Content is the king now: it affects every aspect of the modern B2B marketing model, meaning you need a comprehensive strategy that weaves content throughout all of your business. While it is important to create original, high-value content that fuels this model, nobody expects you to create every piece of content on your own-nor should you?
That’s when content curation comes into play, with various ways to find and share content from respected third parties. Here’s what you need to learn on how to show so successful a content curation plan and how to get acquainted with implementing it.
The curation of content has long been a buzz phrase in social media marketing. While it does seem to be on many marketers’ radars, not all of them are investing in this tactic, as they feel the time and effort is not worth it. Nonetheless, some advertisers ignore the advantages that personalized advertising will offer to their appearance on social media.
Why Content Curation?
- Saving Time
Any beginner social media team will tell you: If you are unable to maintain a steady pipeline of content on social media, do not start your social media presence first. There is nothing worse than a company whose viewer never knows what to expect: it posts fantastic content for one week, and it is quiet for the next, without a “Happy Halloween.”
The development of material is thus a time-consuming activity. From discovering some initial concepts, coming up with convincing copies, and refining your SEO post – it’s a lot of effort, only placed. Content curation helps you to sustain a steady stream of professional content right though you’ve run out of ideas for the blog this week. All you need to do is identify the material you want to post, incorporate it into your overall approach on social media, and build a persuasive message to complement this report.
- Credibility of the Source
Have you ever learned about “Association Guilty”? And that’s the good part of the idea. If you post material from certain businesses or media sources, you presume, through default, any of their legitimacy and authority. If a small IT company were to share content about the future of IT with IBM, it would identify this company immediately, to some extent, with IBM’s long-standing authority on this topic.
This kind of credibility could strengthen the branding of this company as a thought leader who is not afraid of referring to other companies and sharing their views. Nothing helps increase trust, like having something validated by a third party.
Having another person or brand back up the same message that you are promoting can, therefore, go a long way towards building confidence with your target public. The more the source of the content you curate is well known and trustworthy, the more this point is true.
- Extending Social Reach
Content curation lets you reach other brands’ social networking followers. When sharing curated content, tagging or mentioning them give credit to the source of the content. It will render the post available to the fans of certain accounts on Facebook and LinkedIn and will show the company’s website to other social network users.
Additionally, the information source could even send you a shout-out about its information and like your post. This will, in effect, raise the exposure of your social media to new audiences.
As content becomes the foundation of the modern marketing strategies for B2B content, many teams are struggling to create enough content to keep up. Curating content can help fill in the gaps and relieve the pressure on your team by adding outside pieces to your original content.
- Mixing Content Voices and Types
A strong marketing strategy for B2B content may help to bring variety to your content in two ways. The first is in terms of content categories, as curation helps you to quickly exchange various content styles with your community without thinking about finding the best experts to produce certain items. The second is voice-related and is especially relevant when breaking up your own original material so as not to sound too promotional.
- Engaging with Influencers
The curation of influencer material in the room provides an incentive to interact with such influencers more closely. This engagement can lead to more opportunities, such as those influencers that feature/share or even contribute to your own original content, which can ultimately broaden the reach and boost your content’s quality and credibility.
How do you maintain pace with the changing customers’ needs in the industries you serve and up-and-coming trends? Content curation can also help with that by enabling you to maintain a pulse on popular topics. This expertise, in effect, will help you participate in more focused discussions with leads and customers and help you develop your own more important material.
How To Manage B2B Content Curation
There are many methods to curate content: aggregate content, elevate it to draw conclusions, create mashups, and many more. There are also different tools for curing content, from Curata to Feedly and down to Twitter Lists. Whichever method and cure tool you choose, these are the best practices you need to adhere to in content curation:
- Following A Content Strategy
The material that you are curating has to fit with your current marketing policy and your branding. If you intend to curate SpaceX material then NASA or Wired is possibly your best choice. For example, sharing content about the agricultural trends of next year on the social profile of SpaceX will seem just as out of place as … well, something from outer space.
When curating content make sure that the subject is one you’ve written about in the past and that it’s something that attracts the audience. To achieve this, first construct a collection of appropriate sources. These may be your industry partners, news outlets, trade publications and also relevant companies. Once you’ve ascertained what these sources are, it’s easy to tap them to share high-quality content on your profiles on social media. And our material was curated by brand strategist Michael Brenner:
- Curating Content Through Credible Sources
As we mentioned before, the curation of content will associate your credibility with that of your sources. That implies validating the legitimacy of certain outlets until choosing to curate material from them is crucial. In the age of “fake news,” your audience won’t easily forgive brands spreading misinformation.
Review the post you ‘re reading for a detailed curation, then check for some warning flags. There could be assumptions that make little sense, or that are not backed up by evidence. Articles which only ever apply to one organization and concentrate on selling their goods would often be viewed by your readers as untrustworthy.
Go to the page of the source to find out who is this organization or news channel, and how much detail there is about them. You should even have a peek at certain sources’ social media to help grasp who they are. If the source doesn’t seem credible then sharing their content is a bad idea, no matter how interesting and compelling it may be.
- Personalizing and Giving Credit
Curating material does not imply you don’t have to personalize the meaning that comes with it. On the contrary, expressing an opinion about the curated article or adding a different angle to it will add value and make it even more compelling to your followers. So Apester does the curation of content:
Another thing that you should remember is credit giving. You are working hard to create researched, high-value content and so are other businesses. If you’re curating their material, mentioning or tagging them in your post is necessary to offer respect to its source. But courtesy is not the sole reason you should be doing it. Tagging or mentioning the content source will help improve your social reach to the following while showing your expertise and skills.
- Creating a Pipeline for Curated Content
Just like every other item of material, selected material has to be a part of the editorial calendar. Build a organized cycle of content creation and exchange, and establish its cadence. You may post selected content once or several times a week, or even weekly. Whatever pace you pick, make sure this framework is maintained to build a sense of excitement within your viewers.
You may use social listening techniques to build sources for information analysis that will reveal the new posts posted by a single outlet, as well as emerging developments. Social listening will also help you discover which topics get the most social media engagement. It would allow it easy to determine which information is appropriately entertaining for sharing, and which is not.
- Including Curated Content in the Employee Advocacy Program
Your employee advocacy program needs a steady flow of content. Fresh material is the food any advocacy group wants to keep alive if we were to return to culinary metaphors. However, holding providing it with fresh business material is always difficult, owing to the time investment it takes. Furthermore, proponents are also focused on posting personalized material, since it places them as thought leaders in the industry.
Curated content can fulfill each of these needs. It can help you hold the supporters in a constant stream of information and also improve their interaction with the initiative by giving them fresh and exciting material. This may be business coverage, think leading pieces or even a partner’s game-changing publication. Your workers would leap on the opportunity to be the first people to post interesting, thought-provoking stories through their social network.
- Social Listening Tools
The first step towards executing the curation strategy for your content is to figure out how to find the content. There are several tools to aid in social listening. For example , you can create Twitter lists to quickly comb through posts from a select group of influencers, as well as keyword and hashtag searches to find content on a particular topic.
Outside social media, it pays to sign up for partner newsletters, industry publications and even customers to see what they’re talking about (if you’re worried about email overloading you can also visit their sites directly). Finally , consider using RSS feeds or tools such as Scoop.it and finding content from around the web with feedback. You’ll be better off by using blend of all of these so you can take from a variety of sources and get an overall picture of what people are already talking about.
- Establishing Guidelines
Here’s a lot of content out there, and that means that once you’ve figured out which listening tools you ‘d like to use, you’ll need to figure out how to pick out what content to curate. You should set guidelines for content selection to ensure you share the highest quality content and position yourself to achieve the benefits that content curation can bring.
For eg, you might set guidelines for writers and sources you are borrowing from, dates on when the content was first written (e.g. nothing longer than one year), subjects that the content addresses, etc.
- Sharing Tools
Based on the above argument regarding incorporating your own perspective, clicking on resources like Sniply or Sparking a Fire will help hold your own brand at the forefront while sharing curated material. For example, if you share content from third parties through Sniply, viewers would also see a pop-up with a call to action that you generated.
Similarly, Start a Fire adds a pop-up from your brand along with other recommended content pieces (such as one of your own blog posts). Resources like this will help you enjoy the rewards of curated content while still having a straightforward route back to the web for users.
Data curation has the potential to expand your media presence, boost your marketing flow, and even grant your company broader credibility on topics important to the industry. Methods for healing material can differ, which can even alter the frequency of posting selected posts.
But as long as you apply best practices in content curation-such as a structured content curation strategy, customized messages for curated articles, and amplification of content through advocacy-you can’t go wrong.
To support you on this path, take a look at the B2B social media management tool from Oktopost, which helps you to curate material, schedule it, and calculate its social network performance.