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(Curated) Content is King, Especially When It’s Delivered in Email

curated content

Content really is king today. For proof, consider that marketing teams and companies that embrace the right content marketing approach tend to succeed on many levels.

First, these companies distinguish themselves as true thought leaders and stand apart with their ability to provide the very latest news and information. At the same time, they do a great job of giving their audience a steady flow of helpful content that informs, educates, and guides them toward the right decision.

(Sidebar: It is important to note that successful content marketing strategies are not overly promotional or salesy. The same can be said for the best email marketing campaigns, which is a topic we recently covered in a blog article that showed how helping customers and prospects can improve your bottom line.)

But let’s face it. Asking busy marketing teams to constantly churn out high-quality, creative, and relevant content just isn’t realistic. Many companies don’t have full-time content professionals yet, which probably means that their employees have other responsibilities beside content creation. Expecting busy marketers to write a good blog or two “whenever they have downtime,” only leads to decreases in content frequency and quality.

Curating content can help

Fortunately, there is good news. Content curation—the process of finding great content and delivering it in a way that is meaningful and adds value—overcomes these challenges. Using curated content from third-party sources also helps minimize the amount of self-promotion (“me-speak”) brands tend to do, helping to draw consumers in. More, it also enables marketing teams to efficiently maintain their cadence of fresh new content, leading to increased engagement and loyalty.

Yet many companies may believe that curating content presents the same challenge as creating content: namely, that the process will still take too long, especially if employees must now scour the web each day/week in search of new ideas.

Better use of social content

Many leading content curation tools and platforms address this concern by simplifying the process of discovering user-generated content at scale. Marketing teams can search for content or influencers based on hashtags, engagement rates, and other variables. Then, they can creatively publish this content to their own channels, including their website and social media sites.

For example, a retail brand might search for a hashtag related to its clothing to find great photos of influencers wearing its latest fashions and other user-generated content. This content can then be used to create galleries of product imagery, complete with product information and cross-selling offers or promotions.

Curated content in email marketing

Curated content can be delivered in email, too, a strategic approach that is recommended by Forrester Research. In its research report, Empowered Customers Inspire Email Innovation: Your Best Subscribers Will Help You Do More with Email, Forrester advocates co-creating content with your best customers to help you innovate. Examples include instructional videos, input on new store locations, user-submitted photos, game-playing stories, and more.

Liveclicker now offers powerful integrations with leading content curation platforms, Olapic and Curalate within our RealTime Email platform. Liveclicker customers can combine real-time email personalization technology with these integrated solutions to develop and deploy extremely innovative emails that feature user-generated social content.

Not only does this become a unique way to engage consumers and promote products, but using curated social content is enabling today’s innovators to increase brand awareness, email performance, conversions, and sales.

Stay tuned for more information on our social content curation integrations, or as always, visit our website or contact us for more specific details.