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Curation, Social Business and Beyond
Covering the ongoing evolution of curation & beyond; the impact & innovation http://xeeme.com/JanGordon
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The Anatomy of an Optimized Blog Post [Infographic]

The Anatomy of an Optimized Blog Post [Infographic] | Curation, Social Business and Beyond | Scoop.it
Back away from the "publish" button! Check out this blog post on how to optimize your blog posts before you ship them.
janlgordon's insight:

I selected this article and infographic from Hubspot because it's concise and has everything you need to create something that will provide value for your audience and give you the results you're looking from your content.


Here are some highlights:


Shorter Paragraphs


Also, part of catering to that whole people-love-to-scan-articles-on-the-web thing is writing short paragraphs. It’s much easier for people to scan when there are small chunks of content to look over -- so make sure you’re keeping your paragraphs short and sweet.


 Relevant Internal Links


Blog posts are often the first interaction people will have with your company, but you don’t want it to be the last. So make sure you’re including a reasonable number of relevant internal links to other pieces of your content throughout your post. These links could be helpful to your readers.



Smart CTA


Smart CTAs help you show tailored content to people in different lifecycle stages or lists in your database -- and because the content is more relevant to them, they’re more likely to convert.


Stay informed on trends, insights, what's happening in the digital world become a Curatti Insider today


Selected by Jan Gordon for Curatti covering Curation, Social Business and Beyond


Read more here: http://bit.ly/1ooZqEO

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Content and the Ripple Effect of Shiny-Object Syndrome

Content and the Ripple Effect of Shiny-Object Syndrome | Curation, Social Business and Beyond | Scoop.it

This piece was written by Ardath Albee, I selected it because I thought her insights were very helpful for anyone who is using content marketing to reach their customers. Her suggestions are good for original and curated content.


To paraphrase:


Everything has changed, B2B executives need to change their mindset to fit the realities of the "always connected consumer" They are bombarded with too much information. It's important to shift your thinking and change the way you relate to them. The old way won't work.


Excerpt:


"Selling content marketing to B2B executives is hard. At least harder than it should be. But what strikes me as odd is their willingness to requestion their decision after they've finally been convinced".


Here are some highlights:


**Content marketing is not a campaign  With no stop date, it violates the nature of traditionalist marketers to be able to box in a final result and say "it worked"


or "it could have been better." At least not quickly


**content marketing isn't three touches and a sales pitch, your department may not be shuffling as many leads to sales.


**If the change we make isn't driven by what our buyers want, it's driven by what we want. What we want isn't going to convince buyers to buy. Especially over the longer-term, complex buying process.


**Here is two things to do to combat Shiny Object Syndrome:


First - determine ways to measure your incremental wins with content marketing that tie to business KPIs. That's one thing that marketing automation technology and analytics can help you with.


It's also something that salespeople can help you with. When's the last time you spoke with them about the leads you sent over?


Here are more insights from Matt Johnson who  has more to say about KPI's


"Only by compartmentalizing our distinct lives as brand stewards, lead generators and media mavens, can we help educate others (CEOs, peers, our teams, ourselves), who may think of “marketing” as a monolithic and mysterious blob......


Second - put some fun into your content marketing!


**Take a look at your personas and figure out a new way to approach them. Put a new spin on a topic you've grown bored with


**Use a new format. Do it to engage yourself as much as you do it to engage your buyers.


Curated by Jan Gordon covering "Content Marketing, Social Media and Beyond"


See full article here: [http://tinyurl.com/73xam22]

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21 Captivating Social Media Stats: How People Interact With Brands [INFOGRAPHIC]

21 Captivating Social Media Stats: How People Interact With Brands [INFOGRAPHIC] | Curation, Social Business and Beyond | Scoop.it

Pamela Vaughn posted this on Hubspot - and there are some pretty interesting statistics on how people are interacting with brands on social media with an infographic and 21 amazing statistics.


Intro:


Inbound marketers understand the value of maintaining a presence on social media sites as a way to connect with prospects and customers and generate new business leads.


But how exactly do people interact with brands in social media?


On which social sites do they tend to be more interactive with businesses, and how do they prefer to engage?


ATYM Market Research put together an awesome infographic based on its research into how internet users interact with brands on social media sites like Facebook and Twitter, and they came up with some pretty captivating statistics.

 

Selected by Jan Gordon covering "Content Curation, Social Media and Beyond"


Check out the infographic here: [http://bit.ly/uYBls6]

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Inbound Marketing on the Rise [Infographic]

Inbound Marketing on the Rise [Infographic] | Curation, Social Business and Beyond | Scoop.it

Charu Dwivedi for Mind Jumpers brings us an excellent Infograghic by Voltier Digital on the differences between Outbound and Inbound Marketing and why Inbound is gaining in importance.


Charu encapsulates the shift as "Inbound marketing focuses on earning, not buying, a person’s attention"


In pointing to the ascendancy on Inbound Marketing, it's worth first noting the ongoing demise in traditional marketing with a couple of statistics from the Infographic:


***84% of 25-34 year olds have left a favorite website because of intrusive or irrelevant advertising.


***44% of Direct Mail is never opened


***86% of people skip television ads


***200m Americans have registered their phone numbers on the FTC 'Do not call' list


On the added allure of Inbound Marketing:


***Leads cost 62% less than tradional marketing methods


***People are in control of the information they receive


For me, the Takeaway is that the shift in power from marketers to consumers has gone from being a trend to a juggernaut.  There is no turning back. 


People will always need to buy things, and companies that can engage their potential consumers and who produce quality products or services that will pass the all important peer test, will thrive.  Shouldn't it have always been this way? :)


Curated by Jan Gordon covering "Marketing, Branding & Beyond"


Read the article and see the Infographic here: [http://bit.ly/t6nmas]

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10 Business Blog Posts You Should Write NOW

10 Business Blog Posts You Should Write NOW | Curation, Social Business and Beyond | Scoop.it

This piece was written by Kipp Bodnar for Hubspot


I read this post a while ago and I'm guessing you might even have seen this online but I have a question for you -


How many times do you actually process and utilize the information you read about? 


Kipp has some great strategy for blog posts to build traffic, community and sell your product or services.


**These ideas also apply to curating content. You can select articles that address these tips and most importantly, you can add you own context to the mix.


Here are a few suggestions that you might find useful:


**The Data Story - As a business, you are working on selling an idea as well as a product or service to your customers.


Use data to help you. Gather data either internally or from third-party sources.


Use this data to sell your big idea using your business blog.


** The Controversial Stand - Sometimes you have to take a hard stance on an issue to get attention.


In a blog post, argue one side of a controversial industry issue in an effort to get prospects and industry thought leaders talking about your business

.

4. The Big List - Sometimes readers don't want to read through endless paragraphs for practical advice


 Instead, they want a long list of industry resources that they can bookmark and easily access again and again.


Aggregate practical advice and resources for an important industry topic, and compile it into one long and easy-to-scan list.


Read more: [http://bit.ly/sxVDmF]



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B2B Social Marketing: Anatomy of a Successful Campaign [Infographic]

B2B Social Marketing: Anatomy of a Successful Campaign [Infographic] | Curation, Social Business and Beyond | Scoop.it

This piece and infographic was posted by Jason Miller for Marketto.  The infographic helps you to examine the elements of a successful B2B social marketing campaign. If you're new to social media or need a refresher, this will be very useful.


Understanding each social network and what your business can gain from each one is essential.


It’s a business-eat-business universe and B2B marketers today must utilize social media channels if they want a chance at surviving alone in the deep recesses of space.


**Businesses that understand the importance of adding social elements to their marketing campaigns empower customers and prospects to share with their networks.


**This peer-to-peer word of mouth messaging is highly trusted and very effective in amplifying the impact of your campaigns.


In the following infographic, we examine the elements of a successful B2B social marketing campaign to help you learn how to make your business move at the speed of light.


Selected by Jan Gordon covering "Curation, Social Business and Beyond"


See infographic here: [http://bit.ly/Q0L15N]

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How Inbound Marketing Works, From Start to Finish [INFOGRAPHIC]

How Inbound Marketing Works, From Start to Finish [INFOGRAPHIC] | Curation, Social Business and Beyond | Scoop.it

I selected this infographic pulled together by inbound marketing agency, IMPACT Branding & Design because I know we marketers can be overwhelmed and wondering what to tackle first.


In this infographic you will see the inbound methodology, step by step that captures the process from start to finish beautifully!

 

** getting found online

** converting visitors into leads and customers

**Measuring the entire funnel.


Selected by Jan Gordon covering "Content Marketing, Social Media and Beyond"


See article and Infographic here: [http://bit.ly/zgwfec]

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Is Content Curation Stealing or a Shrewd B2B Marketing Practice?

Is Content Curation Stealing or a Shrewd B2B Marketing Practice? | Curation, Social Business and Beyond | Scoop.it

This very timely article was written by Andrew Hunt, founder of Inbound Sales Network, for Business2Community.

 

It raises an issue between original Content Creators, Content Curators and people who repost these articles.

 

Commentary by Jan Gordon covering "Content Curation, Social Media and Beyond"

 

The reason I was moved to do this commentary is because I see a wonderful opportunity to come together as a community and help shape the future of curation. Content Curation is in its infancy and there’s a lot of misunderstanding about its potential. As I see it, it’s a brilliant B2B marketing strategy for anyone who is selling a product or service if done responsibly.

 

Content Curators are providing a very valuable service for the original author and their own audiences.

 

 

Here is what ethical, responsible curators are providing for content creators:

 

1. Syndicating content and introducing it to new audiences, which is excellent PR if it is being curated by a “trusted source”

 

2. A good headline grabs the attention of a reader and gets them into the piece quickly. A curator who can tailor the headline to grab their audience will inevitably send more traffic to the original article

 

3. A curator who is skilled at adding commentary and context to the original piece also broadens the audience of the original work

 

4. Curation is one of the building blocks of collective intelligence

 

5. If a curator fully accredits both author and article, authors might have a whole new area of exposure/distribution channel that they wouldn’t have had before

 

6. People get paid to market and open up new business for brands. Curators do this free of charge while building their own audience. Each party gains. It is a new and exciting form of symbiosis in business

 

 

I know that there are people out there who are just taking people’s work. I have spent time adding commentary only to find it has been published on Facebook and other sites without giving credit to me or the original author. They use it for their own gain but I think and hope this will become more the exception as Curation matures.

 

I like many of my colleagues are building our brands and want to be known for selecting only the best content that informs and educates our audience. We want authors to want us to curate for them and feel that we’re working in concert not on opposing teams. We want them to be happy that we're taking the time to find the essence in what they’re saying and take it to a whole new audience. It is a part of our job to bring authors to the attention of people who would not otherwise know of them.

 

 

This was a Q & A at the end of the original article in Business2Community:

 

(q) How is content curation different from stealing?

 

(a) Great question! Part of the genesis of Aggregage was my experience with “curators” who would take my content, put it on a page with no link or a link that had an anchor tag that said “link” or something similar. They would change the title and URL for my post on their site. The goal of that person was to get SEO value from my content.

They also allowed commenting on their sites. The reason I would write the post is for people to find me and my content and to engage with me in conversation.

These types of curators were definitely taking away from that. Aggregage takes a very different approach. Our goal is to be THE launching point out to all the great content getting created on particular topics. We specifically do not have pages that compete with the original source. We only show snippets.

We provide full links with the original title. We don’t have commenting on our site. Basically, we are doing everything we can to get readers to go to the original source and engage with the content. Many of the participating bloggers find that we become the second biggest referral source behind Google search.

 

 

My take is that we're still in the early stages of curation and while I understand resentment to curators who do not fully attribute their work. However, it is incorrect to assume that changing headlines and URLs automatically means that people are stealing your work strictly for their own gain. That's not how this works with people who are serious about curation.

 

The end goal  and my vision is for us to build community and broaden the audience of the content producers who we promote while building a niche audience of our own who trust that we are cutting through the noise to bring them the few articles they will hopefully find relevant. My community is the authors whose work I curate, the audience I bring their work to and other curators. I appreciate and nurture each relationship equally.

 

There are so many of you who could add brilliant insights, would love to hear your thoughts.

 

Read the original article: [http://bit.ly/u89c95]

 

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janlgordon's comment, November 28, 2011 4:30 PM
@bethkanter
Would love to meet you in NY! In the meantime, let's do connect next week and start the conversation, really looking forward to it, lots to talk about:-)
Liz Wilson's comment, November 29, 2011 3:17 AM
Jan, Thank you for this commentary - I completely agree with you. I would also emphasise that a curator must (in my opinion) take responsibility for ensuring what is curated is true/honest/accurate/fair, which involves thoroughly checking the source article's credibility.

Great piece - thanks again.
janlgordon's comment, November 29, 2011 1:08 PM
@Liz Wilson
Thanks for your comments. I absolutely agree with everything you said here.
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Five Social Media Trends for 2012

Five Social Media Trends for 2012 | Curation, Social Business and Beyond | Scoop.it

 Stephanie Schwab wrote this article for Social Media Explorer


It's that most wonderful time of the year ... time to predict the future as we close out the year!


Stephanie Schwab has given us some great observations about the year ahead.


Here are a few things that caught my attention:


Social Media Influence


2012 is not going to be the year that a perfect tool emerges, but it will be a year for broad adoption of the ranking tools and lots of C-suite talk about “influence” in general.


Convergence of Marketing & Technology & Data


Marketers are going to take technology into their own hands and either train or hire people within their own departments who can move much more nimbly and creatively than traditional tech departments can:


Gleaning insights out of Google Analytics, Facebook, Twitter and YouTube; they use the data generated to determine:


****what content to provide within each of their platforms, to develop better promotions and events


****to figure out which products are resonating within various consumer communities


Curated by Jan Gordon covering "Covering Content Curation, Social Media & Beyond"


Read full article here: [http://bit.ly/s1pK55]

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