A number of industries are predicated on the idea of a gatekeeper:
- Education is predicated on the idea of the teacher as the gatekeeper of knowledge.
- News media is predicated on the idea of the news outlet as the gatekeeper of news.
- Information technology is predicated on the idea of the IT department as the gatekeeper of technology.
- Human resources is predicated on the idea of the HR professional as the gatekeeper of talent and open jobs.
There are many more examples of gatekeepers in many different industries. You can likely think of a few of your own.
Yet look carefully at your lists of gatekeepers. How have those gatekeepers been foiled?
- Google is the gatekeeper of knowledge. No teacher can make a respectable claim that they can provide more raw knowledge.
- Social media and new media are the gatekeepers of news, to the point where some news outlets simply read Tweets on the air.
- BYOD and the democratization of tech and mobile have allowed people to sidestep IT and corporate security at every turn.
- Personal and social networks allow people to network directly with hiring managers for the best jobs.
So what’s a gatekeeper to do? How do these professionals, these people, pivot in their roles to still be relevant in a space which has become highly democratized?
The answer is curation. For each democratization has brought its own troubles:
- What knowledge is valid? The idiocracy of false science and science denial are examples of democratization gone awry.
- How truthful is news? In an environment where anyone can report anything, lots of things are misreported or outright lied about.
- BYOD also means bring your own viruses, your own security problems, your own lost device problems.
- In increasingly fast pace environments, hiring managers don’t have time to read hundreds of resumes and return emails.
The curator role solves all of these dilemmas. Imagine how these professions change their roles and responsibilities when they become curators:
- The teacher helps the student to think critically, evaluate sources, do primary research, and determine what is valid knowledge.
- News media no longer sources the news, they validate it. They do their research to ascertain what is true news.
- The IT department no longer dictates, but guides and enables by helping users understand their devices better.
- Human resources aides and assists by stemming the flow of raw talent or jobs, freeing managers’ time once more.
While an interesting exercise, what does this have to do with marketing?
In case it escaped notice, marketing is democratized. Social media lets any employee or customer speak as authoritatively as we, the marketer can, and in many cases more credibly. Anyone can set up a landing page or web page in a CRM or marketing automation software. Anyone can boost a social post or run an AdWords campaign. It’s incredibly easy for someone to set up rogue marketing initiatives.
Thus, marketing and marketers cannot be, and are not, the dictators and gatekeepers of marketing any longer. We must become the curators, the influence managers, the conductors of a marketing orchestra in which we welcome everyone to play, but we cannot compel them to do so.
Are you ready to shed the mantle of marketing gatekeeper and become your brand’s marketing curator?
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