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Content Curation Drives Lead Generation

Content Curation, Content Marketing Comments (9)

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

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(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.

Content curation provides great traffic to your site.

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.

Curation attracts customers to your services, like this car wash.

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

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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.

Thoughts? Comments? Please fill in the box below and submit. I’d love to hear from you.

This article was optimized by Atomic Reach, assessing the quality, audience relevance and performance potential. See how your articles will perform before you hit publish! Analyze your content here.
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On October 18, 2012
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  • http://twitter.com/gregbardwell Greg Bardwell

    Great Post Tina. Lots of good research coming together in one place. Thank you for the Quotes.
    Greg

    • http://www.atomicreach.com Tina Jin

      Thanks, Greg! Your analysis was very specific and informative. I hope to see more of your work soon.

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  • http://www.patrickwagner.com/ Patrick Wagner

    Thank you for making the connection between Content development aka. curation and Lead Generation. Many users & business don’t seem to see the direct connection. That’s why they are constantly unhappy with their online results, since they are not focusing on the right thing. Great work.

    • http://www.atomicreach.com Tina Jin

      Hi Patrick,

      Content curation is still a new concept for achieving online results, and it must be done properly and consistently for successful results. Perhaps for others, they are not seeing their desired outcomes because they need more practice, patience or need to reorganize their content marketing strategy. The key is to always to analyze, measure and refine. I hope that this article, as well as the sources I’ve used, will be a good resource for those in marketing and content strategy. The most important aspect is that marketing does not equate to sales, but rather it’s about building a community, garnering consumer trust and attracting traffic. Your SEO blog is a great resource for that too, and I can understand how skeptical clients can be. Thank you for your comment, and keep up the good work!

    • http://blog.atomicreach.com/ Atomic Reach

      Hi Patrick,

      Content curation is still a new concept for achieving online results, and it must be done properly and consistently for successful results. Perhaps for others, they are not seeing their desired outcomes because they need more practice, patience or need to reorganize their content marketing strategy. The key is to always to analyze, measure and refine. I hope that this article, as well as the sources I’ve used, will be a good resource for those in marketing and content strategy. The most important aspect is that marketing does not equate to sales, but rather it’s about building a community, garnering consumer trust and attracting traffic. Your SEO blog is a great resource for that too, and I can understand how skeptical clients can be. Thank you for your comment, and keep up the good work!

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