Content marketing is about creating leads and customers. To do this, we use content, web sites, and social media to drive targeted website traffic, generate leads, nurture leads, upsell, and make customers happy. Content curation should be an integral part of just about every stage of that process.
Content Curation Sweet Spots
As with most content marketing, the same tactics can accomplish more than one goal. The goal as content marketers is to both generate awareness of your brand and to educate prospects about your offering. Add your own unique value proposition, and you have a growing business.
Driving Traffic
Blog posts- Industry topic sites
- Social sharing
- Roundup newsletters and blogs
A case study of the effectiveness of using content curation as an accelerator of these tactics showed website traffic increased 464% in just 4 months. Get the details at our blog post, “ROI Analysis For Curation And Content Marketing With The B2B ContentEngine.” Without curation, and thus with substantially more effort {and thus cost} Hubspot’s ROI report shows it takes 12 months to achieve the same level of traffic growth. Also, you will note that the traffic growth rate has slowed, while our study shows the curation accelerated effort is website traffic growth is still accelerating.
Thought Leadership
- Social sharing
- Blog posts
Establishing though leadership generates a great competitive advantage with the leads you generate. After all, people do like a thought leader as it is someone or a company they trust. When it comes time to make the decisions the company that educated them the most and thus shared the most value with them are at the top of the selection list. Our blog post, “Top Of Mind B2B Content Marketing: Why & How To, With An Example” provides a good example for a service provider – the same is true for providing a product.
Nurturing Leads and Customers
- Targeted email content
- Industry roundup newsletters
It is important to nurture leads and current customers, not just with sales closing content, but continue to educate them. Continue to provide them with the curated content you use to generate traffic. But, you should have some demographics and insight as to where they are in the buying process and can thus target them better. Curated content for your automated nurturing and curated articles directly from sales people engaging a prospect are great ways to continue to engage prospect. A sales note sharing an article with a personal note on how it applies to them has a great impact – sales 101.
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[...] content, are seeing factorial increases in year on year traffic, see Greg Bardwell’s post on Content Curation Sweetspot. Content remains king, and though context is queen, curation has become a pawn close to being [...]
[...] have now seen the “sweet spots” for curation in B2B content marketing. How does it fit into your content-marketing strategy? [...]
[...] have now seen the “sweet spots” for curation in B2B content marketing. How does it fit into your content-marketing strategy? You [...]