The case against content curation

There are inherent pitfalls in gathering and sharing articles and blog posts relevant to your business and audience. Here’s what to watch out for.

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Content curation, a niche content marketing technique that works well when all the stars are aligned, is being overhyped. As a result, companies are being led down a path where they will ultimately be disappointed.

Allow me to explain why B2B firms should be cautious about diving into a content curation program:

Content curation is no shortcut

Firms that look at curation primarily because they don’t have the talent for content creation should keep looking. Finding, reviewing, organizing, sharing, and building a market identity around curation are not easy tasks.

If you’re in a niche that’s swimming in content (e.g., SEO or graphic design), finding and sharing unique content will take an enormous amount of time. Even if you are successful, there remains the task of finding and nurturing an audience of prospects and/or referrers. I’m not saying it can’t be done, but it can’t be done on the cheap.

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