Yes we know. We’ve all heard this all before. We don’t need to hear this again.
I’m not sure anyone believes that more strongly than I do, having direct experience with the marketing benefits of regular and effective blogging.
People who simple repeat what others have said, and in a way that others find boring.
When you curate content (and we all do from time to time), do it well.
Don’t “just” regurgitate what others have said.
Add to the conversation.
Below is a short story from a job I held almost 20 years ago.
I was working in IT Security at Seagate Technology. I was in the audience with the then President and current CEO was giving a talk. His name is Steven Luczo.
He admonished people working in middle management at Seagate for merely passing on information their subordinates provided without any analysis or perspective.
He said he would sometimes receive email where a technical person presented some interesting information and forwarded it to his boss.
By the time it gets to Luczo several middle managers have forwarded it up the chain of command and it gets to Luczo with 6 or 7 forwards, none of whom made any effort to summarize, provide perspective, or any analysis.
His question to the managers in the audience was “If that’s all you do, why do I need you?”.
This concept applies to your business blog.
If you’re working to grow an audience and get the attention of the search engine robots by “merely” repeating what has already been said thousands of times before, you’ll have issues.
Provide perspective. Provide analysis.
Add good content. The Internet already has enough bad content.