32. Content Platform

What it is:

A "meta" site, like Squidoo or Google Knol, that allows users to assemble a directory of resources - from blogs, bulletin boards and databases to picture galleries, video streams and link lists - around a topic of interest.

A cool tool for:

• Creating a community of interest
• Establishing expertise in a given topic
• Driving attention to new ideas

Not so hot for:

• Generating immediate returns, i.e., sales and leads
• Impatient enterprises - results will take time
• Organizations unwilling to invest time and money to community

MURPHY BED BUYER'S GUIDE
	With its Knol content platform, Old Creek Wall Bed Factory educates potential customers - and positions itself as the trustworthy authority in a very niche business.

3 key play points:

1. Overall strategy: establishing thought-leadership, not by creating content per se, but by assembling it in a convenient location
2. The SEO (search engine optimization) potential can be huge;
   you're creating a fountain of keyword search terms almost automatically
3. Think spin-offs: conferences, seminars, virtual seminars that rest on the foundation of the content platform

Bonus Links:

• Content Strategy Knol via Jeffrey MacIntyre, Colleen Jones and Bob Maynard
  
•  Innovation in Construction Squidoo Page by Maarten Zwemmer
  

Chapter 31 - Online Media Site

Chapter 33 - Microblogging