Content Marketing...
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Is content the bottleneck of your marketing?

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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 |

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

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.

Tom Pick's comment, May 21, 2014 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, 2014 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.

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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.

Rachael Johnston's curator insight, November 19, 2014 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. 

Marion's curator insight, December 2, 2014 4:15 PM

SEO va de pair avec le contenu

Patricia Alvarez's curator insight, January 16, 12:36 AM

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

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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 |
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 |
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 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.

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

7 Content Marketing Tools to Improve Your Productivity #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 |
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 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.

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 |

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.

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 |
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?

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 |
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.

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 |
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.

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 |
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, 2014 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, 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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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. 

Ken Dickens's curator insight, November 11, 2014 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, 2014 10:46 AM

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

Peg Corwin's curator insight, January 14, 8:51 AM

Good visual explanation of SEO now.  How content- and user-focused it is.

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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, 2014 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 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 |

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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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 |
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 |
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 - 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.  

Cendrine Marrouat -'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 |

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 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 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 |
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?  

Suggested by Shannon K. Steffen!

3 Reasons to Fire Your SEO Agency

3 Reasons to Fire Your SEO Agency | Content Marketing, Curation, Social Media & SEO |
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 |

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 |

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. 

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 |
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, 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! 

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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, 2014 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, 2014 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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