Content Curation Tools for B2B Marketing - Forbes - 0 views
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Doris Reeves-Lipscomb on 20 Jan 12Article by Scott Gillum at Forbes, 1/6/12. Excerpt: "The next-generation tools, like Curata (a HiveFire company) and Curation Station, are focused on B-to-B marketing with a value proposition focused on their ability to drive awareness by improving organic search, and provide organizations with an opportunity to build thought leadership. The key to this evolution is being the "curator." The curator is an editor who sorts through the content to find the information relevant to a company and/or its audience. Curators are not content creators. And this is where I think the challenge lies in using these tools for thought leadership. Creating a content farm on a "hot" topic will not improve organic search (Google has already figured this out) or establish thought leadership in that space. In the survey, marketers stated that "creating original content" was the number one challenge. Companies have to have a point of view and not just aggregated content on the subject. That said, tools can play an important role in the development of thought leadership content but not on their own. For example, the process I used in the past for developing content involved five steps: Decide on an issues set. Develop a point of view. Conduct research to validate the POV. Summarize the research and draw out insight. Write and publish a content piece."