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Curation 101: the key to successful content marketing

Social & Digital

Curation 101: the key to successful content marketing


An effective content strategy doesn’t have to mean pouring time and energy into writing blogs and articles. Scott Cooper has some curation tips to save time and ensure results.

Scott004 (2)As more businesses seek to engage their target audiences, the role of curated content for B2B companies is rising. Businesses continue to shift the behaviours of their consumers with unique, original content. In fact, a recent study by The Marketing Institute showed that 70% of B2B marketers plan to create more content in 2017 compared with 2016.

But there is a common misconception that when creating content, marketers must develop blogs, write articles and focus efforts on creating unique material. Pouring your time and energy into the wrong areas can be counterproductive and result in a lack of traction. One way to take your business to the next level is through the curation of digital content – the process of discovering and presenting digital content on your subject matter. It is a core function of marketing that all businesses should take advantage of.


Establish yourself as a subject matter expert

Quoting articles and research is a great way to add value to your content, and position yourself as an expert in your field by utilising up-to- date and relevant research and articles. You can also utilise online publications for industry specific news and advice that is relevant to your audience. Linking to breaking news and articles shows your audience you are on top of trends and industry knowledge.

Always be sure to link to the content and credit the source – this is the most important consideration when quoting articles and research. There can often be confusion around the rights of the content owner when it comes to curation, so linking to the original publication ensures that all views and credit are rightly attributed to the original source (stealing another person’s work is unethical and can result in legal ramifications).


Boost your social channels

When it comes to adding pre-existing content to your social channels it is also a great idea to add your own commentary to the link. Tell your readers why you are sharing the article and what they will get out of it. Again, make sure you acknowledge the original author.

Tagging the author will also encourage their support, especially on Twitter where you have the potential to get ‘retweets’. This exposes you to a much wider audience, boosting your following.


Focus on quality

Curation enables you to provide high-quality content on a regular basis. Ensure your sources are credible, and read everything before posting to ensure it is relevant to your audience. Just because someone has written a great article doesn’t necessarily mean that it’s great for your audience. Does it fit into your overarching content strategy? Is it relevant to your readers? What will they gain by reading it?


Continue creating unique content

Creating original content is a great way to build credibility and increase your search rankings. As a guide, two to three original pieces per month will establish yourself and your organisation as subject matter experts. This will not only help increase traffic to your website or blog, but can also lead to exposure if an organisation utilises your content as part of their curation strategy. By incorporating content curation in to your marketing strategy you can quickly and easily take charge of your social accounts and start building your audience.


Scott Cooper is VP marketing for GO1.com


Further reading

Image copyright: wavebreakmediamicro / 123RF Stock Photo



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