Inspired by a CMO Council report (June 2013) that suggested B2B buyers trust independent third party content more than vendor-branded content, we (LookBookHQ and Oracle Eloqua) wanted to explore the use of third party content in our recent report - Eloqua Community: The State of Content Marketing 2014
We found that, while Modern Marketers are sharing third party content, they are challenged to coherently integrate it within their own stories and narrative.
So how are Modern Marketers using third party content?
- 76% of Modern Marketers share third party content (only 24% of respondents said they don't).
- Modern Marketers aren't using content curation services (only 12%), rather most are sharing via social networks (56%), their own blogs (41%), web sites (41%), and email (38%).
- Finding the right third party content is a challenge (34%).
- The major challenge cited by 72% of Modern Marketers using third party content is explaining why they're sharing it and why it's important their prospects read it.
Here are some helpful questions to ask among your own internal and external content stakeholders, as well as some tips to maximize the value of your third party content curation strategy.
Checklist of questions:
- Who is our target audience?
- Which topical areas are of interest to them?
- Which resources does our organization leverage for content-based education?
- Who in our organization will manage the content curation strategy?
- Agree upon your sharing parameters. While the spirit of reciprocity is an important component to your content strategy, not all companies have flexibility with sharing. Get the right stakeholders together to decide how, if at all, your organization will be sharing.
- Assign a point person to manage curation. Often, curation is a multiple-driver initiative in that there can be more than one key content stakeholder. Decide who on your team will own this to ensure that guidelines are adhered to. Bonus tip: Social media marketing managers and content marketing managers make great curators.
- Establish your shortlist of expert resources. Go back to the question of which resources your organization taps for its own education and create a list of publications or content sources that is conducive to your audience’s topical interests and needs. Bonus tip: Some of the resources on our shortlist include: MarketingProfs, Demand Gen Report, and Social Media Examiner, in addition to a number of partner and customer blogs on marketing.
- Create a style guide and circulate internally. There’s a fine line between “getting down with OPC” and blatant plagiarism. Know it, and walk it! Check out this helpful post by Curata on Content Curation, Copyright, Ethics & Fair Use.
- Test and gauge feedback. Vanity metrics help establish “what’s worth sharing” to your communities, but you also can poll your audience to make sure that the content you’re sharing is valuable and informative. A basic survey can help you understand which topics your audience wants to learn more about, as well as the resources they find most helpful (and ultimately, which will be most helpful to your content marketing efforts!)
Next up in this four part blog series, we’ll be exploring Metrics and Content Marketing. Stay tuned for more!
The full Content Marketing Benchmark report can be downloaded here.