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Content Strategy of disruptors: how Open Garden's builds momentum

Changing the world not only takes a great idea but also takes building momentum around it.


The team at Open Garden, a San Francisco based startup - who could be to mobile data what Skype was to telephone calls - understood from the beginning how important it was to build a community around its disruptive idea.

Guillaume Decugis's insight:

With the convergence of Search and Social Media, building a community really means building a community of interests around what your company is all about.


For Open Garden's founders, this is about showing how hot the space they have pioneered is. They explain how and why they're doing it in that video.

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Guillaume Decugis's curator insight, February 6, 2014 8:09 PM

For more and more startups and companies, this means publishing great engaging content to build their community - a strategy where content curation greatly helps as Open Garden Co-Founder & CEO Micha Benoliel explains in this video.

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How to blog consistently in 30 minutes a day or less

How to blog consistently in 30 minutes a day or less | Content Marketing, Curation, Social Media & SEO | Scoop.it
Use content curation to develop the volume of content to get more traffic and more leads.
Guillaume Decugis's insight:

Blogging is probably the most accessible format for content marketing. But it's also the easiest to give up: urgent priorities to deal with, lack of inspiration..., delivering enough blog content frequently to raise above the noise can be harder than it seems. 


But out it doesn't have to be. 


We put together this ebook with some of the greatest content marketers to come out with a lean methodology to deliver a consistent blogging experience to your readers based on content curation. 


Tell us us what you think!

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Claude Maran - Webmarketer's curator insight, August 14, 2015 3:55 PM

Car il N'EST PAS Toujours Évident de trouver LE temps

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SEO Learnings from Analyzing 1 Million Google Search Results

SEO Learnings from Analyzing 1 Million Google Search Results | Content Marketing, Curation, Social Media & SEO | Scoop.it
In fact, the number of unique referring domains was the strongest correlation in our entire study.
Guillaume Decugis's insight:

This is a very detailed study on how the various criteria correlates with rankings.


Now, the big caveat is that correlation is not causation. For instance, the #1 correlation observed between the number of referring domains and the position in Google can be the result of a virtuous and amplifying cycle: content with backlinks from several domains get well ranked which means that other domains tend to refer to it as it's easily found in researching for a new piece of content. 


Still, this post is a very interesting read to get a better of sense of how SEO works. 

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Bruce Frazer's curator insight, January 22, 3:54 PM

Some interesting information on how SEO works....Give this  a read...you might be startled...

Marco Favero's curator insight, January 24, 5:35 AM

aggiungere la vostra comprensione ...

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15 Luxury Brands Winning With Content Marketing

15 Luxury Brands Winning With Content Marketing | Content Marketing, Curation, Social Media & SEO | Scoop.it
Building an effective content marketing strategy for a luxury retail brand is not always easy.
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11 Content Curation Tools Every Marketer Needs ...

11 Content Curation Tools Every Marketer Needs ... | Content Marketing, Curation, Social Media & SEO | Scoop.it
Content curation is necessary for finding relevant information for your audience and sharing it through your communication channels. Whether you are a beginner or advanced, check out these tools to help you stay on top of your content.
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Content Marketers: 8 ways to get fired in 2016

Content Marketers: 8 ways to get fired in 2016 | Content Marketing, Curation, Social Media & SEO | Scoop.it
Here are 8 ways to get fired in 2016 as a content marketer. As a team of marketers ourselves, we've done each and every one of these mistakes ourselves in the past...
Guillaume Decugis's insight:

Time for content marketers to step up their game: while we all did these mistakes, I don't think the C-suite will have much patience for it going forward. Or at least they shouldn't given there are easy-enough solutions to implement such as content marketing software. 

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Ashish Tripathi's curator insight, January 24, 3:18 AM

Be careful  #contentmarketers

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A reference on the cost of Content Marketing software

A reference on the cost of Content Marketing software | Content Marketing, Curation, Social Media & SEO | Scoop.it
As content marketing matures, you know why you need content marketing software. How much does content marketing software cost? We’ve done the research.
Guillaume Decugis's insight:

About a month ago, TopRank - the thought leading agency on content marketing - published their selection of top content marketing tools marketers should consider for their 2016 plan. 

 

We elaborated on this to research the cost and scope of these tools to serve as a reference for the industry. 

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On track for Content Marketing ROI? Take the 5' test

On track for Content Marketing ROI? Take the 5' test | Content Marketing, Curation, Social Media & SEO | Scoop.it
We've created the first interactive Content Marketing ROI Grader. It takes less than 5' to complete it and gives a score with inputs based on your results.
Guillaume Decugis's insight:

For a long time now, we've been wanting to help marketers assess whether their content marketing was on track. So after collecting lost of best practices, influencers recommendations and observations, we built a new tool: our Content Marketing Grader. 

 

Check our how influencers scored, take the test yourself and, more importantly, get personalized recommendations on what to improve or maintain. 

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Why a Content Hub is Your All-Powerful Media Magnet

Why a Content Hub is Your All-Powerful Media Magnet | Content Marketing, Curation, Social Media & SEO | Scoop.it
Learn the ins and outs of content hubs and how to maximize their value.
Guillaume Decugis's insight:

Barry Feldman comes back on the concept of content hubs which he developed in the ebook he wrote and that details why and how marketers should not manage their content properties in silos but focus them on their website. 

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Content Marketing Versus SEO

Content Marketing Versus SEO | Content Marketing, Curation, Social Media & SEO | Scoop.it

SEO and content marketing are not separate entities. They're not unrelated marketing tactics.

Guillaume Decugis's insight:

If there's ever been a war between SEO and content marketing, the latter won a long time ago. I would actually say that for all practical purposes except maybe a bit of on page optimization, content marketing is the new SEO - at least for marketers. 


 


The consequence is that your main course of action to rank in search engines is to come out with a way to publish great content on a frequent and consistent basis. 

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Shinjuru Kinjiyo's comment, September 27, 2015 11:40 PM
I am in full agreement with you sir.
www.ArlingtonSEO.org
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Here’s How to Create a Modern SEO Strategy That Works

Here’s How to Create a Modern SEO Strategy That Works | Content Marketing, Curation, Social Media & SEO | Scoop.it
Let's get real for a moment. Content marketing, lead generation, lead nurturing—if any of these words are in your job title, chances are you either love SEO, hate SEO, or hate SEO with a passion.
Guillaume Decugis's insight:
The new SEO has changed from keywords to topics. By focusing on intents and answering questions your audience have, you can build a framework for your content that will make you rank. And the best news for those who hate SEO?You will do SEO without doing SEO.
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Confessions of a Google Spammer

Confessions of a Google Spammer | Content Marketing, Curation, Social Media & SEO | Scoop.it
In short, after 5 years of considering white hats and inbound marketers to be snobs, I'm finally drinking the Kool-Aid.
Guillaume Decugis's insight:

Fantastic story of a black hat SEO link builder who became a millionaire working 10 hours a week before Google's algorithm changes destroyed his business and pushed him to embrace content marketing and inbound strategies. 


A great story on the rise and fall of he old SEO. 

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Getting Started: How To Build A Successful Business Blog

Getting Started: How To Build A Successful Business Blog | Content Marketing, Curation, Social Media & SEO | Scoop.it

Whether you’re a local business owner, entrepreneur, or brand - finding new ways to generate business can be a challenge.

Guillaume Decugis's insight:

A great, concrete and useful getting started guide by Rebekah Radice who definitely knows what she's talking about.


One thing that comes clearly out of this is that business blogging is a process. To be successful, you need to establish the required workflow that will bring the discipline and consistency necessary to get results.


Now, don't let this overwhelm you: software and tools can help.


She gives a number of examples and you can also check out our own approach to that problem as this is why we created Scoop.it Content Director as an integrated and easy-to-use solution.

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5 things content marketers should learn from list headlines

5 things content marketers should learn from list headlines | Content Marketing, Curation, Social Media & SEO | Scoop.it

Listicles and number-based headlines refuse to die. Here are five reasons why and five things you can do instead of simply imitating them.

Guillaume Decugis's insight:

Doug Kessler makes a very good analysis of why numbers are so attractive in blog headlines and what it means to Content Marketers. It's something I also observed when analyzing the performance of our email marketing and our subject lines (details here: http://bit.ly/1c9HufY ).


In our own analysis, the correlation existed but not to the point where we stopped using anything else. Plus a number of our headlines that include numbers are actually not lists.


An interesting objection to this rule is Upworthy: it's hard to think of any site being less click-bait driven than this one. Yet, they don't use numbers or list given the format they're using but also probably because unlike Buzzfeed or b2b content marketers, they focus on being inspirational.


But for the latter who need to be educating their prospects, following the principles Doug Kessler outlines in this post is a great rule.

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Marco Favero's curator insight, May 5, 2015 1:50 AM

aggiungi la tua intuizione ...

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My Single Best SEO Tip for Improved Web Traffic

My Single Best SEO Tip for Improved Web Traffic | Content Marketing, Curation, Social Media & SEO | 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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How to generate ROI out of your content marketing in 2016

As Content Marketing matures, the ROI question becomes a burning one. Where is the ROI in content marketing? How do you achieve it? These are the slides of the…
Guillaume Decugis's insight:
If you missed our webinar with Buzzsumo on Content Marketing ROI, these are the slides of what we presented with Steve Rayson. You can also read a couple write ups on this topic on Buzzsumo's blog (http://buff.ly/20hArIN) and on our blog (http://sco.lt/9BiOQL).
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Why SEO Is Actually All About Content Marketing

Why SEO Is Actually All About Content Marketing | Content Marketing, Curation, Social Media & SEO | Scoop.it

There’s a bit of confusion over SEO and content marketing. The confusion comes over how SEO and content marketing fit together. Do they fit together? Are they at odds with each other? If so, is it possible to force them together?

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Ashish Tripathi's curator insight, January 24, 3:14 AM

A Fresh content generates organic traffic and according to google strategies actually this is the only path to get the ranking for your websites as well as revenue through the Leeds.

Andrea J Ross's curator insight, February 6, 11:18 AM

SEO and content marketing have been at odds recently, with many blogs posting that content marketing has killed SEO. But this article argues that the two must go hand in hand in order for your social media to be successful. Content marketing actually improves the effectiveness of SEO, which may be where the confusion is coming from, but still, both are necessary to work.

 

This information is helpful for businesses trying to step up their social media marketing because it is important to realize, while SEO may get your name on the map, it is your content that really is key to making it successful. Your content will enhance the SEO of your company. For instance, the article states, “SEO demands keywords. Content marking means using keywords.” They simply cannot do without each other. In order to improve your content marking, you must use your keywords strategically throughout your content so that they can work fluently together.

 

In other words, if you focus solely on your SEO campaign, you will not succeed unless if you also employ content marketing, and vice versa. Too many people in social media positions call themselves SEO or content marketer. People will be more successful in their efforts if they blend the two together.

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Why Grave Misconceptions About SEO Still Persist

Why Grave Misconceptions About SEO Still Persist | Content Marketing, Curation, Social Media & SEO | Scoop.it
Myths and misconceptions about search engine optimization just don't seem to go away. Columnist Jayson DeMers offers an explanation for why this is so and what SEO professionals can do about it.
Guillaume Decugis's insight:

SEO has been completely disrupted over the past 5 years: from a technically-driven, complex and obscure field, it's been changing to focus on publishing great content. A lot of SEOs failed to follow that trend but the good ones like Jayson DeMers give an articulated view of the new SEO which makes total sense - as he does in articles such as this one. 

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newstoworld.com's curator insight, January 17, 12:48 AM

http://www.newstoworld.com/


Free News Publishing Websites,Submit Business URL To Online

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How often should content marketers blog to generate traffic and leads?

How often should content marketers blog to generate traffic and leads? | Content Marketing, Curation, Social Media & SEO | Scoop.it
How often should a company blog? Check out this blogging benchmark data from HubSpot's 13,500+ customers.
Guillaume Decugis's insight:

The data has spoken and it's clear: the debate on content quality vs content quantity is a wrong one. The truth is you need both. 

 

Of course, you shouldn't publish bad content. But don't think a solitary epic ebook or white paper will be enough to raise above the noise. 

 

So what are the consequences of that study by HubSpot?

 

1. You need to plan for both consistency and quality. If you're working on your 2016 budget, make sure you target both. 

 

2. It's very unlikely you'll have enough resources to create everything with the right level of quality: leverage content curation to supplement your own content and third-party contribution to guest blog for you. 

 

3. In these days of content explosion, doing everything manually is like bringing a knife to a gun fight: invest in content markting software to meet your plan's goals. 

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SEO Case Study: How One Well-Researched Piece Of Content Generated a 125x Increase in Organic Traffic

SEO Case Study: How One Well-Researched Piece Of Content Generated a 125x Increase in Organic Traffic | Content Marketing, Curation, Social Media & SEO | Scoop.it
Learn the simple 6-step process Michael used to outrank global brands, climb to #1 in Google and increase his client's organic traffic 11,065% in 6 months!
Guillaume Decugis's insight:

Fascinating and very detailed SEO case study by @Robbie Richards where he articulates each and every step of his process to rank #1 on Google for one of his clients. 

 

The amazing thing is that this huge increase in organic search traffic only came from one piece of content. Yes, just one. 

 

The process to create it was however not trivial nor magic and that's the step by step guide Robbie delivers here. 

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Content Marketing Found Most Important Technology For Marketers In Recent Survey

Content Marketing Found Most Important Technology For Marketers In Recent Survey | Content Marketing, Curation, Social Media & SEO | Scoop.it
Technologies that facilitate content marketing will continue to be the most important marketing technology for US B2B marketers, according to one survey. But will other currently valued marketing technologies hold relevance, or are new categories set to grow in importance?
Guillaume Decugis's insight:

Content is more and more the bottleneck of marketing. Now that marketing automation is significantly deployed, marketers are struggling with content generation: content for email marketing, content for lead generation, content for lead nurturing, content for traffic generation, for SEO, etc...

 

On my end, I see a lot of marketers who feel like they've done the right things and still don't see results: they built landing pages, they have workflows to nurture leads automatically, etc... They built it but they're not coming.

 

 

To overcome this and make an inbound strategy run, marketers need content. So it's not surprising that in the same way they expected to have software to help them manage landing pages, emails, etc... they're not expecting content marketing software to help them scale their content marketing.

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7 golden rules for content marketing. And one to rule them all. 

7 golden rules for content marketing. And one to rule them all.  | Content Marketing, Curation, Social Media & SEO | Scoop.it
Here are seven golden rules that we have identified to help you optimise your content marketing.
Guillaume Decugis's insight:

Not sure all of these rules are on the same level but I couldn't agree more with the fact you have to create content that answers your prospects and customers' questions. And as you do, you'll realize you have to real them down by funnel stages as a first-time visitor doesn't have the same question as a hot prospect who already had a talk with your sales team. 


 


So my number 1 rule would actually be to list the 5 top questions that are the most common at the 3 main funnel stages: top, middle and bottom (this article uses many more stages but I like to simplify). 


 


This is should make a list of 15 questions that you can now write or curate content for under a variety of formats:


- evergreen eBooks and long blog posts


- weekly original or curated blog posts


- daily tweets and curated social media posts

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Marco Favero's curator insight, September 28, 2015 3:14 AM

aggiungere la vostra comprensione ...

Eric Webb | Marketing Executives Network Group's curator insight, September 28, 2015 7:52 AM
These are clearly useful as a guide.
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10 sources of stunning free images

10 sources of stunning free images | Content Marketing, Curation, Social Media & SEO | Scoop.it

If you have been a digital or content marketer for some time, you know this problem only too well – there isn’t much free stuff when it comes to visuals or photographs for your precious content. And as you might be fully aware by now – you just can’t substitute having visuals with texts.

Guillaume Decugis's insight:

The lean content marketer's image sourcing problem is being slowly but surely. I've shared some other lists of similar websites before but I like this one which is curated and short.

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Amin Ghale's curator insight, August 5, 2015 4:20 AM

The lean content marketer's image sourcing problem is being slowly but surely. I've shared some other lists of similar websites before but I like this one which is curated and short.

Lee Hall's curator insight, August 19, 2015 10:23 AM

There is a concise explanation of Creative Commons license, too. 

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To guest blog or not to guest blog: why you might want to ignore Google

To guest blog or not to guest blog: why you might want to ignore Google | Content Marketing, Curation, Social Media & SEO | Scoop.it

Why we're prioritising guest posting as our primary audience building tool.

Guillaume Decugis's insight:

When it comes to guest blogging, there's bad guest blogging and good guest blogging. 


Behind its good and provocative title (original title: "We're ignoring Google & it's working - here's why"), this article details why guest blogging is still a very valuable technique when done in a natural, respectful and meaningful way. 


Ever since Google's Matt Cutts openly criticized guest blogging and announced that Google was making change to put an end to it, content marketers have been puzzled. My analysis is that the guest blogging Google targets as spammy is the one any somehow successful site receives offers of: the spammy, completely irrelevant guest blogging propositions from cheap copywriters who are employed by black hat, old styles SEOs to try to create backlink artificially. If you haven't come across these proposals, good for you! But if you do, you've probably turned them down anyway out of pure common sense.


Notwithstanding that, there is still great value at doing natural guest blogging to develop your visibility by leveraging other blog and media's audiences. There's a trade-off: you can't convert from sites you don't own but it's definitely worth exploring to bootstrap and develop your readership. And here's a great article from MarketingProfs on what to expect from it.

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How to Create Boring-Industry Content that Gets Shared

How to Create Boring-Industry Content that Gets Shared | Content Marketing, Curation, Social Media & SEO | Scoop.it
Many marketers balk at the prospect of creating content for industries that just aren't conducive to interesting topics. This post explains why that's short-sighted, and offers a different approach.
Guillaume Decugis's insight:
This is the third post I see on this topic over the past few weeks. New trend for 2015? I couldn't agree more that there is no such thing as boring industries when it comes to content marketing. Buyers having to make decisions will crave for genuinely educational content so it's all a matter of context.This post on Moz goes beyond making the argument to give actionable tips on how to make that happen starting by defining personas and thinking about their interest. Great read, especially if you thought there's nothing sexy in your industry you could publish about.
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Janet Vasil's curator insight, May 14, 2015 11:32 AM

Boring is a state of mind. If you go into a creative project with a clear udnerstanding of the audience and a desire to serve that audience,  you can craft content that speaks to them in an interesting way. No industry is inherently boring.  As a content creator, you need to tap into what the people who are passionate about the niche care about.

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Content Marketing in Boring Industries: 10 Companies Doing it Right

Content Marketing in Boring Industries: 10 Companies Doing it Right | Content Marketing, Curation, Social Media & SEO | Scoop.it

I’m pretty confident that solid content marketing principles apply to everyone – in every field. So I did some digging and started investing companies in boring industries and found that there are tons of great examples out there of businesses that are crushing it online.

Guillaume Decugis's insight:

Because Content Marketing is about publishing content, a common confusion is that it must be news.


But while content marketing can certainly be newsworthy, entertaining or even spectacular, it doesn't have to be. In boring B2B industries (not to say that all B2B is boring!), interesting doesn't mean necessarily mean fun. For prospects eager to be educated on a given topic, there's nothing more interesting than the perfect blog post that explains in a simple and actionable way how to solve this or that problem. 


Content marketer and entrepreneur Sujan Patel did a great job at giving 10 inspiring examples of how to thrive through cotnent in a boring industry.

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Gina Tucker's curator insight, May 5, 2015 12:43 PM

Don't think your industry has "interesting" enough content? Impossible! No matter what your business is, or how "boring" your expertise, there is an audience for it. There is dynamic content possible in ANY industry! 

Pecsi Ferenc | Soreo.biz's curator insight, May 6, 2015 1:41 AM

A téma nem új, sok cikk foglalkozott már azzal, mit kezdhetnek az "unalmas cégek" a tartalommarketinggel. (Egyesek szerint ők vannak jó helyzetben, mert a "szexi" iparágakban már túl nagy a tolongás. )Sujan Patel példái mindenki számára tanulságosak.

Dean Ryan G. Martin's curator insight, May 6, 2015 5:45 AM

In other words, a boring content is a boring story.

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