B2B marketers can no longer rely on web search results to direct consumers to the information they want, Forbes explains. The internet has become overloaded with content, which has led many marketers to take initiative and curate their own.
This is according to a recent survey by Curata, which found that 95 percent of respondents said they've curated their own content in the last six months – from blog posts to shared links and other information that's more relevant to their target market, notes eMarketer.
Not only does content curation improve the user experience, but it also enhances SEO.
"Content is the sure-shot way to win the battle for first page results on Google," Forbes explains. "Quite simply, providing fresh and relevant content in an organized way, improves SEO for the site it lives on – which is likely why 65 percent of respondents we surveyed cited boosting SEO as one of their main content curation objectives."
EMarketer points out that in addition to SEO, marketers use content curation to elevate brand visibility and buzz (80 percent) and establish thought leadership (85 percent).