Ultimate Guide to B2B Content Curation

What is B2B content curation?

B2B content curation is the process of finding, selecting, and sharing valuable content that’s relevant to your target audience in the business world. It’s not just about throwing any interesting article out there. The key is to add your own insights and expertise to the curated content, making it more impactful for your audience.

B2B content curation is a strategic goldmine for several reasons:

Efficiency and Time-Saving:

• Content Creation Juggernaut: Coming up with fresh, high-quality content consistently can be a massive undertaking. Content curation helps fill the gaps by providing valuable content without the full investment of creating it from scratch.

Credibility and Thought Leadership:

• Authority by Association: Sharing well-respected content from industry leaders positions you alongside them, boosting your own credibility and establishing you as a thought leader in your field.

Enhanced Audience Reach and Engagement:

• Expanding Your Circle: Curated content often comes with its own audience. By sharing it, you tap into that network, increasing your reach and potential for engagement.
• Audience Magnet: Providing a consistent stream of relevant and valuable content keeps your target audience engaged and coming back for more.

Additional Advantages:

• Staying Ahead of the Curve: The curation process allows you to stay updated on industry trends and developments by constantly exploring new content sources.
• Content Diversification: Curated content adds variety to your overall content strategy, offering a well-rounded perspective to your audience.

There are various approaches you can take to tailor the content to your audience’s needs and achieve specific goals. Here are some common types of B2B content curation:

• Aggregation: This is the most basic form, where you collect content from various sources and present it in a central location, like a newsletter or blog. It offers a one-stop shop for your audience on relevant topics.
• Themed Curation: Here, you curate content around a specific theme or industry trend. You can create collections of articles, videos, or infographics that all address a particular issue your target audience is facing.
• Trendspotting: This involves identifying emerging trends within your industry and curating content that highlights them. By showcasing your awareness of current developments, you position yourself as a thought leader at the forefront of your field.
• Value-Added Curation: This goes a step further by not just sharing content, but also adding your own insights and analysis. You can write summaries, provide commentary, or pose discussion questions to make the curated content even more valuable for your audience.
• Internal Content Repurposing: Don’t forget about your own content! You can curate your existing blog posts, articles, or webinars into new formats like slide decks or social media snippets to extend their reach.
• Expert Roundups: This involves gathering insights from industry influencers on a specific topic and presenting them in a single piece of content. This can be done through interviews, surveys, or guest posts, offering a well-rounded perspective on a particular issue.

Remember, the key to effective B2B content curation is to select content that aligns with your audience’s interests and your overall marketing goals. By strategically choosing the type of curation that best suits your needs, you can leverage the power of curated content to establish yourself as a trusted resource within your B2B landscape.

What are examples of B2B content curation?

Real-World B2B Content Curation Examples:

Here are a few examples of how companies are using B2B content curation to their advantage:

1. Social Media Management Platform – Hootsuite:

• Strategy: Hootsuite curates industry research and data on social media best practices.
• Content: They share articles, infographics, and reports from various sources on topics like optimal posting times and social media engagement strategies.
• Effectiveness: This establishes Hootsuite as a thought leader in social media marketing, showcasing their knowledge of industry trends and providing valuable insights to their audience. They also benefit from the reach of the original content creators.

2. Marketing Automation Platform – HubSpot:

• Strategy: HubSpot curates content around specific challenges faced by their target audience, like marketing automation for small businesses.
• Content: They create blog posts and email newsletters that aggregate articles, case studies, and webinars from various sources addressing these challenges.
• Effectiveness: This positions HubSpot as a helpful resource for businesses navigating marketing automation. It also demonstrates their understanding of common pain points and offers solutions through curated content.

3. Cloud Computing Service Provider – AWS (Amazon Web Services):

• Strategy: AWS curates content related to cloud computing trends and advancements.
• Content: They share blog posts, white papers, and videos from industry experts and technology publications on topics like cloud security and machine learning.
• Effectiveness: This keeps AWS at the forefront of cloud computing innovation. By showcasing diverse perspectives, they establish themselves as a trusted resource for businesses considering cloud solutions.

4. Content Marketing Platform – Curata:

• Strategy: Curata itself utilizes content curation to showcase the value of its platform.
• Content: They curate articles, case studies, and customer testimonials that demonstrate how B2B companies leverage content curation for success.
• Effectiveness: Curata uses curated content to highlight the benefits of their own service in a practical and relatable way, attracting potential customers who see the value proposition.

Overall, these examples highlight the effectiveness of B2B content curation in achieving various goals:

• Establishing thought leadership by showcasing expertise and knowledge of industry trends.
• Providing valuable resources to the target audience, building trust and credibility.
• Reaching a wider audience by leveraging the reach of the original content creators.
• Saving time and resources by not having to create all content from scratch.

How to start B2B content curation?

Here’s a breakdown of the process for B2B content curation:

1. Define Your Audience and Goals:

• Know Your Tribe: Understanding your target audience’s needs, interests, and pain points is crucial. What information are they seeking? What challenges do they face?
• Set Objectives: Determine what you want to achieve with content curation. Do you aim to increase brand awareness, establish thought leadership, or drive website traffic?

2. Source High-Quality Content:

• Identify Content Streams: Build a network of reliable sources like industry publications, competitor blogs, research reports, and social media influencers. Look for content creators known for their expertise and credibility.
• Utilize Content Discovery Tools: There are various online tools that can help you find relevant content based on keywords, topics, and industry trends. Explore content curation platforms and social listening tools.

3. Curate the Content:

• Select the Best Picks: Don’t just settle for anything. Choose content that aligns with your audience’s needs and your overall goals. Focus on quality, relevance, and credibility.
• Prioritize Variety: Consider incorporating different content formats like articles, videos, infographics, and podcasts to cater to diverse preferences.

4. Add Your Unique Touch:

• Insights and Analysis: Don’t just share content passively. Write summaries, provide commentary, or offer your own perspective to add value for your audience.
• Bridge the Gap: Explain how the curated content connects to your brand or industry. Highlight key takeaways and showcase your expertise.

5. Share and Promote:

• Choose Your Channels: Select the appropriate platforms to share your curated content based on your audience and content type. Utilize social media, email newsletters, or your company blog.
• Schedule and Promote: Develop a content calendar to ensure consistent sharing. Promote your curated content across different channels to maximize reach and engagement.

Bonus Tip: Track and Measure Results: Keep an eye on how your curated content performs. Analyze metrics like website traffic, social media engagement, and lead generation to gauge its effectiveness and refine your curation strategy for even better results.

By following these steps, you can establish a systematic B2B content curation process that delivers valuable content to your audience, strengthens your brand image, and ultimately helps you achieve your marketing goals.

What are the best practices for B2B content curation?

Here are some best practices to keep in mind for effective B2B content curation:

Quality Over Quantity:

• Focus on Credibility: Prioritize content from reputable sources known for industry expertise and insightful analysis.
• Relevance is Key: Ensure the curated content directly addresses your target audience’s needs and interests.

Curate with a Purpose:

• Align with Goals: Select content that supports your overall marketing objectives, whether it’s brand awareness, lead generation, or thought leadership.
• Tell a Story: Weave the curated content into a narrative that resonates with your audience. Highlight key takeaways and showcase how it connects to your brand or industry.

Add Your Expertise:

• Insights and Analysis: Don’t just share content passively. Write summaries, provide commentary, or offer your own perspective to add value for your audience.
• Pose Questions: Encourage engagement by sparking discussions with questions related to the curated content.

Presentation Matters:

• Visually Appealing: If sharing articles, use compelling visuals like infographics or snippets to grab attention on social media.
• Formatting for Different Channels: Tailor the presentation of your curated content to the platform you’re using. Keep it concise and visually appealing for social media, while offering more details in email newsletters or blog posts.

Respect the Source:

• Proper Attribution: Always credit the original content creators with clear links back to their work.
• Seek Permission: If modifying content significantly, reach out to the source for permission, especially for visuals or lengthy excerpts.

Stay Ahead of the Curve:

• Content Curation Tools: Utilize content discovery platforms and social listening tools to stay updated on industry trends and identify high-quality content.
• Curate Consistently: Develop a content calendar to ensure a regular flow of curated content to keep your audience engaged.

Measure and Adapt:

• Track Performance: Monitor metrics like website traffic, social media engagement, and lead generation to gauge the effectiveness of your curated content.
• Refine Your Strategy: Analyze the data and adapt your curation approach based on what resonates most with your audience.

By following these best practices, you can elevate your B2B content curation strategy, establish yourself as a trusted resource, and achieve your marketing goals.