Twelve Use Cases for Content Curation in Marketing
Content curation offers the promise of addressing both information consumers’ and marketers’ challenges in taming the flood of digital information. But as I look at the vendor landscape it is apples and oranges. Vendors are solving several different problems. Here is my take on the twelve ways that content curation is used in marketing.
Demonstrate thought leadership. Here marketers use curation to become the “go to” site for information on an issue important to their customers. They lead the conversation by incorporating their own original content and reflecting their point of view while also including important pieces by competitors.
Nurture leads. Educating and staying in touch with prospects through the sales cycle requires a large volume of good quality content to share. Incorporating third-party content conserves resources without sacrificing quality.
Cultivate a community. This extends the thought leadership objective (above) by enabling customers to interact with each other and the curator.
Keep current on critical issues. Create knowledge bases for groups within a company (i.e., product development, marketing, IT).
Gather competitor intelligence. Assess web and media mentions of and actions by competitors.
Monitor brand activity. Assess web and media mentions of their own company and brand.
Support mission. Become a valuable reference site for a constituency in organizations that have information dissemination as part of their mission.
Reduce costs. Enable editors in an existing publishing operation to handle more topics and/or complete work faster.
Manage social media participation. Identify new content relevant to customers. Enable the right person to respond appropriately or lead discussions in social channels.
Capture and repurpose social media mentions. Identify user-generated content that supports the objective of a web page (e.g., product reviews, endorsements). Publish it on that page.
Build advertising or sponsorship revenue. Draw eyeballs of customers in order to sell advertising or sponsorships to companies that serve those customers.
Different use cases drive many of the variations in functionality of content curation platforms. Are there other use cases you have used/observed?
Marketing to Business Executives Blog
Author: Sue McKittrick
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