As any good marketer knows, content is at the heart of every successful inbound marketing campaign. But it can’t just be any content – it has to be specialized to meet the needs of a specific audience. To prove the point that “content is king,” 90% of BtoB organizations are now marketing with content, and, believe it or not, more than a quarter of a BtoB organization’s marketing budget, on average, is spent on content marketing, according to a study from MarketingProfs and Junta42.
Thanks to marketers assuming the role of content creator and publisher, prospects now have access to a plethora of content on almost any topic – everything from articles and videos to photos, blogs, podcasts, and tweets. That’s the upside. The downside to this story is that now prospects are simply being inundated with information. This content overload means that, as a marketer, you are going to have work even harder to ensure your unique material is watched, read and heard by the prospects you want to reach.
Faced with what might be considered an insurmountable problem, should marketers abandon this role of content creator and publisher? We think not. In fact, we see this as an opportunity.
In some of the news we’ve been reading recently, we’ve noticed a new term being bandied around the industry – that of content curator. Similar to how a museum curator is responsible for an institution’s collections, a content curator is one who identifies, organizes and shares the best and most relevant content on a specific issue online.
As a marketer, your goal is to help advance your company’s voice, whether through content creation or content curation. By adding content curator to your job description, you will have the opportunity to help your audience understand a topic of importance to your industry, understand what it means to them and what are the best next steps.
This has been done to ensure prospects have a plethora of content in virtually every format imaginable – everything from articles and videos to photos, blogs, podcasts, and tweets. That’s the upside.
The downside to this story is that BtoB prospects are simply being inundated with information. This content overload means that marketers must work even harder to ensure their unique material is watched, read and heard by prospective buyers.
If you are still questioning the importance of content curation, consider this: A recent report from Forrester Research named content curation as a top technology BtoB CMOs should investigate in order to engage their customers in 2011. In addition to content curation, Forrester also recommended CMOs explore listening platforms to gauge customer sentiment; brand advocate platforms for spurring word-of-mouth; and appointment scheduling applications to engage potential customers who are ready to buy.
Rather than worrying about creating content, marketers should strategically think about where additional content resides within the enterprise.