5 Steps to an Engaging Content Curation Strategy For B2B Marketers

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All B2B entrepreneurs know the significance of high-quality on-line content material, whether or not it’s on a model’s personal web site or on social media. But producing it from scratch prices money and time—plus it may be laborious to provide you with recent new concepts.

That’s the place content material curation is available in. Yes, it will also be time-consuming, however the many benefits make it nicely well worth the effort. And you should utilize automation to streamline the method.

Let’s check out precisely what content material curation means, why it advantages your model, and how one can make a content material curation technique give you the results you want.

What does content material curation imply for B2B advertising?

Content curation isn’t nearly gathering a stack of different individuals’s content material from across the net—that’s known as content material aggregation, and is a really completely different factor. With content material curation, you continue to collate materials on a sure matter, however you current it to the viewers in a brand new approach.

This contains including references and connections to different sources (and crediting them), offering your individual feedback and evaluation, or repurposing your individual present content material. It’s more cost-effective than creating brand-new content material, and it provides you more alternative to interact your viewers. And an participating content material curation technique is super-useful in B2B advertising.

In the identical approach that sales automation helps you interact with more prospects, automating content material curation reduces the time spent on sourcing materials and frees you up to construct relationships with different manufacturers and influencers. However, you continue to want to verify that every one curated content material is credible!

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Advantages of content material curation for B2B advertising

The benefits of a well-designed content material curation technique as a part of your B2B advertising are multi-faceted:

It helps enhance your visibility with out churning out an excessive amount of content material

Generating concepts and writing new content material is time-consuming, particularly in case your technique commits you to posting each day or weekly to guarantee most visibility. If you’re working low on time or inspiration, there’s no want to disappoint your readers—content material curation is an effective way to guarantee a steady stream of high-quality content material.

You simply have to discover appropriate content material, embody your individual messaging, and add it to your schedule. Automated content material discovery instruments can assist you discover related content material shortly.

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It helps you achieve credibility due to affiliation

By referencing different corporations and sharing their opinions, you’re positioning your self as a thought chief. With info from a number of sources, you’re trusting the viewers to make up their very own minds (and proving your self reliable in return).

As lengthy as you select content material from respected corporations, you’ll tackle a few of their credibility and authority by affiliation. It additionally demonstrates that you’ve a powerful community of trade companions, which can strengthen your repute.

It helps you widen your attain

A wise content material curation technique helps you to piggyback on the web presence of different manufacturers, and faucet into their ready-made audiences. If they’re leaders within the trade with legions of followers, a lot the higher.

When you share their content material, credit score the supply with a tag or @point out to make your publish seen to followers of these profiles. Your model will profit from increased exposure to customers who’re enthusiastic about comparable topics.

Even higher, the unique supply would possibly “like” your message and offer you a shout-out, which boosts your individual social profile (and your credibility).

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It provides you numerous content material and lends you completely different voices

If every bit of content material is written in the identical fashion and “voice”, your viewers will finally develop bored and cease studying your posts—even when the content material itself is related. Sometimes it’s good to have a brand new perspective.

A powerful content material curation technique provides you the chance to introduce more range, when it comes to written fashion and the individuals and firms who produce it. Mix issues up through the use of completely different article kinds reminiscent of information roundups and listicles alongside long-form items.

It helps elevate consciousness and engagement

The more content material you publish, the larger your viewers shall be. Content curation permits you to publish more usually, as you don’t have to look forward to brand-new content material to be produced. However, it has to be extremely participating and provides your viewers a purpose to read it.

On social media particularly, engagement is a two-way avenue—if you interact with others, they’ll interact with you. You’re constructing connections each time you share or reply to another person’s content material, which is an effective way to start a relationship with different manufacturers.

5 Steps to create an participating content material curation technique in your B2B advertising

  1. Create a structured content material technique and keep as constant as attainable

Just such as you would with new content material creation, it’s necessary to implement a structured course of for curating content material. Decide how usually you’re going to share it, and outline how lengthy you want to spend on analysis, collation, repurposing, and approval.

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You additionally want to take into consideration the place you’re going to get your content material. To slender the main target, it’s useful to make a listing of related sources reminiscent of companions, information shops, and companies in your trade, so you possibly can flip to them first.

Curated content material also needs to match together with your present content material technique and together with your model values. Make positive that the subject is related to your organization, and is one thing your viewers is enthusiastic about. That approach, it received’t appear misplaced.


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  1. Ensure your content material curation contains solely credible sources and collaborate with equally credible thought leaders

As we talked about, credibility is important in order for you individuals to see you as a trusted chief in your discipline. You is perhaps eager to use a very fascinating article, however don’t be tempted to publish it with out validation. Even should you unwittingly share misinformation, your model shall be tainted by affiliation. Check out the supply’s web site and social profiles to discover out as a lot as you possibly can.

Always read the article rigorously to determine any crimson flags, reminiscent of claims with out stats to again them up. You additionally don’t need content material that focuses closely on one firm, or pushes too laborious to promote a product. Try collating quotes, ideas, and statistics from a variety of sources in a single new article.

It’s a good suggestion to have two queues for managing curated content. The first could be a compilation of doubtless appropriate content material. When it has been reviewed and accepted by a supervisor, it could enter the outgoing queue prepared for posting.

  1. Use integrations and different related instruments for personalization

With a lot content material out there and so many retailers to select from, your viewers wants a very good purpose to search yours out—and though you possibly can’t present bespoke content material to every particular person, you may make it appear that approach!

One survey discovered 80% of consumers had been more seemingly to use an organization providing personalised experiences. You need readers to really feel just like the content material has been handpicked only for them, so get to know your viewers and work out what they want to make life simpler or more fascinating.

For instance, automated instruments allow you to section the viewers and ship tailor-made content material or hyperlinks instantly to their inbox. If your workplace is utilizing a sensible VoIP (Voice over IP) telephone system, it’ll seemingly embody integrations with helpful apps like CRMs, which inform you all about buyer preferences.

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With cautious curation, you will discover articles that deal with particular ache factors—and personalize them by including an opinion or a special angle to make it more related.

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  1. Participate and have interaction together with your viewers

Posting content material as usually as attainable will enhance your visibility and generate more engagement by serving to you keep prime of thoughts together with your viewers. Another tip is to invite them to take part by leaving feedback, maybe in a discussion board for discussing the article.

In reality, should you encourage suggestions, the viewers will truly offer you concepts for future content material. Consider the connection between social media and retail corporations, the place customers go away feedback and evaluations that the retailer can act upon.

You can even use social listening to see which matters achieve probably the most engagement, and decide content material that relates to these matters. Look out for helpful pictures, movies, GIFs, and memes, as these will make your posts more eye-catching.

  1. Add worth and present constant branding 

Whether your content material is created or curated, the primary level is that it gives worth to your viewers. If it doesn’t entertain, educate, or encourage, then why ought to they spend their time studying it?

When you already know your viewers nicely, you possibly can ship articles that can assist them resolve an issue or improve their life not directly. For instance, for an article about Microsoft Teams Phone, you can assist the readers out by linking to on-line evaluations or compiling a comparability record.

The content material additionally wants to be related to your individual model. Use your individual fonts and layouts to reproduce content material in your own home fashion, to guarantee consistency with the remainder of your on-line presence.

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Ready for content material curation in your B2B technique?

While creating your individual content material will all the time be necessary, a strong content material curation technique permits you to present a more numerous vary of articles to interact your viewers. 

If you implement a structured technique, it could additionally prevent a chunk of time (however bear in mind you’ve bought to verify the content material rigorously!). With automated instruments to allow you to, curation can grow to be a highly-effective factor of your B2B content material advertising.



Jerry Gordon

About Jerry Gordon

Webmaster, nature and tech lover. Jerry manages the day-to-day operations at DigiToolsadvisor. He loves enjoying his free time, but most of all, trying new tools to master.