Content marketing is too demanding
Content marketing is the hype as it uses content as a currency to get attention of your audience or potential customers instead of paying for advertising.
The main drawback of content marketing is the requirement of creating content.
For most people creating new original content is just too demanding.
If you want to create new content every day or several times a day, chances are you will run out of ideas after a few months (writers block ?).
The glut of content is an opportunity
On the other hand there is already an abundance of content on the Internet by professional writers, bloggers and user generated content that gets published on the Internet almost every second of the day.
Abundance indicates the overload of information and quantity of content to be read, consumed and absorbed. It has become too much to handle.
Hence an opportunity exists for filtering and aggregating the useful and relevant content for specific audiences and customer segments.
Content curation is aggregation in context
Thus instead of creating content you only have to find, evaluate, sort, filter through the glut of already existing content, then copy and aggregate this content and publish it by your channel in a different format.
Your added value is putting the content is in the right context.
If you have some creativity adding on your own point of view is still possible in order to have some personal input.
Although no creativity is required, but it doesn’t mean it will be less work. Actually you can end up with having much more work to do, due to the large quantities of information and content available and the drive to present the better or most relevant content to your public.
That is challenging too, but as with all tasks and work related to digital information the information automation will happen.
Content curation hype
Content curation is the new hype as it
- Looks like a feasible solution for many
- Relative easy to manage and produce
- No or little creativity required
- Generating interest from the target audience or potential customers
This could put larger companies or corporations back into the content game as they didn’t stand a chance with blogging.
Will your company start with content curation too ?