A lot of companies are straight-up scared to publish other people’s content (aka content curation).
Aren’t I sending potential customers away to another site? How does this help me? What if they find my competitor?
But think about this: What if Netflix only aired its original shows? Sure, it has some good ones out there. (Lookin‘ at you, “Stranger Things.”) But what if that’s all it offered? No offense, Netflix, but we probably wouldn’t pay $12.99 a month. All that additional curated content really adds to the value.
That’s the thing about content curation. You’re not sending people away from your product or service; you’re simply adding to your value and giving people the resources and context they need — and want — to make a smart decision.
Scott talks about the benefits of content curation and some unexpected ways you can leverage it outside your marketing department. Keep reading, then be sure to listen to our interview with Scott on The B2B Mix Show podcast.
Overcoming your fear of heights content curation
Today’s the day you’re going to overcome one of your biggest fears. No, not heights. Content curation!
Let’s address a common misconception about content curation up top. At first glance, it might seem like a flawed strategy. Again, why would you send a perfectly good prospect away from your website?
But that’s where you’re wrong, my friend. A healthy balance of original content and curated content on your website can actually increase your conversion rates, according to data from Convince & Convert.
It found that a company linking out to other sites 50% to 75% of the time sees 0.95 conversions per post. On the other hand, a company linking out less than 50% of the time sees 0.41 conversions per post. Yup — we’re talking double the conversions.
Why is that, though? It still seems pretty counterintuitive.
“I think curation has gotten a bad rap because it’s being blended with this idea of just aggregating information and adding to the noise,” Scott says. “Really, the goal of curation is to help your prospects cut through the noise by relying on you to select the best articles for them to read because there is so much information out there.”
By curating this information for your customers, you’re:
- Providing context and materials to help them understand your goods or service. It’s like a museum curator. How would you know you’re looking at a $5 billion painting without the curator leaving a little placard behind to tell you so?
- Establishing your brand as an authority figure and thought leader. The thing is, folks are going to seek this information out anyway. You might as well woo them by making their lives easier. They’ll remember, “Hey, wasn’t that great? All the information was right there. They made this really easy for me!”
- Building trust — which builds the relationship, which makes the sale, which results in happy customers, which leads to referrals, which produces even more happy customers… and you get the point.
Do you feel your fears melting away? The reality is, you’re not driving potential customers to your competitors. You’re actually helping them make a smart decision, which, ahem, is probably whatever you’re cookin‘ up over at your company.
Never say ‘just circling back’ again — plus other perks of curation
So content curation is a pretty smart way to add value, boost your authority, and build trust. But what are some other ways you can use it to benefit your team — even outside the marketing department?
Scott has some smart ideas. Take a look.
1. Chill out on those daily and weekly content quotas
Stop putting pressure on yourself or your team to crank out at least one blog post a day. For many, that’s just not realistic — or even the best use of time. (Those posts hammered out just ’cause usually aren’t the best anyways, TBH.)
“Too many marketers are still thinking about this as ‘I’m curating because I can’t create,’” Scott says. “Rather, it should be, ‘I’m curating to help what I create become more valuable.’”
By curating content, you can keep up your production frequency but reel back on some of the work. And if you use a curation service (we see you, UpContent), you can make this way more automated, so you don’t even have to think about it much.
Then you can focus your efforts on creating even better original content, which takes us to the next point…
2. Brainstorm original content people actually want to read
Who thinks the world needs another “8 SEO best practices” article? Exactly. No one, because there are already approximately 12 zillion of those floating around on the internet.
Sure, you can curate articles like that for your website — it may provide that necessary context to your reader about your service — but sink your energy into creating totally original content ideas.
Heck, the curated content on your site might even help you identify content gaps out there, so you can brainstorm unique ideas.
Instead of that generic SEO tips post, maybe you realize there aren’t nearly as many quality posts about how to perform an SEO content gap analysis and how to subsequently fill in those gaps. That’s way more interesting and clicky (for the right audience, of course).
3. Never say ‘just circling back’ again
If you’re in sales, you probably hate having to send those follow-up messages. And if you’re on the customer side, you probably hate receiving them approximately 100 times a day.
Instead of “just circling back around,” your sales team can approach follow-up conversations with curated content. It’s a more subtle “don’t just take my word for it” approach.
Here’s an example: Hey! Thanks for the great conversation last week. I know we chatted about personal brands. I found this article that makes the exact point we had talked about — thought you’d find it interesting!
This feels a lot more natural than those cheesy follow-ups, and you’re actually providing a service to this potential client.
4. Synergize your company’s messaging and brand
Let’s say you work in the tax space. The thing is, not everyone at the company is a CPA, right? Even so, it’s important each team understands your tax services, including HR, marketing, sales, social, design, customer service — you name it.
“We see this a lot particularly in B2B, professional services, technology, consulting, healthcare, and education — where the marketing group has a level of understanding about the particular industry or problem that their organization is solving, but they’re not CPAs, attorneys, healthcare practitioners, or educators,” Scott says.
That’s where curated content can be useful. If you make this content available to the entire company, it can ensure everyone’s on the same page.
You could do this by creating an internal folder (with easily searchable file names, of course), to help onboard new employees and educate existing ones. If they’re curious about the company’s take on the standard deduction, for example, they can tap into that database of curated content.
You could also put together an internal email newsletter saying, “Hey, here’s what we’re reading this week!” and, boom, send it out.
“I think if we look out to the future, curation is going to be a team effort — meaning outside of just the marketing group,” Scott says.
Want to hear about more of the unexpected benefits of content curation? Listen to this episode of The B2B Mix Show, and subscribe to The B2B Mix Show on Apple, Spotify, or wherever you listen to podcasts for new episodes each Monday.