Content curation is one of the driving factors for generating leads in content marketing. More and more brands are choosing to pursue content marketing for that very reason. A recent study by BtoB Magazine concludes that 28% of content marketers focus on content marketing simply to boost lead generation.
This is conceivable as content marketing drives three times the sales of digital advertising (Nielson). Leads generated from marketing spend passes leads in paid search after nineteen months (Heidi Cohen) Furthermore, “content marketing leads generated per $1,000 of marketing spend is three times greater after three years (or thirty-six months),” writes Cohen.
If that isn’t convincing enough, both Kapost and Eloqua found that content marketing’s cost per lead drops 80% after the first five months.
So how does content curation fit into this?
As a form of content marketing, content curation plays a driving factor in generating leads and sales for brands. In a previous post titled How Content Curation Enhances SEO, we established that backlinks, social signals and traffic are methods to cultivating better search engine results.
It is precisely through SEO and traffic does content curation attract and cultivate prospects.
An example of this is Greg Bardwell, who performed a ROI analysis on a three-year-old website that updates sporadically. “The purpose of this ROI analysis,” Bardwell writes, “is to show how a curation and content marketing strategy can grow your organic [website] traffic.”
In just four months (June through September 2012), Bardwell saw the website’s traffic grow by 464%. “This fast growth is achieved using content curation to accelerate traditional content marketing traffic generating tactics.” More importantly, this growth in traffic led to significant leads.
Here’s the breakdown:
- Contact conversion rate of 12% (contact forms).
- Qualified leads are approximately 50% or more of the captured contacts (meeting the customer persona, company profile and lead scoring efforts).
- Sales-ready leads (prospect) after one month of capture data is approximately 20%.
“It is important to note that the organic search is growing respectably, but it is still
not as fast as traffic can be driven by using curation, sharing and other content marketing tactics during the early stage of a long-term content marketing campaign,” reports Bardwell. “Content curation certainly played a key role in generating traffic. At the original blog production rate it would have taken a full year of consistent blogging to hit the Hubspot tipping point. With curation this company was able to hit this point in under 3 months!”
But how can you be sure that curation affects SEO?
As established by Curation Traffic, curation aids SEO by sending search engines signals that you are providing constant content, by keeping your site relevant, and by building a trusted and authoritative website.
In conclusion, more and more content marketers are using the power of content curation to generate leads. This method attracts more traffic and SEO to your website, and when used correctly, it can significantly decrease the costs per lead. By having more visitors and willing participants to your website and filling in your contact forms, you generate more leads for your brand.
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