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Is content the bottleneck of your marketing?

Get a free demo of how Scoop.it will help you effortlessly find and publish relevant content to your blog, website and social channels.
 
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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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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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Patricia Alvarez's curator insight, January 16, 12:36 AM

You have explained Content Curation well. Thank you. :)

Lori Wilk's curator insight, February 13, 12:37 PM

If you understand the power of #content #curation you will do more of it. The statistics show how Curating Content can play a big part in Search Engine Optimization. The right level of participation brings more exposure.com 

Gust MEES's curator insight, February 19, 1:17 AM

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.


A MUST READ for any person who uses curation!


Learn more:


http://www.scoop.it/t/21st-century-learning-and-teaching/?tag=Curation


http://www.scoop.it/t/21st-century-learning-and-teaching/?tag=SEO




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4 basic but essential tips for content marketing by Jason Miller

4 basic but essential tips for content marketing by Jason Miller | Content Marketing, Curation, Social Media & SEO | Scoop.it
More and more businesses are realizing that content marketing is a necessary means of communicating with customers. But it’s hard to know what effect content marketing has on the bottom line. To make sure you’re posting the most effective content, make sure it serves a purpose for the customers—giving them relevant information that they need—to keep them coming back to your business.
Guillaume Decugis's insight:

Wonder what the most important is when starting your content marketing strategy? It's easy to get lost in all the noise there is on the topic but Jason Miller makes it simple for you. After all, his first point is to not over complexity content marketing: a lot of people try to make it sound harder than it is but as Jason puts it, it's funda et tally about answering your customers' questions. What are they looking for? What are they asking you? Every marketer and business should know these so starting to write your own answers or curate other people's great answers shouldn't be a major headache. 


So if you're still wondering whether you can effectively get started with content marketing or if you want to ensure you're on the right track, this post is a great read. 


And if want to go further, make sure to download our Lean Content Marketing Handbook for SMBs, an eBook to which Jason kindly contributed to as well. 

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Why You Need A Smart Content Calendar To Market Your Business

Why You Need A Smart Content Calendar To Market Your Business | Content Marketing, Curation, Social Media & SEO | Scoop.it

A social media content calendar should organize the way you curate and create content, and help develop your editorial strategy. A social media calendar cuts extra time out of your content marketing strategy and helps you allocate your resources wisely, to help ensure your brand consistently publishes high-quality, well-written, high-performing content pieces.   

Guillaume Decugis's insight:

This post by HootSuite's Olsy Sorokina is a great recap of how a content calendar can be a fantastic tool to better manage your content marketing and ensure you're getting value out of your publishing efforts. 


All these points make sense: content is hard to produce and your content team (or your content time if you're a team of one) is a rare  and precious resource.


You can get started with some fo the templates that Olsy included in this post and that are downloadable or better yet, with Scoop.it Content Director which adds critical improvements to the spreadsheet:


1. It's smart as it tells you automatically when content is missing and schedules it for you once you've defined it. 


2. It's integrated with Scoop.it Smart Suggestion Engine, our curation tool that helps you discover great content to publish. 


So not only will it provide you with an affordable way to manage your content resources, but it will also enrich them by adding to your created content. 

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Content Marketing: Outsourcing Is Not As Easy As It Seems

Content Marketing: Outsourcing Is Not As Easy As It Seems | Content Marketing, Curation, Social Media & SEO | Scoop.it
How many major brands want to create their content marketing in-house? One hundred percent. That isn’t a made-up statistic. This was an actual finding a couple of years ago when I was conducting co...
Guillaume Decugis's insight:

For content marketers looking to scale their content volume, outsourcing comes as a natural idea. But for a freelancer or an agency to reflect your brand, your tone or even simply your expertise, it takes some effort which Rebecca Lieb gives a great check-list for in this blog post. 


One thing that certainly changed over the past few years is that new content marketplaces such as Scripted or ExpressWriters simplified the matchmaking between companies and writing talents. 


But even so, having a great writer or designer for your blog or your infographic is just the beginning of the process. We will probably share our own experience on this in greater detail in a follow-up post but outsourcing still takes work: creating a brief, editing, sending feedback and iterating content is not to be neglected. 


So what should you look for when engaging a content agency? Here's her list of criteria.

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7 Content Marketing Tools to Boost Productivity

7 Content Marketing Tools to Boost Productivity | Content Marketing, Curation, Social Media & SEO | Scoop.it
These seven tools can make a big difference in your content marketing productivity. From discovering your competitors keyword rankings to Google Analytics interpretations and editorial calendar plug-ins, these tools are all free.
Guillaume Decugis's insight:

Very useful tools here, compiled by Ian Cleary.


We particularly love Zapier here at Scoop.it and we've used it to integrate our lead generation pages on Unbounce with Pipedrive which is our CRM tool.


We'll probably write a post on what we've learned doing that but it's been extremely useful as it enabled us to precisely measure the origin of a deal and trace it back to a specific piece of content. So now our content team is able to not only understand which content converts but our business team clearly understands the value of content.

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JannahTepace's curator insight, January 26, 6:47 PM

7 Content Marketing Tools to Improve Your Productivity http://bit.ly/18f3M0V #contentmarketing ;

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28 Expert Bloggers Reveal Their #1 Content Marketing Tips. Here's my Top 3.

28 Expert Bloggers Reveal Their #1 Content Marketing Tips. Here's my Top 3. | Content Marketing, Curation, Social Media & SEO | Scoop.it
Want to drive traffic to your blog? let the experts show you their tried and tested methods when it comes to content promotion and SEO. Having great content is
Guillaume Decugis's insight:

Blogging remains the pillar of content marketing, particularly for SMBs. Here's a list of tips from expert bloggers from which to cherry pick.


If you're overwhelmed by the length of this list, here's my own Top 3 (beyond the obvious "create amazing content"):


#14 Check out how Joseph Ho combines careful content targeting (keyword choices etc...) with synchronized social and email distribution. SEO comes from being relevant and consistent but also getting natural back links which social and email distribution will augment your opportunities of getting. #16 by Kristi Hines is a valuable variation of this as well.


#22 by Sean Si is a very good one too: because blogs were originally web logs, we tend to see them as journals and often forget the role of evergreen content. On the Scoop.it blog, we also observe that our evergreen posts tend to be a significant part of our content and SEO.


#24 by Steve Brodsky reminds us that there's been a lot of confusion about guest blogging since Google's Matt Cutts announced its demise last year. What's been targeted by Google is fake, non relevant guest blogging: the kind a blog will start to attract the minute it becomes successful with invites such as "publish this piece on LED or light bulbs which has nothing to do with your editorial line and I'll publish anything you want on my own blog". This kind of cheap trick used to work and Google killed it. But having industry experts contribute adding-value pieces genuinely to your blog and contribute to leading industry blogs your opinions, data or experience is invaluable and is a great lean content technique. Genuine guest blogging still works.

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Gina Tucker's curator insight, January 20, 5:32 PM

content marketing is a great way to drive traffic to your blog and website. 

Bill Gassett's comment, January 20, 7:14 PM
Thanks for sharing!
eddy woj's curator insight, January 23, 8:08 AM
Marketing de contenu : Des experts dévoilent leurs méthodes & astuces. 
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Good Content Is The New SEO. Now What?

Good Content Is The New SEO. Now What? | Content Marketing, Curation, Social Media & SEO | Scoop.it

Content is the new SEO. We said it, numerous other top sources (like Huffington Post and Neil Patel of Quick Sprout) have said it, and now Rand Fishkin of Moz is talking about it in his latest video.


Via Antonino Militello
Guillaume Decugis's insight:

So what does it mean concretely for content strategist and site owners who want to build their SEO through content? How do yiou concretely shift from link building to good content?


Julia McCoy articulates interesting, hands-on advice on how to play the new SEO game in 2015.


The underlying trend behind this change and these tips is this one: write for humans - not search engines.


And for more on the old vs the new SEO, this infographic is an eye opener.

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Lori Wilk's curator insight, January 14, 8:43 AM

When people receive  #benefits from  #reading your #content they not only appreciate it, they tend to #share it. #Business  #results are not Instant. #Recognition builds over time.#participate ,#Share,#Curate and #Create  Most importantly Get in the Game and Participate with others who also are taking steps to achieve success and #Results. Do your part , get off the sidelines and into the #game.#Share content to help other #entrepeneurs, #Executives and #leaders and yourself today. The #SEO results will happen.You will improve your #SearchEngineRankings. #Hashtags are going to continue to be popular this year and are being used on more #socialmedia #socialnetworking sites than just two years ago.#TFS #BYL 

Deanna Dahlsad's curator insight, January 14, 5:34 PM

See also: Your Best Tool For SEO (Or, Why Search Engines Are Your Friends)

Chuck Taylor's curator insight, January 15, 12:42 PM

Content seems to be the theme for 2015

 

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Top Trends Emerging From CMI's 60 Content Marketing Predictions for 2015 eBook

Top Trends Emerging From CMI's 60 Content Marketing Predictions for 2015 eBook | Content Marketing, Curation, Social Media & SEO | Scoop.it
It's time for our annual eBook of content marketing predictions. Read on to see what big trends, changes, and advances experts see on the horizon for our industry in the upcoming year.
Guillaume Decugis's insight:

What are the content marketing trends for next year? The Content Marketing Institute asked thought leaders around the world for their predictions and compiled that in this ebook. 


You can read mine above but there I encourage you to read the ebook for others as well. 


Jay Baer's (slide 10) is particularly interesting: "2015 will bring decentralized content creation programs with participants across the company (not just marketing), as well as content initiatives that rely on user-generated content in expanded and highly strategic ways. The best source of content in most companies may be right under your nose: your employees and customers."


This reflects trends we've already seen at work:


1. Making content "everybody's job" within companies. Which starts by content being better understood outside of marketing as CMI's Michele Linn points out (slide 33). 


2. Involving influencers in your content marketing strategy, something Lee Odden (slide 11) also calls participation marketing and that he elaborates on in his own prevision also included in that ebook: "The value of co-creating content with the very audience you want to do business with is very powerful".


The increasing importance of ROI that I've been commenting on and included in my own prediction is also something that's reflected by others as, for instance, LinkedIn's Mike Weir highlighting how lead generation through content will become easier and easier (slide 5). As Maggie Patterson also points out in her own prediction (slide 27), this will make content marketing not just an opportunity but a must have for smaller businesses - something I completely agree with.


To deliver this ROI, the content marketing ecosystem will evolve to be better integrated with CRM and marketing automation says Alana Fisher-Chekoski (Slide 47): if lead generation becomes the main KPI of B2B content marketing success, it certainly makes sense as content is the fuel of marketing automation which drives CRM these days. 


What other trends did you pick up for Content Marketing in 2015?

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Birgitta Edberg's curator insight, January 5, 5:40 PM

Peer trust peer. Thats why user-generated content is so valuable. Its about building communities P2P. Thanks for sharing!

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Risk-Proof Your Content Strategy in 2015

Risk-Proof Your Content Strategy in 2015 | Content Marketing, Curation, Social Media & SEO | Scoop.it
Earlier this week, I sat across the table from a very stressed-out content strategy team. What I learned was how to risk-proof content marketing strategy.
Ally Greer's insight:

It's not uncommon for marketing teams to feel overwhelmed by or confused as to how to move forward with their content strategy.


Typically, when a new year arrives, marketers (and pretty much everyone) are inspired to do new things, try new strategies, and aim for the stars in terms of objectives. These four tips for content marketing are extremely useful for those marketers trying to do something new and figure out the best possible ways to get their messages across.


From working with influencers to focusing on relationship building and keeping all methods of media consumption in mind, these tips from Caitlin Roberson are useful for getting started on the next stage of your content marketing strategy.

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Mike Allen's curator insight, December 14, 2014 5:02 AM

Interested in how your experience enlightens this article?

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5 Signs you highly need a content curation diet in your marketing mix

5 Signs you highly need a content curation diet in your marketing mix | Content Marketing, Curation, Social Media & SEO | Scoop.it
Like eating well relies on mixing diverse foods, marketers say you won’t achieve optimal results if you’re not adding 3rd party info via content curation.
Guillaume Decugis's insight:

We've talked about how having a healthy content curation vs creation mix is important for optimized ROI: here's a timely recap of how to tackle the main issues associated with that. 

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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.

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Paul P Roberts's curator insight, November 25, 2014 6:55 AM

An interesting challenge for market research 

Nawel H's curator insight, November 25, 2014 8:08 AM

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

MINGUIAMA Aymard's curator insight, November 26, 2014 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 | Scoop.it
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. 

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Gina Tucker's curator insight, November 10, 2014 8:53 PM

Here at Scoop.it, 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. 

Gust MEES's curator insight, February 19, 2:41 AM

By now, you should know that “content marketing” requires more than just well-written text to be effective. Incorporating elements of content writing, search engine optimization, and social media marketing, the key to getting more traffic is getting noticed—by your customers as well as the algorithms responsible for ranking your site in search results pages.


In order to get that attention, it’s important to use images strategically.


When implemented properly, images can complement and enhance your content, catch the interest of new readers, and improve your chances of getting found through organic searches.


Learn more:


http://www.scoop.it/t/21st-century-learning-and-teaching/?tag=Curation


http://www.scoop.it/t/21st-century-learning-and-teaching/?tag=SEO


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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 | Scoop.it

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.

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Rachael Johnston's curator insight, November 19, 2014 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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4 No-Brainer Reasons To Add Curated Content To The Marketing Mix

4 No-Brainer Reasons To Add Curated Content To The Marketing Mix | Content Marketing, Curation, Social Media & SEO | Scoop.it
Want to extend your content marketing budget? Here are 3 no-brainer reasons to curate content. includes 3 case studies & 6 actionable content curation tips.
Guillaume Decugis's insight:

Great and concrete recap by Heidi Cohen on why content curation is not just an option for marketers: it's a must. 


Beyond the fact most marketers (particularly SMB ones) lack budget, time and resources to produce 100% of the content they need, content curation is also needed because:


- it makes your content more credible: being 100% promotional doesn't work as the table above shows and as also demonstrated by this study that showed customers do not trust vendor-generated content as much as 3rd-party content.


- customers will do their curation anyway before buying your product: they will search the Web for reviews, advice, tips... So why not give it to them directly? Several studies have shown customers are 50% to 75% through the process before reaching sales. 


I would also add one more reason:


- curating content helps you connect with influencers in your space: if you're an SMB marketer, chances are you will need amplification for your content and that you'll have limited content promotion budget to do that. Influencers can help but before you can ask, you have to give: curate and share their content will help them and bring you in their radar, making it more likely for them to respond to your requests later on. Here's a great slideshare by Traackr on how to do this. 

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Dean Ryan G. Martin's curator insight, February 25, 5:45 AM

Content curation drives more traffic to your website.

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5 Curation Habits That Can Change Your Content Marketing

5 Curation Habits That Can Change Your Content Marketing | Content Marketing, Curation, Social Media & SEO | Scoop.it
I am inspired by curators—and it is a relevant idea for marketing. The business world has been increasingly turning towards curation as a way to add meaning to marketing. I often describe it as the forgotten side of content marketing. Amidst all the discussion about creating great content – who will take on the valuable role of just helping us to find the great content that already exists on the web or otherwise?
Guillaume Decugis's insight:

Great post @Rohit Bhargava - Speaker | Author | Blogger | Professor who says he's inspired by curators: well, this post is inspiring for content marketers and curators too!


To elaborate on the value of content curation for marketers, there are a couple of benefits which are often overlooked, beyond the obvious cost/time saving one:


- First, curating valuable 3rd-party content adds credibility. We've evolved as consumers and we know content produced by brands or vendors is biased. 3rd-party content has been found 3 to 7x more credible in studies.


- Second, curation helps build connexions with influencers: by curating

their content, marketers get in influencers' radars and bring them goodwill.


A good routine of 5 habits to develop.

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kot's curator insight, February 19, 2:46 AM

http://homengraden.xyz/

eddy woj's curator insight, February 19, 5:43 AM

La curation est un excellent moyen de partager l'information, de découvrir de nouvelles idées ou concepts, et d'influencer.

Pat Heffernan's curator insight, February 23, 7:42 AM

Agreed. Curation is an under-appreciated skill, especially it seems, by marketers..

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5 Key Things To Learn About Content Marketing In 48"

5 Key Things To Learn About Content Marketing In 48" | Content Marketing, Curation, Social Media & SEO | Scoop.it

Content marketing is one of the most powerful marketing tools startups can employ. Blogs are powerful drivers of awareness and creators of purchasing intent which ultimately lead to new customers, new employees or other new opportunities. This is doubly true as buyers are educating themselves before contacting sales teams to a far greater extent than ever. Below are the five things I wish I would have known when I first started.

Guillaume Decugis's insight:

I love the way Tomasz Tunguz puts things in a concise, elegant and convincing ways. He's not a marketer (originally an engineer and now a VC) but what he says about content marketing is priceless (about startups and particular saas startups too! - I've often curated some of his stuff here).


By going to the point, focusing on data and making complex things simple, he's been building an awesome readership on his blog.


His 5 tips will take you less than a minute to read and are either a great reminder or great things to start doing as a content marketer.

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Jakarta Web Developer's curator insight, January 30, 3:10 PM

Web Design & Development

be social:  
https://www.facebook.com/JakartaWebDeveloper

Monica Norton's curator insight, January 31, 1:27 PM

Good list... esp. #4: invest in evergreen content.

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Beyond Content Shock: How To Ignite Your Content in 2015

Beyond Content Shock: How To Ignite Your Content in 2015 | Content Marketing, Curation, Social Media & SEO | Scoop.it
In an era of increasing information density, marketers must look toward content ignition as primary strategy
Guillaume Decugis's insight:

Last year, Mark Schaefer's post on Content Shock sounded like a wake-up call for content marketing as a marketing strategy. In short, he was predicting diminishing returns for content marketing. As more and more companies adopt content marketing, he explained, it becomes increasingly difficult to raise above the noise. 


While there's been some debate on whether or not content shock was real, marketers have certainly been challenged by declining opportunity to get organic distribution from social networks.


This year, he focuses on the need to find new ways to distribute content and ignite it, as he puts it, so that it becomes impacting. 


As I replied last year to Mark and we've seen since then, there is a great opportunity to turn that content shock into an opportunity: content curationIn a world where more and more content is being produced, value shifts from creation to curation.


Building content hubs with not just your latest creations but also curated content creates new distribution opportunities to ignite your content:


- instead of being too self-promotional, you become a resource that adds third-party content to your own;


- you make it easy for your readers to reshare your content and direct traffic back to your site;


- you increase your SEO footprint;


- you build relationships with influencers in your space, making it more likely for them to reshare your own content.

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Real Content Marketers Curate!

Real Content Marketers Curate! | Content Marketing, Curation, Social Media & SEO | Scoop.it
Content marketers that carefully curate and share relevant, smart and useful content with their audiences are customer-centric and smart!
Guillaume Decugis's insight:

In this podcast, expert content curator @Cendrine Marrouat - SocialMediaSlant.com shares her vision and her approach to content curation with Brooke Ballard. She gives a lot of interesting insights on what content curation is and isn't, debunking some of the myths also covered in this great post. The recap of the podcast by Mallie Hart is in itself a great example of content curation: if you don't have time for the podcast, you can read the list of key take-aways and I'm sure you'll find some to apply and learn from Cendrine's expertise.  

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Cendrine Marrouat - SocialMediaSlant.com's comment, January 27, 1:47 AM
Thank you @Guillaume Decugis! I appreciate the mention!
Guillaume Decugis's comment, January 27, 6:59 PM
You're welcome @Cendrine Marrouat: great content!
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Where to start for good SEO: great content or link building?

Where to start for good SEO: great content or link building? | Content Marketing, Curation, Social Media & SEO | Scoop.it

Is it possible to perform well in search rankings by simply producing good content? 

Guillaume Decugis's insight:

Just how far SEO evolved? "Good content is the new SEO" has been the new motto for a few years. But is it true to the point where you can ignore link building? 


Moz's Rand Fishkin gives his view on the question in this video.


The short version of his answer is that "yes it's possible but it's very tough". Up to the point where he admits to admiring these sites:


"I find looking at websites that accomplish SEO without active link building fascinating, because they have editorially earned those links through very little intentional effort on their own. I think there's a tremendous amount that we can take away from that process and optimize around this."


While I feel it's a little disappointing that he doesn't give any numbers or more conclusive arguments, I also think the interesting question is:


What should you focus on first? Good Content or link building?


The case for good content is that from the shear quality of the content you publish, you will create opportunities for people to link back to it and build links naturally. While this may sound crazy to old fashioned SEO's, the odds can be in your favor if you engage in strategies that let you scale your content volume significantly while maintaining quality - in particular using content curation. By publishing more content you not only create more opportunities from a simple number game perspective but you become a resource for your audience: chances are they'll identify you as the go-to place to get educated or informed on their topics of interest. And as you grow the amount of recurring readers, you multiply the opportunities of link building exponentially. Building readers loyalty through content email newsletters will also further augment that. 


We're not an SEO tool like MOZ so we can't give metrics on how the above works vs betting on link building across a series of representative websites. But let me give one statistic though: more than 40% of visits to Scoop.it pages are coming from search. And that's without link building from our end (or from our free users, most of which being professionals with no time for that).


Here's a final argument. Again, I'm not denying the importance of link building but I'm merely addressing the question of what you should focus on first. By focusing on good content first - and perhaps more importantly on scaling it - you increase your SEO footprint. More content means more pages. More pages means more links indexed in Google. This doesn't mean that these links are well positioned on SERP just because they exist but they obviously can't rank high if they don't exist. To rank high they will need several things including back links. So let's consider what happens if you now start by link building. Without many pages on your site, you simply give very few options for people to link back to. This means you will always try to get backlinks to your home page. And by having a one-size-fits-all approach, you will limit your options. In addition, you will also limit the engagement your visitors can have with your website as they'll have only a few pages to browse.


In other words, why start building links if you don't have content to link back to? And if your don't have content to engage and convert?


I'm not disagreeing with Rand Fishkin: he's more an SEO expert than I am. But to summarize, I observe that:


1. There are ways to scale content to get SEO results independently of link building: content curation is one and on average it brings 40% of search traffic to Scoop.it users' pages (without focusing on link building).


2. The more important question might be: what comes first between good content and link building? Which, when considering one option vs the other, makes a clear case for starting with publishing good content, irrespectively of the merits of ethical link building practices such as the ones MOZ advocates.

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3 Ways Content Curation Informs Content Marketing

3 Ways Content Curation Informs Content Marketing | Content Marketing, Curation, Social Media & SEO | Scoop.it
If you aim to promote yourself with content marketing, take advantage of the behavior you observe during the content curation process. It can help.
Guillaume Decugis's insight:

@Tommy Landry articulates another argument for the use of content curation by content marketers: while the main argument is saving time and resources, there are other benefits of content curation such as adding credibility to your brand message or engaging with influencers. But on top of using curation as a way to publish content, he argues that content curation is also a way to generate content ideas that will fill the gaps and be more original and impactful. In short, content curation informs content creation as others also noted


To build on Thomas'  points, I would add that the 3 following ways to practice this from my point of view. Try to look back at your own curation work and pause on a weekly basis to reflect on the following:


1 - what are the developing trends that people have been publishing on? Can you elaborate on them? 


2 - can you do roundup posts with top 5/10 pieces of content you've curated this week? 


3 - what are the things your customers or prospects are asking and that the content you've been curating does not cover: why not write a post on exactly that?  

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3 Reasons to Fire Your SEO Agency

3 Reasons to Fire Your SEO Agency | Content Marketing, Curation, Social Media & SEO | Scoop.it
I hate to burst your bubble but there’s no such thing as a search engine optimization (SEO) expert. There’s no magic wand or pixie dust that’s going to make your website magically climb to the #1
Guillaume Decugis's insight:

The Google algorithm changes over the past few years have completely disrupted the SEO field so that it's not clear who's using old-fashioned and useless advice, who's really helping and who's simply giving BS advice.


If you're not sure whether you need an SEO expert or not or if you're just getting started with your inbound marketing strategy, I would just recommend focusing on publishing great content to get started and build experience.


But if you're at the point where you strongly feels about recruiting an SEO agency or if you already have one, that post by @Shannon K. Steffen - an SEO consultant herself but who insists on the human aspect of it - is a great read.

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The Top 7 Content Marketing Trends That Will Dominate 2015

The Top 7 Content Marketing Trends That Will Dominate 2015 | Content Marketing, Curation, Social Media & SEO | Scoop.it

Content marketing is bigger than ever; content creation and publication is at an all-time high, and traditional marketing budgets are being reallocated to content marketing efforts. However, despite its pervasive usage, content marketing isn’t without its struggles.
In this article, I’ll outline some of the significant challenges marketers will face this year when it comes to content marketing, as well as looking at trends we’re likely to see during 2015.

Ally Greer's insight:

SEO expert Jayson DeMers nails is with his content marketing predictions for the upcoming year.


In case you were wondering whether or not to take these predictions seriously, check out the post Jayson wrote last year around this time predicting the trends for 2014. Almost all of them proved to be true, with the small exception of the importance of Google+ due to SEO things like Authorship (which was discontinued a few months ago).


From creative new distribution methods to increases in native advertising, guest blogging, and budgets, I'm really excited for the year ahead! What about you?

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This Company Shifted Fromm All SEO to Social & Influencer Content. These Are The Results.

This Company Shifted Fromm All SEO to Social & Influencer Content. These Are The Results. | Content Marketing, Curation, Social Media & SEO | Scoop.it

A small business technology company was focusing their online marketing efforts on SEO and this approach proved to be effective for several years. 

Guillaume Decugis's insight:

Impressive case study by Lee Odden that should convince you that not only traditional SEO is dead but also how content, social and influencers are the new SEO. Curating influencers content tent helps getting in their radar and will open opportunities to engage with them before they eventually amplify your content or co-create with you. 

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Ivo Nový's curator insight, December 2, 2014 4:22 AM
Guillaume Decugis's insight:

Impressive case study by Lee Odden that should convince you that not only traditional SEO is dead but also how content, social and influencers are the new SEO. Curating influencers content tent helps getting in their radar and will open opportunities to engage with them before they eventually amplify your content or co-create with you. 

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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 | Scoop.it
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 | Scoop.it
Scoop.it 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 | Scoop.it
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. 

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Gina Tucker's curator insight, November 11, 2014 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!