Improving Search Marketing Effectiveness
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I've been spending some time this week writing a content marketing plan for a client, at First 10. As a part of that plan, I've focussed on content curation as a major part of the program of activity over the next 12 months. In their case, the reason why they're investing is that it's right strategically and suits their budget. They're a commercial marketing team with minimal internal copywriting resource, and they're not creative enough to reliably originate a steady stream of ideas. So it made sense to centralize content curation in addition to publishing original articles and media as and when they can afford it. My sense is that most marketing teams are likely needing this approach, so I thought I'd distill and simplify what's in their plan, in case it might help spark ideas for you.
I'd suggest that, even from Smart Insights' own perspective, curating content is an activity of central importance, for your brand too, if being useful to your audience is something that you appreciate matters for modern marketing. By spending the time to find, filter and enhance content - and sharing that with social networks - you're building value in your brand. Quite simply, increased reasons to re-visit, refer and interact.
Curation is not an opt-out or quick fix. It happens over time. When a brand does a good job of defining what it stands for and demonstrating a commitment to an editorial calendar that remains on-topic, it will play a powerful part in building consumer trust online. Of course, it cannot exist in isolation, being active in relevant social networks, industry events and, of course, originating your own content play a part. Curation can play the central role in creating awareness and credibility when it's well integrated. It could be that as much as 80% of your content can be curated too, it'd depend on your marketing objectives and strategy.
Content Curation can deliver on multiple marketing objectives:
Sources of content come first…
What kind of content will you curate…
Where might you publish curated content…
The key of course, with all content marketing, is to learn and focus on what matters to your audience or community and align that with your brand's USP and values. That cross-over is the sweet spot from a commercial perspective. The more considered you are about any content, and the more naturally you'll optimise you content platform for search engines and real people.
If I've missed obvious ideas the please add them to the pile using the comments below or tweet us
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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