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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, 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 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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Does URL Structure Even Matter? A Data Driven Answer

Does URL Structure Even Matter? A Data Driven Answer | Content Marketing, Curation, Social Media & SEO | Scoop.it

URL structure has been debated within the SEO industry for years. From the number of subdirectories to the placement of keywords in URLs, SEOs have tried many optimization techniques to improve their sites’ rankings.

Guillaume Decugis's insight:

Technical SEO is less and less relevant as Google becomes smarter. There are still a few rules to follow but url optimization is mostly useless as Neil Patel explains, backing that up with solid data.

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Six Stupid Marketing Metrics That Need to Die

Six Stupid Marketing Metrics That Need to Die | Content Marketing, Curation, Social Media & SEO | Scoop.it

Metrics & ROI - It's amazing what some marketers are still measuring. Maybe they don't know any better, or maybe they're just married to legacy metrics that once made sense.

Guillaume Decugis's insight:

This post is a good reflection of 2 recent trends that completely changed marketing over the past few years:


1. SEO is not about page ranks, keyword stuffing and backlinks anymore. Google evolved its algorithm to make it smarter and smarter and to look at semantic and quality above anything else. 


2. Social Media Marketing has matured. While we discovered the magic of social media marketing, it was ok to look at engagement metrics such as page likes. But as Larry Kim explains in that funny and smart post, who cares about likes when organic reach on Facebook kept decreasing over the past year?


So what are the good metrics? 


I'll probably write a longer post on this but these are 2 metrics that I find myself using as an alternative for content marketers:


- volume of shares per content: this metric (and more importantly it's progression) is the best proxy I found of audience/quality fit. 


- visitor to lead conversion rate: measures whether your content helps the business objectives or not. 


What are the marketing KPI's that you feel deserve to live? 

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Catharine Bramkamp's curator insight, April 9, 6:54 PM

It's one thing to have a hundred likes (thank you to everyone who acknowledged our anniversary post), but for your business, do likes translate into buys?  It's hard to keep up with Social Media, even more difficult to determine if popularity equals profit.  At this point - no.  So look at what your social media efforts - are all those FB and Instagram postings translating to sales?  To reputation?

I'm working on that question myself!

SENAME Interactive's comment, April 10, 9:58 AM
Buying likes and high PR links are not going to help. It will have an adverse effect. Sometimes, Google may blacklist websites who are involving in buying high PR spammy links..
SENAME Interactive's comment, April 10, 9:58 AM
Buying likes and high PR links are not going to help. It will have an adverse effect. Sometimes, Google may blacklist websites who are involving in buying high PR spammy links..
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7 Confusing SEO Questions are Really Hard to Understand

7 Confusing SEO Questions are Really Hard to Understand | Content Marketing, Curation, Social Media & SEO | Scoop.it

Google don’t want to disclose his exact algorithms to maintain search quality, even SEO experts don’t know answers of some SEO questions which are hard to understand. Let’s debate on some confusing SEO guidelines and tricks. 

Guillaume Decugis's insight:

Under constant pressure from spammers, Google couldn't be Google if it wasn't an obscure black box. Which means that SEO remains sometimes very confusing with a lot of unclear questions starting with... do you even need to do SEO? Or do you need a SEO?


This post on CgColors' blog lists a few of them and clarifies the situation on a number of confusing topics. Of course, some of this is opinion rather than certain facts but the analysis in itself is interesting. 

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Why Images Are Crucial For Social Media, Blogging & SEO

Why Images Are Crucial For Social Media, Blogging & SEO | Content Marketing, Curation, Social Media & SEO | Scoop.it
Whether it's your website, your emails, your blog posts, or your social media presence, images are crucial. Take a look around at other sites and social networks, and it's not too hard to see that content is moving in a visual direction.
Guillaume Decugis's insight:

Great recap by @Stephanie Frasco of all the reasons why images are so important for content marketing. We live in a visual Web as our brains process information better. 


At Scoop.it we've experimented with adding images to tweets and found out images not only increased engagement by 1.8x but also link clicks by 88%.


We've shared these results on our blog and more data as we announced the launch of our new feature enabling to add images to curated content.

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Want your business to become unstoppable? Mix content creation and content curation

Want your business to become unstoppable? Mix content creation and content curation | Content Marketing, Curation, Social Media & SEO | Scoop.it
Content is what makes the social media and marketing world go round. Don't be fooled either,  content has always been the master of marketing. But today, in a world where we share more than ever and access information faster than ever you need a good content strategy to stick out socially. It comes down to two things - Content Curation & Content Creation.
Guillaume Decugis's insight:

@Stephanie Frasco crafts a great summary of the respective benefits of content curation and content creation for business. But, she adds, this is not a question of one vs the other: combining both into a proper content marketing mix is the real killer. 

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Oury THOMAS's curator insight, March 19, 12:42 PM

If you were unsure about how or why adopting a content strategy with a mix of creation and curation. There you go !!

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Ready to publish that blog post? Review this 13-point checklist

Ready to publish that blog post? Review this 13-point checklist | Content Marketing, Curation, Social Media & SEO | Scoop.it
To make sure your published content is always at its error-free best, keep this 13-point content marketing checklist on hand. And use it!
Guillaume Decugis's insight:

Getting impact with your content heavily depends on how good it is but it's easy to forget some details or to get carried away as you create and forget the essential objectives. 


This concise and practical list from Heidi Cohen that you can run through easily every time you create a blog post will ensure your blog post gets the impact it deserves. 

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corneja's curator insight, March 9, 6:29 PM

Why are lists so useful? The main reason is, for sure, that lists are ONE data source instead of an undefined amount of data sources. This post of Heidi Cohen contents a list of several topics we should keep in mind when we are going to publish a post.

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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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Content: the Age of Reason for Marketing

Content: the Age of Reason for Marketing | Content Marketing, Curation, Social Media & SEO | Scoop.it
Companies are no longer just economically important — they’re intellectually valuable, too.
Guillaume Decugis's insight:

Interesting and bold comparison of content marketing to the age of reason of the 17th century. 


"Armed with quality content, corporations can become thought leaders, change agents, and experts. They can, in fact, become enlightened."


Marketing is evolving from boring advertising of the 50's to become smart. 


Will historians of the future find out the significant trends of our time by uncovering blogs and forgotten SlideShares? 

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Art Jones's curator insight, April 14, 4:56 PM

Past is prologue!

#Enlightened

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74 Sites To Find Awesome Free Images For Your Content Marketing Or Social Media

74 Sites To Find Awesome Free Images For Your Content Marketing Or Social Media | Content Marketing, Curation, Social Media & SEO | Scoop.it
Don't look any further then this ultimate resource to find free high-quality images for your blog or website.
Guillaume Decugis's insight:

Images are great to boost engagement but they can be hard to source: what is free? what is copyright-free? what is indexed? 


It's easy to spend a lot of time sourcing for images and it can turn out to be a pain. 


Solution?


Canva has compiled 74 sites to solve this and let you know exactly which ones are searchable, whether they require a membership, whether they require attribution when you use the image, the size of their picture database and the resolution of their content. Bonus: they also rate their quality level.


Save time and... enjoy! 

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Mark H. Cohen's curator insight, April 8, 12:37 PM

We can always use more images, right?

Erlinda Shen's curator insight, April 24, 1:52 PM

I love the new stock photos that are out. Way, way better than even two years ago. 

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Keep It Clear And Simple: The Science Behind Quality Content

Keep It Clear And Simple: The Science Behind Quality Content | Content Marketing, Curation, Social Media & SEO | Scoop.it
A brand new study from Acrolinx shows a link between quality content and effectiveness.
Guillaume Decugis's insight:

Apparently this new study shows that content clarity is highly correlated with its impact and effectiveness.


The clearer, the more efficient. 


Easier said than done though as apparently most brands fail at delivering a simple and clear enough message to get an impact. 

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The 7 attributes of highly effective curated posts

The 7 attributes of highly effective curated posts | Content Marketing, Curation, Social Media & SEO | Scoop.it

If you’re limiting your content curation to sharing third-party content on social media, you’re missing out. Content curation is also a great way to enrich your blog or website: don’t just list great resources on your home page, turn them into curated posts.

Guillaume Decugis's insight:

Content curation is a great way to scale the volume of content you publish in a smart way. But to deliver the full benefit, you shouldn't limit it to social media or even placing a few links on your home page.


Here's why and how in an infographic we recently produced. 

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Alessio Carciofi's curator insight, March 25, 2:27 AM

via @massimo facchinetti

Marco Favero's curator insight, March 25, 4:32 AM

aggiungi la tua intuizione ...

Neil Ferree's curator insight, March 25, 11:59 AM

7 Content Curation Tips from those in the Know. What they call annotating the piece, Scoop.it calls adding your "Insight" to the shared piece of content. I like to address the WiiFM factor, so the reader knows what's in it for them by opting to open and read the piece.

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How does Curated Content differ from Duplicate Content?

How does Curated Content differ from Duplicate Content? | Content Marketing, Curation, Social Media & SEO | Scoop.it
Content curation is completely different from duplicate content as it adds value to an audience and brings SEO benefits.
Guillaume Decugis's insight:

If you think curated content is dangerous because it can be seen as duplicate content by Google, you're missing out. Even though it’s been addressed by a lot of professional SEO experts, including Google’s Matt Cutts, this is still a question we get a lot. So let’s review it in detail.

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There is No Duplicate Content Penalty in Google

There is No Duplicate Content Penalty in Google | Content Marketing, Curation, Social Media & SEO | Scoop.it

There is no duplicate content penalty.  Yes, really. The issue of duplicate content is a real one for webmasters.  But Gary Illyes at SMX this week stressed that duplicate content is not a penalty and that it is just a myth – it is actually a filter. 

Guillaume Decugis's insight:

That's an important precision and it comes from... Google's Gary Illyes.


Why is it important? Because it means it impacts only those pages of your site which might have duplicate content - not the entire site. 


The confusion some professional SEOs have made on this topic show that there is a lot of myths which can circulate fast since nobody but Google knows how Google works. 


All the more since it is not news but simply a reminder of what Google's Matt Cutts said already some time ago: "Google looks for duplicate content and where we can find it, we often try to group it all together and treat it as of it's just one piece of content."


Another similar myth we've heard a lot is that content curation can be seen as duplicated content, which is a fundamental misunderstanding of what content curation and duplicate content are as one has content curation brings SEO benefits while the other has none.

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Dean Ryan G. Martin's curator insight, March 11, 4:35 AM

It's hard to believe I'm reading this post. If for some reasons this is true, what's really the difference between content duplication and content syndication?

Cendrine Marrouat - SocialMediaSlant.com's curator insight, March 23, 6:40 PM


I'll just quote [url=/u/2005 x-already-notified=1]Guillaume Decugis[/url]' excellent remarks here:


"That's an important precision and it comes from... Google's Gary Illyes.


Why is it important? Because it means it impacts only those pages of your site which might have duplicate content - not the entire site. 


The confusion some professional SEOs have made on this topic show that there is a lot of myths which can circulate fast since nobody but Google knows how Google works. 


All the more since it is not news but simply a reminder of what Google's Matt Cutts said already some time ago: "Google looks for duplicate content and where we can find it, we often try to group it all together and treat it as of it's just one piece of content."


Another similar myth we've heard a lot is that content curation can be seen as duplicated content, which is a fundamental misunderstanding of what content curation and duplicate content are as one has content curation brings SEO benefits while the other has none."

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5 Explosive Content Marketing Strategies

5 Explosive Content Marketing Strategies | Content Marketing, Curation, Social Media & SEO | Scoop.it
Here are five content marketing strategies, from auditing to curating and more, that can help you take your content marketing to a whole new level in 2015!
Guillaume Decugis's insight:

A good summary of what you should definitely consider to implement if you're not already doing so as part of your content marketing plan. Planning and doing research sometimes are a little vague and obscure but Julia McCoy gives great actionable tips on how to make that practical so that you can be efficient. 


To build on her content auditing recommendation, you can check out this other post she wrote detailing how to do it with tools like SEM Rush, Excel templates or the services of her own company ExpressWriters.. 

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Dean Ryan G. Martin's curator insight, March 3, 2:50 AM

I like the idea of having a content calendar. A content calendar makes things two-times easier. I don't need to think long and hard just to produce a good title, good keywords and good sources for content. All the essential details are outlined in the calendar.  

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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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Scooped by Guillaume Decugis
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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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Scooped by Guillaume Decugis
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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 ;

Suggested by Bill Gassett
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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. 
Rescooped by Guillaume Decugis from SEO and Social Media Marketing
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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

 

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.