The Major Challenges Facing Content Curation

In a content-driven marketing landscape, it is virtually impossible to improve rankings without producing high-quality content in a consistent manner. Customers expect a continuous flow of relevant and useful information on your sites and are likely to visit only those that offer value to their lives. Most companies understand the impact but often fail to deliver the expectation, missing valuable opportunities to attract new clients. They lack sufficient time, funds and personnel to curate new content on a regular basis.

In its natural form, content curation entails a process of gathering, organizing and presenting useful information to a given point of interest. Content curators combine their content with what is readily available on the internet to give a fresh version of an issue, which helps the readers. With limited capacity and experience in the field, you would rather seek help from content management specialists such as Willian Holeksa of Internetum to thrive in the highly competitive arena.

While DIY might be cost effective, you risk losing substantial ground required to establish lasting relationships with your audience. Content curation is a strong marketing tool, but one that comes with numerous challenges to the business. It is not a guarantee of successful marketing when you have to deal with the following problems:

Developing Engaging Content

It starts with engaging content to cultivate relationships with potential buyers, who often join your purchase lists. More compelling and insightful content gives a powerful experience that builds trust with the audience. Studies show that about 61% of marketers are struggling with content curation, thereby missing great opportunities to turn around their fortunes. Getting it right means getting maximum value from the marketing campaigns and achieving better coverage within a short time.

To attract more people, the content needs to be relevant to the client’s concerns. It helps to blend the information with engaging videos, infographics, and blogs to improve readability. Easy-to-digest information enhances the possibility of creating networks and raises your brand’s awareness across different channels. As if that were not enough, you need to promote the curated content through a social media platform if you hope to get the virality you need. The process is highly interconnected and requires a significant amount of investment and time to achieve strong results.

Inadequate Funding

With numerous marketing channels available for businesses, it is hard to wish away the need for multiple strategies. In a bid to acquire substantial market coverage, most firms have increased marketing spendings, which often takes away funds from other activities. About 26% of company budgets goes to content marketing and is likely to increase with the ever-changing landscape. With adequate funding, they can reach out to the audience via relevant yet freshly curated content that triggers discussions about the topics.

Nonetheless, more than 26% of businesses lack sufficient funds to increase spending on content curation. They are likely to lag behind the market leaders and lose on search engine rankings and organic search traffic. However, it does not have to be time-consuming, hence there is no need to tap incremental benefits through additional investments. The ability to utilize other sources gives an undue advantage when it comes to time and money spent.

Limited Capacity

Despite the immense benefits associated with content marketing, most firms fail to spend enough time to get it right. A vast majority lacks content experts to integrate content curation and outside sourcing into business objectives. According to the latest CMI study, more than 40% of companies lack enough capacity to produce sufficient volume without compromising their standards. Nonetheless, they can combine their own content with useful content from other sources to complement the topics and attract potential clients.

The capacity to gather content from outside sources means less time spent on the process, which translates to higher efficiency. It bridges the gap between capacity and volume needed to publish tailored content consistently. The best part is that the web provides a broad range of information that businesses can use within their niche.

Knowledge Gaps

These are twofold: the internal marketing staff and the target audience. If the marketing team lacks sufficient experience in content curation, the business cannot meet the client’s needs. In fact, they may not understand the fundamental principles that guide the process, which makes them likely to address the wrong issues. Content marketing dictates an end-to-end understanding between the marketing team, as well as what the target audience consumes.

Small businesses could leverage third-party contractor services, but ought to be in a better position to define the business objectives that guide the marketing approach. It helps to know the knowledge gaps existing in the audience, as it gives a basis for customizing the information. With numerous sources on the web, you cannot miss well-researched yet authoritative content that matches your business needs.

Content curation aims at improving the readers trust in your brand through original yet engaging content. However, companies ought to attribute the curated information to the publishers, as opposed to claiming ownership for what is not originally theirs. They ought to seek copyright permissions and maintain the sources in their raw form.

Featured photo credit: wpdistrict.sitelock.com via wpdistrict.sitelock.com

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