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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 | Scoop.it

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?
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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 Scoop.it 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.

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Philip Brown's curator insight, May 18, 5:54 PM

Curation can benefit SEO and always benefits the customer!

Brian Fanzo's curator insight, May 27, 2:48 PM

Great Content is only valuable if the right audience see's it to call it great! 

Francis Fiesinger Pro's curator insight, July 14, 4:17 PM

tout est dit 

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Ready for take-off? Here's your Content Marketing checklist

Ready for take-off? Here's your Content Marketing checklist | Content Marketing, Curation, Social Media & SEO | Scoop.it
Here is a 50 point Second Half Content Marketing Checklist to help you create content like an A-lister. Use these questions to get your content on track.
Guillaume Decugis's insight:

Great but slightly overwhelming recap by Heidi Cohen of what it takes to have a successful content marketing plan in place. Because that list is very long, I would highlight the following since in my experience, they've been what helped people getting started and see value to invest more time and resources:


A. Define KPI's - and ways to measure them (#1)


Not all content marketing strategies have the same objectives: what are yours? Focus on the key metrics that matter and audit your current situation to then plan on improving them. 


B. Monitor and curate (#3 and #8):


Understand what your competitors do and what influencers write about in your market is a great way to get up to speed. But don't get stuck at the analysis level and make it a passive experience: make it useful by curating and publishing what you find valuable. It'll help you get started with limited time and understand how people react to it. 


C. Focus your resources on a few major content pieces (#7)


You'll get more from a few good pieces than by spreading you thin on dozens average blog posts. Pick your battles and create that white paper, slideshare or article that nobody has written yet. Use what you've learned at the B stage to identify the gaps that need to be filled. 


D. Scale and augment through content curation (#8)


So what do you publish in between these great epic pieces? Content curation is not only a great way to bootstrap your content startegy, it's an awesome way to scale it. 


E. Measure (#1)


Go back to your KPI's defined in A and find out whether you've improved them.


Adjust.


Repeat.

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A streamlined check-list to bootstrap your content strategy.

A streamlined check-list to bootstrap your content strategy. | Content Marketing, Curation, Social Media & SEO | Scoop.it
A content strategy is indisputably essential, whether it’s to improve your company’s search engine positioning or take the expert position in its field
Guillaume Decugis's insight:

A good check-list to bootstrap your content strategy. 


Feeling overwhelmed? 


Yes, the list is long...


So consider the following: before over-investing in content creation, consider starting by curating content on the topic(s) you've defined for your target personas. Content curation can help you getting started with a more scalable approach and perhaps more importantly, content curation will inform your content creation. By understanding what content already exists and therefore what's missing, you will outperform your competition by focusing on creating original content that people want to consume and that doesn't exist anywhere else, winning key SEO positions and social engagement.

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Jace Henry's curator insight, July 8, 9:59 AM

Content = KING

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The Content Marketing Dilemma: data points and ways to solve it.

The Content Marketing Dilemma: data points and ways to solve it. | Content Marketing, Curation, Social Media & SEO | Scoop.it

Do you have a content marketing strategy? Do you have the resources necessary to implement your content marketing strategy? Do you find it easy to create unique content on a consistent basis? If you answered NO to any or all of these questions, you’re not alone.

Guillaume Decugis's insight:

This infographic by OneSpot was published by Angela Hausman and she gives a number of interesting tips on how to solve the content marketing dilemna. 


We're at a point where everybody understands the need for content marketing but often fails at finding the time to be consistent with it and/or at measuring its ROI.


She suggests a number of strategies which are not accessible to all budgets but which make sense. Some of the affordable ones include re-purposing content and focusing on content curation to create a connexion between your content and your community: "studies suggest you should share 10X more curated content than created content" she writes.

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AleksBlumentals's curator insight, July 2, 4:38 AM

This infographic by OneSpot was published by Angela Hausman and she gives a number of interesting tips on how to solve the content marketing dilemma. 

 

We're at a point where everybody understands the need for content marketing but often fails at finding the time to be consistent with it and/or at measuring its ROI. 
 

She suggests a number of strategies which are not accessible to all budgets but which make sense. Some of the affordable ones include re-purposing content and focusing on content curation to create a connexion between your content and your community: "studies suggest you should share 10X more curated content than created content" she writes.

 

But frankly, do you really believe that more cut and paste sharing will increase reading?  

  
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5 Essential Thought Leadership Skills For Content Marketing Success

5 Essential Thought Leadership Skills For Content Marketing Success | Content Marketing, Curation, Social Media & SEO | Scoop.it

There are a ton of people doing content marketing right now, but most of them aren’t thought leaders. Thought leaders aren’t just bloggers, or even the people speaking at conferences. Thought leaders are the people who drive conversations, influence others and shape perceptions in any given industry. 

Ally Greer's insight:

-Make the news, don't steal it

-Tell great stories.

-Build credibility

-Gain social influence

-Make your personality stand out


Read the post to see how.

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5 Ways to Beat Content Marketing Overload

Ally Greer's insight:

This intensive guide created by Vocus was inspired by Mark Schaefer's infamous Content Shock theory of a few months back. He essentially states that soon, there will be too much content for anyone to stand out and that marketers need to start taking actions to combat this unfavorable outcome sooner than later.


I'd recommend content marketers to read this entire guide and note some of the tips inside, but here are a few of the key takeaways worth noting.


Be unique by using new tactics like visual media, the Internet of Things, and user-generated content (UGC).


According to this report, over 50% of Internet users share visual content and 47% of those are re-sharing photos and videos from other users and brands on social media. Making your content more visual makes it easier to digest as well as requiring less effort on the part of the reader to properly understand the message. 


Another opportunity lies in taking advantage of the data and content that are already out there. Specifically, the Internet of Things includes devices like iBeacon, which can transmit signals to shoppers based upon their iPhone's location and app usage, as well as data-gathering wearable technology like Nike+ fuelbands and Ford's embedded sensors. Taking advantage of all of the data being collected by these preexisting cools can help give marketers an insight into their customers behaviors and reach them more directly.


Leverage different media sources like word of mouth marketing and sponsored & branded content.


68% of "millennials" trust peer reviews over professional reviews, which makes for a great argument in favor of influencer/ambassador marketing.


Additionally, native advertising is an increasingly used method which consists of placing content on an external publication within its editorial context. Branded content & native advertising allow you to get the right content to the right audience and also to leverage a preexisting audience of another publication. An example of this is brands who write on BuzzFeed.


Go live and be human via shared experiences, meetups, and community building.


Sharing the experiences created by your product or service with your actual consumers is probably the most obvious and also the most difficult way to break through the noise and directly reach your customers. Hosting events and meetups for people sharing the values and interests of yourself, your brand, and your colleagues and taking advantage of the opportunity to deliver your message to them is certainly guaranteed to break through content overload.


-  Provide context.


Making sure that your consumers are getting the full message rather than just being inundated by words, numbers, and photos is crucial to providing deeper meaning to your content marketing efforts.


Circling back to the Internet of Things & using existing data, companies can analyze consumer behavior information to contextualize their brand messaging and place it within the personal experiences of users, making it easier to relate to and understand.


- Create a seamless experience through transmedia storytelling


To quote Vocus, ""each piece of content adds one experience to the larger narrative." By connecting your content marketing efforts across online platforms and tying the same stories into the face to face meetings you have with your audience & consumers, you create a full experience rather than broadcasting seemingly random marketing messages into the vastly overcrowded Internet.


Read the full report for more detailed statistics, quotations, and resources on how to overcome content marketing overload.

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AleksBlumentals's curator insight, July 2, 4:49 AM

Thanks to Ally Greer - excellent contribution to the marketing content issue which looks so crucial. The following look key but could you implement them to a sufficient level? 


- Go live and be human via shared experiences, meetups, and community building.

 

Sharing the experiences created by your product or service with your actual consumers is probably the most obvious and also the most difficult way to break through the noise and directly reach your customers. Hosting events and meetups for people sharing the values and interests of yourself, your brand, and your colleagues and taking advantage of the opportunity to deliver your message to them is certainly guaranteed to break through content overload.

 

-  Provide context.

 

Making sure that your consumers are getting the full message rather than just being inundated by words, numbers, and photos is crucial to providing deeper meaning to your content marketing efforts.

 

Circling back to the Internet of Things & using existing data, companies can analyze consumer behavior information to contextualize their brand messaging and place it within the personal experiences of users, making it easier to relate to and understand.

 

- Create a seamless experience through transmedia storytelling

 

To quote Vocus, ""each piece of content adds one experience to the larger narrative." By connecting your content marketing efforts across online platforms and tying the same stories into the face to face meetings you have with your audience & consumers, you create a full experience rather than broadcasting seemingly random marketing messages into the vastly overcrowded Internet.

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Why Content Marketing Fails (and what to do about it).

By Moz Rand Fishkin.

Guillaume Decugis's insight:

This is a very dense deck by Moz founder Rand Fishkin but it's probably worth reading a few times.


The first point he makes is really about how to set the expectations - and therefore the KPI's right. As Barry Feldman recently pointed out, this is indeed critical and a good idea is to look at subscription/lead generation rather than direct sales. 


But he also makes interesting points on the roles of community management and amplification. 


To fly, your content needs to be designed to resonate with a community. But that's not enough: you also need to work on the mechanics of amplification which can come from social, 1:1 or SEO.


This brings back the necessity of having a solid content hub in place for your content marketing: one where your target audience can not only easily read all of your content, but also reshare from it and land on through SEO or email newsletters.

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eddy woj's curator insight, June 11, 3:50 AM

Une analyse très intéressante du marketing et des méthodes de diffusion de l'information.

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Beyond Analytics: The best SEO Tools for Content Marketers

Beyond Analytics: The best SEO Tools for Content Marketers | Content Marketing, Curation, Social Media & SEO | Scoop.it
We all want content marketing results, but they can be hard to get without the right SEO tools. Here is a list containing 27 search optimization essentials.

Via Ally Greer
Guillaume Decugis's insight:

SEO changed over the past few years through the Google Search algorithm updates: from being a complex, tech process involving back links and labor - and to be fair not always very "white hat" - it became synonym for "regularly publish great content". 


This means that SEO tools have considerably changed and while analytics tools like Google's or Moz are still very important, they help you measure but they don't solve the main problem content marketers have: how to scale the content volume without sacrificing quality


So we're not surprised to see content-focused tools in that great list of SEO tools compiled by Writtent, a company that provide content services for B2B marketers. 


What is my SEO opportunity? What are the keywords I should invest on? How do I rank against competitors? Sure, all of this is extremely important. But over analyzing is not going to help you come out with the great content you need: the pieces that answer your potential clients' questions, that will educate them or that will make them see more clearly the value of your product throughout their buyer journey.


The good news in all of this? 


Acting on your SEO doesn't require complex technical work anymore. Especially with tools like these, it finally became what it should always have been: a Marketing job.

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malek's curator insight, June 3, 6:45 PM

Thrilling..but we already know it first hand. Stay Calm and Keep Scooping

sledderwool's comment, June 13, 1:22 AM
Its extraordinary :)
sledderwool's comment, June 13, 1:25 AM
Pretty simple..
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Your Brand Is Not Your Product

Your Brand Is Not Your Product | Content Marketing, Curation, Social Media & SEO | Scoop.it
One of my core beliefs of effective content marketing is to deliver content people actually want. Publish stories they actually will enjoy - to read and to
Guillaume Decugis's insight:

I always love reading what Michael Brenner has to say. He's a super intelligent authority on content marketing with tons of experience and great knowledge to share.


I like this piece for a few reasons. First  off, I couldn't agree more. Michael highlights some awesome examples of content marketing & advertising by big brands like IBM and Coca Cola and how they use marketing and advertising to tell the stories of their brand rather than just to talk about their product. To take it even a step further, the stories of their brand often don't even mention the brand itself, but rather they tell the stories of the value behind it.


Worth noting, though, is that these brands are able to do this. At one time, they weren't established brands and had to go door to door (figuratively) and sell their products. For startups and small businesses, thought leadership and brand values are great to write about and include in content marketing, but it's also important to keep some of the focus on your product and how you can pragmatically help your potential users/customers. 


I'd love to hear your thoughts on talking about your product vs. talking about your brand & values and where the line crosses where you might not have to do both any longer.

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Jolynn Oblak's curator insight, May 31, 12:33 PM

I couldn't agree more with this! You have to connect with your customers by tapping into their emotions, needs, hopes and providing solutions to their problems.

Guillaume Decugis's comment, June 13, 4:25 PM
@Neil Ferree link fixed: thx!
Ronald Bannon M.B.A., Adm.A., F.C.M.C.'s curator insight, June 29, 2:04 PM

One of my core beliefs of effective content marketing is to deliver content people actually want. Publish stories they actually will enjoy – to read and to share.  To do this you have to follow a very small set of simple rules:


  1. Make it interesting. A great story. Relevant to your audience. An important lesson or a key trend.
  2. Make the reader the hero of the story. Don’t sell. Connect on a human level. Tap into emotions.
  3. Take the brand out of the story. Don’t promote the brand. Be the platform. Not the story itself.
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How Content Curation and Tools Can Fit In Your Digital Marketing MIx

How Content Curation and Tools Can Fit In Your Digital Marketing MIx | Content Marketing, Curation, Social Media & SEO | Scoop.it

There are many types of content a business can create to attract, engage and convert customers: Evergreen, Repurposed, Curated and C0-Created.


Of those content types, curated content offers numerous benefits that many companies are not taking advantage of. While content curation has grown in popularity since we first started writing about it in 2010, the question remains: Does it belong in your digital marketing mix?

Guillaume Decugis's insight:

I'm a big fan of Lee Odden: when you read his blog, you feel like he's been playing the content marketing game a few moves ahead of everybody else. His views on the future of SEO in a social content world are a must-read for instance.

As I commented on this post, I believe we do support pretty much all his requirements for the perfect content curation system with one notable exception: enabling auto-publishing. We've always resisted doing that for a couple of reasons: (i) no matter how smart you filter, there's always going to be something you didn't want to publish and that will make you look awkward to your audience (ii) we believe curation is also about adding value to the content you curate through some editing, a different picture or an insight you can add. 


On another note, I think his point on amplification is critical and will become more and more important. SEO changed because of social content. But I also think that we'll see now more and more social media publishing change because of this same convergence: people who are tweeting links without also posting them on a content hub where they can be indexed, filtered and rediscovered are missing out. For example, this is a concrete workflow on how to use content curation hubs to leverage brand advocates and employees to amplify your social publishing.

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Gina Tucker's curator insight, May 27, 2:36 PM

Content attracts customers. Curation finds that content. 

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7 Unpopular Truths About Content Marketing

7 Unpopular Truths About Content Marketing | Content Marketing, Curation, Social Media & SEO | Scoop.it
Get released from the shackles of believing that content marketing success is unattainable, too hard, or only reserved for big brands with big budgets. (The unglamorous truth of content marketing? You don’t actually need a strategy.

Via Brittany Berger
Ally Greer's insight:

I just love everything about this post. Be real.

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Brittany Berger's curator insight, May 22, 10:21 PM

Should we stop obsessing about storytelling, strategies, and whether or not content is king? This post makes a good "yes" argument.

Brian Fanzo's curator insight, May 27, 3:07 PM

Couldn't agree more... Be Real.. Be Transparent.. Provide Value... enough of the fluff & high level crap... Talk is cheap!

Amy Higgins's curator insight, June 3, 1:25 PM

Great read. Time to get real people!

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6 Ways to Make B2B Content Marketing That's Better Than the eBook

6 Ways to Make B2B Content Marketing That's Better Than the eBook | Content Marketing, Curation, Social Media & SEO | Scoop.it

The ubiquitous eBook is generating diminished returns for B2B marketers these days. As creative professionals, we can do better. 

Ally Greer's insight:

Is the eBook dead?


I just love this post as it's full of fresh ideas for types of B2B content that marketers don't always think of the first time.


In a single, perfect sentence, Jay Acunzo advises best: "Will this piece of content save our audience time, money, or both?"



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3 Ways to Generate Leads through Content Curation

3 Ways to Generate Leads through Content Curation | Content Marketing, Curation, Social Media & SEO | Scoop.it
Integrating lead generation in your content strategy brings a measurable KPI that is aligned with any business’ #1 strategic objective: growing revenue.
Guillaume Decugis's insight:

As we multiplied the possibilities to generate leads from your curated content on Scoop.it Business and Enterprise versions, we wanted to give a recap of how you can effectively do that when using content curation for your small business or company.

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Guillaume Decugis's curator insight, May 21, 7:25 PM

Content is the fuel of most new marketing technologies. Publishing quality content on the specific interests of your prospects can be a very powerful technique to generate leads. 

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Is Social the new SEO?

Presented by Glen Conybeare, Chief Commercial Officer, Stickyeyes at Webit Congress 2013.


Via Rebekah Radice
Guillaume Decugis's insight:

I'm nto sure this presentation is as much on its title than on the idea that SEO isn't a one-man job anymore like it used to be. SEO now means good shareable content properly organized in content hubs within a  website and for company's this means going accross several teams in the organizations as Glen Conybeare highlIghts. 


More generally speaking, content itself is becoming more and more something for the entire organizaztion to be involved in. Content strategies should remain the CMO's task but execution should involve more and more people. With collaborative content curation for instance, companies have a way to leverage the expertise and readings of their top internal experts to feed their content strategy - something that can help them scale it much faster and more efficiently.  

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Great recap of what a content marketing strategy should be about by Barry Feldman

Great recap of what a content marketing strategy should be about by Barry Feldman | Content Marketing, Curation, Social Media & SEO | Scoop.it

Barry Feldman Talks Content Marketing Strategy

Guillaume Decugis's insight:

What content format should you focus on? Do you need an editorial calendar? How frequently do you have to publish content? How to get started through social media listening and curation? Should you guest blog?These are all questions on which Barry has excellent answers built on 25+ years of experience in advertising and marketing.

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How to Build Social Media Into Your Content Marketing Processes

How to Build Social Media Into Your Content Marketing Processes | Content Marketing, Curation, Social Media & SEO | Scoop.it
In this fourth installment of CMI's Back to Basics series, we outline the basics of developing a content plan for social media, and will also share key elements of CMI's plan as a working example. ...
Guillaume Decugis's insight:

A lot of people still confuse "tweeting links" for content marketing. This post by the Content Marketing Institute explains why it's not enough but how integrating social media in your content strategy around a content hub can be extremely powerful.

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Content And Data Are At The Center Of Everything

Content And Data Are At The Center Of Everything | Content Marketing, Curation, Social Media & SEO | Scoop.it
I had an interesting conversation with an executive not that long ago. They were telling me about how they were getting into “Social Media Marketing.” Because I’m a digital geek, it piqued my interest. I started asking questions: Me: Why are you getting on social media? Them: Well, our customers are active on Facebook and …
Guillaume Decugis's insight:

For those who think content marketing is all about being creative, think again: creation is definitely important but this is a data-driven game.

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13 Content Marketing Stats

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

It’s Friday the 13th, last night was the full moon, Mercury’s in retrograde…I’m scared. Be wary, friends. There are some crazy rhythms in the universe right now. And I don’t just mean at your local drum circle.

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Next Up for Content Marketing? Curation & Quality.

Next Up for Content Marketing? Curation & Quality. | Content Marketing, Curation, Social Media & SEO | Scoop.it
As content marketing becomes a corporate staple, brands need to be paying more attention to curation and quality. These are two ways that brands can stay ahead of the content pack.
Ally Greer's insight:

Some more affirmation that curation & quality content are the future of marketing.

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Content Marketing: Are You Measuring What Matters?

Content Marketing: Are You Measuring What Matters? | Content Marketing, Curation, Social Media & SEO | Scoop.it
Content marketers scramble to define the metrics that matter most, collect them and put them to use to improve their efforts. Can you continue to rely on the age-old page views model traditional publishers rely on? A variety of experts offer their take on the measurements that matter most in this edition of Content Marketing Minds.
Guillaume Decugis's insight:

“Research across the Chartbeat network has shown that if you can hold a visitor’s attention for just three minutes they are twice as likely to return than if you only hold them for one minute. The most valuable audience is the one that comes back."


Barry Feldman asks the legitimate question of what we should measure to gauge the effectiveness of our content marketing. As the above chart shows, attention spans have become so thin that reading or even sharing doesn't matter anymore. 


So metrics which matter more include time spent and more importantly subscription acts including lead generation as some experts he quotes and also our own @Ally Greer pointed out.

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AleksBlumentals's curator insight, July 2, 4:27 AM

Barry Feldman asks the legitimate question of what we should measure to gauge the effectiveness of our content marketing. As the above chart shows, attention spans have become so thin that reading or even sharing doesn't matter anymore. 

 

Nobody reads anything, we have lost most or all context that makes anything worthy. The world is a spectacle, everyone is a spectator and everything a specimen. Unless you overcome this you are bound to b'bble and f'zzle away sooner or later.

 

Nobody will read this ;-) 

 
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How content marketing improves the buyer journey

How content marketing improves the buyer journey | Content Marketing, Curation, Social Media & SEO | Scoop.it
Content marketing has a big influence for the majority of products and services we buy. In most cases, content has already determined the purchase decision.
Scoop.it's insight:

Content marketing helps (a) show buyers that your product/service exists as a solution to their problem, (b) guide consumers through the buyer journey by keeping them informed on both the necessary steps they need to take to make a specific purchase as well as issues and data that support the need for that purchase, and (c) generate brand loyalty by finding and engaging ambassadors.

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17 signs that Content Marketing is maturing

17 signs that Content Marketing is maturing | Content Marketing, Curation, Social Media & SEO | Scoop.it
Content marketing — like any other type of online marketing — is continually changing and evolving. Meaning, if your content campaign today looks just like it did in ‘07, then it isn’t as eff…
Guillaume Decugis's insight:

Lots of interesting insights and data in that report that show that while content marketing was all the hype the last couple of years, it's now becoming more and more rational. 


A growing number of companies are now able to measure and justify the ROI for Content Marketing


Some other data points to think about:


- Only 63.4% of Content is Original; 24% is curated


- 16% of Marketers Curate Content Daily.


This shows that there is still a big gap for progress for marketers through content curation.

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Data Points on Small Business Content Marketing

Data Points on Small Business Content Marketing | Content Marketing, Curation, Social Media & SEO | Scoop.it
Ally Greer's insight:

This infographic produced by BoostSuite talks about a few stats regarding the use of content marketing in small businesses.


Notably, their survey found that 87% of small businesses are publishing content online weekly. It's clear that web content is ruling marketing these days, and staying visible is becoming increasingly difficult. Publishing online on a consistent basis is the best way to stay top of mind.


Further, BoostSuite found that over half of small businesses spend more than two hours creating each piece of web content. If you're running or working for a small business, you know that this is not ideal. Who has two hours to spend per day, or even every other day, creating one piece of content? Supplementing this created content with curation can save a lot of that time with an even higher output.

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Brian Fanzo's curator insight, May 27, 2:48 PM

Spot on.. Using data of value to create actions that allow you to make a difference! 

Lotte Schacht's curator insight, May 27, 4:06 PM

Really great piece from BootSuite about how time consuming creating content can be for small businesses. 

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10 Reasons You Need Curation In Your Content Marketing Mix

10 Reasons You Need Curation In Your Content Marketing Mix | Content Marketing, Curation, Social Media & SEO | Scoop.it
Content curation is a critical component of the content marketing mix. Here are the top 10 reasons you need content curation. (HINT: Helps B2B challenges.)
Guillaume Decugis's insight:

Lack of time to create content is the main reason but it's not the only one. Heidi Cohen builds on the results of that great survey to come out with a convincing list of reasons why content marketers should embrace content curation.

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TeresaSiluar's curator insight, May 23, 2:10 AM

Artículo sobre las posibilidades de content curation en marketing.

Scooped by Ally Greer
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There Is No Such Thing As A Content Marketer (or is there?)

There Is No Such Thing As A Content Marketer (or is there?) | Content Marketing, Curation, Social Media & SEO | Scoop.it

There are two things to know about successful content marketing: it doesn’t happen overnight, and you can’t expect a team of one to deliver impressive results. 

Ally Greer's insight:

While it's true that there isn't just one person that can handle all aspects of content marketing, I do believe that there needs to be a leader - a marketing-minded person that understands the content marketing landscape and is able to figure out which projects need to be done and how they should be executed.

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Scooped by Guillaume Decugis
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The Next Big Thing in Marketing Technology: the Content Marketing Stack

The Next Big Thing in Marketing Technology: the Content Marketing Stack | Content Marketing, Curation, Social Media & SEO | Scoop.it

You know about ad stacks, right? Get ready to say hello to the next big thing in content marketing technology: the content marketing stack. Content stacks aren’t here yet, but they’re coming. In the next couple of years, I expect we’ll see offerings from the big enterprise players: Adobe, Oracle and Salesforce.com.

Guillaume Decugis's insight:

The Content Marketing landscape is maturing: still fragmented within many vendors, there's now a consensus from analysts on how to look at the various fields of content marketing. From creation, to curation & aggregation, to optimization, analytics, audience targeting and distribution, workflow, etc... Altimeter's Rebecca Lieb defines layers of what she says will become the future major stack of enterprise software.


Her typology is not very different from the one in this infographic by Scripted: in both cases, content creation and content curation are seen as the core pillars of the ecosystem showing how major content curation has become for content marketers.


Content is king.

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Tom Pick's comment, May 21, 8:41 AM
Rebecca's piece is excellent (as usual), but her second diagram has some issues. Among them: content creation is at the bottom - 4 tiers below audience targeting? No, content can't be (effectively) created without an understanding of the audience first.
Tom Pick's curator insight, May 21, 8:43 AM

Yes this is coming, but as pointed out in Rebecca's piece, all of the current offerings are disconnected pieces with different UIs and immature focus yet at this point.