There are plenty of reasons why casual website visitors become email subscribers. In some cases, the content provided is rare or hard to find. In other scenarios, the breadth of content changes rapidly, and they want to receive updates whenever possible. Others sign up to receive promotions for products or services that they hold dear.
As publishers, any of the above scenarios may be truthful to your audience. And since you have specific knowledge on particular topics, showcasing your expertise is one way to build a larger, email-receiving audience.
Since curating content brings more audience members through search, social, and email, it is a valid way to build your email marketing list. In fact, marketers seem to be turning towards curation more frequently.
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According to a recent article from eMarketer addresses the objectives for curating content, according to 400 marketers throughout the US.
The three main reasons for curating content were reported as establishing thought leadership, elevating brand visibility and buzz, and boosting SEO. Each of these saw growth from 2011, with boosting SEO seeing the most significant growth (from 48% in 2011 to 65% in 2012).
I curate content to provide my audience with the information they seek, and to provide additional insight on the topic. Why do you curate content?
Chris- thanks for the article. For anyone interested in getting all the info. on what’s driving content curation and how marketers are incorporating it into their strategies, check out Curata’s 2012 Content Curation Habits Report: http://www.curata.com/curation_habits_report/
Thanks for the link. I will give it a look.