Content marketing is the Holy Grail for B2B marketers these days. No longer do marketers write purely promotional material and blast it out across every channel, they now take the time to research and craft quality and valuable content for their target market to consume. The goal of today’s content marketers is to establish thought leadership, so that when the times come for a prospect to make a purchasing decision, their company will be at the top of their mind.
Along with pumping out tons of original content, a diverse marketing mix also requires a content curation strategy. Content curation, in the context of content marketing, is when a marketer distributes outside content with the goal of bringing more value to their social connections. While the content they are sharing may not be their own, the fact that they are sharing it will remain in the mind of the person who consumes the content.
