While content marketing initiatives are a great way to effectively engage prospects and current customers, oftentimes smaller B2B organizations do not have the time and/or resources to produce the amount of content they need to achieve results.
A recent webinar hosted by Uberflip offered tips to help marketers effectively curate content to maximize their reach while boosting brand credibility.
“Content curation can help marketers save time, while also scaling their marketing efforts,” said Sam Brennand, Customer Success Lead at Uberflip, during the webinar. “Using curated content can help you bridge a content gap and help alleviate the content crunch that many marketers suffer from.”
Brennand highlighted five ways that marketers can curate content:
- Elevation — where marketers curate smaller content (like Tweets and blog quotes) to cover a larger trend;
- Aggregation — which is considered the most common form of content curation where marketers collect content on a single topic, and place it in a single location;
- Distillation — curating content on a similar topic into a single post;
- Chronology — where content is curated in a historical timeline format; and
- Mashups — when curated content is combined with opinion.
It is important to stay ethical when adding curation into a content marketing strategy. Many newcomers to content curation inadvertently hinder their credibility by not attributing curated content to their source. Clearly stating that a piece of content is curated at the beginning can help boost credibility with the marketer’s audience as well as the audience of the original author, according to Brennand. “Be upfront on the fact that you are curating content. You have to give credit where credit is due, and link back or reference the original author in the piece.”
While curating content helps save marketer’s time and resources, it is still crucial for content marketers to add their point-of-view on the topic in question. “Your opinion — and the opinion of the company — matters,” said Brennand. “When done correctly, repurposing content can also help companies when producing more content later on down the line.”
Some other topics discussed during the session included:
- How diversifying curation efforts can help retain key members of online communities;
- The amount of bandwidth required to effectively find, contextualize and integrate curated content into marketing initiatives; and
- The types of tools that are available to help marketers bring content curation into their marketing strategies.
Click here to view an on-demand version of the webinar.
