What is the biggest benefit of curation to content marketing? Hear from 28 of today's top marketing experts, including Lee Odden, Heidi Cohen and Jay Baer

2. What’s the biggest benefit of
curation to content marketing?
Download
the
full
eBook
for
even
more
expert
cura6on
6ps.
Keep
reading
to
see
how
28
of
today’s
top
marke7ng
experts
weigh
in.
bit.ly/cura7onebook

3. “It's difficult to pin down one big benefit of
content curation since there are many. But I
think it comes down to authority and
usefulness. When you curate top notch
information and resources for your audience,
you are showing that you have their best
interests in mind.”
ARNIE KUENN
President,
Ver6cal
Measures
@ArnieK

4. JASON MILLER
Senior Manager of Content & Social,
LinkedIn
@JasonMillerCA
“The
biggest
benefit
of
cura6on
to
content
marke6ng
is
that
it
can
posi6on
your
company
or
brand
as
a
defini7ve
source
for
topics
and
trends
relevant
to
your
target
audience.
In
addi6on
to
your
own
branded
content,
cura6ng
news,
thought
leaders,
research,
ar6cles
and
other
types
of
content
is
an
excellent
supplement
to
any
successful
content
strategy.”

5. “Content curation is the jewel in the content marketing crown
for the following 3 reasons:
1. Makes you a tastemaker by providing context to your
content and other people’s content.
2. Enables you to find and give new life to your existing
content.
3. Extends your content distribution.”
HEIDI COHEN
Chief
Content
Officer,
Ac6onable
Marke6ng
Guide
@HeidiCohen

6. SHERRY LAMOREAUX
Writer/Editor,
Act-­‐On
@SherryActOn
“There's
only
one
star
in
our
sky,
and
that's
our
reader.
We
focus
on
what
that
person
might
find
educa6onal
or
interes6ng
or
helpful,
and
work
to
present
various
types
of
content
that
meet
their
needs.
Cura7on
broadens
the
paleJe
of
content
we
can
present
to
our
readers,
and
brings
in
fresh
voices
and
new
viewpoints
–
which
makes
our
site
more
valuable
to
our
readers.”

7. “In the buying process, buyers consume content from
many places. But they trust content by peers the most,
experts next, and vendors the least. Rather than creating
more vendor content as most content marketers do,
there's a large and untapped opportunity to bring
together content from all three sources to guide your
audience through the buying process.”
PAWAN DESHPANDE
CEO,
Curata
@TweetsFromPawan

8. BARRY FELDMAN
Founder,
Feldman
Crea7ve
@FeldmanCrea7ve
“I
think
the
most
important
benefit
of
cura6on—done
really
well—is
building
trust
with
your
audience
…
If
you're
a
thorough
and
thoughSul
curator
of
the
high
quality
content
that's
truly
useful
to
your
customers,
you
earn
their
trust
by
con6nuously
demonstra6ng
you
have
a
firm
grasp
of
the
challenges
they
grapple
with
daily.”

9. IAN CLEARY
Founder,
Razor
Social
@IanCleary
"With the overwhelming volume of
content available using a content
curation tool is absolutely
essential. It saves you significant
time and helps you identify the
diamonds in the rough. That is
the great content you never want
to miss out on!"

10. “It's very hard to consistently generate remarkable ideas
for content marketing projects. Curation lets you create
valuable content assets based on other people's ideas in a
way that’s both helpful to your audience and allows you
build relationships with influencers who will likely notice
that you mentioned them.”
LARRY KIM
Founder/CTO,
WordStream
@larrykim

11. Like what you’re seeing?
Download the full eBook, The Ultimate Guide to Content
Curation, for even more expert advice and 80+ pages of
curation best practices.
Download
eBook
>>>

12. JAY BAER
President
Convince & Convert
@jaybaer
“To produce enough content to meet the information
and Youtility needs of your entire audience, it's almost
impossible to do it all yourself, from scratch. Curated
content allows you to broaden your content topics
and do so in a fast, cost-effective way.”

13. “There are many benefits of curation for content
marketing ... However, one of the most underutilized
applications of curation for content marketing is for
brands that are active in their content and media
relations efforts to curate earned media and their
own content. As part of a blended approach, this
use of curation can be just as powerful for attracting
and engaging customers as original content.”
LEE ODDEN
CEO, TopRank Online Marketing
@leeodden

14. DOUG KESSLER
Creative Director
Co-Founder,
Velocity
@dougkessler
“Curation positions you as a facilitator of
industry conversations in your market -- and
that's a great thing to be. Not every important
insight on an issue will come from you and your
team. Curation lets you harness the wisdom of the
market for your own content marketing efforts.”

15. CARLA JOHNSON
President
Type A Communications
@CarlaJohnson
“Even in our crazy, hectic, always-connected world,
you still can't be everywhere all the time. That's where
content curation comes to play … If you're a content
producer, curation is evidence that you're willing to
admit that you don't know it all. You'll build credibility
by bringing other experts to the table.”

16. “My goal is to make sure that I am consistently answering the
questions my customers have each and every day. The curation
method of finding, organizing and annotating has been one that has
served me very well. When you are finding (seeking out new content),
organizing (love the editorial calendar) and annotating (sharing the
goods) with others that crave the answers to daily pain points you are
helping to show not only relevance but also key expertise in your
specified field.”
JAMIE WHALEN
Manager, Content Marketing
Lionbridge
@jamielaliberte

17. RAND FISHKIN
Founder
Moz
@randfish
“The greatest benefit of curation that I see is to help distill
signal from noise and become a trusted and authoritative
resource in your field. If you're the source of what's truly
important and useful, you can stand out even in crowded
markets and earn a significant audience.”

18. “The ability to link your ideas to related ideas to build credibility with the
markets you serve. Curating and sharing content on its own will help, but it
doesn't increase value through the addition of your expertise. If you share
someone else's ideas and expand upon them with your own, you gain
credibility, share your knowledge and make whatever you curated more
valuable in the process. This also reduces the need to create a ton of
compelling content from scratch and serves as an invitation for interactive
and progressive dialogue that can promote buying momentum.”
ARDATH ALBEE
CEO & B2B Marketing Strategist
@ardath421

19. BETH KANTER
Social Media Expert,
@kanter
"The single best benefit to content curation to content
marketing is that helps build the expertise of the
organization and the individuals who work there
which in turn builds thought leadership and can give
you a competitive advantage."

20. RYAN SKINNER
Velocity Partners
@rskinn11
“Single biggest benefit? Earning a specific market's interest
- repeatedly and consistently - by selecting and presenting
the news, stories and ideas that that market wants to see,
based on a refined understanding of what drives them.”

21. ROBIN GOOD
Top Tools for Communications Professionals
@RobinGood
“Helping a brand showcase its competence. When you curate you can't
fake true expertise. It shows through. You can only curate what you
really have had the courage to explore, taste, digest and comprehend.
To curate provides one great opportunity to marketers who can
leverage subject-matter experts in their niche: to position their brand
instantly above all others by becoming an information hub for others
in that space.”

22. PAM DIDNER
Author
Global Content Marketing
@PamDidner
“The biggest benefit of content curation is to stretch your
marketing budget so that you don't need to create all
content from scratch. Select content intelligently and
carefully so that they will read your curated content with a
sense of wonder such as "Wow, that's interesting..." or "Oh,
I didn't know that..."

23. TODD WHEATLAND
Author
@ToddWheatland
“Curation allows you to scale your conversations
beyond what you can afford to initiate with original
content only. By understanding your audience,
curating relevant content allows you to host a broader
range of discussions and act as a hub of information
broader than what you could create on your own.”

24. “The act of curating starts with research. Therefore, the single
biggest benefit of curation is discovery. Great ideas, concepts,
campaigns, statistics, facts, quotes, videos, infographics, and
other content types are likely to be discovered during the
research phase, making curation both important from a
strategic, competitive research standpoint, as well as a tactic of
value employed by content marketers looking for interesting,
valuable, relevant content.”
SCOTT ABEL
The Content Wrangler
@scottabel

25. JEFF ROHRS
Exact Target
@jkrohrs
The best curation saves both readers and marketers time by
filtering out irrelevant content while promoting (and usually
synopsizing) the most relevant. Accordingly, “time savings” could
be viewed as the biggest benefit of curation. However, one cannot
underestimate the brand lift from great content curation. When you
stand on the shoulders of giants (i.e., associate with and amplify the
best content and thought-leaders in your industry), your view (and
brand) can only improve.

26. “Content curation is a fantastic option for companies
looking to grow their content strategy. Many companies
don't have the bandwidth to create original, high quality
content. By curating other thought leadership, you are
expanding your in-house content to include resources created
by other like-minded leaders. This helps with distribution, but
it also shows your audience that you care about education,
not just promotion.”
DAYNA ROTHMAN
Senior Content Marketing Manager
Marketo
@dayroth

27. MATT CARTER
Program Director,
Big Data & Analytics Category Digital Marketing
IBM
@Dmattcarter
"Content curation allows brands to blend
their own points-of-view and perspectives
with that of the external world, creating a
natural bridge of contextual relevance
between the two."

28. DAN MOYLE
Multimedia Marketing &
Communications Specialist
Amerifirst
@danmoyle
“Content Curation is about creating value by
identifying the best and most relevant content for your
readers, highlighting the main points and wrapping your
own insight and guidance around that. The smarter we
get, the better our tools are, the more we can do that in a
regular and ethical and respectful way.”

29. JEANNINE ROSSIGNOL
VP Marketing Communications
Xerox
@j9rossignol
“[Content curation] gives our prospective
clients a fuller picture of the topics they
read about. In this way, Xerox uses
curated content to educate and inform on
a broader, industry-wide scale.”

30. “Content curation strengthens an organization’s opportunity to
become THE GO-TO SOURCE for information on a topic(s) of
interest to their audiences. Especially if the content is 1) timely, the
audience has a convenient way to stay up to date; 2) represents
the landscape of topical perspectives, the audience has a home
for getting their arms around the whole terrain rather than just a
facet; 3) represents the best of the Internet’s content tsunami, the
resource will save the audience a ton of time in wading through
channels in pursuit of relevance.”
CARLOS ABLER
Leader, Online Content Strategy
3M
@Carlos_Abler

31. In her post, A Simple Content Marketing Org Chart, Ann says,
“[A content curator] is an often-overlooked role in the
content team, but it's an important part of the content
publishing process...Filtering the best stuff and sharing it
with your audience either directly or through your content
creators makes you a go-to source; in other words, it
enhances your credibility.”
ANN HANDLEY
Chief Content Officer
MarketingProfs
@AnnHandley

32. Convinced content curation is right for you?
Download the full eBook,
The Ultimate Guide to Content Curation for step-by-step
instructions to implement a curation program.