Entities are realizing the importance of the promise that the “brand publishers” hold. And if not a huge brand, smaller ones are making their presence felt to a large extent. Since it just not enough to let people know about “who” are “what” are you but also make them familiar with what makes you different, organizations are taking their online marketing strategies much more seriously than ever before. So while a jewelry retailer might have a technical description to his product-offerings, the essentials will be accompanied with adornments like a catchy tagline or a flashing category name to the jewelry.
In the digital world, it is widely being agreed that content creation is demanding while automation is simply not engaging. So what’s the remedy, content curation of course. Take a hint or two from the gurus themselves:
Rebecca LiebVice President, North America at Econsultancy who has also authored a book “The Truth About Search Engine Optimization”, says, “In an era where marketing is supplanting advertising and storytelling is an ever-more essential part of the marketing message, carefully curated content – well presented – is an immense brand asset, be it to a humble, over-caffeinated individual blogger or a Fortune 100 company.”
David merman Scott, the author of New Rules of Marketing & PR and World Wide Rave is a huge fan of content syndication. He says it is “great stuff”. But for him the geatness gets mellowed down by the challenges that the technique poses. For him it is a choice between humans or machines.
Ann Handley Chief Content Officer, MarketingProfs believes that “It’s a way for organizations to further their role as a resource to their audience. What’s more, for organizations just getting into publishing online — for those just starting a blog, say, or a microsite — curated content can allow them to ramp up quickly, both from an SEO as well as content perspective” she adds.
Content curation is a technique that will surely take the withered content marketing industry far ahead in the near future. It is not just about a brand producing valuable and informative content but also the best way of engaging third-party content and inspiring action.