<img class="alignright" title="Curation if a Hot Topic for Search Engine Optimization SEO" src="http://i1.wp.com/www.b2bcontentengine.com/wp-content/uploads/2012/09/091912_1508_WhyisCurati1.jpg?resize=186%2C336" alt="Curation if a Hot Topic for Search Engine Optimization SEO" align="left" />
Rather than relying on a search or their own sifting powers, visitors to a content-curated site borrow the time and expertise of a human curator. For content consumers and producers, curation is a time saver and accelerator. Sharing and highlighting the most useful content, curators help cut through the mounds of fluff and irrelevance cluttering the web. Ultimately, that is why it is a hot topic and important to B2B content marketing.
Search Engines and SEO
As a content marketer, you have probably already heard the continued buzz around search engine changes, particularly at Google, which focus on quality content or, more specifically, providing value to their search users, which is their bread and butter and often overlooked. Content curation has therefore become a powerful tool for search engine optimization (SEO) for several reasons:
<img class="alignleft" title="Longtail seo keywords" src="http://i2.wp.com/www.b2bcontentengine.com/wp-content/uploads/2012/09/091912_1508_WhyisCurati2.jpg?resize=266%2C227" alt="Longtail seo keywords" align="left" />
Lists of relevant resources coupled with brief descriptions allow you to provide mountains of content with a lot less time and cost investment than creating it yourselves, and adding your own unique perspective helps make you an expert and thought leader.
Long Tail Effects
By providing links to targeted content and less-popular websites, you increase your visibility to those running low-probability searches.
<img class="alignright" title="Niche and authority" src="http://i2.wp.com/www.b2bcontentengine.com/wp-content/uploads/2012/09/091912_1508_WhyisCurati3.jpg?resize=391%2C317" alt="Niche and authority" align="left" />
Providing targeted content-curation pages signals that you are an expert in a subject. By pointing to an industry niche and evaluating their content, you imply that you are qualified to judge their content. Over time, this, in turn, generates links to your original content as an authority. Inbound links are SEO gold.
When you add a content-curation page to your site, in addition to the SEO benefits, you will begin exporting your traffic to other sites to help answer visitor questions. The owners of these sites will notice that you are feeding them page views, and they may link to your site in exchange, increasing your authority!
Google is now ranking “freshness” as part of its search rank algorithm. Curation allows a steady stream of fresh content – a marketer’s biggest challenge!
<img class="aligncenter" title="Get your Content Curation eBook Free Today" src="http://i0.wp.com/www.b2bcontentengine.com/wp-content/uploads/2012/08/Curation-eBook-CTA.png?resize=676%2C232" alt="Get your Content Curation eBook Free Today" />
Social Media Sharing
<img class="alignleft" title="Speed of Social Media Adoption" src="http://i1.wp.com/www.b2bcontentengine.com/wp-content/uploads/2012/09/091912_1508_WhyisCurati4.jpg?resize=444%2C274" alt="Speed of Social Media Adoption" align="left" />Have you heard of Pinterest and Twitter? I sure hope you, as a content marketer, have. Social media is still growing, is becoming entrenched in our lives, and is a hotbed for curation.
Social sharing is a POPULAR form of content curation.
<img class="alignnone" title="What is Pinterest" src="http://i1.wp.com/www.b2bcontentengine.com/wp-content/uploads/2012/09/091912_1508_WhyisCurati6.png?resize=298%2C87" alt="What is Pinterest" />
Pinterest is a content curation site, which is largely about sharing images and of limited value for many B2B content marketers. But as of this writing, Pinterest is hot! It is a great place to put infographics and curating them.
<img class="aligncenter" title="21% of B2B Buyers use social media at some point in the buying pocess" src="http://i0.wp.com/www.b2bcontentengine.com/wp-content/uploads/2012/09/091912_1508_WhyisCurati7.png?resize=240%2C200" alt="21% of B2B Buyers use social media at some point in the buying poccess" />
<img src="http://i1.wp.com/www.b2bcontentengine.com/wp-content/uploads/2012/09/091912_1508_WhyisCurati9.jpg" alt="" align="left" />Twitter, the 140-character micro-blogging platform is also growing fast. Just go to Pinterest and type in “twitter growth” in the search bar – you will get some great data. On Twitter, 15% to 25% of tweets contain web links, and 56% of retweets do. I have no doubt that if you are searching for a service or product recommendations it is much higher, and people do share these. Link sharing is content curation. And these links are driving traffic to web sites.
<img src="http://i2.wp.com/www.b2bcontentengine.com/wp-content/uploads/2012/09/091912_1508_WhyisCurati10.png" alt="" align="left" />The world’s largest professional network, LinkedIn, has web links built in to their user updates. LinkedIn is arguably the best social network for B2B marketing. Do not forget Facebook; it too uses link sharing as a major part of both user and company updates.
Finally, Google is getting into the picture more and more with Google+. There are more social sharing sites, online magazines, story-creation and clipping services coming online all the time (Storify, Flipboard, and Paper.li, etc.). Everyone is sharing, and sharing is a core component of curation.
<img class="alignright" title="Blogging" src="http://i0.wp.com/www.b2bcontentengine.com/wp-content/uploads/2012/09/091912_1508_WhyisCurati11.jpg?resize=309%2C209" alt="Blogging" align="left" />
Blogs and news are often just another form of content curation. The Huffington Post, now owned by AOL, is an online newspaper and is read by almost 30 million people per month. Curation is widely credited with the Huffington Post success, leading to its sale to AOL for $315 million.
In addition, a recent survey by Curata, the Content Curation Adoption Survey, shows that 95% of marketers are curating in some form. With a figure like that, contentcuration must be providing some value. However, I would argue that the figure is a bit unfocused in that it defines curation any social sharing rather than a strategic, consistent, planned part of the B2B content-marketing process that we are trying to help you implement here.
<img class="aligncenter" style="text-align: center;" title="95% of marketers use curation in some form" src="http://i0.wp.com/www.b2bcontentengine.com/wp-content/uploads/2012/09/091912_1508_WhyisCurati12.png?resize=244%2C127" alt="95% of marketers use curation in some form" />
Why is Curation important for B2B Content Marketers?
<img src="http://i2.wp.com/www.b2bcontentengine.com/wp-content/uploads/2012/09/091912_1508_WhyisCurati13.png" alt="" align="left" />One look at social media growth and search benefits, combined with one of the fundamental tenants of marketing—“fish where the fish are”—makes it easy to see curation’s importance. Content marketing is all about education prospects to generate leads and sales. But there is no rule that states all the education content has to come from your company.
As you will see, a well-designed curation strategy can generate web traffic, produce thought leadership, be used as a “top-of-mind” marketing tactic, nurture leads, and keep your customers engaged and informed. It can expand your resources and accelerate your effectiveness as a marketer.
- ROI Analysis for Curation and Content Marketing with the B2B ContentEngine: Part 1
- Content Curation Strategy for Content Marketers: Part 2
- Content Curation Strategy for Content Marketers: Part 1
- Search vs. Social in B2B Content Marketing: Which One Wins? [Infographic]
- 7 Powerful Ways to Create Content That Sells [+2 Bonus]
#Great Article By Greg Bardwell ( @gregbardwell ) on B2B Content Engine