Content marketing is one of the hottest trends in marketing for very good reasons!
- Demonstrates your brand’s expertise by sharing knowledge and insight
- Provides helpful, useful data or information to your interest community
- Establishes both trust and value in your brand
- Search engine boosts don’t hurt, either
Where do over-tasked business owners or time-indebted managers find the time to generate this small mountain of content? Some try to hammer it out themselves (and typically fail), some smartly hire writers who embrace their brand voice, and fewer turn to a the wider blogging community to offer guest interest community leaders to post. Are any of those, by themselves, the single best option? No, they all are.
While no business owner or manager really has time to personally pound out daily, weekly, or sometimes monthly content, but that doesn’t mean they shouldn’t write at all. All three options working in concert can be a great approach to the process.
A great illustration to this is Atomic Research’s new infographic outlining the difference between content development and content curation. Essentially, content curation mean a brand turns to the experts within the interest community to share articles or insights on their own platform. While this gives the critical hat-tips to the interest community at large by recognizing the leading voices, it also still shares the critical value from the provided content.
By being in tune with your interest community, you will be able to spot the leaders. Embrace them. Contribute to the community by posting your own content. Between the two, you’ll build trust and value for your brand as well as your website.