There’s a frequently quoted statistic which has become something of a mantra for marketing teams. “Almost 70% of the sales process is completed digitally.” That statistic has been turned upside down and inside out so many times that it’s difficult to remember where the statistic came from.

It’s true: about 67% of a buyer’s decision-making process is done by using online resources, according to a study by Sirius Decisions. But what does that mean? Do you no longer need to market and sell your business? Can we do away with the marketing department altogether?

Of course not. Instead, that simple statistic should serve as a call to action. It’s time to examine your marketing strategy, and overhaul it to suit today’s consumer. And because so much of your job is performed by the content you share online, the best way to begin is by scrutinizing your web presence.

Why Content Curation?

Done right, content curation will become the easiest, yet most effective tool your marketing department will use. In fact, 90% of businesses agree. Of every 10 B2B marketers surveyed in a study by Curata, 9 used content marketing as a regular component of their strategy. 32% of business to business marketers did so daily.

As a marketer, you’ve heard it before: you’ve got to build your personal brand. Self-proclaimed gurus have been shouting it from the rooftops for over a decade now, and the catchphrase has even become a bit stale. But tired as the declaration may be, there’s a lot of truth behind it.

Consumers are becoming increasingly connected. And while social media can never replace good, old-fashioned market research, Twitter and LinkedIn are putting up a good fight.

So what are you, as a marketer, meant to do? Should you spend your working hours creating the original, creative content the gurus demand? Should you build your “personal brand” by responding to Facebook comments all day? No. Instead, you should establish a healthy social media presence, and share, share, share.

3 Arguments for Content Curation

When you curate your content, you’re just stealing someone else’s words, right? No! Not at all. Sure, the process will give you more content in less time. Who wouldn’t love that?

But there are 3 reasons why content curation is a strategy which will help you grow your personal brand, and as a result, your business.

You’ll exhibit thought leadership

When you regularly share relevant content with your readers, you’ll begin to show that readership that you’re a go-to resource in your industry. It’s not enough to just hit “share” or “retweet,” however.

Instead, read the content you’re sharing. Choose the venue on which you’ll share it. And add your own insight as you see fit. This is absolutely essential in content curation; it’s the difference between showing thought leadership and adding to the noise of the internet.

You want to establish yourself as a reputable professional, no matter what that profession may be. If you repost the content of others without adding your own, valuable insight, you can liken it to riding the coattails of those who are more knowledgeable than yourself.

You’ll save time

You have two options. You can spend your time creating new content for your website, blog or social media. Or you can use information which has already been compiled by others, add your own twist, and share it with others.

To illustrate this, say you’re a small brokerage firm which specializes in Forex. You, obviously, know the ins and outs of Forex trading, but you want to share that information with someone who may not be familiar.

You can do this one of two ways. Either you can spend a few hours putting together a well-written, informative post about the basics of FX, or you could simply use content from another site like this article. Which would you choose?

The content is already there – in fact, 88% of B2B marketers in America use content marketing. Those who do say that 65% of their content is created and 25% is curated. In case you’re wondering, the other 10% usually comes from syndicated content.

You Just Might Learn Something

Content curation has another, almost accidental benefit. That benefit is your own professional growth. As you scour the web for sharable information, you’re going to be learning industry trends and the state of the market.

In addition, you’re also going to learn a bit about your competition, and that could get you a step ahead. Think about it. What if you found good, relevant content by your strongest competitor, and chose to share it? But before you hit “post,” you were able to offer your own insight on the subject. You’ve not only learned a bit about that competitor, but have also demonstrated thought leadership, which is critical in this industry.

The best way to learn isn’t by poring over industry publications. It’s by diving right in. As you search for content, be sure to read what you’re posting! It’s an efficient way to both implement your marketing plan and learn something in the process.

Content curation isn’t lazy or plagiaristic. It’s effective. If you’re not using content curation as part of your holistic marketing strategy, consider putting it into action today.

About the Author: Paul Aitken is a freelance writer, author and entrepreneur. He runs his own content writing and SEO business and blogs about digital marketing and finances through many of his websites. He is the owner and operator of a leading financial blog.