If you create and share content material, curation is a part of your B2B advertising and marketing technique. From seasoning a weblog put up with key third-party statistics to sharing an attention-grabbing article from an business publication or influencer throughout your social channels, you’re curating.
But content material curation has a spot past including an perception or two to your content material.
With massive volumes of data accessible as we speak and brief consideration spans, curation permits content material entrepreneurs to create extra handy, helpful content material experiences for their audience, whereas rising thought management, bolstering their content material calendar, and growing manufacturing effectivity.
What forms of curation exist? How are B2B manufacturers doing curation? When does it make sense to do curation? Let’s dive in.
Types of Content Curation and B2B Examples
The Curation Kitchen Staples: Microcontent
Statistics. Quotes. Tips. Social media commentary. Third-party movies. Gifs. Memes. Curated microcontent is what offers your content material its taste—whether or not its used as seasoning in a long-form weblog put up or modularly in short-form social content material. This is foundational curation, and it performs a task in all different sorts. And as TopRank Marketing CEO Lee Odden as soon as stated:
“Snackable content can often be managed and repurposed like ingredients to create a main course. On their own, short-form content like quotes, tips, and statistics are useful for social network shares and as added credibility to blog posts, eBooks, and articles.”
See what I did there? Microcontent is simplistic and simple to combine, serving to you present extra depth and perception on a subject, infuse credibility, and spotlight business consultants.
When microcontent curation is sensible: Always—if the content material is related to the subject you’re discussing. Microcontent helps you present proof factors to bolster your narrative and construct credibility along with your viewers.
The Curation Classics: Roundups, Listicles, and Resource Hubs
Collecting key bits of data and insights and organizing them into a straightforward to digest format is the quintessential content material curation tactic. The premise is easy: You’re gathering attention-grabbing tidbits from a number of sources on a particular subject and inserting them in a single central location.
The underlying theme for this curation tactic (and any content material tactic for that matter) is relevance and worth. It must be topically related to your viewers and it might probably’t be a lazy compilation; it must serve a objective.
News roundups are maybe the preferred of the curation classics. We’ve all seen them and sure have a number of we return to frequently, so I received’t spend an excessive amount of time right here. (Shameless plug to take a look at our weekly digital advertising and marketing information roundup.)
But right here’s an instance of a roundup model piece from EHS and sustainability consulting agency *Antea Group that brings video content material collectively to have a little bit enjoyable and spark a reference to the viewers.
The put up showcases six office security movies—all sourced and simply embedded from YouTube—with movie-critic-like commentary that make connections to the each day life and work of their audience.
When it involves useful resource hubs, HubSpot is an “ultimate list” vacation spot on a wide range of topics, most notably digital advertising and marketing statistics. Here’s a latest instance that includes Instagram statistics.
For listicles, certainly one of our latest BIGLIST editions that includes 50 of the highest advertising and marketing blogs that includes martech manufacturers is a strong instance. Time was spent on researching and vetting, and the listing offers a brief and candy description of every weblog, in addition to our favourite latest article to present readers a cue on what’s value trying out first.
Finally, occasions could be nice alternatives for curation. *Introhive, an enterprise relationship administration (ERM) platform, usually curates social and group member insights to compile post-event infographics with prime takeaways.
When basic curation is sensible: Classic curation is basically an consciousness and engagement play. If you’re seeking to present your viewers with a useful useful resource that hits fast on the factors, and showcase your model as a considerate skilled within the area, any such curation could make it straightforward for your viewers to search out perception and inspiration—and reduce the period of time they should spend on the hunt.
The Next Level of Curation: Thought Leadership Mashups
Curation isn’t restricted to assembling a strong, scannable listing of data or assets, or seasoning unique content material with stats, quotes, or movies. Curation can gasoline thought management.
Great examples of this type of curation are trends-focused items. Taking a cue from the basic curation codecs, this type of content material goals to determine a number of pattern or sample utilizing curated bits of data, all tied collectively along with your data and experience.
This could possibly be small-scale or large-scale—that means a single idea might present the supporting content material or tie-in, or it could possibly be your tackle a set of associated traits, info, or insights. This piece from *SAP’s Digitalist Magazine is a good instance.
But this type of curation doesn’t simply lend itself to discussing traits. Many of our personal weblog posts use a mashup curation methodology to teach and have interaction entrepreneurs, and outline our views and method to advertising and marketing.
This could be seen in a latest put up from Nick Nelson on the right way to write clear, concise content material. Using our phrases deliberately is a core perception, and Nick was capable of illustrate that along with his deep data and a few related insights from third events.
Also, after we say “curation,” we don’t simply imply accumulating insights from third-party sources. You can curate your personal content material—it’s simply most frequently referred to as repurposing.
Salesforce has a nice instance right here. This latest put up touches on a key pattern within the market (lack of client belief), leverages microcontent from Salesforce’s personal analysis (the Trends in Consumer Trust analysis report), after which unique content material builds a story for a selected viewers (retailers).
In addition, curating and repurposing influencer content material is an particularly huge alternative. More than seemingly, the insights that influencers share with you could have implications and functions throughout different associated subjects.
When curation mashups make sense: If you need to construct thought management on a topic, mashups needs to be in your content material lineup. Mashups help you elevate an concept, perspective, problem, or alternative, whereas utilizing present content material as a leaping off-point or as a part of the inspiration of your take.
Read: A Tasty, Strategic Addition to the Content Marketing Table: ‘Repurposed Content Cobbler’
Content Curation for the Win
Regardless of your editorial plan, you’re already performing some type of content material curation. However, you may make curation a extra deliberate and efficient a part of your total B2B content material advertising and marketing technique.
Whether you create an final listing that includes statistics from a number of sources, present high-level takeaways from an occasion or report, give your personal content material new life to construct thought management, content material curation can present worth and comfort for your viewers and writing group.
Looking for content material curation finest practices, instruments, and extra examples? Check out our put up on Content Curation 101.
*Disclosure: Antea Group, SAP, and Introhive are TopRank Marketing purchasers.