Did Cheers’ Cliff Clavin Invent Content Curation?

There’s a growing amount of buzz around content curation as brands looking for ways to connect with target audiences.

A key part of the content curation is establishing thought leadership. And when you think about it, Cliff Clavin was the master of content curation.

cliff clavinClavin, a deliveryman for the U.S. Post Office, would happily provide commentary and factoids while hanging out at Cheers (along with Woody, Sam, Diane and Norm).

Regardless of the subject, Cliff was able to provide the bar’s patrons with insight and information. Mind you, much of this discourse was irrelevant and obtuse but Cliff was, nevertheless, a curation machine.

You could argue about his effectiveness in curating content but it wasn’t for a lack of enthusiasm, interest or willingness to share.

In many respects, brands could learn a lot from Cliff Clavin.

For one, he was always willing to share – not only to demonstrate his own insight, but to provide others with insight as well.

He was more than willing to step up to the curation plate to deliver the goods.

This is an important consideration for brands because they have to embrace the idea of sharing content, even content that comes from third-party sources.

As well, Cliff has a target audiences – the patrons of the bar. It was an audience he focused on, mostly because he felt comfortable within that environment.

For brands, content curation is a lot about target audiences. They need to identify who they want serve, and then provide relevant and value-added content to meet their needs and interests.

Finally, Cliff wasn’t afraid of rejection or being criticized. It didn’t deter him from being a content curator.

The same goes for brands. To establish themselves as thought leaders, brands sometimes have to select a topic (aka own a conversation) around something different or unique. It makes for a more interesting discourse and provides more opportunities for engagement and, as important, sharing.

So let’s toast Cliff Clavin, who embraced content curation long before it became a hot marketing trend.

 

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