Content marketing automation
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How to Leverage Content for Conversions

How to Leverage Content for Conversions | Content marketing automation | Scoop.it
You’ll no doubt have heard it all before – content is king! Create killer content! Set up a blog! Use content to increase conversions!While these are all accurate statements, they aren’t very helpful at all. How exactly do you create killer content, what should you be writing about in your blog and how exactly can you leverage content for these conversions?
Guillaume Decugis's insight:
Good questions asked by Charlotte Varela in that post where she also offers a very comprehensive guide to focus your content efforts on lead generation and conversion throughout the entire customer life cycle. This might seem overwhelming but there are some simple steps you can take to start with and experiment.And the benefits though are obvious: if you have the right type of product/customers, demonstrating conversions through content - for instance by setting up in a few clicks lead generation forms on your Scoop.it Business pages - is a game changer for your entire marketing strategy.
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6 ways to skyrocket your content ROI with content marketing automation

Content marketing is hard. Only 30% of marketers feel they're efficient with content marketing. But it doesn't have to be this way. Technology is here to help …
Guillaume Decugis's insight:

These are the slides from a recent webinar. While technology doesn't solve all the content marketing challenges, trying to generate good return on investment without the right tools is impossible. 

 

From knowing what content to create to measuring performance and amplifying results, here are 6 concrete ways content marketing automation makes a real difference. 

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Can Artificial Intelligence Replace Manual Content Creation?

Can Artificial Intelligence Replace Manual Content Creation? | Content marketing automation | Scoop.it
It’s tough to envision a machine generating great content ideas, not to mention creating that content. Or so you might think – Content Marketing Institute
Guillaume Decugis's insight:

A good reality check by Sujan Patel on the myths and realities on automated writing. 

 

No, it's not coming soon to take your job as a content marketer. 

 

But there are some interesting take-aways on what it means for your content today. Some questions you should ask yourself:

 

- How would my content be different if it was written by a robot? 

- Do I know my target audience? 

- Am I showing empathy for my readers? 

 

The above chart also helps understand where humans are (still) superior to machines.

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[Infographic] Finding the write way: A history of content marketing

[Infographic] Finding the write way: A history of content marketing | Content marketing automation | Scoop.it
Optimize your content by sticking in as many keywords as possible. Avoid keywords– write for people. Publish 20 posts a day with a maximum of 300 words. Publish one post a week with a minimum of 2000 words. Welcome to the history of content marketing. 
Guillaume Decugis's insight:

As Suzie Blaszkiewicz of GetApp puts it, the history of content marketing is far from being linear... There's been a lot of conflicting best practices and advice given by content marketing influencers over time.

 

One theme remains constant though: content marketing is hard and time consuming. So looking for tools to be more efficient and measure what works is the only given that you can count on when you embark on a content marketing journey.

 

(Note that GetApp conveniently plugs in its Top 25 content marketing Apps on the market ranking which is a great resource to my latter point).

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drula eric's curator insight, March 4, 12:04 PM
Nous allons vous montrer comment il est facile de gagner de échanges de trafic  http://bourbon.agence-presse.net/2011/08/26/les-bannieres-publicitaires-sur-affiliation-business/
CoxConsultancy's curator insight, March 5, 4:48 AM
Content marketing is always changing - the important thing is to know what your audience wants and how they want to receive it.
Gonzalo Moreno's curator insight, March 5, 12:08 PM
Content Marketing... More of it
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Artificial intelligence: why marketers should care

"You’ve probably heard the buzz. The age of artificial intelligence has arrived. But what exactly will AI mean for marketers?"

Guillaume Decugis's insight:

AI is already here. Whether we notice it or not, a growing number of applications or websites are using AI technology behind the scenes. 

 

Marketers can not be ignorant of these changes that will deeply change the nature of the customer relationship. 

 

HubSpot's presentation gives a good and visual summary of the various areas AI will impact and why it matters for marketers.

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How to Extend the Life of Your Content on Social Media

How to Extend the Life of Your Content on Social Media | Content marketing automation | Scoop.it

Wish you didn't have to keep creating new content? Discover how to get more value out of your social media content.

Guillaume Decugis's insight:

A good recap on Social Media Examiner of what it takes to get engagement from social media with your content.


 


With information overload, it's no longer possible to expect a high reach from each of your social media post. While getting 15-20% reach or more was possible years ago, today you're lucky if 5% of your Facebook fans see a post from your Facebook page. As a consequence, you need to asap your social media publishing by:


 


1. Sharing your posts multiple times. 


2. Reshaping evergreen content forever. 


3. Repurposing content. 


 


Here's how. 

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Guillaume Decugis's curator insight, December 12, 2016 11:36 AM

A good recap on Social Media Examiner of what it takes to get engagement from social media with your content.


 


With information overload, it's no longer possible to expect a high reach from each of your social media post. While getting 15-20% reach or more was possible years ago, today you're lucky if 5% of your Facebook fans see a post from your Facebook page. As a consequence, you need to asap your social media publishing by:


 


1. Sharing your posts multiple times.


2. Reshaping evergreen content forever.


3. Repurposing content.


 


Here's how.

drula eric's curator insight, December 13, 2016 9:08 AM
Il n'y a aucun moyen que vous pouvez payer le plein montant lorsque nivellement par le haut parce que les commissions utilisées à partir de la semaine précédente ou semaines passé paient une partie ou la totalité de votre «Nivellement par le haut" à la phase suivante pour vous. Vous ne pouvez pas "monter de niveau" à moins que votre équipe est déjà en pleine croissance. Cela signifie que vous devez réussir dans le but de l'avance, ce qui en fait le seul système que nous connaissons de l'endroit où vous devez réussir avant de pouvoir monter de niveau!  http://topsurfer.com/splash2.cgi?lmapjpbngopv
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How to Define and Measure ROI for Your Content Marketing

How to Define and Measure ROI for Your Content Marketing | Content marketing automation | Scoop.it

"When you know your ROI, you can make the necessary adjustments to improve a floundering campaign, or identify the most profitable areas of your strategy to focus on in future months. "

Guillaume Decugis's insight:

As content marketing matures, the question of its ROI becomes important. And it's a delicate one because there are many components to it. This post by Jayson DeMers does a good job at giving the big picture of content marketing ROI but of course the devil is in the details. 

 

If you're a B2B marketer, it's helpful to consider aligning your content marketing objectives with your funnel. Your objectives then simply become:

 

- filling your top of the funnel,

 

- engaging prospects and nurturing them into qualified leads,

 

- helping close deals,

 

- keeping customers happy over time. 

 

Once you've established that, the next question becomes the technology and analytics system to measure ROI. As we've explained here, funnel performance has historically been measured through marketing automation software. But marketing automation is not designed specifically around content and this is why it's usually not enough to really understand the granular performance of each piece of content.

 

In addition to understanding the big picture, you also need to derive actionable recommendations on how to improve your content, either by doing performance audits or by using predictive insights

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How to build and implement a lean content strategy

70% of marketers don't have clarity on the efficiency of their content strategy. Why? Because content marketing requires the perfect execution of many time-con…
Guillaume Decugis's insight:

These are the slides from my talk at the TechSoup #OcTribe community meetup last week on how to not be among the 70% of marketers who fail at content. 

 

Since we launched our content marketing grader, we've collected data from more than 3,000 marketers and it helped shape these actionable best practices that will help you not just produce more/better content but also get more from your content. 

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Alice Stock's curator insight, September 7, 2016 7:21 AM
Good ideas on how to make the most of each platform (including Scoop.it!, of course).
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The next 5 years: how technology will shape the future of content marketing

The next 5 years: how technology will shape the future of content marketing | Content marketing automation | Scoop.it

Over the past 10 weeks, the Scoop.it team surveyed over 300 marketers to better understand this question. We also conducted dozens of longer interviews with SMB marketers to add a qualitative component to our research. And finally, we asked top content marketing experts including Joe PulizziMark Schaefer, Barry Feldman, Ian Cleary, Andy Crestodina, Mike Allton, Lee Odden or Bernie Borges for their insights.

Guillaume Decugis's insight:

We started Scoop.it 5 years ago when digital content marketing was just getting started. Nobody has a crystal ball but we found some interesting trends by doing this survey and interviews:

 

- Technology will keep helping us work faster.

 

- But it might have an even greater impact by helping us work smarter.

 

- Automation is one aspect but to really empower result-driven strategies, intelligence is what smart marketers want to see being developed. 

 

Meet the content marketer of the future.

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Why and how startups should leverage content marketing

Content Marketing for Startups by Susan Su. What is content marketing? Content marketing is any marketing that involves the creation and sharing of medi
Guillaume Decugis's insight:

Startups should be focused and there's a tendency in Silicon Valley to be "product-only" companies while in early stage. But building a product without customer feedback is a recipe for disaster so marketing is not a late stage activity. And as Susan Su from 500 startups articulates very clearly in this webinar, content now prevails over ads in many ways so that your best bet as a founding team to get your first users, collect feedback and iterate from your MVP might well be content marketing. 

 

The thing is content is complex and time consuming so entrepreneurs embracing it need to be efficient. This webinar gives a great list of recommendations on how to do that and be a lean content marketer.

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Guillaume Decugis's curator insight, April 28, 2016 10:51 PM

Is content marketing for established companies only? 500 Startups' Susan Su says no and articulates how to embrace it from an early stage.

prepareexcitable's comment, August 19, 2016 1:14 AM

This is so great!
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Why and when to republish content on other platforms for SEO

Rand's presentation on how to re-use and recycle content, update existing content, and earn better rankings and visibility.
Guillaume Decugis's insight:

Remarkable presentation by Rand Fishkin who makes a crystal clear point on what republishing content to other platofrms can bring. 

 

Rand says you can increase your traffic, reach and SEO by 3x. On our end we can attest this works though there are many reasons we'll come back on to not systematically do it / overdo it. So if you're interested in what results this can bring, read our post on the results of our own experiment

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Mathieu Rouart's curator insight, March 21, 2016 12:36 PM

Remarkable presentation by Rand Fishkin who makes a crystal clear point on what republishing content to other platofrms can bring. 

 

Rand says you can increase your traffic, reach and SEO by 3x. On our end we can attest this works though there are many reasons we'll come back on to not systematically do it / overdo it. So if you're interested in what results this can bring, read our post on the results of our own experiment

RPattinson-Daily's curator insight, April 1, 2016 1:02 PM

Remarkable presentation by Rand Fishkin who makes a crystal clear point on what republishing content to other platofrms can bring. 


Rand says you can increase your traffic, reach and SEO by 3x. On our end we can attest this works though there are many reasons we'll come back on to not systematically do it / overdo it. So if you're interested in what results this can bring, read our post on the results of our own experiment. 

prepareexcitable's comment, August 19, 2016 1:19 AM

Its fascinating
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Using multiple content marketing formats to diversify your traffic

Using multiple content marketing formats to diversify your traffic | Content marketing automation | Scoop.it
Different publications, writers, and audiences do not all respond to the same type of content.

Want to get in the New York Times? You probably shouldn’t send them an infographic. Approach them with unique, topical data, however, and you might have a way in. Looking to be featured on Buzzfeed? Lengthy lists are the way to go. LinkedIn? You need to write long-form articles.

The fact is that if you want to diversify your traffic – that is, if you want to get your brand featured in a variety of publications and want to attract a varied audience to your site — you need to mix up your content strategy.
Guillaume Decugis's insight:

Different people have different needs when it comes to consume content. For isntance, I don't drive to work so I mostly read text. But a lot of people who drive to work love podcasts to make their commute useful. 

 

Now the key point in this post by Sujan Patel: to optimize your reach, you need to use multiple formats. Not just when you have multiple audiences to reach but also because your same targeted audience is comprised of diverse people receptive to different formats.

 

On our end, we've been focusing a lot on text historically but we've been pleasantly surprised by how well SlideShare did for us and more recently webinars.

 

The next question for the lean content marketer convinced of using multiple formats is: how can you create these multiple pieces under different formats with the minimum effort? 

 

This makes me want to do a follow-up on how to use repurposing for this as I believe it's a great way to think about solving that problem: creating under one format and repurposing to another is a great way to increase the shelf life of your content and diversify your traffic. 

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Marco Favero's curator insight, March 12, 2016 5:12 AM

Different people have different needs when it comes to consume content. For isntance, I don't drive to work so I mostly read text. But a lot of people who drive to work love podcasts to make their commute useful. 

 

Now the key point in this post by Sujan Patel: to optimize your reach, you need to use multiple formats. Not just when you have multiple audiences to reach but also because your same targeted audience is comprised of diverse people receptive to different formats.

 

On our end, we've been focusing a lot on text historically but we've been pleasantly surprised by how well SlideShare did for us and more recently webinars.

 

The next question for the lean content marketer convinced of using multiple formats is: how can you create these multiple pieces under different formats with the minimum effort? 

 

This makes me want to do a follow-up on how to use repurposing for this as I believe it's a great way to think about solving that problem: creating under one format and repurposing to another is a great way to increase the shelf life of your content and diversify your traffic. 

Anne Dupont's curator insight, March 12, 2016 3:58 PM

Different people have different needs when it comes to consume content. For isntance, I don't drive to work so I mostly read text. But a lot of people who drive to work love podcasts to make their commute useful. 

 

Now the key point in this post by Sujan Patel: to optimize your reach, you need to use multiple formats. Not just when you have multiple audiences to reach but also because your same targeted audience is comprised of diverse people receptive to different formats.

 

On our end, we've been focusing a lot on text historically but we've been pleasantly surprised by how well SlideShare did for us and more recently webinars.

 

The next question for the lean content marketer convinced of using multiple formats is: how can you create these multiple pieces under different formats with the minimum effort? 

 

This makes me want to do a follow-up on how to use repurposing for this as I believe it's a great way to think about solving that problem: creating under one format and repurposing to another is a great way to increase the shelf life of your content and diversify your traffic. 

moncef dadoun's curator insight, March 13, 2016 7:08 AM

Different people have different needs when it comes to consume content. For isntance, I don't drive to work so I mostly read text. But a lot of people who drive to work love podcasts to make their commute useful. 

 

Now the key point in this post by Sujan Patel: to optimize your reach, you need to use multiple formats. Not just when you have multiple audiences to reach but also because your same targeted audience is comprised of diverse people receptive to different formats.

 

On our end, we've been focusing a lot on text historically but we've been pleasantly surprised by how well SlideShare did for us and more recently webinars.

 

The next question for the lean content marketer convinced of using multiple formats is: how can you create these multiple pieces under different formats with the minimum effort? 

 

This makes me want to do a follow-up on how to use repurposing for this as I believe it's a great way to think about solving that problem: creating under one format and repurposing to another is a great way to increase the shelf life of your content and diversify your traffic. 

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6 SEO Content Strategies That Still Work

6 SEO Content Strategies That Still Work | Content marketing automation | Scoop.it
Good Internet marketers know their SEO content strategy needs to be evaluated every so often in order to remain effective. Here's what to look at in 2015.
Guillaume Decugis's insight:

This is a guest post on our blog by Julia McCoy where she summarized the SEO content strategies that still worked these days. It's from a year ago but we've found that these are still working today and as we keep having the question, I felt it would be worth sharing further. 


To add to her post and elaborate on the content creation part, you can also read our eBook on how to leverage content curation for SEO.

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moncef dadoun's curator insight, March 1, 2016 5:39 PM

This is a guest post on our blog by Julia McCoy where she summarized the SEO content strategies that still worked these days. It's from a year ago but we've found that these are still working today and as we keep having the question, I felt it would be worth sharing further. 


To add to her post and elaborate on the content creation part, you can also read our eBook on how to leverage content curation for SEO.

Ajo Monzó's curator insight, March 2, 2016 4:41 PM

This is a guest post on our blog by Julia McCoy where she summarized the SEO content strategies that still worked these days. It's from a year ago but we've found that these are still working today and as we keep having the question, I felt it would be worth sharing further. 


To add to her post and elaborate on the content creation part, you can also read our eBook on how to leverage content curation for SEO.

Emin Boynukara's comment, March 3, 2016 9:00 AM
http://www.nettewebtasarim.com/
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My Single Best SEO Tip for Improved Web Traffic

My Single Best SEO Tip for Improved Web Traffic | Content marketing automation | Scoop.it
"If content is king, then the user is queen, and she rules the universe." Are you focusing too much on the content, rather than the user? In his last post as a Mozzer, Cyrus Shepard offers his single greatest SEO tip for improving your web traffic.
Guillaume Decugis's insight:
Interesting SEO advice that makes total sense and that is based on common sense: aligning all the steps in the search process can bring great results. Understand user intent when they search, align SERP snippets and optimize page copy accordingly. Here's how.
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Should You Kill Gated Content?

Should You Kill Gated Content? | Content marketing automation | Scoop.it
Are you using gated content to help you increase your leads? Stop! Gated content is failing fast. Try using these smarter marketing tactics instead.
Guillaume Decugis's insight:

Interesting debate. Not sure I agree yet with the conclusion as we certainly keep seeing great numbers from gated content ourselves and the post doesn't offer any data to back up the claim. But I can follow the rationale and it's clear that gated content on its own doesn't provide traffic, SEO or results anyway. It needs to be combined with traffic-driving content as part of the right content architecture (more on this in this - gated - ebook).So definitely worth a read and a thought on how your content is designed to create conversions.

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How artificial intelligence will disrupt marketing

How artificial intelligence will disrupt marketing | Content marketing automation | Scoop.it
AI is already having a significant impact on marketing. And over the next several years, it will dramatically reshape the nature of business and marketing — no hype. But not necessarily in the way some people promise.
Guillaume Decugis's insight:

Great post by Chief MarTech Scott Brinker who gives a good overview of how AI will change marketing. The whole piece is insightful but the above chart is particularly interesting to understand the various ways AI can add value depending on the nature of the task. 

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Peter Sicher's curator insight, March 30, 4:47 AM
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How Long Does it Take to See Content Marketing Results?

How Long Does it Take to See Content Marketing Results? | Content marketing automation | Scoop.it
Content marketing is a long-term strategy. It won’t happen overnight, but it will happen. Expect to see results around the six-month mark for both on-site and off-site campaigns.
Guillaume Decugis's insight:

Successful people are impatient. When we're driven by results we want things to happen fast. And we tend to set unrealistic expectations for ourselves, our teams and the actions we're taking. 

 

When it comes to content marketing, this is even worse.  Because it's marketing and marketing is historically a lot about campaigns and ads, i.e. programs you can initiate quite quickly. Digital marketing made things even worse. Google created the expectation that anyone can become a marketer and start spending $50 worth of AdWords to be successful. Facebook encourages you to boost a post in a few clicks with an underlying viral reach promise.

 

The truth is that content marketing takes time. Not a deal-breaker, 5-year down the road type of time. But at least some months. 

 

As these case studies by Fractl, a content marketing agency, show, there are huge benefits you can build with content marketing. Tangible ones too - not just fuzzy and unmeasurable results. Solid business KPIs like lead generation will be significantly improved by content marketing.

 

But in months - not in weeks. 

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David Picard Roussel's curator insight, March 6, 2:49 PM

[ Étude v.ang.] Combien de temps doit-on prévoir pour des résultats avec notre stratégie marketing?

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2017 Predictions for Artificial Intelligence and Communication

2017 Predictions for Artificial Intelligence and Communication | Content marketing automation | Scoop.it
We expect the movement towards conversational interfaces will accelerate in 2017. Learn why (and more) by reading our five Artificial Intelligence and Communication predictions for the coming year.
Guillaume Decugis's insight:
AI is fast becoming the must-have technology for marketing. Just like the need to have a mobile strategy a few years ago, marketers now need to have a data and AI plan. Collecting data was just the first step. What you do with it is what will matter. This post recaps key trends in marketing and AI. Specifically for content, I'll make a prediction myself that we'll see content marketing intelligence become a more and more important topic in 2017. What topics should you write about, what content can you extend the lifetime of, how to generate more results from your social distribution, etc... these are just a few of the questions AI algorithms are simply better fitted to answer than humans.
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The 3 content marketing problems that automation solves better than humans

The 3 content marketing problems that automation solves better than humans | Content marketing automation | Scoop.it
SALESmanago
Guillaume Decugis's insight:

This post on Michael Brenner's Marketing Insider blog is spot on. Guest author Grzegorz Błażewicz explains the different problems that can be solved by automation: research, distribution and measurement. 

 

While content marketing automation can be seen as an opportunity right now, I would make a stronger point that it actually is an obligation.

 

Research is critical to create good content. Content marketing is about being the best answer or one of the best answers to your customers' questions. How can you be the best answer without researching what's out there? And if you need to understand what's out there you need to automate content discovery.

 

No content ever generated traffic without getting some distribution first. It's not "build it and they will come". But in a world of information overload where everybody's embracing content marketing, optimizing content distribution is a priority. This means sharing multiple times on social media, generating email automatically and amplifying successful content to extend its lifetime. In this study, we actually measured how much more results you could generate through organic content amplification - without any paid distribution budget. And again, there's no way you can keep track manually of:

 

- all the pieces of content you need to share and distribute via email,

 

- how many times you've shared or emailed them,

 

- which ones deserve to keep being distributed and which ones shouldn't.

 

Finally, measuring content performance is the key to ROI. Again, it's imperative as if you don't measure it, you won't be able to make it a sustainable and valuable strategy for your business. Here again, it's impossible to crunch numbers better than a computer. More than that: tracking systems need to be in place to enable the proper attribution of business KPI's to content, aka content marketing analytics.

 

Humans will and need to stay in the picture of course. While some automated content creation technology starts to be used for sports and finance, it's not capable of creating content for sophisticated buying processes. But the key is to leverage technology and automation for what it's good at and focus our efforts on creativity and strategy - making our content marketing both human and efficient. 

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Camila Ortega's curator insight, November 10, 2016 12:31 PM

LA COMERCIALIZACIÓN PROBLEMAS

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Content Marketing Automation Do's and Don'ts

Content Marketing Automation Do's and Don'ts | Content marketing automation | Scoop.it
Confused on which tools to use, or how much automation to turn "on" in your content marketing? There's a fine line. Read our guide!
Guillaume Decugis's insight:

Great post by Julia McCoy of Express Writers. 

 

And yes, even though I'm a techie, I believe there are dangers in over-automating. 

 

But, as I wrote for the Content Marketing Institute here, I believe the key to avoid these dangers while be efficient is to use automation to be smarter and not just faster.

 

I see a lot of people try to take shortcuts and implement automation as a way to do that. But content marketing is about building relationship and trust with your target audience so that they feel educated (not sold) on the topics that will potentially lead them to consider your products. The "building relationship and trust" part is not something a machine can do - and over-automating can be counter-productive.

 

Having said that, content marketing is tough and time-consuming so it's definitely a must to automate repeatable tasks such as social media distribution for instance.

 

But beyond that, technology that helps us be smarter is really the next step:

 

- research tools such as Buzzsumo or the Scoop.it suggestion engine and that helps understand what content to create by automating content discovery and research,

 

- bots such as GrowBots, developed by HubSpot's CTO that answers questions, kind of like a Siri for marketers.

 

- predictive insight technology such as the one we launched in the v2 of our own Scoop.it Content Director and that provides actionable recommendations on how to get more results with the content you've already produced.

 

Overall the future of content marketing automation should be to help you getting more from content - and not just more content.

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Honoree I Tigrett's comment, October 15, 2016 8:15 PM
Yes if not done right then you waste a lot of time and money while missing the mark. Which is to automate the good in the fastest way.
Honoree I Tigrett's curator insight, October 15, 2016 8:18 PM
Great post by Julia McCoy of Express Writers. And yes, even though I'm a techie, I believe there are dangers in over-automating. But, as I wrote for the Content Marketing Institute here, I believe the key to avoid these dangers while be efficient is to use automation to be smarter and not just faster. I see a lot of people try to take shortcuts and implement automation as a way to do that. But content marketing is about building relationship and trust with your target audience so that they feel educated (not sold) on the topics that will potentially lead them to consider your products. The "building relationship and trust" part is not something a machine can do - and over-automating can be counter-productive. Having said that, content marketing is tough and time-consuming so it's definitely a must to automate repeatable tasks such as social media distribution for instance. But beyond that, technology that helps us be smarter is really the next step: - research tools such as Buzzsumo or the Scoop.it suggestion engine and that helps understand what content to create by automating content discovery and research, - bots such as GrowBots, developed by HubSpot's CTO that answers questions, kind of like a Siri for marketers. - predictive insight technology such as the one we launched in the v2 of our own Scoop.it Content Director and that provides actionable recommendations on how to get more results with the content you've already produced. Overall the future of content marketing automation should be to help you getting more from content - and not just more content.
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Strapped for Time and Money? Content Curation Is Your Content Marketing Secret Sauce

Strapped for Time and Money? Content Curation Is Your Content Marketing Secret Sauce | Content marketing automation | Scoop.it

Content - Content curation builds trust and credibility for your brand because it keeps customers informed. You can communicate industry news, trends, how-to tips, or whatever your business goals dictate.'

Guillaume Decugis's insight:

@Paul Chaney articulates why content curation is a great complement to creating your own content. Among the benefits he outlines:

 

1. Time saving: in our own findings from customers, we've seen curated blog posts are 4-8x faster to create than original pieces. And yes, they do perform well from a traffic and SEO standpoint - especially when you enrich curated content with your own insights. 

 

2. Building trust: content marketing works when it's not about you but your customers. While it's tempting to plug your own services or products in the content you create, you won't do that with curated content that - by definition - you didn't author. 

 

To this, I would also add that content curation is more accessible so it's easier to make it collaborative and have several people in the company contribute curated content.

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Why rented land is the dark side for content marketing jedis (in one single chart)

Why rented land is the dark side for content marketing jedis (in one single chart) | Content marketing automation | Scoop.it

"Do you rent or own the “land” for your content? Consider the benefits and challenges"

Guillaume Decugis's insight:

Should you own your blog? Or aren't you better off leveraging an established audience like Facebook's, Medium's or the LinkedIn publishing platform?

 

We've covered this many times inluding in this post where Mark Shaefer, Michael Stelzner and Mitch Joel. 

 

Joe Pulizzi gives a vibrant defense of owning your content house by comparing the appeal of the alternatives to the dark side: sure, it can be seen as faster for building traffic but then, he says, how come the valuation of Facebook seems to be directly correlated to the decline in organic reach of Facebook pages? 

 

The above graph - put together by Jay Baer - is crystal clear: while it's tempting to fish where the fish is, social platforms that invested in building their audience are not here to let you capture it for free. 

 

In the world of rented land, it's pay for play.

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Content marketing needs to be more predictive. Here's why and how.

Content marketing needs to be more predictive. Here's why and how. | Content marketing automation | Scoop.it
Last month we had 7,614 unique visitors (users) on this site.

In the next 30 days we want to get 20,000 users to our site. Not pageviews, not unique pageviews, not sessions…users.
Guillaume Decugis's insight:

Content marketing needs to be more predictive. Sure, it's not an exact science and probably never will be. But planning your blog's growth with a bottom up approach as Devesh Khanal gives a step-by-step example in this post is super helpful nevertheless as, among other things:

 

- it helps you understand how your key metrics work,

- it forces you to identify what are the things you can leverage; that are within your control,

- it helps set expectations.

 

Note: this model is traffic-based as it's their #1 objective but you could add conversion in the equation and build a similar-type of model for reaching a target of leads instead of visitors. 

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fredericblue's curator insight, March 23, 2016 12:47 PM

Content marketing needs to be more predictive. Sure, it's not an exact science and probably never will be. But planning your blog's growth with a bottom up approach as Devesh Khanal gives a step-by-step example in this post is super helpful nevertheless as, among other things:

 

- it helps you understand how your key metrics work,

- it forces you to identify what are the things you can leverage; that are within your control,

- it helps set expectations.

 

Note: this model is traffic-based as it's their #1 objective but you could add conversion in the equation and build a similar-type of model for reaching a target of leads instead of visitors. 

steve batchelder's curator insight, March 23, 2016 4:01 PM

Content marketing needs to be more predictive. Sure, it's not an exact science and probably never will be. But planning your blog's growth with a bottom up approach as Devesh Khanal gives a step-by-step example in this post is super helpful nevertheless as, among other things:

 

- it helps you understand how your key metrics work,

- it forces you to identify what are the things you can leverage; that are within your control,

- it helps set expectations.

 

Note: this model is traffic-based as it's their #1 objective but you could add conversion in the equation and build a similar-type of model for reaching a target of leads instead of visitors. 

massimo facchinetti's curator insight, March 23, 2016 4:14 PM

Content marketing needs to be more predictive. Sure, it's not an exact science and probably never will be. But planning your blog's growth with a bottom up approach as Devesh Khanal gives a step-by-step example in this post is super helpful nevertheless as, among other things:

 

- it helps you understand how your key metrics work,

- it forces you to identify what are the things you can leverage; that are within your control,

- it helps set expectations.

 

Note: this model is traffic-based as it's their #1 objective but you could add conversion in the equation and build a similar-type of model for reaching a target of leads instead of visitors. 

Rescooped by Guillaume Decugis from Social Media Publishing and Curation
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How to maximize your content reach in a few minutes every week

How to maximize your content reach in a few minutes every week | Content marketing automation | Scoop.it
Creating impactful content is good but it's not enough. Learn how to maximize your content reach & leverage your organic distribution to its full potential.
Guillaume Decugis's insight:

50% of blog articles get less than 8 shares - aka nothing. And yet, only 34% of marketers re-share their content multiple times to give it the best organic promotion they can. 

 

Why?

 

Because managing a backlog of content to re-share can be more complex than it sounds. And it's also easy to overdo it and provoke follower fatigue. 

 

Well? Not anymore.

 

Here's how to fix that once and for all in a few minutes every day.

 

And also identify evergreen content to re-promote long after it's been published to extend its lifetime and increase engagement, traffic and leads. 

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Nicholas Bodell's curator insight, March 17, 2016 4:55 AM

50% of blog articles get less than 8 shares - aka nothing. And yet, only 34% of marketers re-share their content multiple times to give it the best organic promotion they can. 

 

Why?

 

Because managing a backlog of content to re-share can be more complex than it sounds. And it's also easy to overdo it and provoke follower fatigue. 

 

Well? Not anymore.

 

Here's how to fix that once and for all in a few minutes every day.

 

And also identify evergreen content to re-promote long after it's been published to extend its lifetime and increase engagement, traffic and leads. 

Mark E. Deschaine, PhD's curator insight, March 17, 2016 6:55 AM

50% of blog articles get less than 8 shares - aka nothing. And yet, only 34% of marketers re-share their content multiple times to give it the best organic promotion they can. 

 

Why?

 

Because managing a backlog of content to re-share can be more complex than it sounds. And it's also easy to overdo it and provoke follower fatigue. 

 

Well? Not anymore.

 

Here's how to fix that once and for all in a few minutes every day.

 

And also identify evergreen content to re-promote long after it's been published to extend its lifetime and increase engagement, traffic and leads. 

Dominique Mas's curator insight, March 25, 2016 4:37 AM

50% of blog articles get less than 8 shares - aka nothing. And yet, only 34% of marketers re-share their content multiple times to give it the best organic promotion they can. 

 

Why?

 

Because managing a backlog of content to re-share can be more complex than it sounds. And it's also easy to overdo it and provoke follower fatigue. 

 

Well? Not anymore.

 

Here's how to fix that once and for all in a few minutes every day.

 

And also identify evergreen content to re-promote long after it's been published to extend its lifetime and increase engagement, traffic and leads. 

Rescooped by Guillaume Decugis from Public Relations & Social Marketing Insight
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What makes content marketing content real content marketing - and not just content

What makes content marketing content real content marketing - and not just content | Content marketing automation | Scoop.it

Content marketing's differentiating feature is the intentional use of valuable content to develop and nurture a relationship with the consumer. It's the value that's the key, whether that value is entertainment or information.


Via Jeff Domansky
Guillaume Decugis's insight:

Don't you love my great title? 

 

Ok, it's confusing but trust me, this article is not and makes a good job at explaining a simple but often misunderstood truth on content marketing: the intent is important. 

 

Publishing content randomly won't help your brand or company at all. It's publishing content that adds value to your audience and brings it close to your brand or a buying decision.

 

So not all content is created equal.

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Tommy Landry's curator insight, March 11, 2016 11:28 AM

Content marketing has an identity crisis. Here's why (and how to resolve it).

Dominique Mas's curator insight, March 13, 2016 12:18 PM

Content marketing has an identity crisis. Here's why (and how to resolve it).

Andrew Orvis's curator insight, March 19, 2016 6:24 PM

Don't you love my great title? 

 

Ok, it's confusing but trust me, this article is not and makes a good job at explaining a simple but often misunderstood truth on content marketing: the intent is important. 

 

Publishing content randomly won't help your brand or company at all. It's publishing content that adds value to your audience and brings it close to your brand or a buying decision.

 

So not all content is created equal.

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Content marketing analytics: look at the right KPIs for ROI

Content marketing analytics: look at the right KPIs for ROI | Content marketing automation | Scoop.it
A simple content marketing analytics framework.
Guillaume Decugis's insight:
How do you look at the performance of content? I've always felt that views or shares are not enough and so we built this simple framework to really understand and classify content on KPI's that really matter.
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