Heidi Cohen

President of Marketing Strategies

Integrated marketer who creates profitable products and programs that deepened and extended customer relationships to build brands and businesses for The New York Times Digital, Cendant’s Cheap Tickets The Economist, Bertelsmann’s Bookspan, Citibank and Columbia House.

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Topic:
  • content
  • industry

Increased use of content curation

The reason B2B marketers will increase their use of content curation is the following three reasons:

1. Content curation enables you to become a tastemaker. It’s very important because there is the 80/20 rule on social media. You can’t keep crying, “my company, my company, my company” – you need to show a variety of other voices on social media. So curating other articles and other pieces of information makes you much more of a thought-leader and a tastemaker.

2. You’ve got to think the way that Content Marketing Institute did. Joe Pulizzi wrote that they were hiring a new employee for content curation. Why? Because the exact person will help leverage not outside content curation, but to build and extend the use of their existing content via digital asset management.

3. By using curation, it actually helps you by leveraging other people’s audiences. You can see content curation that curates their information, as well as creating new, unique information by gathering people’s opinions. Lee Odden is an expert at doing this. He creates the pre-conference eBooks that garner tens of thousands of views on SlideShare

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