Content Curation: Its Role in a Successful Inbound Marketing Plan

Posted by Rich McElaney

In the past month, we've covered content creation in-depth on this blog. That's because high-quality, original content is at the heart of inbound marketing and social media optimization services, increasing organic search traffic, and providing value to your website visitors.content curation

But content curation is important, too, especially as it relates to an effective inbound marketing plan. If you're sitting there wondering exactly what content curation means, you're not alone.  But once you realize how simple it really is, you'll see how you can leverage it to provide even more value to your website visitors and your social network as a whole.

Content curation is the act of gathering, and then distributing in an organized fashion, content of interest to your market segment.

 A few examples of content curation include:

  • RSS feeds

  • Daily newsletters or “dailies,” often distributed via Twitter or Facebook

  • Links to original content resources in blog posts

  • Sharing links to relevant content via Twitter, Facebook, Linked in or Google +

The Difference Between Content Creation and Content Curation

Content curation is not content creation, where you, or content writers you hire, are generating original content. It's actively scanning through your best content resources to find useful content in your industry, content created by other people that answers questions or problems your audience may have, and sharing it.

“How does content curation benefit me?” might be your next question. It should be part of your inbound marketing strategy for a number of reasons. Content curation:

  • Is usually more cost- and time-effective than content creation, since it's likely that you will come across useful material during your daily content consumption efforts

  • Shows that you are interested in providing value above self-promotion. Even if useful content comes from competitors, it's okay to share it (once in a while)!

  • Positions you as someone who is “tapped in” to the news in your industry, an expert people can trust when it comes to unbiased information

A strong inbound marketing plan should include a blend of content creation and content curation, along with true interaction and engagement with your network.  Successful inbound marketing can't be all about “broadcasting” links -- even if it's not just your own company's content that you're sharing. Engagement and interaction is another critical aspect of successful execution... but content creation and content curation help get your brand noticed. The quality of the content you share is what makes others want to begin to interact with you.

Tags: inbound marketing success, social media optimization, inbound marketing plan, content curation