Content Marketing
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We've Lost Nearly Half Our Social Referral Traffic in the Last 12 Months

We've Lost Nearly Half Our Social Referral Traffic in the Last 12 Months | Content Marketing | Scoop.it
Mollie Durbin's insight:

It has always seemed to me that great content should be the backbone of paid efforts. Paid reach isn't a bad thing, but if you aren't creating content that will connect with your audience, paid will be much less effective and much more costly than it should be. Basically, do both, but do them both with great, well thought-out content, not just large quantities of content.

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Social Media Quick Tips: How to Track Instagram Traffic

Social Media Quick Tips: How to Track Instagram Traffic | Content Marketing | Scoop.it
Mollie Durbin's insight:

I'll admit, making sure I could accurately track traffic from Instagram as part of our larger content campaign hasn't been at the top of my list. But we all have to optimize sometime, don't we? Now, if only Instagram/Google would make it easier for us...

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The Future-Proof Marketer in 2015 (by Grovo)

Digital marketing’s skills gap crisis and the new breed of marketer to solve it (www.grovo.com)
Mollie Durbin's insight:

Modern marketing simply requires a digital skillset. It's difficult to hire someone with all of those skills already in place, but you can have great success if you are willing to grow a team. Hire people with the aptitude and talent, provide them with the right opportunities, and soon you will have a group of killer marketers! In most cases, you WILL have to deal with great folks moving on to other awesome opportunities afforded by their new, awesome skillset (unless you have a very large budget and room to move those folks up), but I encourage you to think of it as a way to expand your overall network and talent pool for future opportunities. Some of my proudest moments have been the opportunity to write a great recommendation for a talented member of my team. Just keep training your team and educating yourself, too!

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2015: The Year When B2B Marketers Stop Accepting Single Digit Conversion Rates

2015: The Year When B2B Marketers Stop Accepting Single Digit Conversion Rates | Content Marketing | Scoop.it

"In 2015, we expect marketers will begin to exploit the combined power of content marketing and marketing automation and finally get paid for their investments. However, our research indicates it will require a new approach. This is being driven by three key trends..."

Mollie Durbin's insight:

For me, the best part of the content marketing process, besides the initial thrill of seeing the content engine kick into gear, is refining the process and really maximizing the return on what you are putting out there. Now that businesses are "getting it" when it comes to the value of content, the game is on to optimize it.

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Copyright Law on the Internet Is a Total Train Wreck Right Now

Copyright Law on the Internet Is a Total Train Wreck Right Now | Content Marketing | Scoop.it
If you think too long about internet copyright, you'll be up banging your head against a wall all night.
Mollie Durbin's insight:

Ever wondered how reliable Creative Commons licensing is? Me too.

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3 Reasons to Pay Attention to Facebook 'Rooms'

3 Reasons to Pay Attention to Facebook 'Rooms' | Content Marketing | Scoop.it
'Rooms' is the new app from Facebook that lets you create places dedicated to what you're interested in and to invite others that share your passions too. Here I discuss some of the trends that I think we can gauge from Facebook's creation of Rooms.
Mollie Durbin's insight:

If the concept catches on, and if Facebook can dodge the related legal battles, it will be interested to see how the somewhat retro chatroom-esque idea of "rooms" develops.

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Why Marketers Need Jazz, Not Symphonies, In a Digital World

Why Marketers Need Jazz, Not Symphonies, In a Digital World | Content Marketing | Scoop.it

"What we’ve seen from our studies so far is that small teams can achieve amazing results inside of these discovery-based marketing systems."

Mollie Durbin's insight:

I've seen it, I've done it, and this article gets the formula exactly right. There is a peculiar and powerful balance achieved when you can muster the winning combination of a small, competent team, and multiply their effects through well-integrated discovery-based systems with automation built in.

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3 Strategies to Stand Out From the Content Creation Crowd

3 Strategies to Stand Out From the Content Creation Crowd | Content Marketing | Scoop.it
It's no longer enough to simply write content. Everybody's doing that. Instead, you have to be willing to go to greater lengths to be memorable and generate a personal brand that people will rememb...
Mollie Durbin's insight:

As content marketing becomes something that more and more companies (and people) are proficient in, it will be important to know who you are and what your "thing" is. Be yourself, and be memorable.

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Panda Update 4.0: Winners and Losers – Google USA

Panda Update 4.0: Winners and Losers – Google USA | Content Marketing | Scoop.it
A new Panda update has been rolled out by Google, and it’s important to everybody in SEO. So we’ve carried out an immediate analysis, and here are the resul
Mollie Durbin's insight:

It should come as no surprise that the latest Google "Panda" update continues to reward original content creators.

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Write Great Headlines Fast By Asking 3 Questions

Write Great Headlines Fast By Asking 3 Questions | Content Marketing | Scoop.it
Want to know the secret way to write great headlines fast? It's as easy as asking yourself three questions.
Mollie Durbin's insight:

If you've ever spent time trying to write a great headline (and banging your head against the wall), you know it can be tough. This article has some great, practical steps to "rustle that tough headline out of it’s cave."

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Content Marketing is Primed for Disruption [Infographic] - Scripted

Content Marketing is Primed for Disruption [Infographic] - Scripted | Content Marketing | Scoop.it
Content marketing is becoming an increasingly confusing space. The amount of companies building solutions for content marketing – ranging from scalable content creation companies, to content analytics companies – is staggering. The amount of venture money flowing into the space is reminiscent of the social media boom from the not-too-distant past. So what exactly is [...]
Mollie Durbin's insight:

This article by Scripted approaches the content marketing space from the point of view of a third-party content vendor. Even though the most effective content teams I have seen have been in-house, I realize that an in-house team isn't an option for everyone. With that in mind, the infographic featured in this article gives a nice breakdown of third-party content options, grouped by the type of content service being offered.

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How Marketers Ruin Infographics (and How to Save Yours)

How Marketers Ruin Infographics (and How to Save Yours) | Content Marketing | Scoop.it
Learn which mistakes marketers make most often when creating infographics, and how you can avoid making them, too.
Mollie Durbin's insight:

Infographics can be time-consuming - make sure you get the most out of them (and don't ruin them) with these great rules of thumb for the the creation and distribution of your infographics.

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State of Content Marketing: We're Witnessing a Market Correction

State of Content Marketing: We're Witnessing a Market Correction | Content Marketing | Scoop.it

...I don't see content marketing becoming a distinct practice in the far future. It's more likely that the practice of content marketing will be infused into how brands go to market.

Mollie Durbin's insight:

"Right now, content marketing is a muscle that has atrophied in most organizations. Your job is to help get it back into shape and make it part of the culture of your business."


I've seen firsthand the powerful effect that a good content strategy can have. Make sure your content strategy is integrated into all your marketing efforts!

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LIFE HACKS FROM 100 YEARS AGO THAT ARE STILL USEFUL IN TODAY'S SOCIETY

LIFE HACKS FROM 100 YEARS AGO THAT ARE STILL USEFUL IN TODAY'S SOCIETY | Content Marketing | Scoop.it

"How to make a fire extinguisher: Dissolve one pound of salt and hald a pound of sal-ammoniac in two quarts of water and bottle the liquor in thin glass bottles holding about a quart each. Should a fire break out, dash one or more of the bottles into the flames, and any serious outbreak will probably be averted."

Mollie Durbin's insight:

Content marketing from 100 years ago.

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Twitter turns 'firehose' back on, Google to show Tweets in SERPs

Twitter turns 'firehose' back on, Google to show Tweets in SERPs | Content Marketing | Scoop.it
Twitter agrees to turn back on 'firehose' of Tweets, giving Google access to social content in real time.
Mollie Durbin's insight:

Another chapter in Twitter and Google's on again, off again relationship. Heads up marketers - tweets will once again pack more SEO heat.

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17 SEO Myths to Leave Behind in 2015 [Free Ebook]

17 SEO Myths to Leave Behind in 2015 [Free Ebook] | Content Marketing | Scoop.it

"SEO is an evolving science. While some of the core principles will presumably stick around forever (e.g. creating high-quality content), the nuanced aspects of it are subject to continuous change."

Mollie Durbin's insight:

It's no secret that I'm a fan of HubSpot. I finally took some time to read through this ebook, and as always, they deliver some great info in an engaging way. Some of info has been around awhile, and some may be news to marketers, but it's always good to stop and do a reality check on your SEO efforts. As a sidenote, I wish Google would decide what they are really (if anything) with Google+!

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Modern Marketing In The Digital Age - SEO.com

Modern Marketing In The Digital Age - SEO.com | Content Marketing | Scoop.it

"...the modern marketer has to be multifaceted – half artist and half scientist."



Mollie Durbin's insight:

Still true.

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The Anatomy of a Perfect Facebook Post to Maximize Reach & Clicks

The Anatomy of a Perfect Facebook Post to Maximize Reach & Clicks | Content Marketing | Scoop.it
The five main ingredients in a perfect Facebook post that can help you get more reach, engagement, clicks, and comments.
Mollie Durbin's insight:

If you're going to spend time promoting your brand on Facebook, make sure you're creating the most effective posts possible.

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10 Pitfalls to Avoid When Using Stock Photography | Design Shack

10 Pitfalls to Avoid When Using Stock Photography | Design Shack | Content Marketing | Scoop.it

To keep it classy, here are ten things to avoid when you’re working with stock images.

Mollie Durbin's insight:

I'll be the first to admit that sometimes in content marketing, you are forced to settle for "good enough" images. Sometimes the option to shoot the image yourself or otherwise obtain an original image does not exist, and there's no time to create a graphic. So...what's a content marketer to do? Well, for starters, make sure you follow some rules when you end up using stock photography.

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How Much of Yourself Do You Share on Social Media?

How Much of Yourself Do You Share on Social Media? | Content Marketing | Scoop.it
Learn about the way to think of authenticity on social media and how it related to transparency, vulnerability, and the things we post.
Mollie Durbin's insight:

As a somewhat reserved person, I struggle with where "the line" is as far as what to post to social media, both personally and professionally. I tend towards  low transparency personally (though that wasn't always the case), and I find it difficult to share on professional social channels with a casual, comfortable tone. The idea of having two to three measures, in terms of what's appropriate, and thus being able to balance transparency and authenticity, is great.

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Why Content Marketing Fails

Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Why Content Marketing Fails
Mollie Durbin's insight:

There are some great points in this deck, not the least of which is that content marketing is not about converting someone on the first visit. It's about building familiarity, trust and a relationship that will naturally lead to future conversions. To do that, you need, among other things, a library of content with enough heft to meet the needs/answer the questions of those it's coming in contact with.

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Words that get content shared on social media

Words that get content shared on social media | Content Marketing | Scoop.it
Want your Twitter followers to retweet something? Just ask them politely. For Facebook, LinkedIn, and Google+, however, you’ll need to modify how you phrase your message.
Mollie Durbin's insight:

There are days as a content marketer that you really have to get down to the details...and that includes seemingly minute word choices on social media posts. Beyond generally being relevant and appropriate, you should use words that will work to your advantage in the world of shareable content.

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What if Your Ugly Website is Holding Back Your Marketing Efforts? - Whiteboard Friday

What if Your Ugly Website is Holding Back Your Marketing Efforts? - Whiteboard Friday | Content Marketing | Scoop.it
Companies can be completely blind to just how awful their websites are, which makes marketing a non-starter. In today's Whiteboard Friday, Rand helps us see things more objectively and ensure we've got something worth marketing.
Mollie Durbin's insight:

An astute, practical look at websites and how to think critically about updating them for aesthetics AND conversion, and how to get it done.

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Build Your Content Calendar: 3 Easy Steps

Build Your Content Calendar: 3 Easy Steps | Content Marketing | Scoop.it
Putting out fresh, relevant content is not just a good idea today, it's a vital step in achieving business success. Find out how to map your content to the sales cycle and use the information to cr...
Mollie Durbin's insight:

Back in 2010, I started implementing a content marketing strategy. Eventually, so much content was being created that we needed a way to do "traffic control" and make sure we were planning and distributing items for maximum impact. I started with a couple of simple whiteboards, and eventually moved to online tools. It's never too early to start, and it's one of the most simple and effective ways to get your content strategy on the right path.

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How Many People Use Facebook, Twitter and 415 of the Top Social Media, Apps and Tools? (updated March 2014)

How Many People Use Facebook, Twitter and 415 of the Top Social Media, Apps and Tools? (updated March 2014) | Content Marketing | Scoop.it
Updated for March 2014. The most comprehensive and up-to-date list of how many people use the top social media, apps and tools from around the world.
Mollie Durbin's insight:

Any time I'm working on something related to the state of social media, it's handy to have some up-to-date stats. This is a great list.

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