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Can SMB's afford the impressive ROI of Content Marketing?

Can SMB's afford the impressive ROI of Content Marketing? | Content Marketing, Curation, Social Media & SEO |

Is content marketing worth it? Can your company achieve a positive ROI by investing in blogging, social media, and marketing automation?

Guillaume Decugis's insight:

A great compilation of studies on the ROI of content marketing from Eloqua and Hubspot. There are lots of interesting numbers which show how valuable content marketing can be in the long run: unlike advertising which costs increase with success, content marketing scales up by delivering economies of scale with lower and lower costs per lead or visitor. 

Now, the caveat is that these studies focus on sizeable organizations who can afford the following investments: "According to Eloqua’s findings, a mid-sized organization should expect to spend approximately $12,000 a month and a larger-sized company could expect about $33,000 a month."

This raises the question of the accessibility of content marketing to small and mid-size businesses. To really be the new advertising, Content Marketing needs to become accessible to all - hence the growing interest for leancontent solutions and tools. 

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Content Marketing, Curation, Social Media & SEO
The new SEO is good shareable content. What does it mean for content marketers and content curators?
Curated by


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The benefits of content curation for seo

In a recent survey of 1,550 US professionals on the impact of content curation for their business goals, 65% said content curation helped with regards to SEO. Not only that but data from 65M+ pieces of content curated on the platform show that an average of 40% of traffic comes from Google Search.

This presentation explains why and outlines content curation best practices for SEO.

Guillaume Decugis's insight:

We've read a lot of things on the impact of content curation for SEO - including a lot of confusing things, particularly around duplicate content which is by no means content curation. So we wanted to set the record straight and compile (curate?) the list of benefits for SEO that good content curation brings as well as best practices  to follow.

Please add your own thoughts and feedback to the discussion.

Ken Dickens's curator insight, August 29, 3:46 PM

Yet more proof that you should Curate content in addition to creating it.  Third party curated content also has the advantage of adding credibility. -Ken

alexandre garnier's curator insight, November 11, 5:06 AM

Curation de contenu et SEO, must read !

Rachael Johnston's curator insight, November 19, 4:54 PM

Curated content is not the same as duplicated content. Although it is put on websites that are not its original, it is not duplicating because it is linked to the URL of the original source, therefore it drives traffic for the original owner and it beneficial to the creator. The curated content adds value for the readers and encourages SEO in Google. Google is against duplicated material but is strongly in favour of shared content, Google views the sharing of URLs and content as a way to determine reliability and  relevancy.


As curated content adds value for your readers, here are The New Rules for SEO when curating, as stated in slideshow:

- Freshness - keep the content current and up-to-date. You want readers to see value in what you are sharing, and it will not do that if it is out of date.

- Relevance - you want to share content that is relevant. Sometimes things can get off track and you can lose track of the initial goal. Content curation helps organize your topics. Because you separate your content into categories, it makes it easy to rank long-tail keywords and keyword combinations within the niche. 

- Quality - you need to have value and quality in your created and curated content because that is the only way to get readers interested and seeing you as a leader and expert. Quality can be seen through Social Proof. Social proof is seen when readers share, indicating they found the content valuable and worthily of passing on to others. This can be measured by number of inbound links and social shares


Best 8 Content Curation Practices for SEO

- Focus on well-defined fopics

- Be relevant and consistent

- Curate from reliable sources

- Keep snippets short

- Add Insight

- Attribute to original creator

- Share to social networks

- Integrate Google Authorship with your content curation hub - add link when posting (helps SEO by creating Social Proof)


* All of these practices are very important in content curation and SEO. It is very important to start with a specific topic. You can choose this by determining the right keywords through the Google Keywords Tool, in order to help with SEO. You also want to make sure that you give credit to others for work that is not yours. It is imperative that once content is created and curated that it shared on the appropriate social networks in order to gain attraction and traffic. 

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3 Content Curation Best Practices to Optimize Your Content Marketing

3 Content Curation Best Practices to Optimize Your Content Marketing | Content Marketing, Curation, Social Media & SEO |
Pure creation is demanding. Pure automation doesn’t engage. Curating content can provide the best of both.
Guillaume Decugis's insight:

Lee Odden gives a ton of great ideas in this inspiring post on how to source content, what type of content are the best to curate and where to publish curated content. 

If you're struggling with where to start your content curation efforts or if you're tired of the practices you've been using, you should definitely check this out. 

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Report: SMBs Turn to Content Curation for Increased ROI

Report: SMBs Turn to Content Curation for Increased ROI | Content Marketing, Curation, Social Media & SEO | took a closer look at what the data says for small businesses who have been using content curation over the last year, notably its impact on ROI.
Guillaume Decugis's insight:

How effective is content curation related to content creation for SMBs? We wanted to find out and here's what we found.

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Why great content is the only SEO strategy that wins

Why great content is the only SEO strategy that wins | Content Marketing, Curation, Social Media & SEO |
Good news, content marketers: SEO hasn’t really changed! Columnist Nate Dame explains how to get the most bang from your SEO buck in 2015.
Guillaume Decugis's insight:

Another post that details why focusing on publishing relevant content to your audience is the only thing that matters from an SEO standpoint. 

So don't fall for any of the quick wins and put a strategy in place for consistently publishing content that matters to your audience. 

Gina Tucker's curator insight, November 11, 7:33 PM

Don't try to follow SEO formulas, they change constantly and don't reflect anything except Google trying to reward the best sites for curating relevant content. Instead, keep producing unique or curated content that is relevant to your industry. Show yourself as a thought leader and an industry expert and your website will reflect that! 

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The power of content curation for inbound marketing

Inbound marketing is definitely more efficient and appealing to the sophisticated modern customer than traditional interruptive outbound techniques. But for inbound marketing to work, you need to have its lifeblood: content.

Guillaume Decugis's insight:

These slides are from a talk @Marc Rougier recently gave on how content curation helps to solve inbound marketing #1 pain point: scaling the content you publish to feed your landing pages and conversion loops. 

Content Marketing and inbound marketing are on a conversion path, specifically for B2B marketers who are looking for ROI.

These slides contain explanations on how content curation helps inbound marketers, what ROI they can expect vs created content* as well as case studies from both SMBs and larger enterprises.  

*with data from our latest white paper and study which found out that 1 dollar invested in content curation was 50% more efficient than the same dollar invested in created content - plus a lot of other great findings.

Guillaume Decugis's curator insight, November 5, 2:21 PM

Content curation has played an important role in content marketing for some time now. But we wanted to look specifically at what it brought to inbound marketing specifically and that's what [url=/u/2007 x-already-notified=1]Marc Rougier[/url]'s been doing in that great presentation from a talk he gave recently. 

Content curation doesn't just help marketers do more and better by being more targeted. It also helps build trust as this study demonstrated: customers have become more sophisticated and stopped to fully trust vendor-created content because they know it's been designed with an agenda. Curating and publishing 3rd-party content is not 100% objective either but it brings an independent perspective that helps with regards to building that trust. 

Rachael Johnston's curator insight, November 19, 4:11 PM

Check out this slideshow for a brief overview of inbound marketing and content curation

Outbound Marketing: interruptive, shouting, propoganda, paid VS.

Inbound Marketing: invitation,, converse, value, earned

* Inbound marketing is becoming used more and more frequently. It draws the customers and clients in instead of pushing their product/service/business right at them. 


Inbound marketing is all about content. It has to be available through as many devices as possible, it must build a community, it needs to useful content to engage readers, and it must be frequently distributed/shared. 

* It is crucial that the content has value and that the readers are really interested. Content must be created and shared regularly in order to keep the readers coming back for more. As Chris Bailey said during his presentation, if your content doesn't bring value to your reader, they won't read it! You/Your page won't grow. 

This is why it is important to add some of your own insight when curating in order to enrich the content and bring extra "expertise" value to your readers.

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Your Business Blog Sucks. Here are 6 Reasons Why.

Your Business Blog Sucks. Here are 6 Reasons Why. | Content Marketing, Curation, Social Media & SEO |
6 tips for increasing the ROI of your business blog and engaging your audience to meet your content marketing goals.
Ally Greer's insight:

Does your business blog need a little revamping? It's likely. Try out these 6 tips and let me know what you think!

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Why Content Is Everyone’s Job

Why Content Is Everyone’s Job | Content Marketing, Curation, Social Media & SEO |
The need for content has moved beyond a traditional marketing department’s ability to create and is now everyone's job.
Guillaume Decugis's insight:

Or why Content Marketing needs to  reach beyond the marketing team (as I also wrote about in that post). Now, where I disagree with John Jantsch is when he uses the word "creation". I talk to hundreds of business owners, entrepreneurs and even VP Marketing at larger companies which all tell me how incredibly hard it is to get non-marketers to create content. 

Don't fool yourself: you won't get everybody to create content. 

So yes, as Jantsch writes, this is also about creating a content culture and he recommends a number of useful steps to foster it which don't involve creating content specifically but there's one that he misses: collaborative content curation. 

While it's extremely hard to constantly remind people they have a blog post to finish, it's much easier to have them curate the content they read and they feel is valuable to the content strategy. Your coworkers have expertise; and they read content which is valuable. Empower them to easily curate it and share it so you can make your content strategy stronger. 

From a practical point of view, think about the following concrete ideas:

- create a weekly newsletter from the best posts that your team read this week;

- create private content hubs where everybody can share content without too much overthinking and then curate this pre-curation to your blog;

- identify champions who naturally share content (tip: they're the ones  already sending links by email to the rest of the company) and give them ownership: make them responsible to create a weekly roundup of curated posts. 

There are many other ways to involve more people in your content strategy - a premise I can not agree more. But any of the above will be more efficient than waiting forever for one of your engineers to write that epic blog post. 

CESSON's curator insight, October 30, 9:04 PM

Agreed, businesses can vastly improve by workshopping internally for fresh content.

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3 Things Content Marketers Can Learn From Amazon

3 Things Content Marketers Can Learn From Amazon | Content Marketing, Curation, Social Media & SEO |

Search for a Hachette book, and you'll most likely find what you're looking for at either Amazon or Goodreads, an Amazon-owned website that adds a social dimension to reading and book buying.

Via Brian Yanish -
Guillaume Decugis's insight:

How did it happen? 

Because Amazon put educating over selling and made their content easily accessible to their customers a way a publisher would.

Answering your customers' questions on an ongoing basis will help you not only win their attention - but also their business.

Here's how Amazon beat Hachette to this game.

Marco Favero's curator insight, October 27, 6:21 PM

aggiungi la tua intuizione ...

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Why Content Marketing Is So Valuable For Small Business Owners

Why Content Marketing Is So Valuable For Small Business Owners | Content Marketing, Curation, Social Media & SEO |
While not a new concept, content marketing is a fairly new term and there is a reason it is all the rage these days.
Guillaume Decugis's insight:

Couldn't agree more with this argumentation by Susan Tucker but I'll add another thing: content marketing scales better for SMB's. 

As I already commented here, paying for traffic can rapidly becoming a huge financial constraint. And most of the time, they face diminishing returns from advertising. 

Content Marketing is not free either but it can be done under a fixed cost model and - through lean content marketing techniques - within a budget.

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3 Underutilised Internal Linking Tactics for UX and SEO

3 Underutilised Internal Linking Tactics for UX and SEO | Content Marketing, Curation, Social Media & SEO |

Here's three really easy ways you can get more value from your internal links. It'll improve your on-page SEO and help users browse your site more effectively. Let me know what you think.

Guillaume Decugis's insight:

Simple and actionable recommendations that you can implement on your blog easily and that will have an seo Impact while also helping your readers (note: both objectives are actually more and more the same one).

Note also that if you're using as your content hub, #1 is built-in since each content permalink also shows in the background the related content you've chosen to curate on the same topic. And through our premium versions you can customize your templates to add popular content links (tip #3) or even have them show through the lead generation slider.

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Wanna learn Digital Marketing? Google wants to help.

Wanna learn Digital Marketing? Google wants to help. | Content Marketing, Curation, Social Media & SEO |
Google has rolled out a new iPhone app called Primer, aimed at teaching startups the fundamentals of marketing - with a Google spin, of course. The new app,..
Guillaume Decugis's insight:

Interestingly launched on iOS - and not Android... - this App aims at closing the gap "between rookies and marketing pros". 

And yes, it has a Content Marketing section: clear sign that it's going mainstream? 

Lori Wilk's curator insight, October 10, 6:55 PM

What a cool concept.Thanks for keeping us up on the latest #marketing options and #apps.

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10 Content Marketing Lessons From The World's Fastest Growing Websites

10 Content Marketing Lessons From The World's Fastest Growing Websites | Content Marketing, Curation, Social Media & SEO |

BuzzfeedUpworthy and the humble blogs of this world are the new content kings. Many blogs have more readers and eyeball traffic than traditional and national magazines.

Guillaume Decugis's insight:

Because we live in Web 2.0, we all have to become media if we want to be visible and successful as professionals or businesses. But how are we going to become media? Like the previous century dying dinosaurs or like the new media rock stars?

What BuzzFeed, Upworthy and - to add to the list - Business Insider or the Huffington Post have in common is that none of them is producing 100% of the content they publish: they aggregate, they have contributors and they curate with added-value and talent. 

CESSON's curator insight, October 2, 1:31 PM

No one says “I want to be average”

People publish on Facebook and get excited when it gets 100 likes. Teenagers can be overheard saying “that photo isn’t worth sharing because no one will comment or share“. Bloggers are always looking for that post to go viral but just won’t admit it.

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The Importance of Creating a Media Hub for Your Small Business (and how to do it)

The Importance of Creating a Media Hub for Your Small Business (and how to do it) | Content Marketing, Curation, Social Media & SEO |

Over the past few years you may have noticed a change in the way you are consuming content. With more and more large companies looking to find ways to connect to their ideal consumer there has been a shift in the way content is being developed and shared.

Ally Greer's insight:

What exactly is a media hub? 

In the context of marketing, it's a place where various types of content - articles, videos, images, etc - exist for the purpose of engaging audiences and spreading knowledge and information to current and future customers.

As Daniel Newman explains, we're no longer living in a time where brands can simply publish content about themselves and successfully connect with their audiences. Newman puts it perfecly when he says today's world of marketing "is more about sharing and collaborating and with that generosity comes interest, loyalty, and commitment to a brand."

While the example in this article is American Express, a company that most of us have heard of and is probably a little bit bigger than the average SMB, having a media hub is equally important for the mom & pop businesses who are trying to grow their brands online.

Creating a media hub doesn't only apply to large businesses, and it also doesn't have to take a lot of budget and/or time.

The tips in this article, like beginning to blog and create visual content, building community, and getting social, are great for getting started with your media hub. Once you've begun putting your knowledge out there, your community will start coming together and your audience will have a place to go to interact with you and your brand.

But, one question still remains: how do I actually organize all of this activity without having to create my own website from scratch?

The tips provided by Newman in this article are a great starting point, and having a place for your media hub to live is the next step of the equation. There are many tools in existence that brands can use to discover content, to organize content, and to distribute content, and there are also some tools that serve as all three. At, we've divided our content hub based upon the different demographics that we'd like to reach and the different areas of our expertise that are aligned with each of these demographics.

By having an organized content-filled page for each of the areas of expertise of the company, we're able to engage different audiences in different ways while still maintaining the overall media hub feel. 

Are you ready to get started with your media hub? Get a demo of Enterprise and we'll get you on your feet!

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Amplify Content Marketing with an Influencer Strategy

To rise above the noise, convey a message and mobilize buyers, content marketers are turning to influencers.
Guillaume Decugis's insight:

Scaling Content Marketing is the key area of focus for many marketers these days. A number of strategies are being offered by experts, social networks or distribution platforms including the most natural one to them: pay for play. As Mark Schaefer wrote earlier this year, Content Marketing could be the victim of its own success if content strategists don't put in place strategies to overcome the content abundance that results in diminshing returns. 

As mentioned in my reply to Mark, I believe there are ways to overcome content shock and scale Content Marketing through Lean Content. Interest-based content curation is an answer in the broad sense as it's about leveraging existing content rather than adding to it but the team at Traackr puts it in a more specific context: influencer amplification.

Their point is a clear one: rather than paying for distribution, getting influencers to amplify your reach is a much more efficient approach.

To achieve that, co-creating with them and curating their content is not only a cost-effective approach compared to creating content alone but also a way to get in their radar and have them amplify your reach as explained in that great slideshare by the Traackr team. For more on that, I also suggest how Lee Odden describes it here.

Paul P Roberts's curator insight, November 25, 6:55 AM

An interesting challenge for market research 

Nawel H's curator insight, November 25, 8:08 AM

Tournez-vous vers les internautes influents pour doper votre stratégie Content Marketing

MINGUIAMA Aymard's curator insight, Today, 3:44 AM

90% of the world’s data has been generated in the past 2 years; and while content marketing is approaching mass adoption, getting a message in front of the rig…

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Your Guide To Using Images In Your Content Marketing Strategy

Your Guide To Using Images In Your Content Marketing Strategy | Content Marketing, Curation, Social Media & SEO |
By now, you should know that “content marketing” requires more than just well-written text to be effective.

Via Gina Tucker
Guillaume Decugis's insight:

Images have impact and you should use them. Jayson DeMers gives a lot of previous tips, including SEO tips, in this great post. 

In particular, changing or modifying images can be very interesting when you repurpose or curate content. Changing a picture to add context to your audience will help engagement while making it also more personal. 

Gina Tucker's curator insight, November 10, 8:53 PM

Here at, we think adding a visual touch to your content is essential for maximum user engagement. No matter how thrilling or enticing your content may be, a memorable image will more likely stick in the minds of your readers, and captivate them to read your article in the first place. 

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Why Content Curation Is A Massive Time-Saver For Small Business Owners

Why Content Curation Is A Massive Time-Saver For Small Business Owners | Content Marketing, Curation, Social Media & SEO |

Hardly a week goes by that our team doesn’t talk with a small business owner who really gets content marketing—really understands why it’s so important—yet simply lacks the time to do it properly.

Guillaume Decugis's insight:

This is the experience shared by Amanda Clark who's the President of Grammar Chic - a company who helps SMBs with writing content. Of course, she's not advocating to move away from content creation: after all it's her bread and butter as small business owners outsource content creation to her. But the fact that as a content creator, she advocates content curation so strongly is very interesting and shows how important curation is in the content marketing mix. This notion of having a mix of several types of content sources (created, curated, contributed ...)  and formats (blog, visual, video...) isn't new but in our latest study, we wanted to measure the relative importance and ROI they had in that mix: here's the white paper that details our findings.

Rachael Johnston's curator insight, November 19, 5:02 PM

Content curation saves time for the creator (ex: company) because they can use content made by others. It is important that they give credit to the real creator but it adds value to the content and for the readers without taking the time. 

The article gives a few tips on curating content. One of which is to keep snippets short and do add relevant and valuable insight. That is what I am trying to do here. It is difficult because I am learning as go. I think it is very important to keep the snippet (the short description under the curated content post). You don't want to overwhelm the reader with large amount of insight to read. 

With this advice in mind I will try to make my insight posts shorter and more to the point. 

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SEO: what it used to be vs what it is now

SEO: what it used to be vs what it is now | Content Marketing, Curation, Social Media & SEO |

With Panda, Penguin and all the other Google updates, SEO has changed over the years. What used to work doesn’t anymore. 

Guillaume Decugis's insight:

As many have observed for some time now, SEO has completely changed over the past few years. From being machine-centric, it became people-centric. But what does it mean concretely to content marketers?

This infographic by Neil Patel gives a number of interesting points, a couple of which I want to comment:

1. It's about the long tail:

70% of search traffic comes from long tail keywords. So while you (or your CEO) might be fascinated by that one keyword that you'd like to rank #1 for, you might exhaust yourself doing that while missing opportunities. 

One way to naturally cover the long tail is to curate content as explained here. By defining a topic you're curating on, you will naturally create connexions between keywords. This page by EcoVadis for instance makes natural connexions between words like "sustainable development", "supply chain", "child labor" or "procurement". As such EcoVadis' target audience - procurement managers, sustainable development directors, etc... - are more likely to search for keywords that include these combinations and which results will show EcoVadis' curated content on the first page. As I write this, EcoVadis actually shows as #1 for "supply chain sustainable procurement benchmark" - a combination that might seem very long tail but that describes precisely what the company does... and what potential buyers are interested in. 

2. Integrate Content Marketing and SEO:

Old-school SEO tactics were obscure, technical back-linking techniques. Not only does this not work anymore but as Neil shows, it's dangerous. The way to solve this is to stop considering publishing content is one thing (creative, marketing-driven) and SEO is another (technical, outsourced). 

Integrate content and SEO: it's more and more the same thing. 

Justin Hipps, MBA's curator insight, November 10, 2:54 PM

Read More Here:

Ken Dickens's curator insight, November 11, 1:32 PM
SEO, Search Engine Optimization is important. It helps you rank higher in Google and other search, and therefore, creates more traffic to your website. There are some basic mechanics for SEO, and most sites don't do this. This is a more advanced post for those that already done the basics. For most sites, Organic (free) search represents 30+% of your web traffic. Done right, it can be over half. Now Google has plugged the loopholes and SEO is all about quality content and links. - Ken
Stéphane Malphettes's curator insight, November 18, 10:46 AM

Les nouvelles problématiques SEO aujourd'hui au service d'une stratégie de marketing de contenu

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Be Human in Your Content Marketing

Be Human in Your Content Marketing | Content Marketing, Curation, Social Media & SEO |
Here’s one of the most significant tenets of content marketing: People like to do business with other people. They don’t like to do business with faceless, anonymous, inhuman brands or big corpor…
Guillaume Decugis's insight:

Occasionally people ask us how they could fully automate their content publishing. They'd like to not only get content suggestions automatically but also that this content be published automatically. They'd want to set up once and then forget their content marketing while just reaping the benefits of it. I don't blame them and I even understand but content simply doesn't work that way.

Communication is fundamentally human.

And over the past few years we've seen social networks (connecting humans) force Google to revamp their robotic algorithms to better align with what human liked. 

We humans, as readers, only want what's interesting and genuine. 

As a publisher don't be a robot: you'll be more interesting. 

Here's how. 

eddy woj's curator insight, November 6, 5:29 PM


L'aspect humain est important dans la communication. En tant qu'êtres humains nous souhaitons faire du business avec d'autres "humains".

Cessons de nous cacher derrière des images libres de droits. Exposons nos idées, nos innovations, et nos plus belles histoires à nos prospects et clients !

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5 Reasons To Not Underestimate Influencers In Your Content Marketing Strategy

5 Reasons To Not Underestimate Influencers In Your Content Marketing Strategy | Content Marketing, Curation, Social Media & SEO |

The terms “influencer marketing” and “content marketing” seem to overlap more and more frequently, and you’d be hard-pressed to find an article talking about one in which the other is not referenced. In a survey we conducted earlier this year with over 600 marketing and PR professionals, 57 percent deemed it to be “highly strategic” to achieve influencer involvement in the content creation and amplification process.

Guillaume Decugis's insight:

If you're still thinking community management, influencers relations and content marketing as different roles, think again: these are rapidly overlapping as influencers should shape (influence!?) your content strategy while your content strategy should also be amplified by influencers. 

CESSON's curator insight, October 30, 8:34 PM

This is a great graphic representation.... often these Influencers are only two or three people.

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Ok Content is King but should I create or curate? #iSocialTalks - YouTube

Ok Content is King but should I create or curate? #iSocialTalks Loving the community questions coming in but by far the most popular one after how to use hashtags has been content!

Ally Greer's insight:

Great video episode of #iSocialTalks by @Brian Fanzo talking about content curation vs. content creation.

There are so many different angles of this debate; it feels like there's a new blogpost or online discussion of some type every day! This video tackles the question from a specific thought leadership angle. 

If you want to become a go-to source of information in your field, you need to be the one providing content and value to your target audience. How? Try curation.

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5 Tips to Turn Your Employees Into Brand Ambassadors

5 Tips to Turn Your Employees Into Brand Ambassadors | Content Marketing, Curation, Social Media & SEO |

Why limit your company's social media presence to just few accounts when any employee can be a brand ambassador on social media? In this post we give 5 tips to help you turn your employees from worker bees into brand advocates. 

Ally Greer's insight:

It's not news that your employees are your best advocates. Empowering your team members with content to build thought leadership and brand advocacy is one of the most efficient - yet often overlooked - content marketing strategies.

You have a group of people who clearly have passion for your company and are the true human connection between your brand and your clients (also human).

As mentioned here, providing employees with on-brand content to share is an extremely effective way to increase employee advocacy, whether it be through a targeted newsletter, dedicated enterprise social network, or other defined method.

With tools like, you can curate specific topic pages and send them right to the inboxes of your employees fully equipped with share buttons to make your content explode. Want to learn more? Contact us today!

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Forget The Old School Myths: Content and Social Media Marketing are the New SEO

Forget The Old School Myths: Content and Social Media Marketing are the New SEO | Content Marketing, Curation, Social Media & SEO |

It's s a myth to think you can and should be manipulating search engines with back links, page keyword stuffing, duplicate content development, etc. It's old school and much of these processes are no longer relevant to Google.

Via Neil Ferree
Guillaume Decugis's insight:

It's been a while now that SEO experts such as Lee Odden or Rand Fishkin have commented on the algorithm changes of Google that completely changed SEO from an obscure technical back linking technique to a much more human ability to produce content humans enjoy and like to share. 

This post gives a number of actionable tips on how to implement a successful SEO strategy in 2014. 

But beyond the list of tips, SEO today boils down mostly to publishing content that your targeted audience will enjoy: because it educates, it entertains them, it informs them, etc...

And therefore the key to success is being consistent which - as the above chart shows - is the main challenge today: producing a constant stream of high quality content is not just tough, it's impossible. Even major media groups have given up on this as they got beaten by the Huffington Post (which this post is interestingly from), BuzzFeed and Upworthy. Mixing your own content with curated content however does not only makes this possible but also makes your entire site and publishing efforts more credible

Gina Tucker's curator insight, October 16, 4:42 PM

The SEO Process includes 7 steps. 

1) Research and Analysis

2) Keyword Opportunities

3) Coding and Implementation

4) Copywriting and Implementation

5) Speed & Site Performance

6) Marketing & Link Building

7) Rankings Report & Tracing. 

Content marketing is essential to building great SEO. Consumer facing brands need to keep their social networks and blog updated on a regular basis. Some common problems include producing engaging content, enough content, the budget for a content strategy, the lack of executive support, and creating a variety of content. There are tools that can help (like!'s comment, October 17, 12:48 AM
Thanks for share.
Ken Dickens's curator insight, October 20, 3:37 PM

Standard On-Page SEO Practices still apply because this is the entry point for Google to know what a page is about and index it correctly.  But, creating great content is what it is all about.  -Ken

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3 Key Take-Aways for Content Marketers From the 2015 CMI/MarketingProfs Benchmark

This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember.

Guillaume Decugis's insight:

Content Marketing is being adopted very quickly, especially by B2B Marketers. The Content Marketing Institute together with MarketingProfs published this great report that gives many enlightening facts about the key challenges they face and how they resolve them. 

Among other great findings, here's what I found particularly interesting:

1. How often should B2B Marketers publish content?

 Of course, there is not a single answer to that question but 59% of B2B Marketers publish either weekly or more often. 42% say they publish new content every day or several times a week. Only 20% publish monthly or less than once a month. 

These numbers are progressing year over year so what does it mean to B2B marketers? 

It means Content Marketing is a race. You can't stop at publishing occasionally anymore. You need to find ways to scale up your content to become a daily publisher because that's where the market will eventually drive you. To achieve that without exponentially increasing budget, consider lean content marketing techniques. 

2. What new Content Marketing Methods are being seen as the most effective?

The survey does a good job at differentiating usage vs effectiveness. To identify new methods which are promising, you want to look at methods which are not massively used yet but are seen as highly efficient. 

For instance, while SEM is still seen as effective by 52% of B2B Marketers, it's already used by 58%: nothing new here. Content Discovery tools are however used only by 13% of B2B Marketers but they have an efficiency rating of 36% which says a lot about their usefulness potential - particularly with regards to #1.

3. How much budgets should you spend on Content Marketing?

28% on average but the situation is highly contrasted. Only 16% of B2B Marketers spend most of their budget on Content Marketing. 44% spend less than 25% and 25% less than 10%. So Content Marketing is far from being the bulk of the marketing spendings but 54% say they will increase over the next year. 

An interesting parallel to make here is to look at the challenges that B2B Marketers face: "producing engaging content" and "producing content consistently" have been the Top 2 reasons for the past few years in this benchmark. 

So by correlating these 2 points and also talking to a lot of our users and customers, it's not surprising to see that B2B Marketers are also planning to invest in initiatives to publish more engaging content: 88% of them say they are doing that right now or planning to do so in the next 12 months. 

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Moving the Dial with Curated Content

Moving the Dial with Curated Content | Content Marketing, Curation, Social Media & SEO |

"Learn how to increase your brand's web rankings with curated content".

By Tyler Shears, in

Marc Rougier's insight:

Great post from Tyler Shears who reminds the extremely important, often discussed and much evolving relation between SEO and Curated Content (and how the latter contributes to the former).

Tyler also highlights the main motivations, rules and benefits of content curation beyond SEO:

  1. Establish Authority With Your Audience
  2. Build Meaningful Relationship
  3. Increase Your Relevance
  4. Keep Content Fresh
  5. Add Your Own Thoughts
  6. Stay Informed
  7. Create a One-Stop Content Shop

We at totally subscribe to this list.

The Number 5 ("add your own thoughts") has been an uphill battle for some time, since adding your own thoughts is time consuming; initially, some people had thought or expected that Curation would be automated. It's not. Curating a piece of content is less expensive (time consuming) than creating an equivalent time, and therefore adding curation to a content strategy yields measurable ROI: but Content curation does require skill and time: time to search and, as explained here, time to enrich. Glad Tyler points this out.

I'm also particularly interested by number 7 ("one-stop shop"). We in have been advocating this notion of content hub too. Most people use content curation to feed their presence and audience on existing media (Twitter, Facebook, blog, etc). This is indeed an important value of Content curation. However, keeping your themed, curated content in an dedicated content hub is also very important, for a number of reasons, including:

  • what happens on Social media is perishable; your content hub is time-proof
  • what happens on Social media is not seachable; your content hub is searchable
  • your presence on Social media is often "multi-topic" (you may post on a variety of subjects); your content hub can be focused and organized per topic, depending on what you want to be recognized - and found - for.
That's, for that matter, is why is organized around customizable, searchable content hubs (which we call "topics").
eddy woj's curator insight, October 7, 4:36 AM

De bons conseils sur le partage de l'information. N'oubliez pas d'apporter votre point de vue, c'est un bon moyen pour transmettre vos messages, intéresser de nouveaux lecteurs et peut-être des futurs clients.

alexandre garnier's curator insight, November 11, 5:18 AM
Why content curation ?
  • Establish Authority With Your Audience
  • Build Meaningful Relationship
  • Increase Your Relevance
  • Keep Content Fresh
  • Add Your Own Thoughts
  • Stay Informed
  • Create a One-Stop Content Shop
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What's the right creation vs curation mix for content marketing?

What's the right creation vs curation mix for content marketing? | Content Marketing, Curation, Social Media & SEO |

"Should I create original content or curate content from others?

Many content marketers don’t EVEN consider this question.

Why? They worry that curated content is NOT as effective as original content"

Via Marc Rougier
Guillaume Decugis's insight:

Interesting analysis curated by Heidi Cohen on what the right balance is between created and curated content.

One thing a lot of people who haven't embraced curation yet don't understand is that your own content is simply not as credible as third-party content. So curation is not just a way to save time and resources but also a way to add objectivity and improve conversion.

Just like people who only brag about themselves end up being boring, adding value by also sharing other people's content makes you more interesting.

And isn't being interesting the whole point of content marketing? 

Naomi Assaraf's comment, October 1, 12:24 PM
It think it's a healthy balance of about 80% curated vs 20% created content. Clearly, curated content makes up for much larger real estate on your social assets; but once you've attracted your audience, they need to know there's an engaging brain behind all that content curation. And that's precisely where the 20% of created content space plays an important role: letting your audience get to know your voice so that you can give them a chance to love you enough to keep them coming back for more.
Guillaume Decugis's comment, October 1, 9:37 PM
Great point @Naomi Assaraf - "Cover what you do best and link to the rest" said Jeff Jarvis.
eddy woj's comment, October 2, 4:56 AM
Partager le contenu des autres est le meilleur moyen de diffuser la connaissance et le savoir. Apporter son point de vue avec un contenu personnalisé c'est communiquer sur sa propre expertise.
Mon conseil est de communiquer vos idées en vidéo car vous pourrez rassembler une véritable communauté. Notre cerveau préfère le visuel au texte, et pour attirer l'attention il n'y a rien de mieux que l'image, le son de votre voix, votre sourire.
Pensez à stimuler l'émotion dans l'inconscient de vos lecteurs... N'oublions pas que nous sommes des Humains, nous cherchons toujours l'échange avec des Humains qui nous ressemblent, et qui partagent nos idées !
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Why IBM needs SMB marketing software

Why IBM needs SMB marketing software | Content Marketing, Curation, Social Media & SEO |

"Employees at the brand at IBM. How about at your company?"

Marketers used to buy ads, PR and creative work. Now they also buy software. This is new and this is a big change. 

Guillaume Decugis's insight:

My thoughts on what the combination of marketing automation, content marketing, consumerization of IT and social media mean for companies and organizations.

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