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Create & Curate
Content creation and curation theory and practice, uses, tools and application
Curated by Liz Wilson
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15 Copywriting and Content Marketing Blogs that Will Make You More Money

15 Copywriting and Content Marketing Blogs that Will Make You More Money | Create & Curate | Scoop.it

Sonia Simone of Copyblogger: "We think persuasive writers — content marketers and copywriters — are as worthy of cheers and accolades as our fiction-writing brothers and sisters.

So today I put together a list of 15 writing blogs I think you’ll get a lot out of."

Liz Wilson's insight:

I enjoyed this selection of copywriters' blogs - you may not always like their style but they'll make you think outside your own ideas. 

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Jeff Domansky's curator insight, January 6, 2013 5:26 PM

Lots of new resources to check out in this list.

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How to Create a Total Content System

How to Create a Total Content System | Create & Curate | Scoop.it

"The use of high quality, education based content has become an essential ingredient in creating awareness, building trust, converting leads, serving customers and generating referrals." - John Jantsch

Liz Wilson's insight:

You know the value of content in your marketing. But how do you take the next giant leap and get a plan?  

 

JJ comes to the rescue with his "total content system". 

 

He writes: 

 

A Total Content SystemTM approach allows you to plan, delegate, curate, create, collaborate, repurpose and generally get far more out of every piece of content you produce. Once your system is in place it will build momentum with each passing month and begin to multiply in value to your organization.

The Total Content System goes like this:

Create a list of monthly Foundational Content ThemesDevelop your Content Delivery PlatformIntegrate your content with Core Business Objectives

An excellent article. 

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10 Predictions for Inbound Marketing in 2013 from SEOMoz

10 Predictions for Inbound Marketing in 2013 from SEOMoz | Create & Curate | Scoop.it

Rand Fishkin analyses the success of his 2012 predictions (good) and gets straight into 2013 trends. 

Liz Wilson's insight:

There are planty of search and social predictions around but Moz's are worth reading because of their good track record.

 

2013 predictions that are interesting are -

*more use of 'inbound marketer' in job titles nad profiles, replacing SEO

*more meaningful data for advertisers from Facebook and Twitter

*more shrinkage and consolidation in the social media tools market.

Plus others.  

 

As always, high quality editorial from Moz.

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Content Marketing Trends In 2013

Content Marketing Trends In 2013 | Create & Curate | Scoop.it
Check out this list of content marketing trends that will build steam over the next twelve months. Trends that you can to follow and utilize.
Liz Wilson's insight:

Ann Smarty cuts through the noise around content marketing to pick out the trends that matter for next year. She also gives a checklist of actions you can take to propel your content marketing. Very useful.

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Jeff Domansky's curator insight, December 13, 2012 3:34 PM

Excellent look at content marketing trends and helpful advice.

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Content Marketing For People Who Hate Writing

Content Marketing For People Who Hate Writing | Create & Curate | Scoop.it
Bill hates writing. Ask Bill to write a blog post and get ready for a hundred excuses (or a lot of unanswered emails). The thing is, Bill is a really smart guy. An industry leader even. We all have a Bill at our company.
Liz Wilson's insight:

BlueGlass co-founder Chris Winfield shows how writers can tap into other people aorund them to get original and appealing content. Put simply - get out and about in your organisation, talk to people, record them, get them to take photos or make videos and you have content.

 

 

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Content Marketing: No Real Difference Between B2B & B2C | Heidi Cohen

Content Marketing: No Real Difference Between B2B & B2C | Heidi Cohen | Create & Curate | Scoop.it

'Actionable marketing expert' Heidi Cohen writes: "Fueling social media growth and search optimization, content marketing is on a growth trajectory. 

 

"Many marketers think content marketing is either B2B or B2C but as Heather Meza of Cisco pointed out:

 

“Content marketing isn’t B2C or B2B, it’s P2P.”

 

She goes on to do a detailed comparison of how B2B and B2C marketers leverage content.

 

Well worth reading - find the full article here http://heidicohen.com/content-marketing-no-real-difference-between-b2b-and-b2c/?

 

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What’s the ROI of Corporate Blogging?

What’s the ROI of Corporate Blogging? | Create & Curate | Scoop.it

Unconvinced about the value of a business blog? 

 

If so read this article by Lee Odden, posted on the 9th anniversary of the TopRank blog. He lists many benefits including

 

-  new business without advertising or salespeople

- industry credibility

- revenue from advertising

- inquiries from media

 

My personal view is that a blog or blogs is/are invaluable for any business, large or small, as long as you know why you started it and what you expect to get out of it. It's vital to remember that bloggers don't all have the same goals. 

 

Read Lee's article here http://www.toprankblog.com/2012/12/corporate-blogging-roi/

 

 

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7 Social Media Trends that Matter in 2013

7 Social Media Trends that Matter in 2013 | Create & Curate | Scoop.it

What are the important social media trends that will matter next year? And how do you spot a trend? Rohit Bhargava answers both questions on his Influential Marketing Blog. 

 

From "shoptimization" to "mefunding", Rohit identifies what he thinks will make a difference to marketing and more in 2013.

 

He also generously gives excellent insight into his own trendspotting methods.

 

Read the full article to get the 7 trends http://www.rohitbhargava.com/blog

 

And I recommend you follow Rohit's blog as he will examine 15 important trends over the next 15 days. 

 

 

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How to Tell if Your Marketing Content Is Actually Valuable

How to Tell if Your Marketing Content Is Actually Valuable | Create & Curate | Scoop.it

Adrian Kingwell writes: "Reference this checklist for a reality check on whether the content you're creating is actually valuable.

 

This is a useful checklist from Corey Eridon to make sure your content is on the mark...

 

Topic addresses persona's needs/questions Aligned with reader's understanding of subject Aligned with reader's stage in sales cycle Tone is clear and accessible Written with specificity Good examples used to clarify stuff Benchmarking data used Right content type used to explain concept

 

The key word seems to be 'align'.  But how little content marketing seems to be 'aligned' to audience needs and contexts.

 

How do we tell if an article is properly aligned? It is one thing to write something great for our carefully crafted personas - and that is a good start - but how do we know that the spike in site visits is actually from our target audience, and not from a bunch of tire kickers?

 

Two answers: good web analytics and meaningful customer feedback. There is no silver bullet, but we have to close the loop and get some actionable insight or we may never know if our content is aligned or not.

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Avitage's curator insight, January 21, 2013 2:11 PM

Important checklist for all content not just blogs. If there is no list of persona's needs and questions, how can you know a content piece addresses them, or at the appropriate buying stage. #s 6 and 7, examples and benchmarking data are reasons to maintain a robust Content Source http://www.avitage.com/index.php/four-lessons-you-should-learn-from-publishers/

 

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New Digital Trends, The Age Of Mobile, Human Curation: The Decline Of Google News

New Digital Trends, The Age Of Mobile, Human Curation: The Decline Of Google News | Create & Curate | Scoop.it

Here are some excerpts from this interesting article published on PandoDaily:

"Some publishers – namely AP, AFP, and Rupert Murdoch – have long taken umbrage with Google, whom they have accused of leeching off of newspapers’ content. Cantankerous Murdoch has called Google “content kleptomaniacs.”

 

Now, politicians and newspapers in Europe and South America are engaging in fresh revolts. 

Their reasoning: When Google News offers a headline and part of the first paragraph of a story, users are less inclined to click through to read the actual article.

...

One possibility is that Google News is in decline because of converging digital trends that are lessening its influence. The Web’s big shift to mobile coupled with the explosion of social sharing, the increasing importance of human-powered curation, and tougher competition may be making the now old-school aggregator less potent.

 

There are a lot of strong forces at play in the ever-tumultuous news industry that could compromise Google News’ dominance. First, we now live in the Age of Mobile, and it’s not clear how well Google News performs on smartphones. From its iOS search app, the “News” tab does sneak into the homescreen, in the form of a button in the bottom-right-hand corner, but it is not especially prominent. 

...

Another challenge for Google News has been the emerging mania for curation. Spotify founder Daniel Ek said that the next step in the music company’s evolution will be helping people “make sense” of the abundant content.

He flagged the Pinterest-led curation wave as an important phenomenon. Pinterest proves that a mix of algorithms and human judgement can provide a superior content consumption experience.

 

Indeed, there’s evidence to suggest that many Web users are becoming more curatorial in their consumption habits, a point supported not only by Pinterest’s rise, but also by the growing prevalence of services such as Foursquare’s “Explore” feature, Twitter’s “Discover” section, Reddit, HotelTonight, Longform, Longreads.

...

As mobile and apps accelerate the proliferation and accessibility of content, it’s likely that we’re going to rely more heavily on filters to navigate this era of abundance.

 

Finally, these days Google News just faces much more competition than ever before, from startups, apps, websites, and even traditional publishers, who have become more digitally savvy. Now that we’re in an era in which reading on smartphones and tablets is a norm, apps such as Flipboard, Pulse, Feedly, Prismatic, Zite, Flud, and Sumly, just to name a few, are all vying for attention, providing news reading experiences that are not only competitive with Google News but also better looking.

...

This means that readers have more, and sometimes better, options for discovering and reading news, and publishers have other viable traffic-generating options. Perhaps that is why publishers in Europe and Brazil are acting now to slay the search beast. They sense a vulnerability that Google News didn’t have even a year ago..."

 

Read full and long article here:

http://pandodaily.com/2012/11/10/newspapers-take-aim-at-google-news-again-maybe-because-theyre-no-longer-scared/

 

 


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Reverse Engineer Content Strategy | Magazine Planning Offers Blueprint | Internet Billboards

Reverse Engineer Content Strategy | Magazine Planning Offers Blueprint | Internet Billboards | Create & Curate | Scoop.it

Intrnet billboards writes: "I use reverse engineering a lot, and when it comes to content strategy, there are few better ways of using this little trick than by “borrowing” content flow and content strategy from the guys and girls who know it best.

Magazine planning has been perfected over decades of iteration, and the very best print-based titles leave a footprint that offers the ultimate blueprint from which you can create your perfect content strategy online."

 

I coud not agree more! 


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This Picture Is Worth 1,000 Pictures | Slate

This Picture Is Worth 1,000 Pictures | Slate | Create & Curate | Scoop.it

Content is not just about words. Jeff Domansky writes: "Hyperphotos are to panoramic photos what Google Earth is to a globe."

 

 


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Using Your Website As Your Content Hub

Using Your Website As Your Content Hub | Create & Curate | Scoop.it

A very good recap on how to use your blog or website as your content hub and why it makes sense to do that. JD Rucker, writing on the Automotive Digital Marketing Professional Community, covers a lot of ground including 

- where to site your blog (on your website or off-sute)

- content length and how to judge what's right in each case

- the benefits of generating social signals via content on your website

 

He concludes: "In the meantime, keep reading everything you can about content marketing. It's not just the future. It's already here. Those who do content marketing properly are able to bypass traditional search engine optimization and social media marketing strategies because the content can be positioned to do all of the work for you."

 

JD promises more articles - looking forward to them. 

 


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Is the Marketing Campaign Dead?

Is the Marketing Campaign Dead? | Create & Curate | Scoop.it
Is the marketing 'campaign' dead? HubSpot CMO Mike Volpe weighs in with his two cents.
Liz Wilson's insight:

Goodbye campaigns, hello conversations, consistency and commitment.

 

Great article from MV on why and how to change mindsets. 

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Jeff Domansky's curator insight, January 4, 2013 3:37 PM

Especially liked the quote from Joseph Jaffe: “Marketing is not a campaign, it's a commitment.” Good read!

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Content Governance: 6 Tips For Enterprise Content Marketing

Content Governance: 6 Tips For Enterprise Content Marketing | Create & Curate | Scoop.it
Content governance ensures that there are controls in place that govern when/what/why content is being created, approved and distributed.
Liz Wilson's insight:

Enterprises need content marketing and to involve employees in it. But how do you keep your brand story on track? Michael Brito (Senior VP at Edelman Digital) has picked up on a helpful checklist enterprises can use to put 'content governance' in place. 

 

You can use it to achieve not only a consistent story but also to minimise risk and avoid mistakes, extending it to all paid, earned and owned media.

 

While MB has focused on 6 tips related to content governance, the original list has 22 tips to help enterprises deploy social media (it was produced by Sprinklr,http://www.sprinklr.com/social-scale-platform/

 an enterprise social CRM platform. 

 

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PR Week Power Players of Social Media UK

PR Week Power Players of Social Media UK | Create & Curate | Scoop.it
Based on original PR Week Social Media Power Players list (March 2011) + other worthies. @andismit
Liz Wilson's insight:

Want to know who's who in social media in the UK? I just found this fantastic list by @andismit - great peeps to follow and an excellent list to keep by you.

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I'm a Content Strategist - But What Do I Really Do?

I'm a Content Strategist - But What Do I Really Do? | Create & Curate | Scoop.it
Featuring an extract from Rahel Bailie and Noz Urbina's new Content Strategy book.
Liz Wilson's insight:

Let me introduce you to the Firehead blog. It's a mine of information about all things content strategy - from link roundups of industry events, to insights into the job of the content strategist (Firehead is a recruiter). 

 

The latest post is a book excerpt focusing on the skills and capabilities of the content strategist. This role is just developing here in Europe - so the high-quality resources on the Firehad site are invaluable. 

 

 

 

 

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LinkedIn Company Pages: Your Secret Weapon

LinkedIn Company Pages: Your Secret Weapon | Create & Curate | Scoop.it

Do you need a LinkedIn company page for your business? Or will a personal profile do? 

 

There are good reasons to set up a company page, as social strategist, speaker and coach Des Walsh explains in this interview.

 

http://lizwilson.me/linkedin-company-pages-your-secret-weapon/

 

 

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Targeted Content: The Holy Grail of Content Marketing

Targeted Content: The Holy Grail of Content Marketing | Create & Curate | Scoop.it

We've said it before but it's worth repeating - target your content to your ideal customer(s) for it to be read.

 

This short article by Kevin Cain sums it up nicely:

 

"For any piece of content to be successful, it has to be personalized and speak to a specific person. Learn how to develop personas and different target markets to create successful content marketing strategies."

 

Good information. Read it here http://www.convinceandconvert.com/content-marketing-2/targeted-content-the-holy-grail-of-content-marketing/?

 

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12 Attributes of a Successful Content Curation Strategy | Heidi Cohen

12 Attributes of a Successful Content Curation Strategy | Heidi Cohen | Create & Curate | Scoop.it

Here is an excellent recap of best-practice content curation from marketing expert Heidi Cohen.

 

As she writes: "Content curation is an integral part of a content marketing strategy. Whether you just have a blog or more complex content marketing offering, content curation puts your original content in a branded context for your target audience."

 

I particularly like the final point which makes clear that curation is not re-pubishing entire articles and that tools offering this ability are to be avoided.

 

Read the article here http://heidicohen.com/12-attributes-of-a-content-curation-strategy/?

 

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Why Businesses Must Take a Holistic View of Their Content and SEO

Why Businesses Must Take a Holistic View of Their Content and SEO | Create & Curate | Scoop.it

When we talk about content and optimising it for SEO, we often think of it in a marketing context only.

 

However, as Lee Odden says in this excerpt from his book Optimize, benefits can be maximised by taking a strategic view of SEO relating to ALL types of content - including content from the media relations/PR and customer service functions. 

 

He writes: "A holistic view brings the value of search discovery to all corporate digital content and provides the added benefit of increasing online marketing performance too."

 

By having an integrated content strategy, and SEO-optimising content for several audiences, benefits are multiplied. Journalists see potential stories, and customers and employees find answers to their questions more easily (internal as well as external benefits). 

 

That said, Lee Odden makes the excellent point that each organisation needs to develop its own individual strategy reflecting its business goals and internal structure. Interestingly, he says marketing agencies can fail because they are unable to navigate the complex internal structures of larger enterprises. 

 

He concludes: "Whether your business is focused on B2B or B2C markets, is large or small, the overall opportunity to optimize content to aid in the connection with intended audiences is essential.

 

"Further, being able to discern the uniqueness of different customer expectations for how brand content is discovered, consumed and acted on will help marketers better plan their content optimization efforts for the benefit of customers and brands alike."

 

Some useful case studies are included. Read the full excerpt http://www.toprankblog.com/2012/11/strategic-search-engine-optimization/

 

 

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Perfect Color Combination for your [Storied] PowerPoint Presentations

Perfect Color Combination for your [Storied] PowerPoint Presentations | Create & Curate | Scoop.it

Karen Dietz writes:"These tools and generators are free tools that may help you to find the perfect color scheme and combination to use in your slides... These tools may help to choose the right background color but also the color scheme to use for text and graphics and keep a good color contrast in your slides..."

 

Many of my MBA students have a hard time choosing colors for their PowerPoint presentations -- even with the templates provided. As a result, they visually ugly. You can imagine how difficult it is then to really appreciate the stories and information you are sharing in your presentation. The rotten color combos are a huge distraction and we can't listen well.

 

So don't let this happen to you! Fellow curator Baiba Svenca @baibbb found this article and tools and I'm delighted to be able to share it with you -- and all my MBA students, too!

 

Thanks Baiba :) "


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


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Content, Friends and Time - The New SEO ScentTrail Marketing

Content, Friends and Time - The New SEO ScentTrail Marketing | Create & Curate | Scoop.it

Marty (Martin Smith) Note 
"Wrote this piece today in my head sitting in a meeting. We discussed what content marketers do for a living. I realized our main Internet marketing craft is creating content that lives across time via social shares. This post discusses why who, how, when and why you link to is almost as important as the content you are writing.

Turns out we need to have yet one more Internet marketing strategy - a link strategy - or our content won't live as long or go as far. This post describes how to think about your links as part of the chess of content marketing."

 

More wonderfu insights from Marty.

 

 


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Thanks Jeff. Marty
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The Importance of Social Signals & Content for SEO

The Importance of Social Signals & Content for SEO | Create & Curate | Scoop.it

Jeyson DeMers has written a very insightful, clear guide to how social signals are impacting (and will increasingly impact) SERPS. Required reading.

 

My business is *content creation*. So I am particularly interested in two of Jeyson's points:

 

1. Fresh, authoritative content is essential for SEO

 

He writes:

 

"Set up your onsite content engine. Whether you choose to do the blogging or you hire an expert writer to write for your blog, this step is crucial.

 

"Since I hired writers to write for my company blog a month ago, organic search traffic has jumped by 27.80% and is quickly trending upward. This is because every article published is liked dropping another hook in the water, to use a fishing metaphor.

 

"More content on a domain gives that domain more opportunities to rank for related search queries and accrue inbound links, which, in turn, strengthens the authority of the domain as a whole."

 

2. A Google Author profile is a must 

 

Jeyson:

 

"Aside from social signals eventually overtaking inbound links as the most valuable ranking signal, there’s a clear upward trend in the importance of AuthorRank as a ranking signal.

 

"The idea of associating content with an author, rather than the website on which it resides, is evident in [Matt] Cutts’ December 2010 Webmaster video “Does Google use data from social sites in ranking?”

 

"Cutts says: “…We’re also trying to figure out a little bit about the reputation of an author or creator on Twitter or Facebook.”

 

(I wrote about that a few weeks ago http://lizwilson.me/content-creators-heres-why-you-need-to-be-a-google-author/

 

Conclusion:

 

If you have a web presence for business, you need to take account of the value of both *social signals and credible, original content*.

 

Jeyson's article on SEOMoz tells you how http://www.seomoz.org/blog/your-guide-to-social-signals-for-seo

 

If you need any help on any aspect of content creation or curation, contact me at lizimcp (at) gmail (dot) com. 

 

 

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Super-fast Content Curation: Add Scoop.it to HootSuite and Go!

Super-fast Content Curation: Add Scoop.it to HootSuite and Go! | Create & Curate | Scoop.it

Great news that two of my favourite tools have integrated - a super-fast way to find and share Scoop.it content. I'm so enthusiastic about it I wrote a beginner-level tutorial  http://lizwilson.me/super-fast-content-curation-add-scoop-it-to-hootsuite-and-go/

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