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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, 5:41 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, 5:43 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.

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

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


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

Guillaume Decugis's insight:

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


Please add your own thoughts and feedback to the discussion.

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Chris Agro's curator insight, August 22, 6:56 AM

Content curation is a  great way to reinforce your interests, beliefs and knowledge. -Chris Agro (@agrotising)

wanderingsalsero's curator insight, August 22, 7:27 AM

I always sorta thought it was but it's nice to see somebody else thinks so too.  

Ken Dickens's curator insight, August 29, 12:46 PM

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

 

www.2080nonprofits.org

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Is Content Marketing Destroying SEO?

Is Content Marketing Destroying SEO? | Content Marketing, Curation, Social Media & SEO | Scoop.it

Ever since content marketing emerged on the scene several years ago, people have been predicting the demise of search engine optimization. Currently, SEO still holds an important place in bringing visitors to your landing page.

Guillaume Decugis's insight:

They're actually more and more the same thing: here's why.

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30 Most Important Tools for Content Discovery, Curation and Marketing

30 Most Important Tools for Content Discovery, Curation and Marketing | Content Marketing, Curation, Social Media & SEO | Scoop.it

Kickstarting  your content marketing efforts can be an uphill battle if you don’t have the right tools in place to get the job done.


These are 25 great content curation and marketing tools that are meant to help you find, sift, organize and share relevant information with your readers and audience.

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Nicoletta Gay's curator insight, September 24, 10:26 AM

In the age of content noise, curation is the best way to separate good content from epic ones. 

IanHarm's curator insight, September 25, 1:02 AM

Some great tools, I'm already using a few of them.

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White Papers Are Not Dead: Their Role in Effective Content Marketing

White Papers Are Not Dead: Their Role in Effective Content Marketing | Content Marketing, Curation, Social Media & SEO | Scoop.it
The white paper is not dead. While versions of the concept may have proliferated and diluted its potential power, if done right the white paper still matters. Find out more about the best way to le...
Guillaume Decugis's insight:

Not everything in content marketing boils down to a cool headline and a blog post that will be read in a few seconds: thank god! As this well articulated post shows, there's still room for well articulated pieces of content that takes time to read... and also time to create.


And because you can't be good at producing everything nor can you find the time and resources for that, you might be better off focusing your content creation efforts on these hard-to-produce unique insights that only you can publish while relying on content curation for the daily content. 

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SMBs: You Don't Need an Expensive Content Calendar Tool

SMBs: You Don't Need an Expensive Content Calendar Tool | Content Marketing, Curation, Social Media & SEO | Scoop.it
So what do SMBs really need to be successful with content marketing?
Guillaume Decugis's insight:

Jay Baer observed last week that there could be no market for content marketing software for SMBs. This is my response and attempt at defining what SMBs need in terms of content marketing tools based on observing thousands of them which are Scoop.it customers. 


Feel free to add your own thoughts! 

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6 Untapped Keyword Sources that Will Boost Organic Traffic

6 Untapped Keyword Sources that Will Boost Organic Traffic | Content Marketing, Curation, Social Media & SEO | Scoop.it
Tapping out of keyword sources and running out of ideas? Use these not-so-obvious ways to get more keywords that'll improve your organic traffic.
Guillaume Decugis's insight:

SEO has changed and we now live in a world of long-tail keywords. Backlinks don't help much and it's likely you won't win short-tail (and short) keywords or keyword expression such as "lawn mower". But what you can and should is find ways to own the long tail keywords expression combining longer keyword combinations such as "lawn mower home for amateur gardeners".


The problem then becomes: how do I find or imagine these long-tail keywords?


Neil Patel gives a great way to identify some of these beyond Google's own tools. 


Two tips related to that:


- To build and automate on #2, you should try out http://keywordtool.io/ as it's based on the Google autocomplete and allows to batch copy/paste all the results which is great to set up adwords (SEM) campaigns quickly. 


- Setting SEM campaigns with small budgets (eg $10/day) is a great way to validate your keywords assumption before investing in content related to these keywords for SEO: check the volumes and the click rates you have.


- Once you have your keyword list, content curation will help you naturally build content pages which will natural combine these keywords in a way that provides value for both your audience and Google. On Scoop.it, you can add your targeted keywords to your content suggestions to source related content and optimize this process.

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Sharise Cunningham's curator insight, September 13, 8:40 AM

Creating long-tail keywords should be as simple as knowing your product and thinking like your customer. Create them by thinking of how your customer might search for info. It's not usually by single keywords, but rather by multiple words or full sentences sans connecting articles. But, if that's  too much for your brain sometimes, check out this tools for help.

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"But How Do I Know if It's Good?" How You Can Evaluate Content Quality (and Ditch Content Anxiety)

"But How Do I Know if It's Good?" How You Can Evaluate Content Quality (and Ditch Content Anxiety) | Content Marketing, Curation, Social Media & SEO | Scoop.it
You already have the skills to recognize good content and optimize a site for Hummingbird. You just may not know it yet. Here's a quick list of what to look for.
Ally Greer's insight:

This post rocks. It should be referenced every time you write a new piece of content.


I specifically love the part about writing for the web vs. writing for print. 


How about you? What are your secret weapons to writing content that doesn't suck?

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Jake kaufman's curator insight, September 9, 9:29 PM

Love this. Great checklist to use for every piece of content that goes out the door. 

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Semantic Search. And Why Content is Still King

Semantic Search. And Why Content is Still King | Content Marketing, Curation, Social Media & SEO | Scoop.it

"Responding to how users interact with content, Google is already starting to look at content around a link to establish relevancy, instead of taking cues from anchor text. It might actually start to understand what certain content is relevant for based upon the context."

Marc Rougier's insight:

Understanding the evolution of SEO form keywords to semantic (and Google's Hummingbird). And how does it impact your Content strategy.


Bottom line: (good) content is king.

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Third-party content is 4x to 7x more trusted than your own

Third-party content is 4x to 7x more trusted than your own | Content Marketing, Curation, Social Media & SEO | Scoop.it

I had always believed that most of the marketing content used by a company should be developed internally (...). Because of three recent research studies, I now have a different view on this issue.

Guillaume Decugis's insight:

Some people still think that the only type of content that can demonstrate your expertise and show your thought leadership is the one you create. 


If you're still thinking that, think again as the data has spoken.


David Dodd used to be one of them and he explains in this article why he changed his mind after analyzing results from several research studies focusing specifically on B2B marketing. 


The research - based on an extensive of more than 400 B2B content consumers - highlights beyond any doubt that people simply don't trust vendor-created content. 


The solution is probably not to stop creating anything: you have opinions and you can create strong original content. But more often then not, you'll be more convincing if you can publish curated content that supports your overall message.


(Which is what I just did by the way so let me know if you feel more convinced). 

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Ken Dickens's curator insight, August 29, 12:50 PM

Data in support of Content Curation as a must-do website/marketing strategy for all.  In fact, you are reading Curated Content now!  -Ken

 

www.2080nonprofits.org

Rescooped by Ally Greer from Bussines Improvement and Social media
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8 #ContentCuration #Tools That Will Slash Your PR Budget

8 #ContentCuration #Tools That Will Slash Your PR Budget | Content Marketing, Curation, Social Media & SEO | Scoop.it
Creating content is necessary, but it can get expensive. Save money with these eight content curation tools.

Via Ricard Lloria
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TeresaSiluar's curator insight, August 22, 1:46 AM

8 Herramientas para buscar y recopilar contenidos en la red 

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5 ways an online newsroom can save your company money

5 ways an online newsroom can save your company money | Content Marketing, Curation, Social Media & SEO | Scoop.it

So with all corporate expenditures facing the stubby-pencil scrutiny of the corporate finance officer, what pitch can be made for a new online newsroom? Is it really worth the investment? Will it save the company money in the long run? Does it make the PR team more efficient and effective, thus more valuable to the company? Are there other options to consider?

Here’s a short list of five ways a properly managed online newsroom can save your company money:

Ally Greer's insight:

Super article by Steve Momorella of TEKGroup on the importance of having an online newsroom. He mentions reasons like the accessibility of information for press purposes, investor relations, and day to day operations, as well as crisis management and SEO. 


Having an efficient process for all of these instances is a proven time and money saver for large enterprises.


Do you have an online newsroom? If so, how does it function?

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What are the Right Content Marketing Measurement Tools?

What are the Right Content Marketing Measurement Tools? | Content Marketing, Curation, Social Media & SEO | Scoop.it
When you are trying to prove that your content marketing brings value to your business, you need clear evidence of what's working, and what isn't — and accurate measurement is really the only way y...
Guillaume Decugis's insight:

Marketing in general and Content Marketing in particular used to be a lot of guess work. But you now can and should precisely measure the return of your content marketing strategy. 


On the path to Content Marketing ROI, you will find some thing that work and some which don't. This list by Ann Gynn gives you interesting tools and methods to measure, iterate and improve. 

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Scooped by Ally Greer
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How Effective Is Content Marketing?

How Effective Is Content Marketing? | Content Marketing, Curation, Social Media & SEO | Scoop.it
It seems only yesterday the world was discussing how brands could shape public opinion through social media. Now they are having the same discussions – with a similar mixture of rightfulness and wrongfulness – about content marketing.
Ally Greer's insight:

Interesting opinion piece by Dan Matthews. I think he has a point when it comes down to it - content marketing, if done wrong, can be a huge waste of money and an even bigger detriment to your brand. 


When done correctly, though, and with lots of hard work and strategizing, it results in highly engaged customers ready to make a purchase.

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Why IBM needs SMB marketing software

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

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

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

Guillaume Decugis's insight:

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

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Showcase Your Expertise To Boost SEO

Showcase Your Expertise To Boost SEO | Content Marketing, Curation, Social Media & SEO | Scoop.it

From Entrepreneur magazine's coaches corner:


"We reached out to a team of SEO experts to break down how smarter content can showcase your company’s assets, boost your content quality and eventually pull your site to the top of users’ search results. Here’s what they suggest."

Guillaume Decugis's insight:

That sentence from Jason DeMers summarizes 3 years of Google's algorithm changes: "whereas a few years ago, it was defined by manipulative tactics, SEO in 2014 is largely defined by quality content publication."


This article captures well what the new SEO is all about: showcasing your expertise through quality content on a consistent basis. 

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The Complete Guide to YouTube Content Marketing

The Complete Guide to YouTube Content Marketing | Content Marketing, Curation, Social Media & SEO | Scoop.it

Video is the future (or present) of content marketing, yet marketers seem to shun YouTube other than for viral videos. YouTube has a massive audience, it's ideal for branding purposes and it benefits your Google SEO. This guide shows you what content you should be curating, how to get a top ranking on YouTube and how to convert that following to your own platform.

Guillaume Decugis's insight:

Let's be honest: video content is tough.


It's not easy to produce, not is it cheap if you need a quality level that reflects the professionalism of your brand.


And if you still think your video might go viral by some random chance, think twice.


Now, video can also be very powerful: we do live in a world where images make a longer lasting impression than words. While never cheap, producing a video can be done in a lean way and also brings other benefits such as forcing you to streamline your message. 


If you're going to use video (and YouTube) for your content marketing, this is an excellent and very complete guide put together by Camilla Hallstrom.

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Carlos Bisbal's curator insight, September 23, 9:42 AM

El vídeo es el futuro (o presente) del marketing de contenidos. YouTube tiene un público masivo, que es ideal para efectos de identificación y beneficia tu SEO en Google. Esta guía te muestra el contenido que debe ser compartido, cómo conseguir un primer puesto en YouTube y cómo mejorar el segumiento de tu propia plataforma.

Ken Dickens's curator insight, September 25, 10:01 AM
Putting it bluntly, you need to find a way to use video in your marketing. Find a low-cost resource, set up a simple studio, or whatever. Video is more powerful than words. -Ken
CESSON's curator insight, September 26, 4:55 PM

Learn the ins and outs of youtube.

Rescooped by Ally Greer from Public Relations & Social Media Insight
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37 Point Checklist: How to Create Content That Will Increase Your Traffic by Tomorrow Morning

37 Point Checklist: How to Create Content That Will Increase Your Traffic by Tomorrow Morning | Content Marketing, Curation, Social Media & SEO | Scoop.it
Have you ever wondered if the content you are writing sucks? If no one likes your content, you won’t get any social shares, linkbacks, or traffic. Whet

Via Jeff Domansky
Ally Greer's insight:

Three great lists divided into "general," "B2B writing," and "B2C writing."

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Jedidiah Yousefi's curator insight, September 17, 1:24 PM

This article is spectacular! It gives you 30 some ideas on how to better receive traffic from a business to business scenario or from business to consumer. This can be very helpful in marketing today; especially when there is a need to haul in consumers and to get attention. Here are some of the suggestions that are mentioned in the article :

Limit your paragraphs – ideally, your paragraphs shouldn’t be longer than 5 to 7 lines. This will make your content easy to read.A picture says a thousand words – all text with no images makes content boring.Make your images relevant – don’t use pictures for the sake of using them. Make sure they are relevant to your content.Create an expectation within your intro – once people read the intro, they should know what to expect from the rest of your post.Let your personality shine – from vulnerability to humor, show off your personality. Let your readers get to know you. 

These are all great tips for marketers to use when working on line, posting content, or writing something. One I particularly like is too “have an emotional crack" another wards, be funny and crack a joke. When you are boring, you lose the focus of the people you are trying to PRECISELY get.

ManufacturingStories's curator insight, September 20, 1:41 PM

For more resources on Social Media & Content Curation visit http://bit.ly/1640Tbl

CESSON's curator insight, September 26, 4:58 PM

Raise your reach and interactive numbers with these helpful tips. 

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Which One(s) Of These Content Marketing Myths Do You Still Believe In?

Which One(s) Of These Content Marketing Myths Do You Still Believe In? | Content Marketing, Curation, Social Media & SEO | Scoop.it
With the spirit of innovation in mind, we share some evolutionary insights from a few of CMI's blog contributors, training instructors and Content Marketing World speakers. Find out how they answer...
Guillaume Decugis's insight:

I particular like the one on SEO: don't believe the so-called old-style SEO experts who tell you they can land your site in the first page of Google through backlinks. This doesn't work anymore.


But great content published consistently will get you there. 

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Jumpstart and Optimize Your Content Marketing

Jumpstart and Optimize Your Content Marketing | Content Marketing, Curation, Social Media & SEO | Scoop.it

How to become someone worth talking about? Being interesting isn’t just about learning how to become a good conversationalist. You need stories to tell.

Guillaume Decugis's insight:

Matthew Capala put together this great toolbox compiling tips and tools to get started with Content Marketing and avoid losing time re-inventing the wheel.


He has a way of putting it simply that makes this worth a read even if you've already experimented with Content Marketing. 


Great resource!

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Scooped by Ally Greer
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How to Send Better Email - Without Second-Guessing a Single Word

How to Send Better Email - Without Second-Guessing a Single Word | Content Marketing, Curation, Social Media & SEO | Scoop.it
An overview of the snippets and samples of emails we love, and what we can take away from them to learn how to send better email.
Ally Greer's insight:

It's rare that you find a piece like this that doesn't only talk about sending email to customers, but also includes ways to send better emails and get better responses from colleagues and coworkers.


While I don't always agree with some of the authors cited here (I'm still a fan of addressing the fact that something is an inconvenience & affirming the receipt of feedback), these are some great tips to keep in mind.


I will certainly be trying the beginning-and-end-of-the-week email to the rest of my team to see what I'm working on and be kept more in the loop, as well as some of the other general practices for marketing communications.

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Are you tracking these 11 KPI's to measure Content Marketing success?

Are you tracking these 11 KPI's to measure Content Marketing success? | Content Marketing, Curation, Social Media & SEO | Scoop.it

It’s the end of the month, time to review your content marketing results from the past 30 days and analyze…but what do you focus on? Of everything you could be reporting, which statistics should you care about? What do they mean, and how do you know if your findings are beneficial or not? Below are 11 content marketing statistics you should know that will make your end of month reports outstanding!...


Via Jeff Domansky
Guillaume Decugis's insight:

Conversion rates, click rates, open rates... It's easy to get lost in excel spreadsheet. Here's a good summary of what metrics you should focus on if you're doing content marketing as well as interesting benchmark to check whether you're best-in-class or can improve.

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Jeff Domansky's curator insight, August 23, 8:49 PM

If you're not measuring your social and content marketing results, how do you know you're measuring up?

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3 SEO Techniques You Probably Haven’t Heard About

3 SEO Techniques You Probably Haven’t Heard About | Content Marketing, Curation, Social Media & SEO | Scoop.it
Search Engine Optimization, or SEO as we popularly know it, is perhaps the most important thing to do these days if a business wants to have a successful online presence. This post is about deviating from the traditional SEO concept and introducing 3 SEO techniques you (in all probabilities) do not know of yet.
Guillaume Decugis's insight:
And content plays a key role in #1 and #2. This is how much SEO changed in just a couple of years (even though you'll still encounter the backlink building dinosaurs...). To build on #1, content curation is a great way to add semantic power to content as it will naturally help you build content connections you didn't imagine and win long tail keywords you wouldn't have planned for.
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TeresaSiluar's curator insight, August 25, 11:54 PM

Artículo con algunas técnicas para mejorar el SEO

Donna Bruno's curator insight, August 29, 2:03 PM

Check this out Coldwell Banker agents.

 

Being found on the internet is important to your business. Rules change all the time. Here are some new tips.

ManufacturingStories's curator insight, August 30, 11:06 AM

For more resources on Social Media & Content Curation visit http://bit.ly/1640Tbl

Scooped by Ally Greer
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4 Tactical Tips To Creating A Monthly Content Marketing Plan

4 Tactical Tips To Creating A Monthly Content Marketing Plan | Content Marketing, Curation, Social Media & SEO | Scoop.it
Learn the secrets to creating a monthly content marketing plan to reach more prospects and drive more leads.
Ally Greer's insight:

Great tips for those content marketers suffering from lack of inspiration or "content marketing block."

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Brian Fanzo's curator insight, August 20, 12:34 PM

Awesome info here! 

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10 Content Marketing Roles for Success in the Next 10 Years

10 Content Marketing Roles for Success in the Next 10 Years | Content Marketing, Curation, Social Media & SEO | Scoop.it
There are so many moving parts to effective content marketing creation and distribution these days, We are starting to see marketing departments transform themselves into publishing organizations. ...

Via Amy Higgins
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Comunicologos.com's curator insight, August 10, 7:26 AM

Marketing de Contenidos

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The 7 Content-Marketing Trends You Should Be Doing Now

The 7 Content-Marketing Trends You Should Be Doing Now | Content Marketing, Curation, Social Media & SEO | Scoop.it

With publishers and advertisers shifting tactics, online content marketing efforts are accelerating at an unprecedented rate. But with more brands turning to these strategies, content-marketing efforts are becoming saturated.


Here are seven content-marketing trends that you should keep an eye on in the next 18 months.



Via Brian Yanish - MarketingHits.com
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Is Social the new SEO?

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


Via Rebekah Radice
Guillaume Decugis's insight:

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


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

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