Content marketing can do much to improve results in both area of lead generation and search engine optimization. Creating, finding and sharing compelling content can prove to consumers that a company knows its territory, it can boost a company’s leading role in its industry, which also means that the firm wants to help customers keep up-to-date on important developments, and it will be still more important in 2012.
By that, unique, engaging, quality content matters first and foremost beyond just keyword location and frequency. Marketers are placing an ever-greater emphasis on content marketing’s ability to add value for targets and prospects.
According to February 2011 research from content curation (the process of finding, organizing and sharing online content) firm HiveFire, nearly half of US marketing professionals surveyed are now integrating content curation into their marketing strategies as a way to set up thought leadership and engage both customers and prospects.
Almost 60% of marketers leverage a mix of original and third-party content and just eight percent share strictly third-party content with customers and prospects. And another 42% are familiar with the practice but not participating. Even among that group, 85% had done at least some content curation by sending an article, blog post or an article or other content to a prospect to help with their business, but were not aware of it, example.
Here are some other key findings from the study:
* Curation establishes thought leadership: 79 percent of content curators listed thought leadership as the primary goal
* Curation brings brands and customers together: elevating brand visibility/buzz (76 percent) and lead generation (48 percent) were also top goals
* Curation lets marketers focus on original masterpieces: The biggest barrier to curation adoption is creating original content; 79 percent of non-curators found this the biggest challenge, while only 67 percent of curators felt the same – likely due to the time that curation free to focus on developing original material
* Curation has reached critical mass: Over two-thirds (69 percent) of respondents said content curation is more important today than it was a year ago
“These findings support what we’ve been hearing anecdotally from our customers for months: content marketing is playing an increasingly important role in their marketing efforts and curators are the rockstars of the content marketing future,” said Pawan Deshpande, CEO, HiveFire. “Much like marketers who quickly adopted SEO jumped ahead of competitors a decade ago, those who embrace content curation now will be at significant advantage in their market and become the idols of their industry.”
As we can see from the study, content curation is not a low-touch activity, but the greatest challenges now marketers face are creating content that is original and compelling, also finding the time to do so. It was much less of a challenge to find quality content from third parties, but still, nearly half of marketers reported that was difficult as well, see below this graphic from the study from eMarketer.
Unique and frequently updated content makes not only search engines happy, it also makes your customer happy, but you know that, one smart strategy for content marketing and anyone building an authority site is to create valuable content resources related to the most important topics you discuss, this is cornerstone content, because it’s the fundamental information your site is built on.