This is a two part post in which I will talk about using content curation as part of your overall content marketing strategy. This first part explores developing an overall content curation strategy and integrating it with your blogging strategy. The second part goes into details about curated newsletters, niche industry portals (topic or news), social media sharing and lead nurturing. Part 2 also discusses putting all the pieces together to drive web traffic and create leads – such as the 464% traffic growth in this case study.
Content Curation Strategy
You have now seen the “sweet spots” for curation in B2B content marketing. How does it fit into your content-marketing strategy? You do have one, right? So we will not cover strategic content-marketing issues here; we will just focus on the issues specifically related to “professional” curation.
By “professional,” we mean that we are not going to recommend or consider a lot of the free social curation or sharing tools that you cannot effectively use for you own brand. This is not to imply they are not useful, even to B2B content marketers. However, we want to brand your business, not a third-party site. We want to drive traffic to your domains, not a third-party site. This is not to say you should not share your original content on these sites – you most certainly should as part of you content-marketing strategy.
We also mean more than just adding widgets to a site that pulls in RSS feeds to add extra content to a page. These are not search-engine indexed, nor are visitors likely to come to the page just for this content.
Doing curation marketing fits hand in glove with content marketing. So you are probably engaged in most, if not all, of the tactics that curation is ideal for. You are driving targeted traffic, generating leads, working on brand or thought leadership, and, very likely, directly or indirectly nurturing leads.
What new strategies are needed to add curation to your content marketing mix?
If you want to: Then:
You almost certainly have a blog as the center of your content-marketing efforts. Do you curate content directly to this blog, placing content directly alongside your own original content?
Yes, if your own content-creation efforts are stalled or nonexistent, occurring, say, less than once per month.
Yes, if your blog posts are short observations on your industry niche, then the post would tend to be of the same value to your audience as the content you curate. You can always highlight these posts to make them stand out, and you should do this.
If either of these cases is so, then curating content directly to the company blog may be a good strategy. It will be good for search engines to index – they love constant updates. It will provide a great source for social sharing. However, do not do this if you want to also have a curated industry site. This will just confuse and not add the value you intend for your audience.
Adding your own original content, assuming it is very infrequent, can be done by adding it as a new page to your site. This way it will still be indexed by search engines and you can still promote it as you like.
No, if you create your own content at least once per month. Curation will create a steady stream of content that will drown out your “higher-value” posts. You want these to be highlighted on your blog as they will elevate your brand and drive leads directly.
No, if you create your own curated industry site. Again, this will just confuse and not add the intended value for your audience.
No, if you already have a very strong brand and web traffic and are already recognized as the best or the thought leader in your field. You do not want to chance diluting this in any way. In this case, a curated industry site would be the way to go – linked to your site, of course.
Yes, sometimes. If you are curating and adding significant value, such as ample expert insight, then putting this post on your site along with your original content is appropriate. Collecting multiple related blogs into one post and adding your own insight is a great way to make a high-value post.
For example, at the B2B ContentEngine blog, some of our most commented on and heavily trafficked blog posts are ones where we disagree with another post or industry leader and quote their content or curation. This is especially helpful in generating engagement and elevating your status as a “thought leader.”