So you know you need to get serious about your B2B content. It’s what your customers want. It’s what Google wants. And you’re seeing other B2B companies getting some pretty impressive results.
But then there’s the whole time thing.
Let’s face it, there just aren’t enough hours in the day. Once you’ve done the day job, the day’s over (often the evening is over too but let’s not go there). How can you be expected to create compelling, valuable content when you’ve barely got enough time to grab a few hours’ sleep?
Just when you were losing hope, over the hill comes your knight in shining armour: content curation.
What a great idea, you think. My customers want to know stuff. If I can’t tell them stuff or at least I can become the place they can go to find it. And look, there is even a bunch of services that will do pretty much the whole job for me. Job done.
Except of course it’s not. While the argument is certainly seductive, it misses out a few critical facts:
Simply sending customers somewhere else – do not pass go, do not collect £200 – is largely self-defeating. Yet this is exactly what too many would-be curators do with their ‘158 must-see sites for taxidermists’ posts. Sure, you may register a quick hit on your site metrics but it’ll be largely worthless in terms of any kind of uplift in your business or brand.
So what is the answer?
Before you begin any B2B content marketing programme, there are some key questions you should be asking yourself:
Content curation is no different. In fact, for B2B, content curation these questions are arguably more relevant and more important because we are in a market where the right information is intrinsically more valuable. However, it is your job to add even more value into the mix.
How? Glad you asked:
Ultimately, content curation is a valuable addition to your B2B content marketing activity. However, it isn’t a shortcut and should be approached with the same care and attention that you’d use with your other material. Sorry.
Image by HeyIt’sWilliam
Jason Ball is the founder and managing director at Considered. With a multi-decade career in B2B marketing, he’s worked with world-leading brands such as Adobe, Google, EY and Cisco together with niche specialists in technology, manufacturing and professional services.