Content marketing plays a major role in B2B marketing. While businesses across industries develop blog post, white papers, e-books, videos and other forms of content themselves, curating content is proving a strong strategy as well.
Content curation consists of collecting and sharing information that's relevant to a business's intended audience and the products or services it sells. When brands spread Web content from other sites that they find intriguing, it can position them as a hub for information or news about the industry they're in. This boosts brand credibility and can strengthen the relationship brands have with their followers.
Curating content involves not only seeking out important and intriguing articles, blog posts, videos and press materials, but also ensuring the sources the content comes from are reputable. In addition, these sources should share similar viewpoints or ideals as the business. Good places to look for content curation include industry publications, government and educational institutions, and associations. Businesses may also consider researching industry experts' blogs.
Once a brand has a good idea of where to look for content to share with its audience, it's important to maintain integrity on all channels by citing sources accurately and ensuring readers know where to go for more information.