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Curate or Create? B2B content that drives leads

Need more B2B leads? Try these 5 steps to curate and create content and lift qualified lead visits to your website today.

Ask B2B marketers what their top priority is and they will likely say “getting more leads.” A 2013 MarketingSherpa report has confirmed this, as 75 to 80 percent of the B2B marketers surveyed stated that generating high-quality leads is their biggest concern. Their second biggest concern is “generating a high volume of leads.”

This Fresh Idea uncovers 5 easy steps for curating content that small to medium B2B marketing teams can cost effectively implement to 'win big' in organic search outcomes for their brand.

Step 1 - Identify - First identify what content you want to curate
Curate content on a topic that matters to your customers, is specific to your customers, and for which people will come to you.  If you're a B2B wireless equipment provider selling to telecom executives, then don't focus on the latest iPhone apps.  Instead focus a specific topic that really matters to your customers that they worry about every day.

 Step 2 - Follow - Once you have a topic, follow the leaders
Start to follow the most important sources and influencers for content on this topic. If your starting out just follow 1 or 2 sources via 1 or 2 channels ie Twitter, LinkedIn. Good examples of sources include key bloggers, industry associations and trade publications.

 Step 3 - Share - Only share the most relevant content
Many sources will talk about a wide range of topics, but your job as a curator is to selectively share only the most relevant, most comprehensive insights to your customers.  Then share this content on multichannels ie blog, LinkedIn, email.

 Step 4 - Organise - Once you've shared your curated content, don't lose it
Give it a home so that your customers can turn to a curated archive of content in the future.  This could simply be your blog listing all the content that you have curated or use an external resource like del.icio.us.  HubSpot does a great job with this every Monday with their weekly “Top 5 Inbound Marketing Articles to Start the Week".

 Step 5 - Create - The final step of curation is to create your own content
Your customers will want to hear your perspective too. By creating content from your own researched sources, your content's more compelling because it is placed in context of a larger issue. If your summarising a key issue make it visually appealing ie infographic. And yes including how your brand/product fits the topic is OK… just keep it real and avoid the bias!

On a closing note, Content curation is a win-win for both your customers and you. For your customers, it provides them with a single destination for the best content on a topic saving them time and effort for finding that content.  For you, it provides you with an easy, reliable means of providing fresh content and attracting quality leads.
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