The Cure for Content Marketing: Curation

Thought Leadership Times Blog (Jan 18 2010)

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   Content marketing is a win-win.  It's about a brand producing valuable content, and prospects being educated with that content.  It's valuable, it work's and it's not going away. 
   
   The only problem is that soon everyone will be at this block party. First it was the analysts and trade publications. Then it was you, the forward-thinking brand. Soon it will be your competitors, every single one of them.  And their mantra will be publish, publish publish.  Publish a press release, publish a post for the blog, publish on twitter, publish a white paper, publish a case study, publish a podcast, publish an e-book.
   
   As a result, you will increasingly have to think more to create novel content.  Then you will have to spend more to get your content noticed.  Your prospects will have to spend more time, look in more places, read more content to really find what is important to them. And content marketing will soon be a lose-lose.
   
   So how do you over come this?  Content curation.  Your brand curates the most relevant information in the sea of content.  By doing so, your prospects will come to you instead of your competitors.  You will be navigating your prospects through this sea of content by leading them to the most relevant important information. 
   
   It's already happening in the consumer world: Sites like Digg and Google News which have little or no original content have become key resources for information.  What if you could become a valuable resource for your audience?   That's how you make content marketing a win-win again.
   

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