Content. If you're a B2B marketer today, the odds are good that you've been using it for lead generation and brand awareness. Research from the Content Marketing Institute and MarketingProfs finds that 95% of enterprise B2Bs are practicing content marketing, which means there's a lot of content out there. And yet the demand for content has never been greater.
It's impossible for marketers to create enough original, quality material for each channel every day, which is why many rely on content curation to help build brand awareness and generate leads via social media and email marketing.
Yet the ease of sharing links and stories has caused a flood of content across every channel, which means marketers are spending a lot of time curating, but for little reward. The wrong content—or content that's already old news—can fall on deaf ears.
In their haste to create and share content with their audiences, marketers are making mistakes. And those mistakes mean content marketing campaigns don't bring the results that they could.
Here are five of the top content curation mistakes that B2B marketers need to avoid if they want to offer their audiences value, rather than noise.
1. Skimming the Headline and Sharing Immediately
In the rush to stay active across various social media networks, marketers can sometimes share things a little too quickly. A good headline doesn't mean a good article. Sometimes, it doesn't even mean a relevant article. That's why it's important to take the time to read the entire article before sharing it with an audience.
Content curation is about showing thought leadership, too; so, if you don't engage with the article yourself, then you can't show your expertise about the topic. Likewise, you can't be sure whether there are competitors quoted or featured in it.