As consumers of web content, we have all experienced the frustrating click-scan-repeat drill one has to go through to find timely, relevant and credible information on our search terms. The explosive growth of online publishing channels on the web has resulted in an information glut that makes it challenging to find relevant, contextual information easily. Search engines continue to improve but seem to be losing the battle. Spammers and content farms further compound the problem.
While the amount of information on the web continues to grow, our ability to process it continues to diminish. A fast-paced world makes continual demands on our attention and our time, making it all the more important for us to find, process and grasp content we seek quickly and easily. This is a tall order, and a huge challenge, especially for content marketers who need audience engagement – our attention — to grow their brand, establish thought leadership or nurture sales leads.
The easiest way to engage an audience online is of course, to publish engaging content. But given the amount of noise and the time, resources and complexity needed to produce engaging content, it’s no surprise that 57% of content marketers in a recent survey by Marketing Profs/Junta42 rated the production of content as their biggest challenge.
In recent years, content curation has been heralded as a solution to this problem. Instead of producing new content, it is easier for content marketers to use in-house personnel or paid consultants who are subject matter experts to aggregate, filter, categorize, organize and, most importantly, annotate existing content, then publish it to engage audiences. These human curators can do what no search engine can – use their experience to give insights and nuanced context thereby increasing the value of the original content. The whole, in this case, is indeed greater than the sum of its parts.
Content curated for you by a daily deals content curator, use the image below to view the original source.
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