Now more than ever, content is king. Marketers, on average, spend more than a quarter of their marketing budget on content marketing. And in 2011, marketers distributed more business-to-business content on Twitter, Facebook, YouTube and LinkedIn than ever before, according to the Content Marketing Institute.
For this reason, marketers have willingly assumed the role of Chief Content Creator and Corporate Publisher. This has been done to ensure prospects have a plethora of content in virtually every format imaginable – everything from articles and videos to photos, blogs, podcasts, and tweets. That’s the upside.
The downside to this story is that BtoB prospects are simply being inundated with information. This content overload means that marketers must work even harder to ensure their unique material is watched, read and heard by prospective buyers.
Faced with what might be considered an insurmountable thirst for content, should marketers abandon all other roles in favor of content creation? We think not. In fact, we see this as an opportunity for the marketing function to reach outside its traditional boundaries and far and wide into the organization.
Reaching outside one’s own marketing and PR department to help satisfy the increased demand for content is a growing best practice. Rather than worrying about creating content, marketers should strategically think about where additional content resides within the enterprise.
To that end we have taken notice of a new term being bandied around the industry – that of “content curator.” Similar to the responsibilities a museum curator has for an institution’s collections, a content curator is one who identifies, organizes and shares the best and most relevant content an organization has to offer.
As marketers, our goal is to help advance our company’s voice, whether through content creation or content curation. By adding content curator to our duties, we have the opportunity to help provide content to customers and prospects looking for meaningful information without fixating on a single aspect of our strategic discipline.
Mike Neumeier, APR is principal at Arketi Group, a public relations and digital marketing firm that helps business-to-business technology organizations accelerate growth through intelligent strategy, public relations, messaging, branding and demand generation. Consistently recognized by BtoB magazine as one of the nation’s “Top BtoB Agencies,” Arketi helps its clients use marketing to generate revenue. To view all company blogs visit here, and for more information call 404-929-0091 ext. 202.