The Relevance Compass
Navigating Your Brand Through the Marketing Clutter
Nearly Nine in 10 Marketers Curating Content
If content is king, curating content can be thought of us making offerings to the king, right? Okay, so maybe we’re stretching the metaphor. But just as making offerings to royalty was one of the hallmarks of dynastic eras gone by, curating content has become a staple practice for marketers, even if they’re doing so unknowingly! A new article from eMarketer, Sharing Content to Show Thought Leadership, discusses the extent to which both curating and creating content has become part of the marketer’s arsenal. eMarketer cites a recent HiveFire study that found almost half of all marketers actively curate content as part of their marketing strategy and that 85 percent were actively doing so, even if they weren’t strategically conscious of doing so. Why are they doing so? Research from Junta42 and MarketingProfs identified establishing thought leadership and building brand buzz as the predominant motivation behind content curation strategies.
Frequent Distribution of Digital Content is Key, But Keep it Interesting
On one hand, you want to impress your current and prospective customers with well-developed, engaging online content. But on the other, it might be easier to keep their attention with so-so articles you can write, post and tweet like it’s going out of style. There’s also the matter of this business you’re trying to operate. When something has to give, where does one skimp – quantity or quality?
The hard, predictable truth is neither content quality nor distribution frequency should be consistently sacrificed if one’s business depends on relationships developed through digital marketing. Adam Singer addresses the need to strike the right balance. “Marketing is a lot more consistent hands on creation than it used to be,” he writes. “You need equal parts creativity, planning, process and to get organized around execution.”