Third-party content is becoming increasingly vital for effective content marketing plans. As time and resources are limited, content marketers are striving to create original content on a daily or weekly basis. In fact, 56% of B2B marketers have cited “time and bandwidth” as their biggest challenge to creating content. Coupled with corporate blogging, brands are exhausting themselves in trying to provide worthwhile content to their target audiences.
Brands can offset this stress by sharing and elaborating on third-party content. Third-party documents, articles and studies lend credibility and depth to a brand’s blog, as well as opening a channel for a brand’s content to be shared by others.
Here’s how third-party content can be incorporated into a brand’s blog:
Experts and thought leaders are a great addition to any blog. Brands, especially, should invite influential bloggers to write about the latest trends and ideas in their industry, as this will bring more depth to a brand’s content. Brands can also suggest topics to bloggers, in particular in subjects that support a brand’s own stance and perspective in their field. By inviting guest bloggers to contribute to their blogs, brands form a relationship with recognized bloggers and cultivate third-party credibility.
Response to Third-Party Articles
On occasion, an influential third-party may pose a question or thesis on a topic along with their own perspective on the matter. A brand should provide their own response, either in agreement or disagreement to the source’s thesis. This shows a brand’s standpoint on a certain topic, and a brand’s leadership in their field. Simply summarize, quote or link to the third-party’s content, and then produce a response.
Resources and Information
When a third-party source produces an innovative article, study or paper, brands should share it. As corporations may not have the time or resources to produce detailed papers or instructions for their audience, sharing third-party content can keep the brand’s clients and prospects informed. “Educating and staying in touch with prospects through the sales cycle requires a large volume of good quality content to share,” writes Sue McKittrick, an analyst with Patricia Seybold Group. “Incorporating third-party content conserves resources without sacrificing quality.”
Utilizing and building upon third-party content will help a brand flush out their blogs and content marketing strategies. With Google’s algorithm updates, hosting curated content on a separate domain that relates to a brand’s main topic will actually increase their SEO landmark. There are multiple reasons why a brand should include third-party content on their blogs. If you have more ideas, do share below in the comments. Feel free to give great examples on how brands have used third-party content.