Content curation is a widely applicable strategy that can be implemented into any content marketing approach in most industries to establish and deepen credibility.
How is that possible? Because content curation isn’t just a strategy on its own, it’s a component that should be infused into social selling, email marketing, social media strategies, website, and internal knowledge leadership efforts.
Still, like with most strategies, simply “adding” third-party content to your current efforts doesn’t guarantee success.
Our Content Curation Experts took a close look at our hundreds of customers to distill the factors that predict success.
Content curation is more than just sharing third-party content; it’s the collection of expert knowledge combined to tell your story and explain how you can solve your customer’s problems.
If you’re going to include content curation in your current strategies, here are five beliefs you need to have to be successful.
1. Accept you are not an expert in everything
While this fact may sting, especially if you have been in your field for a long time, the truth is that it’s impossible to be an expert on everything.
But this is why content curation is additive, “the spice”, if you will, to your current content strategy.
You absolutely must create great, high-value content for your audience, sharing your knowledge and expertise!
But if you’re just sourcing, researching, and creating content that isn’t saying anything new or unique, you will leave your audience assuming the ALL of your content is equally shallow and overshadowing the truly unique expertise you DO have.
Those areas that would have previously become these “round up” posts are great topics to curate from people who are experts in those particular areas - and still be the conduit for that knowledge.
When you publicly show that you are also learning from other experts in your field, people will be more likely to trust that you know what you are talking about and double-down on the areas where you showcase that unique expertise.
2. Come to terms with the fact that prospects are more educated now than ever
Let’s face it, we as consumers do more research on our own before deciding than we used to (like, we finish 50-90% of the buyer’s journey on our own).
Whether you’re reading blogs, user reviews, or exploring a free trial, you’re probably trying to figure out what you’re looking for before engaging in a call or demo.
Instead of feeling like you have to wait until the end of the buyer’s journey to really engage, why not help create a path of least resistance for them, providing the research and information they need to get to the point of even considering a sales call?
That’s where mixing curated content in with your sales process can really help.
Buyers don’t just want to see content created by your brand, and by sharing related content from other sources, you’re giving them all the information upfront, building their trust that you care more about their solution than closing the deal.
3. Are willing to invest in supporting your sales team
Whether you are the sales team or you have a number of talented sales reps in your company, implementing the use of curated content is something you have to invest in.
Curated content allows your company to provide your sales team with high-quality content they would have wanted to share with their networks organically.
This allows them to remain authentic (let’s be honest, no one only reads what their employer writes) and showcases their unique experience and interests through what they elect to share through.
Then, they can more effectively attract and grow your business by providing a unique mix of original and third-party content to best showcase their credibility to your prospects.
Buyers are more willing to engage with a thought leader in their industry, so by providing your team with content they are excited about, you can help build their thought leadership while also keeping them up-to-date with the latest in their field.
It’s a win-win-win for everyone involved.
4. Understand it’s a long-term commitment
If you’re looking for a silver bullet for your marketing strategy, content curation IS NOT IT.
In fact, there is no quick way to build your thought leadership or credibility online.
It takes time.
Consistency is key, and that includes your content curation efforts. We have seen many companies abandon content curation because they hoped to see results immediately.
That said, strategically infusing curated content in your distribution strategies can provide a return in the short term (just not instantly).
More importantly, the investment required to get a curation strategy going is relatively low - allowing an ROI to be realized more quickly than most other options - just not instantly.
On average, the majority of our customers see a positive ROI in the first six months, with over 80% achieving this goal within the first 12 months.
Sharing a few pieces of third-party content a few times a month will not help your prospects see you’re involved in the industry. That’s just you resharing a few things you saw in your LinkedIn feed.
But when you share a calculated mix of curated and created content consistently and frequently, your online presence will grow more robust, developing a larger and more active audience and leading to a higher number of quality conversions from your efforts.
5. Understand you’re no different from your competitors
It doesn’t really matter if you’re in sales, financial services, accounting, insurance, real estate, marketing, or whatever industry. Everyone must build trust with their future clients and maintain that relationship after the deal is closed.
But building trust doesn’t come from saying you’re the only one who can solve people’s problems. A quick Google search can tell them that isn’t true.
But demonstrating that you recognize that their challenges are complex and interconnected and that you may not have all the answers to their questions - but you know where to find them - will build the trust necessary for them to select you over a competitor.
This implies that you want them to make an informed and optimal purchasing decision based on thorough and reliable information.
You are committed to providing them with complete and accurate details, even if it means they choose someone else. You care about them, not the sale, which goes a long way.
Next Steps To Adding Curated Content To Your B2B Strategy
Once you realize that you’re no different from your competitors in your need to build a relationship with your prospects and ensure they have the answers they need, you’re ready to start adding curated content to help build that relationship.
I know we’ve mentioned trust and credibility a lot in this article, but that’s because it is crucial to know if you’re ready to use third-party content in your marketing strategy.
Curated content isn’t going to fix all of your problems, but it is a valuable tool that will help you in both the immediate and long term.
If you’re interested in learning more about how you can start using curated content in your marketing strategy today, sign up for a free trial, or schedule a call with one of our Content Curation Experts.
To learn more about how other companies have used curated content, check out our Success Stories!
