Build engaged audiences through publishing by curation.
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This piece was written in May of 2011 by Pawan Deshpande, CEO of HiveFire for cmo.com. I'm curating this on 12/31/11, my last post for 2011.
Great article, 2012 will be a signicant year for content curation!
Here’s what caught my attention:
****Industry experts and analysts have begun to focus on content curation as a key marketing strategy.
**** “Content curation has emerged as one of the highest potential enterprise tools for B2B marketers to draw and engage specific audiences,” said Susan McKittrick of the Patricia Seybold Group, who has conducted several in-depth reports examining the growth of content curation within the realm of marketing.
In February, 2011, **(It will be interesting to see what these statistics are today as we approach 2012). HiveFire surveyed more than 150 marketing professionals; our data supported McKittrick’s insights:
**Forty-eight percent of marketers are already employing content curation in some form or another
**58 percent of those surveyed who are curating content are mixing both original and third-party content, which solidifies the curator’s credibility among its audience
**Robert Davis, PJA Advertising’s senior vice president of digital marketing, believes that employing a content-curation strategy--in particular, curating third-party content--is essential for increasing a brand’s influence and position as a thought leader in its space.
**You need to put yourself into the mindset of a publisher by writing blog articles, producing podcasts, and authoring e-books and whitepapers.
**It helps marketers find, highlight, build on, and share relevant, timely information of keen interest to an audience.
****Curated content becomes the source information for lead nurturing, social media engagement, thought leadership positioning, community cultivation, and drawing organic search traffic.”
**When creating content for your brand, you are helping to educate your prospects only through vendor content.
**Without content from outside experts and peer groups, they are left on their own, out of your reach, to find it themselves.
**While most marketers understand the need to produce content, there is more that can be done to position your brand as the “go-to” source for your industry.
**Curation can help marketers produce and share better, prospect-engaging content by presenting a broader selection of peer, vendor, and expert sources in the context of a company’s brand.
Curated by Jan Gordon covering "Content Curation, Social Media and Beyond"
Read full article here: [http://bit.ly/rOEnZG]