John Jantsch recently wrote on the topic of “Profiting from other people’s content”. He says…

“Don’t be alarmed by that title — I’m not talking about stealing content for gain, I’m talking about adding the filtering and aggregating of content to your content consumption, creation and sharing routine.

Pretty much everyone has bought into the idea that they need to produce lots of valuable content in order to build the trust and search engine eyes of today’s online prospect. One way to supplement your content strategy while still providing lots of value, is to get good at finding and filtering other people’s content that your prospects and customers will find useful as well. (Done right, the other people will thank you for giving a wider audience to their content).

It should go without saying that giving credit to the original source and full attribution to the author when appropriate is a must.” Source: Profiting From Other People’s Content | Small Business Marketing Blog from Duct Tape Marketing

John talks about his “consumption, creation and sharing routine” — my mantra is ‘listen, publish, promote’ which is a little more elegant in my book but we’re both trying to say the same thing and use an alliteration in the process. If I were John, I might go for ‘consume, create, communicate‘ — in fact, I might start using that instead. Either way, the point is that gathering good content effectively and commenting on it is a great way to build your personal brand. I’ve been using this strategy for years — most recently, I amped it up by using Posterous [another tool that John advocates] and saving more content directly to my blog instead of shared bookmarks as I used to do. Here are the results:

I think the results are really quite good for an ‘army of one’, don’t you? I do all my ‘creation and communication’ as a result of my daily ‘consumption’ — because my system is easy to implement and use, I work it frequently. I call quoting other sites ‘curation’ and my rare original thoughts ‘creation’. The curation works to draw people to my creation. Does it work? You betcha [you’re reading this, aren’t you?]. The average person drawn into my blog through effective communication reads 3.3 pages and spends 2:52 minutes on the site, while only 4.75% ‘bounce’ to another site. Over 71% are new visitors…

Jantsch goes on to give three tactical implementations of his ‘profiting from content’ suggestion. They are…

“Make yourself a better resource

Creating a habit of filtering content related to your industry, products, competitors and customers will make you better at what you do, allow you to keep up with trends and give you data to help you build deeper relationships with customers.

Share content to draw attention

Pointing out useful resources and good finds is a great way to build your social media and blog followings. Consistently sharing relevant links and sharing them on Twitter is a strategy that many find helps them be seen as follow worthy. Creating a once a week blog post roundup of good stuff is a great way to add content and keep readers engaged.

Filter personalized content

A more advanced strategy is to use your filter skills to create your own industry research briefs. If you specialize in several market niches you can create laser specific new pages and email newsletter roundups that feature the best of what you find each week. You can even use RSS technology to deliver dynamically changing web content password protected for your best clients.” Source: Profiting From Other People’s Content | Small Business Marketing Blog from Duct Tape Marketing

Clearly, John and I share a lot of the same ‘common sense’. He goes on to list 10 different resources [you can follow the link] you can use as tools to find other people’s content. One of them — Kurrently — is one I’ll have to add to my toolkit. For me, however, this is where we part ways. My paradigm is “Google Reader is the answer. Now what is the question?“.

I use Google Reader like a tactical nuke. It’s the one tool I use to manage the ‘rest of the internet’ and I use it like a virtual newspaper or better yet, news bureau, where I manage hundreds of little newsbots that do my news aggregation for me. I have 5 great ways to get relevant content into Google Reader and they include most of John’s 10 tools — it’s just that in my book, Google Reader is the one tool that rules them all. It really is the driver in my ‘e1evation workflow’ outlined below. Either you get it and you can use it or I can help you implement it but the point is that if you have a brand and you want to build it online, we can help…

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