In the first of this two part post, we talked about content curation strategies. Content curation is applicable to three interrelated content marketing goals: driving targeted website traffic; generating thought or brand leadership; and nurturing leads.
To drive traffic, you can curate to your blog, an industry news or niche topic site which links to your website and social media sharing. To generate thought and brand leadership, you produce both original content and add your expert commentary to curated industry news and blog posts. Then post these curated excerpts on your company blog and share via social media. Also, sharing other peoples high quality content that you curate via social media and an industry niche site promotes your brand. Curated content is also great for nurturing lead in both an email newsletter of sharing via social media.
Content Curated Industry Site
Sometimes called microsites, industry news portals, or topic sites, curated industry niche websites are a great way to drive traffic and brand and thought leadership. This is the ultimate in sharing with and organizing for your audience all the benefits of curation we discussed earlier.
Own Your Niche!
Becoming a resource for your profession or industry niche makes you the go-to resource when your services or product is needed. Customers and leads are the goals of your B2B content marketing.
Hosting your curated content on an industry topic site will increase the authority of your company website as you will link to it as the sponsor and, of course, include your own original content. The curated site will have increasing authority and so will your own site. You will enlarge your SEO footprint faster than your competitors’.
Content Curated Newsletters
I hope, as part of your content-marketing strategy, you have both a reason and mechanism to capture email addresses. It is also a good idea to have the emails of your customers. For both leads and customers, newsletters are a great way to maintain relevance and be top-of-mind with them.
- Lead nurturing
- Industry news
Social Media Sharing
Social media, by its nature, tends to be very time sensitive. Therefore, sharing is often a key to rising above the noise and having your content shared. When done correctly, sharing on social networks will not only create awareness but also drive traffic to your website.
Here are some social media stats from a 2012 B2B buyer’s survey:
- 21% of B2B buyers use social media at some point in the buying process.
- LinkedIn is 67% more useful than Twitter for B2B buyers.
- Use of Twitter among B2B buyers has reduced from 10% to 3% in the last 12 months.
- Twenty-something B2B buyers are twice as likely to use social media as 31-40 year olds.
- Buyers under 30 are the only age group of B2B buyers who rate social media more useful than word of mouth. To them, it is word of mouth.
- B2B buyers are far more likely to use LinkedIn for conversation than for just finding articles. This is less true of Twitter.
- B2B buyers see Twitter as more useful at the later stages of the buying process.
- 11% of B2B buyers say they share information by Twitter.
Search engines now use social media “signals” to help with their search-engine rankings.
“According to a study by Searchmetrics, social signals, such as tweets and Facebook likes, have a large impact on your search engine rankings.” – curated snippet
Love it, hate it, or not sure, social media is an important part of B2B content marketing. A whole industry has risen to service social-media marketing. Using curation to feed social media can be a great strategy for both thought leadership and driving targeted web traffic – when done right.
Part of your B2B content-marketing strategy had better be to attract social media followers, whether by Facebook, LinkedIn, Twitter, or some other platform. Some of these followers are or will be leads. Use social media to nurture these leads also.
Wrap-up posts, in which you pull together a collection of other people’s posts, are great to put on your blog, adding your own unique value and perspective, of course. These posts – with the attribution links – position you as an expert and demonstrate goodwill for your industry peers.
Putting It All Together
An “all in” curation strategy for content marketers consists of:
- A niche topic site
- Social media sharing
- A newsletter of curated content
- Curated content snippets for blog posts such as:
- Top 10 lists
- Wrap-up posts
- Researched snippets and quotes.
- Top 10 lists
All four of these strategies will drive traffic and position your business as a thought leader in your industry niche. Content curation is also a great accelerator in content marketing. Here, is a case study drove which used curation to drive a 464% traffic growth in just 4 months. They accomplished this in part by generating the volume of content that would normally over a year using these curation strategies.