A Marketing Mix
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A Marketing Mix
Adventures in advertising and marketing - the contemporary, the historical, and the hysterical. http://deanna.dahlsad.com/
Curated by Deanna Dahlsad
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Why lean is the future of content marketing

Why lean is the future of content marketing | A Marketing Mix | Scoop.it
You've heard it before: you need a content strategy. But how can you make it impacting without huge budgets and resources?
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The one decision we all make constantly. Or why we must curate or die in 2015.

The one decision we all make constantly. Or why we must curate or die in 2015. | A Marketing Mix | Scoop.it

To be visible online, we're caught between a rock and a hard place: we have to publish more and we have to publish better. We must curate or die.

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What’s Your Social Media Personality Type? | The Etsy Blog

What’s Your Social Media Personality Type? | The Etsy Blog | A Marketing Mix | Scoop.it
Make the most of your social media marketing by choosing the network that's right for you. Take our quiz to find your social media personality type.
Deanna Dahlsad's insight:

Very similar to what I discussed about content curation here http://www.kitsch-slapped.com/2012/09/what-kind-of-curation-site-should-you-use/

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The 8 Essential Tools That Keep a Social Media Agency Humming

The 8 Essential Tools That Keep a Social Media Agency Humming | A Marketing Mix | Scoop.it
Go inside the sharing strategy of a social media agency with 93 connected profiles! See how they get work done and their favorite tools for sharing.
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The battle: original vs aggregated content

The battle: original vs aggregated content | A Marketing Mix | Scoop.it
The battle: original vs aggregated content. From PR Week
Deanna Dahlsad's insight:

The description of "aggregated content" sounds a lot like content curation... To me, aggregating is much more like scraping. However, there are good points in here.

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73% of Marketers: "Curation is a valuable part of my marketing mix."

73% of Marketers: "Curation is a valuable part of my marketing mix." | A Marketing Mix | Scoop.it

Nearly half of marketers surveyed (45%) say they are unable to meet their curation goals and admit their companies do not share as much content as they should.


Via Ally Greer, Guillaume Decugis
Deanna Dahlsad's insight:

@Guillaume Decugis says:


Content curation is becoming an essential part of the content marketing mix as the need to publish more quality, targeted content is becoming clear. While the easy way out of this constraint was to easily produce cheap content in the past (hence the temporary success of content farm), Google's algorithm changes and the rise of social media completely changed this game forcing all of us to publish only quality content consistently if we wanted to raise above the noise. This makes it impossible to rely solely on your own content production, hence the rising need to include content curation in the mix - something a vast majority of marketers realize.

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Ennio Martignago's curator insight, January 8, 2014 3:26 AM

"Il 73% degli attori di mercato afferma che la curation è una parte considerevole del loro mix di attività e quasi la metà  risponde che le loro aziende non trasmettono contenuti per quanto sarebbe necessario non riuscendo a conseguire gli obiettivi di curation che si sono preposti

Beth Kanter's curator insight, January 8, 2014 9:40 PM

 recent survey  by Trapit asked 131 US marketers questions about content curation and how it relates to their content marketing strategies. The findings were super interesting, and here are some of the key takeaways (presented via Marketingprofs):


- 74% of marketers say that content curation is an important part of their content strategy.


-60% of marketers say it's difficult to find original content to curate.


- 58% said that their companies need effective content curation in order to say afloat in their industries.


- 57% of marketers said that finding the right kind of content to curate is difficult.

Lori Wilk's curator insight, January 9, 2014 10:32 AM

It seems like those who will be the most successful will find a balance between content curation and content creation. With so much information bombarding us every day, the best of the best curators will be those who share curated content that adds the most value for their readers.  Time is such a precious commodity that people want a return on their time so curate and share valuable content. Understand what is valuable for your readers.

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Let's Move Beyond The Content Marketing Hype by @Britopian

Let's Move Beyond The Content Marketing Hype by @Britopian | A Marketing Mix | Scoop.it

If one thing needs to happen in 2014, it’s that brands must get content right. Content is the lifeline into the digital ecosystem. It’s how we reach consumers, break through the clutter and change their behavior. It’s pretty obvious, I know.

What’s not so obvious though is that we need to elevate the conversation beyond just the content marketing insanity.

Deanna Dahlsad's insight:

Finally, an article that gets to the questions which must be addressed by brand before they hop onto the curation band wagon.

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Is Your Content Curation Ethical? A 10-Step Checklist

Is Your Content Curation Ethical? A 10-Step Checklist | A Marketing Mix | Scoop.it
Curation is nothing new, but online content curation is still in its early stages. Many content marketers are still unsure about what constitutes ethical content curation. If you're in this group, ...
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Deanna Dahlsad's curator insight, November 22, 2013 10:32 PM

Most of this is common sense, really. But I can't drive home enough two of the points:


Properly credit by prominently linking to the original source


and


Using quotes only; not the entire article.


Also, inserting your own point of view is great -- however, sometimes there are reasons not to; for example, time constraints which have you quickly offering a link and/or when reiterating is like beating a dead horse.

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Pinterest Drives More Traffic to Publishers Than Twitter, LinkedIn, Reddit Combined

Pinterest Drives More Traffic to Publishers Than Twitter, LinkedIn, Reddit Combined | A Marketing Mix | Scoop.it
When it comes to referral traffic from social networks, there's Facebook and Pinterest, and then there's everyone else.
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Content Curation: Understanding the Why and How - a Research Study


Via Robin Good, Deanna Dahlsad
Deanna Dahlsad's insight:

Robin Good  of Content Curation World breaks the findings down thus:


a) what people curate as relevant is not generally among the top ranked results according to popular metrics. Good stuff is not the same as what is considered normally popular or authoritative stuff.


b) content curation allows a community to synchronize around specific issues and subjects (as anticipated by Clay Shirky)


c) better and more appreciated curation is of the "structured" kind, providing additional info, meta-data and categorization.


d) curators that are highly appreciated are characterized by consistent activity and by a variety of interests (or viewpoints under the same theme) that they are capable to cover.


This is rather my experience; however, I usually explain it to my clients this way:


a) You can be doing an excellent job, but never receive the recognition, popularity, or traffic you deserve.That doesn't mean you won't be appreciated greatly by the smaller group of people who do find/read your curated works.


b) No matter the popularity of your curation, you can build and have conversations -- but remember, community cultivation not only requires additional time, but a different skill set.


c) If you're going to do it, do it well. Use tools, such as labels and tags, and *always* provide context as well as proper credits and links.


d) Consistent activity is nearly as important as showing some personality along with your knowledge. Your topic may be narrowly focused, but offer additional topics and information about you personally (not just professionally) so that people get a sense of you.

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Carmenne Kalyaniwala-Thapliyal's curator insight, October 16, 2013 2:17 AM

A research paper by Zhong, Shah, Sundaravadivelan and Sastry, King's college London, 2013

AnneMarie Cunningham's curator insight, October 17, 2013 8:28 AM

See the excellent notes from Robin Good below. Interesting to see more work emerging in this field.

John Thomas's curator insight, February 9, 2014 10:20 AM

Content Curation: Understanding the Why and How - a Research Study 

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Generating Traffic with Scoop.it

The surprising truth about using Scoop.it for traffic generation and SEO purposes – as well as tips on creating your own customized social media strategy, unique to your niche.

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9Dotstrategies's curator insight, September 26, 2013 10:33 PM

Traffic Generation through Scoop.it usage....

 

Linda Allen's comment, September 27, 2013 9:08 AM
Thank you for sharing--excellent!
malek's comment, September 30, 2013 7:17 PM
@dawn Matheson is absolutely right, I always find it more rewarding to search on Scoop.it (the curation effect in action)
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To Select: The Unique Skill Content Curators Must Cultivate Like the Holy Grail

To Select: The Unique Skill Content Curators Must Cultivate Like the Holy Grail | A Marketing Mix | Scoop.it

Via Robin Good
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Therese Torris's curator insight, September 18, 2013 6:03 AM

A bit of the same old story, but always good to be reminded

Prof. Hankell's curator insight, September 18, 2013 2:18 PM

Robin Good's insight:

 

Tom Webster illustrates clearly why content curation is not a backup solution for those looking for a content marketing strategy that saves them time and resources.

 

Content curation, according to Tom Webster, "is even harder--and rarer--than quality creative output".

 

and "...the ability to create value through curation is uncommon."

 

And the solution, notwithstanding what conferences and events may appear to suggest, is not simply in having new fancy tools. The real difference is in how me and you curate the content we select.

 

"And the learned skill (through pattern recognition) that both the content curator and the content docent must share is the ability to discriminate."

Humans can "discriminate" in much more subtle ways than computers can, and this ability, if refined, is going to become a very valuable asset in the near future.

 

This is why content curators as well as content "guides" (from museum docents) will play an increasingly important role to their audiences, especially when compared to those who are just passing on "interesting links".

 

He further writes: "It will be increasingly difficult, in this age of declining content arbitrage, to build an audience through curation—to get new people to gravitate to your content if you are just passing along other people's content.

 

But if you build an audience first—if you are known for something—then your curation has meaning."

 

The author also points to two excellent examples of content curation: John Gruber (Daring Fireball) and Chris Penn (christopherspenn.com).


A good reading for anyone interested in better understanding what content curation is all about.

Rightful. 8/10

Full article: http://brandsavant.com/brandsavant/curation

Sally Tilley's curator insight, September 18, 2013 5:56 PM

A timely reminder of how your friendly Teacher Librarian can hopefully give you a hand with sorting through resources and content available for you curriculum areas, thank you for sharing this :-)

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Favorite Lists: Collect to Your Heart’s Content - Etsy News Blog

Favorite Lists: Collect to Your Heart’s Content - Etsy News Blog | A Marketing Mix | Scoop.it
Whether you’re gathering ideas, creating a wish list, or sorting by themes, Favorite Lists makes collecting easy and fun! What's your curation style?
Deanna Dahlsad's insight:

Etsy was one of the first major sites to include curation via their "Treasury" feature. Now they've added a new tool, "Favorite Lists".

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Infographic: Pinterest requires constant content curation

Infographic: Pinterest requires constant content curation | A Marketing Mix | Scoop.it
I’m not an especially visual person, so I can appreciate people who are. I’m blown away by the style and creativity I see on some Pinterest boards.
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The No. 1 Way To Fail At Content Marketing | Social Media Today

The No. 1 Way To Fail At Content Marketing | Social Media Today | A Marketing Mix | Scoop.it

Creating content solely about your business, its products or its services is a great way to fail at content marketing.


Via Ally Greer
Deanna Dahlsad's insight:

This is pretty much true for any social media endeavor, including blogs. You aren't engaging when you are shouting (or mumbling) "Me! Me! Me!"

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Ally Greer's curator insight, March 18, 2013 1:51 PM

I'm not sure how many more times we can say this, but it couldn't be more true! 

Juannean Young's curator insight, March 20, 2013 10:21 AM

Was there a time when life seemed to make promises of hope and success? What happend? Did your dreams coming running to you with open arms or have you felt like your dream words no longer have a bond?

 

Only thinking about yourself is a great way to Fail.

 

One of the largest battles that we deal with is the need seemingly have the most "love", the fight to be on top. Many of us see others living a life that we want and think that cutting eachother is the way to get an available seat. Once we realize that the same feelings that you have are the same feelings that I have. The same desire to be accepted that you may have, I've also shared. We all share the want for true freedom. They best way to get what you want is to supply that same need to someone else with your best intent. The world really can change. We just must first take the brave step to be the change we wish to see. Once we become change, the box that once contained our hope can be broken and our dreams will then have room to become reality.

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The Scoop On Content Curation & Scoop.It

The Scoop On Content Curation & Scoop.It | A Marketing Mix | Scoop.it

Once Snip.It pulled the plug on the content curation site, thereby pulling the rug out from under the feet of content curators like myself, I began speaking with the fine folks at Scoop.it

Deanna Dahlsad's insight:

Discussing the pros & cons of Scoop.it with Co-founder & CEO, Guillaume Decugis.

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Cendrine Marrouat - cendrinemarrouat.com's comment, January 25, 2013 1:50 PM
I'm going to read this before the end of the weekend!
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Content Curation your secret weapon - Drive Traffic & Find New Customers

Content Curation your secret weapon - Drive Traffic & Find New Customers | A Marketing Mix | Scoop.it

Brian Yanish posted a great case study on his blog on how to use Content Curation as a secret weapon to market your business. As a consultant helping clients market themselves online, Brian has a lot of experience with various marketing strategies and it's great to see his angle on how content curation can help. 

 

As he summarizes it after having been a Scoop.it user for quite some time (and testing lots of curation services), Content Curation "can drive traffic and help to show the world, yes the world that your business knows your market."

 

Must-read with very interesting data for business content curators.

 

(And by the way, if you're looking to hire Biran, he gave his contact details on the original post here: http://sco.lt/5BybWD)


Via Brian Yanish - MarketingHits.com, Guillaume Decugis
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Content curation: make it part of your content strategy | Freelance Marketing Blog

Content curation: make it part of your content strategy | Freelance Marketing Blog | A Marketing Mix | Scoop.it

If you're not convinced yet, freelance Content Marketer and blogger Mike Farmer has some interesting points for you.

 

One thing I would add to his post is the importance of creating a Content Curation hub to really capture the benefits of your Content Curation efforts. Sharing links is just not going to be enough: in a world where tweets have a very short lifetime, you need to give your curated content a second chance by putting it on a curation layer where it can be discovered from search and from people with similar interests. 

 

This can be a blog, a site or a Scoop.it page but if you're going to make content curation part of your content marketing strategy, you will need that long term repository that social networks don't bring.


Via Guillaume Decugis
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ben bernard's comment, January 9, 2013 11:56 PM
thanks ! http://www.scoop.it/t/direct-marketing-services my newly made scoop.it :)
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Facebook Introduces Pinterest-Style, Curated "Collections"

Facebook Introduces Pinterest-Style, Curated "Collections" | A Marketing Mix | Scoop.it

Robin Good: Facebook has introduced a new curation feature designed to allow its users to collect and organize their favorite "products" into so-called "Collections".

 

According to Hubspot "the new feature called 'Collections,' allows marketers to add “Want” or “Collect” buttons to news feed posts about products."

 

Source: http://blog.hubspot.com/blog/tabid/6307/bid/33698/Facebook-Tests-Pinterest-Style-Feature-Called-Collections.aspx

 

The new FB "Collections" is publicly available to everyone, and it is being tested "with 7 retail partners -- Pottery Barn, Wayfair, Victoria’s Secret, Michael Kors, Neiman Marcus, Smith Optics, and Fab.com."

(you need to go to those FB brad pages to test it).

 

It also seems that the feature can be activated in at least three different ways by one of these three upcoming action buttons:

 

a) "Want": adds the product to a Timeline section of a user's profile called “Wishlist”

 

b) "Collect": adds the item to a Collection called “Products”

 

c) "Like": a special version of the standard "Like" button that also adds the item to “Products”

 

N.B.: While Collections are free for business pages to use, they're only visible to the page's fans. You have to "Like" the page in order to see these types of posts.

 

Find out more here: http://blog.hubspot.com/blog/tabid/6307/bid/33698/Facebook-Tests-Pinterest-Style-Feature-Called-Collections.aspx

 

and here: http://techcrunch.com/2012/10/08/facebook-collections/

 

 

 

 

 

 


Via Robin Good
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How much B2B traffic can Content Curation bring to a website? Study finds 464% growth in just 4 months.

How much B2B traffic can Content Curation bring to a website? Study finds 464% growth in just 4 months. | A Marketing Mix | Scoop.it

This is a very interesting case study by the team at B2B Content Engine on the impact Content Curation has on a B2B web site's traffic. B2B sites typically have niche audiences which are hard to find from untargetted methods and costly to generate with targeted advertising.

 

What this study shows is that consistent content curation provided not only impressive results on traffic growth but also lead generation conversion at a 12% rate. In addition to many other great benefits such as brand visibility, awareness, etc...

 

It also gives an idea of the volume of content that was required to achieve that, which - compared to what we see users typically achieve on Scoop.it - is very similar and reasonable. 

 

It also supports some other best practices we've mentioned already such as:

 

- being multi-channel: traffic doesn't come from one source but combining several channels (linkedin, twitter, ...) is key; it's what we call the hub model.

 

- frequent publishing: it's not about reaching our massive volumes so much than it is about publishing every week.

 

- use of topic site customization or web site integration to facilitate lead conversions (typically what Scoop.it Business allows to do very simply)

 

- giving context is important: for readers but also for SEO reasons.


Via Guillaume Decugis
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ben bernard's comment, January 9, 2013 11:41 PM
thanks ! http://www.scoop.it/t/direct-marketing-services my newly made scoop.it :)
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Paper.li papers get complete makeover

Paper.li papers get complete makeover | A Marketing Mix | Scoop.it
Do you use Paper.li to stay up to date with news in your industry? If so, have you noticed that they unveiled their newly redesigned papers this morning?

 

I exchanged a couple of emails with Community Manager Kelly Hungerford, and she explained to me the ideas behind the change.

 

What do you think?


Via Cendrine Marrouat - cendrinemarrouat.com
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Cendrine Marrouat - cendrinemarrouat.com's comment, October 4, 2012 8:40 PM
Thank you for sharing my article! I don't speak Portuguese, so i don't know how to say "thanks". :-)
Lívia Gusmão's comment, October 5, 2012 11:15 AM
Cendrine, we must thank you for your news! :-D
Cendrine Marrouat - cendrinemarrouat.com's comment, October 5, 2012 11:41 AM
Thank you!
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Twitter CEO hints at new content curation and interactive tools

Twitter CEO hints at new content curation and interactive tools | A Marketing Mix | Scoop.it
Twitter CEO Dick Costolo has hinted at soon-to-be-released content curation features and interactive tools for the microblog.
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How to Pin to Pinterest if there is no Picture (Tool)

How to Pin to Pinterest if there is no Picture (Tool) | A Marketing Mix | Scoop.it

If you’re using Pinterest to curate content (click to see how), you sometimes run into a great blog post that doesn’t have a picture or has a picture that is too small to pin.


Thanks to Maggie McGary over at Social Fish, I learned about a great tool (Shotpin) that I now use for pinning blogs without pictures that I’ll demonstrate below.

 

[This could change the Pinterest game, if enough use it.]


Via Cendrine Marrouat - cendrinemarrouat.com
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Scoop.it adds post scheduling for everyone through partnership with Buffer

Scoop.it adds post scheduling for everyone through partnership with Buffer | A Marketing Mix | Scoop.it
Fans of content curation service, Scoop.it and BufferApp may officially rejoice. The two platforms announced their brand new integration on Wednesday.

 

Now, Scoop.it users can add content to their topic-centered magazines and schedule it to be sent to their Twitter, Facebook and LinkedIn profiles in one sitting:


Via Cendrine Marrouat - cendrinemarrouat.com
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Deanna Dahlsad's comment, September 19, 2012 11:28 PM
Thanks for this! Awesome because BufferApp was also new to me. :)
Cendrine Marrouat - cendrinemarrouat.com's comment, September 19, 2012 11:54 PM
Glad you like my article! We always learn something new, eh? ;-)
Cendrine Marrouat - cendrinemarrouat.com's comment, September 19, 2012 11:55 PM
Thank you for sharing my article!
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What Kind Of Curation Site Should You Use?

What Kind Of Curation Site Should You Use? | A Marketing Mix | Scoop.it

A simple little primer on the two major types of curation sites — and a decision tree I made to assist clients.

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Curated by Deanna Dahlsad
An opinionated woman obsessed with objects, entertained by ephemera, intrigued by researching, fascinated by culture & addicted to writing. The wind says my name; doesn't put an @ in front of it, so maybe you don't notice. http://www.kitsch-slapped.com
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A Marketing Mix
Adventures in advertising and marketing - the contemporary, the historical, and the hysterical. http://deanna.dahlsad.com/
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