The Content Marketing ROI Series: 3 Ways Content Curation Optimizes the B2B Content Supply Chain Featuring @McKQuarterly

Thought Leadership Times Blog (Aug 1 2010)

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   As digital marketers continue to expand and build their current content marketing strategies around professional publishing, it is critical that these organizations continue to identify and optimize their content marketing return on investment, both as marketers and as publishers. Unfortunately, the means of measurement for marketers are still evolving, while business must execute in the online channel, today. Without complex ROI measurement tools, marketers can leverage content curation to deliver immediate, digital marketing optimization opportunities in the B2B content marketing process.

   This March, David C. Edelman of McKinsey Quarterly outlined some helpful measurement approaches for digital marketers in his article Four Ways to get more value from Digital Marketing. In this piece, David shares with marketing executives the four critical ways to increase organizational marketing and sales value from the online marketing channel. One particular framework David outlines is the "Disciplined Content Supply Chain" as an effective framework for marketers.

   
   

   Source: McKinsey Quarterly Exhibit 2

   
   

   Below, I'll share how Content Curation, in each avenue of this digital marketing framework, increases the impact and speed of marketing value to the disciplined content marketing organization.

   Avenue1: Improve efficiency of content creation process

   Effective content curation provides a snapshot of market sentiment around a particular topic or issue, critical to customer education in the buy cycle. Curated content allows the digital marketer, as publisher, to speed up publishing around most current issues. Digital marketers can deliver faster content to the online marketing channel, leveraging curated content as a guide to market sentiment and critical needs. For example, when Novell blogs on the issues of Cloud Security, it is leveraging curated content to deliver market insights from the latest cloud-security news to guide blog creation, Twitter and Facebook engagement. As such, Novell can effectively cuts content creation costs beyond the 30% saving opportunity gained without curating.

   Avenue 2: Reusing Content for higher return on Assets

   Reusing content for higher return on assets means aggregating quality content that is driving prospect content marketing behavior. Curated content, added to created content, increases the pool of reusable content with which sales and marketing teams can educate and engage prospects. Supporting, Third Party news authority via curated content adds an additional dimension to drive impact. For example, Verne Global leverages quality insights from Data Center Knowledge to support its perspective on Green Data Centers. Thus, Verne Global more than halves its own content creation requirements, while leveraging quality third party authorities to increase marketing impact.

   Avenue 3: Optimize Customer Content Experience

   Publishers that are able to integrate content across the marketing and sales organization must be able to do so quickly and with the highest degree of customer-focused relevance, as possible. Curated content allows publishers a new source of relevant content for prospect education. It also provides the sales team a library of fresh, relevant content they may use to personalize prospect engagement through the sales funnel.

   Conclusion

   Effective and quality content curation can cut the costs of content creation, the volume of original content. It can also increase the impact and relevance of customer engagement opportunities for both marketing and sales teams in the organization. Digital marketers, in the role of professional publishers, will exploit content curation to drive down costs, increase the return on content assets, and outmaneuver online competitors.

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