other platforms to help engage prospects, and
particular topic. support your sales and marketing teams while they’re working
in other tools. For example, displaying recent articles about a
client alongside their account information in your CRM. Our
3. HELP WITH ONBOARDING:
Anders Pink API enables you to embed in this way.
Help new joiners to a team to go back and see saved articles
to see what your team values in a topic. Encourage new joiners
to the sales team to start social selling from day 1 by resharing 6. CLIP AND SAVE CONTENT FROM ANYWHERE:
relevant content to their networks. If you find an article on the web you want to share and save
with your team, you can save it into Anders Pink using our
Chrome Extension. Add a comment and recommend it on the
way in. 2 clicks to save anything from the web for your team to
see and share:

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5 TRACK PERFORMANCE
WITH TEAM STATS
In Anders Pink you can see how You’ll see a chart showing the total number of articles viewed, shared, recommended,
you and the rest of your team are commented on and shared by your team. Rollover the bars to see a breakdown by team
doing on curating and sharing member. You can filter this by time period.
content. Just click “Team Stats”
from the Left menu:
You can also

drill down to
see activity
for each team
member. So
now you can
see who’s
leading on
social selling
in your team.
Not that you’re
competitive or
anything...

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STEP 3 - SHARE
STEP 3
SHARE TO SOCIAL
AND STAY UP TO DATE
You don’t want to miss it when a colleague comments, upvotes or saves an article. In Anders Pink you get notifications right on the team home
page. On the left panel, you’ll see the latest articles from the team briefings. On the right, you’ll see a stream of the latest activities in your
team, starting with articles your team has recommended:
Click on any article to open it, add your comments and join the conversation, and share or schedule it to your social accounts.

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You also get notifications via the Notifications icon

in the top menu. It will highlight if you have new
notifications, just click on it to see activity across all
your teams:
You’ll also get push

notifications in our
mobile apps when team
members take actions:

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Tip: 5 Briefings Every Social Selling Team 1. LATEST ON KEY CLIENTS: 2. LATEST FROM COMPETITORS
Should Have
You need to stay on top of No time to check all your
To stay smart every day and power your social what’s happening in your clients’ competitors’ sites and social
selling, here are five briefings you can quickly set business. Set up a client briefing feeds to track what they’re
up to stay informed as a sales team: to make that easier. doing? Pull them all into one
briefing
• Create a briefing and choose
“pick some topics’ • Create a briefing
• Use the client name as your • Choose “Pick some sources”

topic
• Add your competitors’ URLs
• Optionally filter by additional as sources, and optionally
keywords, for example: their Twitter accounts or RSS
announcement, trends, news, feeds
launch, merger
• You’ll see everything
• Optionally add specific published or shared by your
domains and sources if you competitors in one briefing
only want to see content
from certain sites. For Here’s an example of latest
example: Add the client’s articles from 10 competitors in
site and Twitter accounts, Digital Learning industry.
industry commentator and
analyst sites.
Here’s a briefing on Salesforce

latest news for example.

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3. LATEST FROM YOUR CLIENTS’/ 4. LATEST TRENDS IN YOUR 5. PROFESSIONAL INTERESTS FOR
PROSPECTS’ COMPETITORS INDUSTRY CONTINUOUS LEARNING
If you can be the first to share an Keep your team informed on what’s We all need to continuously learn and
insight with your client or prospect changing in your sector, and share improve our skills. Stay briefed as a
on what their competitors are doing, insights with your clients team on new ideas to help you, and
you’re providing intelligence and share what’s
value. • Create a briefing and choose “pick
some topics” • Create a briefing and choose “pick
• Create a briefing some topics”
• Enter the main topics in your
• Choose “pick some sources” sector, e.g. “Aviation” and “Airlines” • Enter the topic you’re interested in
learning more about , e.g. “sales”
• Add your clients’ competitors URLs • Add keywords, e.g. trends, future
and optionally Twitter accounts or of, rise of - choose our list of trend • Add keywords, such as tips, best
RSS feeds words as a shortcut practice, case studies. Use our
practical content list of words as
Here’s a roundup of recent articles • Optionally limit to specific sites, shortcut
from trusted sources on Google, e.g. industry commentators,
Apple, Facebook and Amazon. analysts to keep it focused and • Optionally limit to specific sites
high quality. You can enter your and sources. Or simply add our
preferred sources, we also suggest list over over 100 quality business
sources to you, or you can build domains.
a list from suggestions via “pick
some sources” Here’s a briefing on the latest content
from the top 40 sales blogs for
Here’s an example of the latest trends example.
and developments from selected
sources in the automotive industry.

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PART 8:
60 MINUTE SOCIAL SELLING:
A DAY IN THE LIFE OF A
SOCIAL SELLER

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A DAY IN THE LIFE OF A SOCIAL SELLER
Here’s just one way you can make an impact with 60 minutes of social selling each day to build a habit. If 60 minutes sounds a lot, bear in mind the
time you’re saving by not searching for content on multiple sites and sources. Search less, share more and increase your social impact.
8:30AM
20 MINUTES ON
THE WAY TO WORK
Check Anders Pink on Phone:
• 3 articles Recommended for Sharing by colleagues
• Read 3 articles flagged by colleagues - useful
comments, thanks @team
• Spot one that’s really relevant to a key prospect-
share via LinkedIn Messaging directly with her and
add your comments
• Buffer the rest up for sharing in wider social
networks during the day, adding own comments
• Check “Your Network” - refined Twitter feed in AP.
filter by key terms. Find 2 more useful articles
• Share these to your social networks and
recommend them to your team
• Check competitor briefings - interesting post from
main competitor. Flag to @marketing with idea for
doing something different in our next post

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10:30AM 2:30PM 5:30PM

15 MINUTE 15 MINUTES WITH 10 MINUTE WAY
NETWORK CHECK A COFFEE, A HOME CHECK IN
• Check LinkedIn for notifications LONGER READ AND • Check social networks for
TARGETED SHARE notifications. Nice comments on
• Like, share and comment on
• Check saved articles folders on your LinkedIn share - respond!
relevant articles from your network
AP. Read that longer report on the • Check your Anders Pink Network
• Share 1 relevant article in LinkedIn sector your colleague saved and feed, couple of new articles from
Groups recommended. key influencers getting some shares
• Message 3 people with personalised • Write a comment giving it context in your network. Buffer them up for
commentary on today’s key articles for your key clients. Share with them tomorrow - get a head start.
and why they’re relevant to them personally on LinkedIn. Offer a call • Check LinkedIn - that prospect
• Check Twitter for notifications and to discuss with key prospects. would like to talk to you more about
Direct Messages - share relevant • Check your team stats. How are you the report you shared. Read up on
links with them doing compared to your colleagues? the sector with your trends briefing
What are they sharing that you to make sure you’re informed...
haven’t?

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PART 9:
CONTENT CURATION IN
SOCIAL SELLING:
70 MORE EXAMPLES,
TIPS AND CASE STUDIES

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70 MORE EXAMPLES, TIPS AND CASE STUDIES
Looking for inspiration, or want to share some

examples with internal teams and colleagues to
kickstart a discussion around curation?
Here are some ways others have curated content

for their needs.
7 USES FOR CURATED 1 MONITORING INDUSTRY DEVELOPMENTS

CONTENT IN SOCIAL
SELLING We all need to stay on top of what is happening in our respective industries, things don’t stand still. If you
don’t keep pace with changes in your sector, you will render yourself obsolete over time. And of course,
Here are 7 example use cases that your clients, prospects and network are looking for you to keep them smart too with our insights.
you could use to kickstart your
content curation planning for a Curating the latest content allows your team to stay updated without having to visit multiple sites or
given audience. Several of these follow Twitter lists or groups. For example, here are a couple of curations:
link to a live collection of curated
Latest articles about the construction industry
content - feel free to use them
to bring some inspiration to your Latest articles on driverless cars
audiences.
By its nature there can be a lot of content so it needs to be easy to scan. Automated filtering can work
well for monitoring industry developments. You can then of manually curate to source articles particularly
relevant to your business. The question to ask about any curated content is “so what?” Does the article
present a risk, opportunity, threat, insight for a specific team, customer or colleague? Effective curators
add value to content by signalling to the right people and providing context.

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PART 9:
2 TRACK SPECIFIC DEVELOPMENTS
Within an industry or sector, you can curate at the more granular level – subtopic, or region for example.
These are more focused. For example: what is the latest on Facebook Marketing or Negative Interest Rates?
These are likely to have less

content than an industry
briefing but they will be much
more focused and relevant.

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PART 9:
3 LATEST THINKING FROM QUALITY SOURCES
To keep staff updated on latest thinking in a relevant area such as say Leadership. These briefings are likely to
be more quality controlled, hence you might whitelist only certain domains so you only see content from high
quality domains that you know your readers like and trust.
Here is an example briefing on Leadership articles just from Harvard, McKinsey and TED. Know what sources
your network trust. Use tools like BuzzSumo to see what your target audience share. Focus on sharing articles
from those sources.

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PART 9:
4 TIPS ON NEW PRODUCTS AND TECHNOLOGY
It takes a while until we become proficient in new products. Everyone learns and a collective
body of knowledge is built that allows us to all use new tools and technologies more efficiently.
You can curate the latest tips on new technologies, for example the latest Snapchat tips or the
latest iPhone tips. Doing this and sharing it builds your social selling authority on the topic early
in the product lifecycle.
5 PERFORMANCE IMPROVEMENT TIPS
Can you help your prospects with a tip that will improve their performance? One way to support
this is to prompt your team and network to think about new ways to improve what they do.
Here is a curation of latest articles on improving team management and another with sales tips
from the top 40 sales blogs.
6 COMPETITOR TRACKING
We all need to be a little paranoid. What are your competitors up to? What are they sharing? Can
you go better, or get there faster?
You can curate their published content, content that mentions them, and content they share into
a single briefing.
This content is best started with automated curation, you may add a layer of manual curation on
the top to draw attention to any competitor activity which presents a risk or opportunity for you.

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7 RESEARCH FOR A PARTICULAR PROJECTS
Say you and your team need to write a new resource on an emerging trend in your industry. Or say your client
is aiming to enter a new market segment. Google searches may find good content, but not necessarily the
most recent. You can quickly curate the most recent and most authoritative articles, and share views on their
relevance to your business. Get your research done more efficiently. Share valuable insights with your clients.

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PART 9:
1 CURATE EXPERT TIPS - 3 EVENT ROUNDUPS -

10 EXAMPLES OF SALES EXAMPLE CONTENT JAM EXAMPLE
CURATED BLOG POSTS
The Salesforce blog produced this curated article A curated roundup post should be a must every
Here are 10 examples where How 10 Winning Salespeople Spend 15 Minutes time you attend a conference. Why keep all
the curator has gone further
Before a Sales Call those notes you have taken and those insights
and written a blog post to
share their thinking and add to yourself. It’s a great way to show love for your
This post collects the thoughts from 10 experienced audience and the people who presented.
context. These were written for
sales people. The content is unique through its
sharing externally with a wider
curation and provides a valuable resource for You can provide context and add value through
audience, to build your brand
and reputation by sharing readers. your commentary. Here is a good example http://
insights your audience. buzzsumo.com/blog/40-pro-tips-improve-
2 CURATE VIEWS FROM YOUR content-marketing-content-jam-review/
AUDIENCE -
EXAMPLE FROM MICHAEL BRENNER
4 REGULAR NEWSLETTER OR
COLUMN -
20 Amazing Examples of Brand Content Marketing SAAS WEEKLY EXAMPLE
Hubs from B2B Marketing Insider
You don’t need a blog, site or content hub to
In this example Michael Brenner encouraged
curate content. Some of the best examples
his readers to share their favorite brand content
are weekly email newsletters. Here is a good
marketing hubs. It provides great content but it
example from Hiten Shah the SaaS weekly which
also develops your relationship with your target
collects together interesting articles each week
audience.
about SaaS businesses http://hiten.com/.

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PART 9:
5 TOOL REVIEWS - 8 BOOKS TO READ -

IMPRESSION UK EXAMPLE FT EXAMPLE
People are really interested in round-ups of tools, Curating reading lists is always effective, for example 10
resources, apps, etc. You can do this in an individual books every learning designer must read or Financial
post or even create a hub that reviews tools relevant to Times top books of the year.
your audience. Here’s an example from Impression UK
on best tools to support PR Campaigns.
6 LIFE HACKS & PRODUCTIVITY TIPS - 9 INFLUENCERS TO FOLLOW -

EXAMPLE FROM LARRY KIM JANE HART EXAMPLE
Curating top tips to be more productive tend to resonate A good way to help your audience is to curate a list of
well with audiences. Larry Kim is an expert at this. influential people on Twitter for them to follow. Here’s
an example from Jane Hart of 100 Twitter Accounts to
Follow for Learning.
7 PREDICTIONS - 10 INSPIRATIONAL CONTENT -

WALL STREET JOURNAL EXAMPLE BUZZSUMO EXAMPLE
Everyone wants to know the future. Curating the views Another good method is to review and curate the
of experts on their future forecasts or predictions always stand-out content in a specific topic. Here’s Buzzsumo’s
go down well with audiences. Here’s a round-up post review of the most inspirational B2B content of 2016,
of predictions on Compliance from the Wall Street and Anders Pink’s review of the best elearning articles
Journal. of 2016.

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PART 9:
1 COLLECTIVE INTELLIGENCE THROUGH CURATION - BUZZSUMO TEAM

4 EXAMPLES OF CONTENT
CURATION IN TEAMS AND BuzzSumo is a virtual team spread across 4 countries. The team needs to stay smart and informed
PLATFORMS on a range of content marketing topics. They used Anders Pink to set up custom briefings on
topics that matter to them. These include Content Marketing, Facebook Marketing, Content
Curation, Content Marketing, and SaaS Strategy and Pricing.

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PART 9:
The team also wanted to track its competitors. They set up a briefing pulling in the domain
names of its competitors into a single briefing, so they’d see any content shared on social by
competitors. They can filter this by time to see what competitors are sharing in the last 24
hours, 3 days or further back:
The team use Anders Pink to discover relevant

content in these topics, with daily email digests.
When a member of the team comments on an
article, the others get a notification in the app. They
use the app for micro-conversations about relevant
pieces of content, and how they relate to their
business goals. They also save relevant articles for
future reference.
This way the team use their collective intelligence to curate, contextualise and save
relevant articles without spending a lot of time trawling the web.

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Initially, content curation was meant to be are slowly but surely positioning ourselves
2 POWERING TEAM SOCIAL as the people who are helping car dealers
primarily a social selling tool for us here at
SELLING WITH CURATION figure out what they should have on their
Turbo; but the side effects of sifting through
massive amounts of content each day to make radar or not.
Turbo Marketing Agency provides services and
decisions on what to post or not ended up
support to clients in the automotive industry. Now I won’t lie, content curation is a lot
dramatically increasing the knowledge and
of work and could take a lot of time if we
“Content curation is an integral part of our skill sets of our team as a whole.
didn’t have the right tools. I was blessed to
content marketing strategy here at Turbo stumble on a cloud-based tool called Anders
Content curation also allows us to educate
Marketing. Now that posts on Twitter and Pink. The tool allows us to follow existing or
our clients and prospective automotive
Facebook have a life expectancy of a few custom briefings pertinent to our industry.
dealers about the possibilities offered by the
hours, it would be impossible to produce All content created in the last few weeks and
changes in technologies in a cost effective way
enough quality content to be present in the powerfully current.
that builds credibility for our organization. We
newsfeed of our audience throughout the day.

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I am surprised each day to catch different individuals in the organization discuss with agility topics outside of their normal field of expertise but
relevant to our business. Our organization is now seeing with fresh eyes challenges and opportunity within our industry that we were blind to just a
few months ago.
If I had one tip to give people starting on the content curation journey, it would be to subscribe to this service. I don’t know how we would do it
without what we affectionately call “ThePink!”
Sean Cassy, co-founder of Turbo Marketing Solutions
3 KEEPING CONSULTANTS
SMART IN THE RIGHT
PLACE: CURATION WITHIN
A SOCIAL PLATFORM
A leading global consultancy firm wanted to keep its

consultants informed about key trends in topic areas
of interest to them. They wanted to make it easy for
their consultants to discover this content without
needing a separate login or platform.
Using their Social Platform, they integrated curated

content (from Anders Pink). The curated content
displays in a “From The Web” area within their learning
platform, making it easy for consultants to discover
and digest recent and relevant content alongside
other updates, content and resources. The briefing
updates every few hours, ensuring there’s always
something new to discover.
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PART 9:
4 CURATION BEYOND
THE ORGANISATION:
START-UP COMMUNITY
Teams don’t have to be inside one organisation

to curate and collaborate.. Collaboration
and curation can of course happen across
communities and groups with a shared
interest or passion. Often it’s what binds those
communities together
For example, the Start-Up Community

(run on Anders Pink) is a free and open
community. Anyone with an interest in start-
up business, growth hacking, SaaS products
and entrepreneurship can join. It has a set of
core briefings to help everyone stay up to date.
Members can flag, save, comment and share
articles.
Over 2000 articles were upvoted, saved, or

commented on during 2016. We used that data
to create a curated blog post, which listed the
most popular articles of 2016. And then, of
course, shared it with the community :-)

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PART 9:
1 ROBIN GOOD – THINK OF 2 TIFFANY MONHOLLON – START

24 MORE TIPS ON YOURSELF AS A TRUSTED GUIDE WITH YOUR AUDIENCE’S NEEDS
CONTENT CURATION
FROM THE EXPERTS Robin Good argues that good curators are trusted Content strategist Tiffany Monhollon
guides “who offer valuable information, in the form recommends thinking deeply about your intended
of articles, courses, tutorials, video, podcasts or audience and determine what topics and content
So to practice what we’re preaching, in other formats, on a specific subject-matter and would be most relevant for them. “It’s important
here’s a curated set of tips and who have earned, over-time, deep-trust from their to start with your audience in mind. What topics
advice from content curation experts. readers, followers and fans.” and content formats that relate to your business
Thanks for all the great insights from will they find meaningful?” Is it industry trends
These curators differentiate themselves “because and statistics, practical tips and how-to posts,
our curation heroes…
they openly and publicly share their discoveries case studies or the latest news such as product
and know-how without asking anything in return.” launches or acquisitions? Relevance is king in
curation. Know your audience and curate what
they care about.

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PART 9:
3 CLAY SHIRKY – INVOLVE YOUR 4 CAROLYN COHN – ADD VALUE TO CONTENT

AUDIENCE AND COMMUNITY
Carolyn, Chief Editor of CompuKol Communications LLC, makes a
As Tiffany has rightly argued your focus when great point: “You don’t want to simply copy someone else’s content
curating content should be on your audience. with an attribution line. You want to add your voice to it.” This is
NYU professor, Clay Shirky argues that more than giving your viewpoint. “You must consistently add value to
curation “isn’t just about information seeking, the curated content that you have chosen to share with your target
it’s also about synchronizing a community.” audience.”
This is a really powerful point. Curation like It is important to provide context, you can also voice an opinion, as
content is about building and engaging with part of adding value to the content. It’s not just what you share, it’s
your audience. It’s not about what you think why you’ve chosen to share it.
is valuable – it’s what the community values.
Thus you need to determine whether the
5 MARISSA BURDETT – SPARK CONVERSATIONS
content you are curating is relevant and
WITH YOUR AUDIENCE
helpful to your audience, and refine. Ideally
you want to elicit feedback on the content,
make it easy for them to comment, discuss or Marissa, Director of Marketing and Community Engagement for
simply upvote. This engagement will give you UpContent, also stresses the importance of engagement. She
a much better sense of what curation that is recommends that you use curation as a springboard for discussions
working. with your audience. If you share a post, ask questions and
provoke a discussion around the content. Also jump into relevant
conversations. Good curation is a conversation, not just broadcast.

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PART 9:
6 PAUL CHANEY – USE CURATION TO 8 AARON ORENDORFF – USE VISUAL CURATION

COMMUNICATE INDUSTRY NEWS
Aaron highlights the potential power of curating images. People love
Paul Chaney points out the value of curation in images. There are many ways to curate images and Aaron highlights
communicating industry news and trends. If you the way brands capitalise on image curation by using the photos
are on top of the latest news in your industry taken by their customers while using their product.
and communicate relevant news and trends
you can become a trusted source for industry
9 ROHIT BHARGAVA – CURATE CONTINUALLY
news. Everyone appreciates good industry news
curators as they provide a valuable service saving
Rohit Bhargava makes the point that a content curator is someone
other people time.
who continually finds, groups, organises and shares the best and
most relevant content on a specific issue online. The most important
7 JOSHUA DORKIN – NEVER BE word here is “continually.”
AFRAID OF LINKING OUT
In the same way that content marketing is about building an
Joshua Dorkin, CEO of BiggerPockets, says audience over time with consistent content, so good curators build
they have “never been afraid of linking out to an audience through regular curation. It is not good enough to
other platforms, as we believe that Google and curate content for a few months and then take a break. You are
other search engines favor those platforms with responsible for keeping it relevant, fresh and engaging, so people
a philosophy of sharing vs. hoarding.” One of keep coming back. Therefore think about the time you can commit
the ways Joshua built up goodwill and traffic to and how much you can curate before you start your curation, it is
BiggerPockets was to follow Paul’s advice above not a project it is something you do continually.
and create a page dedicated to industry news.
As Jay Baer says “content curation is a long and winding road”. And
Joshua says we curate content “from dozens of
speaking of Jay…
outside sources and highlight our favorite stories
of the day.” Content Curation For Social
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PART 9:
10 JAY BAER – CURATE CONTENT THROUGH SHARING 12 ROSS HUDGENS – LEVERAGE “UNDERGROUND”
CONTENT
You don’t need to build a curated blog, use Pinboard, build a content
hub or even create an Anders Pink briefing (we’re slightly partial to that Ross Hudgens shares great ideas for stand-out content curation. He
option). Jay correctly highlights that content sharing is a great way to recommends that you look beyond the more mainstream sources of
curate content. And as Jay points out: it works. “25% of tweets contain content that others will find and share. Surface lesser known but highly
links, but 56% of retweets contain links.” relevant content from sources that others might not think to check. As
he puts it, you want to be the hippest content DJ on the block: “Share
valuable content that people haven’t seen so you become the go-to
11 MATTHEW COLLIS – CURATE FROM A WIDE RANGE
place to find the best content…you want to be a trend finder.”
OF SOURCES
This is why we don’t restrict our Anders Pink keyword searches to
One of the key benefits of content curation is that you save the any specific domains or RSS feed, we’ll bring you the most recent and
reader time in having to search the web. However, they will rely on relevant content from any source. So if Scientific American just shared
you to review and draw on a wide range of sources. Thus Matthew an article about Content Marketing, you can be the first to find it –
emphasises the importance of curating from a broad range of sites and because others curating that subject are less likely to find it. You may
sources. This is also why our keyword searches on Anders Pink search have to skim through a few more articles if you use wider sources but
across every website, though you can limit and search just a selection of you can also uncover some gems.
say 20 sites if you prefer. However, the more you limit your sources the
more you may miss something.
And on the topic of content sources …

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PART 9:
13 BETH KANTER – MAKE CURATION A DAILY HABIT 15 STEVE ROSENBAUM – THINK OF CURATION AS PART
OF THE CONTENT VALUE CHAIN
Beth Kanter‘s blog is full of great content curation advice. She says that
you need to form a daily curation habit. She recommends you spend: Steve Rosenbaum highlights the importance of curation in the content
value chain. “Creators, distributors, aggregators, and curators are all
• 15 minutes twice a day seeking – finding new content that may be economically essential parts of the value chain.” There is so much noise
worth curating. and content that there is a need for aggregators and curators. You will
not visit hundreds of sites to find the content you want but through the
• 30 minutes making sense of it – analysing, saving what’s relevant
use of aggregators and curators you can filter content effectively from a
• 15 minutes sharing it – adding value and commentary, and sharing wide range of sources.
with the right groups
16 ERIK FISHER – USE TWITTER CURATORS
If that seems daunting, think about how tools can help you….
Erik, Social Media Manager at Social Media Examiner uses a private list
14 ADAM MONAGO – USE TOOLS TO ASSIST IN YOUR of people who are good curators on Twitter. Thus he can then review
CURATION what the curators are sharing on Twitter.
Adam Monago highlights the importance of using tools to help find You can also do this on Anders Pink by simply entering the Twitter
and filter content to curate. Tools can include RSS readers, Twitter lists, handles of good curators and AP will bring together all the content
Scoop.it and tools like Pocket to save content to read later. We would they are sharing. Here is an example of what SEO gurus are currently
also suggest Anders Pink as an all in one tool, where you can use a sharing on Twitter. You can also filter this content by keyword if you
combination of RSS feeds, Twitter lists, domains and keyword searches want.
to filter and find content in your area. We will find and aggregate
content for you on any topic to reduce your time searching and enable
you to spend more time evaluating content.

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PART 9:
17 JANE HART – PRUNE YOUR TWITTER FEED 20 DERRIC HAYNIE – USE LINK RETARGETING TO BUILD
YOUR AUDIENCE
Twitter is likely to be one of your main curation sources. But the more
people you follow, the more noise in your feed. Jane Hart recommends One of the potential issues with content curation is that you are driving
you actively review what they’ve shared in the last 2 weeks. Was it users to someone else’s site. So if you share a specific post on social
relevant to your professional interests? Was it useful? If not, it’s time to networks the user goes to their site not yours. Derric Haynie has a
drop them to let you focus on others. You can always add them back if neat solution for this. He recommends you use Rebrandly for link
you miss them. retargeting. Rebrandly is an advanced URL shortener and anytime
someone clicks on a link set up via Rebrandly to go to someone else’s
site, they will be added to your custom audience as if they had visited
18 AZZAM SHEIKH – BUILD CURATION RELATIONSHIPS
your own. Thus you can include this audience in your retargeted ads.
WITH INFLUENCERS
Also if people clicked on the link from Twitter, you can run Twitter
retargeting ads, if Facebook you can run Facebook ads.
Azzam recommends developing influencer relationships to help you
create curated content. You can actively seek input from influencers
into curated posts. Lee Odden is a great example in how he works with 21 HEIDI COHEN – CREDIT THE CREATOR
influencers. He builds relationships with experts in marketing and then
gathers and curates their input into posts that examine specific issues Heidi Cohen makes the important point that “content curation gives
facing the industry. credit where credit is due.” You should always let your readers know
who created the content and link to them.
19 MATT HEINZ – HIGHLIGHT CONTENT FROM
PARTNERS AND INFLUENCERS
Matt points out that while you are curating you can also make an
impression with the people you care about. Show them you’re paying
attention by sharing their latest content and commenting on it.
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PART 9:
22 MARC ROSENBERG – 23 KIERAN FLANAGAN:

REGULARLY REMOVE LESS IS MORE
OLD CONTENT
Kieran Flanagan makes the
Marc Rosenberg makes the valid vital point that less is more in
point that we find it easier to curation. Your audiences don’t
add and publish content than we want you to share 100 articles
do to remove old or outdated on Growth Hacking. They want to
content. He recommends you to share only the best ones,
regularly reviewing and removing and add your insights. It’s about
old content. At AP we remove being discerning to save people
old articles from briefings time, and build your credibility.
automatically but if you save
something it is in your saved
24 BRITTANY BERGER
board forever unless you remove
– DON’T FORGET
it. Time for some spring cleaning?
CONTENT CREATION
Finally Brittany makes the point

that with all this curation you are
doing you probably know a lot
about the topic at hand. Thus do
regularly create your own original
content for your audience.
Curation provides inspiration for
long form, original content.
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PART 9:
25 SOCIAL SELLING
EXPERTS YOU SHOULD HOW WE PICKED THEM:
FOLLOW, AND A TIP
We used the BuzzSumo influencer tool to • Active bloggers – as you’d expect, they’re
FROM EACH OF THEM frequently publishing content in a range of
identify the social selling experts who are well
So as our final tip in this book: followed, have an engaged audience who share formats
We were only able to write it their content. We reviewed their social activity
to identify who shares focused content on social • Active LinkedIn authors – many of them
because we’ve been guided and
selling, and who in our view are sharing valuable, repost blog content or write original content
inspired by so many experts in
original content, as well as sharing and adding on LinkedIn. This makes sense given
social selling. Here’s a list of 25
value to other people’s content (as that’s what how LinkedIn has become the main B2B
who make a great contribution.
social sellers should do…). That’s not to say many publishing platform, and it’s where they
You should follow them - we do :-)
others aren’t doing that too – let us know who engage their audiences
else you’d add to the list.
• Great curators and sharers – they share
WHAT DO THEY HAVE IN COMMON? other people’s content on social (often each
others’). As one of the gurus puts it – 70%
Putting this list together was a bit like attending of what you share should be other people’s
a masterclass in social selling, since everyone on content.
the list (as you’d expect) is very good at it. Couple
of common characteristics: • Podcasters – several run podcasts, a great
format for bringing your personality through
• They all engage with their audiences. They to your audience
reshare their content, they reply to questions
and comments. They’re not just broadcasters. • Several book authors – still a great way to
establish credibility in a domain.
• Great LinkedIn profiles – detail on their
experience and how they can help you

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25 SOCIAL SELLING EXPERTS YOU SHOULD FOLLOW, AND A TIP FROM EACH OF THEM www.ande r s p ink.co m
PART 9:
THE TOP 25 LIST

(RANKED BY NUMBER OF FOLLOWERS):
No.1 No.2 No.3

190k followers 185k followers 106k followers
TIM HUGHES NEAL SCHAFFER MELONIE DODARO
Tim Hughes was one of the early pioneers A leading author on all things social, Neal Melonie is the founder of TopDog Social
of social selling and co-founder of Social has written 3 books on social media and Media. She helps her followers stay on top
Experts. He regularly shares practical social selling.He helps followers with tips of social selling with great insights on using
insights for bringing social selling into your and tools on social selling and employee LinkedIn. Her book The LinkedIn Code is
team – starting with the CEO. advocacy. Great insights on building your a must read for B2B social sellers. (See
personal brand too – you don’t get to 185k a pattern here? Long form, authoritative
Start with: Tim’s great book on Social followers without doing that right. content…
Selling
Start with: Why Social Selling Should Start with: The LinkedIn Etiquette Guide:
Come Before B2B Marketing 20 do’s and don’ts

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PART 9:
No.4 No.5
98k followers 65k followers
BRIAN G BURNS KOKA SEXTON
Want the truth about social selling? You can handle it, and you He ran social media at LinkedIn, and leads the Social Selling Lab
should listen to Brian’s Brutal Truth podcast on social selling. at Hootsuite. Creds enough for you? Ranked top of the Forbes list
Entertaining, and great guests sharing their own brutal truths on of social sellers, Koka also shares social selling insights on Twitter
social selling. @socialselling which has another 25k followers. Doubling down,
Koka…
Start with: Sales People: Don’t Ask and You Shall Receive
Start with: How to Drive Business With Social: Tips from A Social
Selling Expert
No.6 No.7
DAN STEPEL LINKEDIN FOR SALES
Dan’s matra is “Approach every new connection like your next best Ok – a company rather than a guru. But LinkedIn is the main
friend and not your next sale”. Follow that advice, and follow Dan for platform for B2B social selling, so it makes sense that their social
great insights on social selling and building your network. selling account is worth following (even if it’s on, um, Twitter). Full
of practical tips for making the most of LinkedIn and following their
Start with: An introduction to Social Selling social selling model.
Start with: The Four Pillars of Social Selling. Great model to get
started with social selling on LinkedIn.

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PART 9:
No.8 No.9
KEN KROGUE JILL KONRATH
Ken founded Inside Sales, a great lead generation platform. He Jill’s earned her reputation as a sales guru through numerous books,
takes a no-nonsense approach in sharing tips on what really presentations and (of course) client success. Her site has a great
works for lead gen and social selling. He’s also a big advocate of range of free sales tools and resources for all stages of the process.
continuous learning for sales teams to stay smart and find great
Start with: Social Selling Strategies to Find More Customers
content to share on social.
Start with: How To Prevent Sales Training Decay.
No.10 No.11
JACK KOSAKOWSKI SHANE GIBSON
Jack’s the co-founder of Creation Agency and is a prolific thinker and Shane was ranked in the top 5 of Social Selling influencers by
blogger on social selling: and how to make it pay off for sales teams Forbes. He wrote Sociable: How Social Media is Turning Sales and
– we particularly like how he thinks in terms of teamwork for social Marketing Upside Down. Check his Twitter account and his podcast
selling. on selling which has been going since 2005.
Start with: 7 Key Components to Produce Social Selling ROI Start with: The Art of Asking Questions (podcast)

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PART 9:
No.12 No.13
JILL ROWLEY PERRY VAN BEEK
Jill helps startups and larger businesses grow through social selling Perry hails from the Netherlands. As the founder of Social One he
and digital transformation. She’s been writing about the role of AI in helps sales teams make more impact with their social selling on
sales, and a great person to follow if you want to stay on top of the LinkedIn.
tools and tech that’s becoming more of the social selling landscape.
Start with: LinkedIn Cheat Sheet (need to signup to download –
We just attended a fantastic debate that she led on social selling.
worth it for tips to make the most impact with your profile)
She really knows this stuff.
Start with: AI will Reinvent Sales, and Sales Professionals
No.14 No.15
NANCY NARDIN KEVIN THOMAS TULLY
If there’s a queen of sales tools, Nancy Nardin’s wearing that crown. Kevin has been a social seller long before we were all calling it that.
Founder of Smart Selling Tools she shares great advice on the right He’s a prolific blogger sharing practical tips for sales pros to help
tools and tech for social selling teams. work social selling into your daily routines.
Start with: 5 Ways to Stand Out from Other Sales People Start with: The Only Social Selling Workflow You’ll Ever Need

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PART 9:
No.16 No.17
KEVIN KNEBL PHIL GERBYSHAK
Continuing and concluding this miniseries of Kevins, Kevin Knebl is Phil’s podcast on Selling with Social where he interviews sales
a regular speaker on all things social selling. Check out his book on professionals is a great addition to your social selling playlist. His
the Social Media Sales Revolution. company Vengreso helps sales teams with social selling bootcamps
and support.
Start with: Kevin on how to use social media in business (video)
Start with: You Can Do Better Than “Congrats on the New Job. I
Hope You’re Well”.
No.18 No.19
BARB GIAMANCO MIKE ELLSWORTH
Like several on this list, Barb’s got a great book on Social Selling – Mike’s the founder of Next Phase Selling. He shares plenty of
The New Handshake: Sales Meets Social Media. She runs Social content on the rise of social selling, what it means and what it
Centred Selling, supporting social selling teams. Another avid doesn’t. He also shows his expertise on future technology with his
podcaster, blogger and generous sharer. posts at FutureRant.
Start with: Should Sales People Create Their Own Content? Start with: Is Social Selling Past Its Freshness Date? (Spoiler: Nah.)
We really like the 70/20/10 rule in here – 70% of the content you
share on social selling should be external third party content, don’t
just promote yourself. Here’s a variation on that theme.

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PART 9:
No.20 No.21
10.5k followers 10.5k followers
BRYNNE TILMAN TIM BOND
Brynne’s another one of the team at Vengreso and a social selling Founder of Network Sunday, Tim’s focus is on collaborative social
pro in her own right. Her book, The LinkedIn Sales Playbook is full selling for tech companies. Is that you? But even if you’re not a tech
of tips for social selling on you-know-where. company (is there another kind?) Tim’s tips will help your social
selling. And he’s not afraid to take a contrarian view…
Start with: 13 Bad LinkedIn Messages, and One Good One
Start with: Social Selling Isn’t Very Social, Is It? Like Barb’s post
above, Tim makes the point that you have to get beyond sharing
your own content and actually help people learn from the market by
sharing a wider range of content.
No.22 = No.22
JAMIE SHANKS MIC ADAM
Jamie’s bringing the sales world from analog to digital. Another Mic is another European expert, based in Belgium. He helps
published author, do check out Social Selling Mastery. His company businesses grow through social selling with his company Vanguard
Sales for Life provides training and a great set of resources for Leadership. Another regular sharer with insights on social selling via
social sellers. A great site to bookmark. LinkedIn.
Start with: How to Create A Social Selling Routine (Ebook) – simple Start with: How To Ignite Your Social Selling Via Your LinkedIn
but effective way to build social selling habits. Company Page.

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PART 9:
No.23 No.24 No.25

6.5k followers 4k followers 3.5k followers
ANDREW JENKINS MATTHEW ROYSE BRIAN O’CONNELL
Andrew’s a principal at Volterra, who help Matthew’s another of those generous Brian’s had years of experience at Dell
clients grow their social media and social sharers – he curates a lot of great content and many other companies running sales
selling presence to get results. He’s a on social selling, as well as writing his own teams, making social selling and delivering
regular blogger on how to engage, curate over at the Knowledge Enthusiast blog. results. If you want a no-nonsense
and get results through social selling. conversation about social selling in
Start with: The A to Z of Social Selling. C is practice, you should talk to him. We did. It
Start with: Listening for Leads: Turning for Content. But you knew that. helped a lot.
Social Data into Dollars
Start with: What is Social Credibility?
AN EASY WAY TO TRACK ALL 25 EXPERTS
You could (and should) follow all of these people on Twitter and LinkedIn. But if your social feed is
anything like ours, their great insights will be mixed in with everything else, so it’s hard to filter it.
A Twitter List helps, but you’ll still see content from these experts if it’s not about social selling. So
how about something more focused? Like, maybe, an Anders Pink Briefing?

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PART 9:
Here’s a Constantly Updating Feed of Everything These Experts Share About Social Selling.

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www.anderspink.com
SAVE TIME.
INCREASE YOUR SOCIAL SELLING ENGAGEMENT.
CONVERT MORE LEADS.
@anderspink
www.linkedin.com/company/anders-pink
www.facebook.com/anderspinkcommunity
www.plus.google.com/+Anderspink
team@anderspink.com

159
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SELLING IS SHARING:

HOW CONTENT CURATION

team@anderspink.com www.anderspink.com Content Curation For Social

INTRODUCTION: PAGE 3 PART 5: PAGE 39

PART 1: PAGE 11 PART 6: PAGE 81

Social Selling: What It Is, Why It Works, PART 9: PAGE 130

Content Curation For Social

Content Curation For Social

Content Curation For Social

• 90% of customer buying decisions start online (Forrester)

• 75% of B2B buyers use social media to research vendors (IDC)

The evidence shows that it’s effective:

PRIMARY BENEFITS OF SOCIAL SELLING

So it’s no surprise to see a

Content Curation For Social

Content Curation For Social

WHAT IS CONTENT CURATION? WHY DO I NEED CONTENT CURATION

To expand on this, content curation means

• Continuously repeating this process to build ongoing engagement and credibility

Content Curation For Social

Content Curation For Social

ABOUT THIS BOOK

• Why we all need content curation to stay smart

• How content curation supports content marketing

• How to use content curation for social selling

• How to curate content in practice: tools and tips

• Case studies and examples to inspire you

Content Curation For Social

Content Curation For Social

Content Curation For Social

2 THE BEST SALES PROFESSIONALS ARE LEARNING ANIMALS

Smart companies are seeing the value Recency is particularly important in

3 CONTINUOUS LEARNING AS SALES

(source: http://exponentialorgs.com/) • be agile, things change, stuff happens be flexible

Content Curation For Social

4 SALES TEAMS STAY SMARTER

Content Curation For Social

2. SOCIAL PERCEPTION AND SENSITIVITY 3. SHARING AND SWARMING

Content Curation For Social

4. JOINT ATTENTION THE PROBLEM:

Content Curation For Social

Content Curation For Social

So, we all need to look externally and

But it’s not that easy.

• The Washington Post publishes

• Over 3 million new blog posts

• The amount of content on the

Content Curation For Social

Content Curation For Social

THE RISE OF SOCIAL SELLING

Content Curation For Social

How do we work effectively as sales professionals

THEY BREAK IT DOWN INTO FOUR COMPONENTS:

Content Curation For Social

InContact’s experience shows how personal social sharing and engagement

Content Curation For Social

6 SOCIAL SELLING CASE STUDIES www.ande r s p ink.co m

Content Curation For Social

6 SOCIAL SELLING CASE STUDIES www.ande r s p ink.co m