Utilizing content curation marketing as a supplement or accelerator for your content and inbound marketing efforts has officially reached mainstream status in B2B marketing. I cannot pick an exact date this happened, but it became clear to me the first half of this year.
The following are a few facts, numbers, and quotes from major thought leaders and company blogs in the industry:
Content Marketing Institute
Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall content marketing strategy, and it focuses on owning media, not renting it.
Jay Baer at Convince & Convert
Jay Baer is a major marketing industry influencer, and a search for “curation” on the Convince and Convert site yields many results. A post written four months ago, “Striking a Content Chord with Color Commentary“, discusses adding quotes and your “commentary” as part of the curation process. In our view, this is one of the better forms of curation marketing – generating thought leadership. It serves as a great way to further engage your audience and stand out.
Heidi Cohen’s blog is one of my favorite blogs, and undeniably one of the industry’s top influences – check out the awards on her side bar. A search of her blog shows many results for content curation in marketing, with at least 17 posts just this year. Some highlights include:
- Content Curation: 12 Ways To Add Value
- 7 Easy Ways to Curate Content (& Drive Traffic)
- 7 B2B Content Marketing Gems (B2C Can Also Use!)
- Content Curation: 19 Definitions
Clearly, Heidi is sold on content curation and a key part of your content marketing strategy.
Neil Patel of QuickSprout, Crazy Egg and KISSmetrics is a very popular blogger with a great following in the start-up and technology communities. He wrote a great in-depth piece about a year ago – “How Content Curation Can Improve Your Search Rankings.” I believe the title says it all, and Neil has outlined several ways to improve search ranking. Most of these ideas are even more relevant today.
SlideShare is a growing force in B2B content marketing, which is one reason LinkedIn acquired them. A quick search of “content curation marketing” provides almost 13,000 results.
Jeff is another big influencer in our industry. A search of his site also gives several pages of results. One interesting thing I noticed when doing this is that the number of content curation results really spiked this year, accounting for almost half of the results (and the year isn’t even close to over). Jeff has also gotten involved with a company that is developing a visual or image curation tool called Shuttlerock.
Hubspot is a wildly popular marketing automation company, with a widely read blog covering all things inbound marketing. I follow their three blog post a days (yes, a little much for most of us B2B marketers, but it obviously works well for them) and have noticed an uptick in the mentioning of content curation. As our content curation tool suite integrates with HubSpot, we have the opportunity to talk to many HubSpot partner marketing agencies and customers. Three years ago, Hubpot published “A Marketer’s Guide to Content Curation.” Since then, they have written many, many times about the subject. In a recent post entitled “15 Insider Tips for Creating a Content Creation Machine [SlideShare],” number four (#4) was “Curate Remarkable Content.”
I could go on to mention more influencers, agencies, and companies – and I will another time as part of my curation efforts. For now, I’m sure you get the idea. Content curation marketing time has come to the forefront as another powerful tool in the B2B content marketer’s toolkit.