B2B marketers understand the importance of quality online content. Producing it from scratch can take time and money, plus it can be difficult to find new ideas.
This is where content curation comes into play. Although it is time-consuming, the benefits are well worth it. Automation can be used to speed up the process.
Let’s look at what content curation is, how it benefits brands, and how to make content curation work for you.
What does content curation look like for B2B marketing?
It’s not about gathering content from all over the internet. Content aggregation is something completely different. Content curation allows you to still collect material on a topic but present it in a different way.
You can add references to and connect with other resources (and credit them), provide your own commentary and analysis, and repurpose existing content. This is more cost-effective than creating new content and gives you more opportunities to engage your audience. Engaging content curation strategies are extremely useful in B2B marketing.
Automating content curation can reduce the time it takes to source material, and allow you to establish relationships with influencers and brands in the same way as sales automation. You must ensure that the content you curate is authentic.
Content curation is a great tool for B2B marketing
A well-designed content curation strategy is a key part of your B2B marketing.
It increases your visibility without creating too many content
It can be time-consuming to generate ideas and write new content, especially if you have a strategy that requires you to post daily or weekly in order to maximize visibility. You don’t have to disappoint your readers if you are running out of time or inspiration. Content curation is a great method to keep your site updated with high-quality content.
All you have to do is find the right content and include your messaging. Finally, add it to your calendar. You can find the right content quickly with automated content discovery tools.
Associating with other people can help you gain credibility.
You can position yourself as a thought-leader by referring to other companies and sharing their views. You’re demonstrating trust by sharing information from multiple sources.
If you only choose content from well-respected companies, you can take some of their authority and credibility by association. This also shows that you have strong industry partners which will help strengthen your reputation.
It allows you to expand your reach
Smart content curation strategies allow you to piggyback on other brands’ online presence and tap into their ready-made audience. Leaders in their industry, with thousands of followers, are great.
To make sure that your post is visible to other users, you should credit the source by using @mention or a tag. You will see your brand more often among users interested in the same subjects as you.
You might even get a shout out from the original source, who may “like” your message, which can boost your social media profile and your credibility.
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It offers you a variety of content and allows you to use different voices.
Your audience will soon tire of reading the same content in the same voice and style, even if it is still relevant. Sometimes, it is good to see things from a different perspective.
You can introduce more variety to your content curation strategy, both in terms of the written style and the people or companies that produce it. You can mix things up by using various article styles, such as listicles and news roundups, alongside longer-form pieces.
It raises awareness and encourages engagement
Your audience will grow the more content you create. You can post more frequently with content curation, since you don’t need to wait for new content to be created. It must be engaging and provide a reason for your audience to read it.
Engagement is a two-way street on social media, especially because you can engage with others and they will engage with you. By sharing or replying to another’s content you build connections. This is a great way for brands to establish a relationship.
Five steps to create a content curation strategy that engages your B2B marketing
- Stay consistent with your content strategy by creating a structure.
As you would for new content creation, it is important to establish a process for curation. You will decide how often you’ll share it and how much time you need for research, collation and approval.
It is also important to consider where your content will come from. It’s a good idea to compile a list of sources relevant to your industry.
Your brand’s values and content strategy should be reflected in the curate content. You should ensure that the topic is both relevant to your company and of interest to your audience. It won’t look out of place.
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- Collaborate with similarly credible thought leaders to ensure that your content curation only includes credible sources
Credibility is crucial if you want to be seen as a respected leader in your field. While you might find an interesting article appealing, don’t let it go without verification. Your brand can be damaged by misinformation. To learn as much as possible, check out the website and social profiles of the source.
To spot red flags such as claims that don’t have stats backing them up, always read through the article. Content that is too focused on one company or pushes too hard for a product are not good. You can combine tips, quotes, and statistics from many sources into one article.
It is a good idea having two queues to manage curated content. The first queue would contain a list of content that could be suitable. Once it has been approved by a manager it can be placed in the outgoing queue and ready for posting.
- Personalization can be achieved by integrating other tools and using integrations
There is so much content out there and so many options to choose from, so your audience needs to have a reason to look for yours. Even though you can’t offer bespoke content to every person, it can be made seem like that!
A survey showed that 80% of consumers would prefer to work with a company that offers personalized services. It is important that readers feel as though the content was created especially for them. Get to know your audience to find out what makes their lives easier and more enjoyable.
Automated tools allow you to segment your audience and deliver targeted content or links right to their inbox. Your office may use a smart VoIP (Voice Over IP) phone system. It will likely integrate with useful apps such as CRMs to give you information about your customers’ preferences.
You can find articles that address certain pain points with careful curation. Personalize them by adding your opinion or another angle to make them more relevant.
- Engage and participate with your audience
You can increase your visibility by posting content more often. This will help you to stay in the forefront of your audience’s minds. You can invite them to comment on the article, or in a discussion forum.
You can actually encourage feedback from your audience to give you ideas for future content. Take into account the relationship between social media platforms and retailers. Users leave reviews and comments that can be used by the retailer.
Social listening can be used to determine which topics are most popular and to help you choose content that is relevant to them. Useful images, videos and GIFs will make your posts stand out.
- Show consistent branding and add value
Your content can be created or curated. The main thing is that it offers value to your audience. It should entertain, educate, and inspire them.
You can write articles that help your readers solve a problem or improve their lives if you get to know them well. You could link to reviews online or compile a comparison list for an article on Microsoft Teams Phone.
Your brand must also be relevant to the content. To ensure consistency with your online presence, you can use your own fonts and layouts.
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Are you ready for content curation in B2B?
Although creating content is important, you can use a content curation strategy to offer a wider range of articles that will engage your audience.
A structured strategy can save you time and help you avoid wasting your valuable time. But, you must make sure you read the content! Curation can be a powerful part of your B2B content marketing strategy with automated tools.
Scoop.it Blog published the article 5 Steps to Engaging Content Curation Strategies for B2B Marketers.
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