Content creation is on the rise, with 76 percent of marketers reporting that they plan to generate more content this year than last. Producing valuable, authoritative, and compelling content, however, takes time – and many marketers have already spread their resources thin.
A simple trick, however, is saving marketers dozens of hours creating content. The secret? Not all the content that you make needs to be your own. Incredible value lies in curated content.
Of course, you must always give credit to the source, but showcasing the work of others can leverage content and help you meet pressing marketing goals while providing highly valuable, authoritative marketing materials that your audience craves.
But where should you start?
Content curation: the benefits
Curated content opens up many opportunities that would otherwise not be available. For example, you may publish a piece of content about SEO but personally don’t have a high level of expertise in the matter. Seeking out established experts on the topic and creating a blog post that features quotes about the future of SEO from leading specialists, however, instantly establishes the authority and quality that you need. As a side benefit, the experts will likely share the content in which they were quoted.
Do you want more examples to inspire your use of expert-borrowed content? Here are five tips and examples of curated content done well.
1. Leveraging expert insights
IBM has a “smarter planet initiative,” which shares examples of people and companies that use technology to build a smarter planet. This initiative ties in perfectly with the use of curated content, as the company can elevate the voices of experts in their relative niches while providing customers with great, informative material.
For example, IBM recently highlighted the work of Dr. Sabrine Hauert, who believes that robotics and artificial intelligence receive too much hype. In this piece she presents content about the ethical questions that need to be asked to make the most of the technology and set expectations and predictions for the future.