The Power of Aggregation of Information in Content Marketing
As technology continues to advance, the world of content marketing is becoming more competitive by the day. With so much content out there, it can be a challenge for businesses to create something that stands out. One strategy that can help is the aggregation of information.
Aggregation involves collecting and curating information from different sources and presenting it in a new format. This approach to content creation has become increasingly popular in recent years, as it allows businesses to create content that is unique, valuable, and informative.
Why Aggregation Works
One of the main reasons why aggregation is effective in content marketing is that it helps businesses to stand out from the crowd. By combining information from multiple sources, businesses can create something that is more comprehensive and valuable than what their competitors are producing. This can lead to increased engagement and traffic.
Additionally, aggregation can help businesses to build relationships with other companies and thought leaders in their industry. By featuring their content in your own, you are giving them exposure and recognition. This can lead to collaboration opportunities and other benefits down the line.
Best Practices for Aggregation
While aggregation can be a highly effective content creation strategy, it’s important that businesses approach it in the right way. Here are a few best practices for effective aggregation:
1. Focus on quality over quantity: It’s tempting to try and include as much information as possible in your aggregated content. However, this can quickly lead to a cluttered and overwhelming piece. Instead, focus on curating the most useful and relevant information.
2. Give credit where credit is due: When including content from other sources, be sure to properly attribute it. This not only gives credit where it’s due but also helps to build relationships with other businesses and thought leaders.
3. Put your own spin on it: Aggregating content doesn’t mean simply copying and pasting from other sources. Instead, try to add your own insight and analysis to the information you’re presenting. This helps to make your content unique and valuable.
Examples of Effective Aggregation
To see aggregation in action, let’s take a look at a few examples:
1. HubSpot’s Marketing Blog: HubSpot is known for its comprehensive and informative marketing blog, which often features aggregated content. Their “Marketing Resources” page, for instance, includes a collection of articles, videos, and ebooks from a variety of sources.
2. Contently’s “The Content Strategist”: The Content Strategist is Contently’s online publication, which features aggregated content on a variety of content marketing and storytelling topics. Their “Content Radar” series, for instance, curates the best content from around the web on a particular topic each week.
3. Buffer’s Social Media Blog: Buffer’s social media blog features a mix of original content and curated pieces. Their “Weekend Reading” series, for instance, highlights the best articles and blog posts from around the web on a variety of social media and marketing topics.
The Bottom Line
Aggregation can be a highly effective content creation strategy, helping businesses to create something unique, valuable, and informative. When done well, aggregation can lead to increased engagement, traffic, and collaboration opportunities. By following best practices and putting your own spin on the information you’re presenting, you can create aggregated content that stands out from the crowd.
