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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Content Marketing a Struggle from Start to Finish

Content Marketing a Struggle from Start to Finish | Integrated Brand Communications | Scoop.it
59% of marketing professionals will increase efforts this year

Content marketers are looking to shift efforts to include more curation, research suggests, but every step along the journey is a struggle.

Research by content curation software firm Curata found 59% of US marketing professionals would be spending more on content marketing in 2014 than they had in the past. In addition, 39% wanted to increase investments on curated marketing.

 

But curation is not as easy as simply finding and sharing content. Organizations need a strategy, and a calendar, and most marketers report that every stage of content curation is still a struggle for them. Even a majority have trouble just sharing the items they do find.

Russ Merz, Ph.D.'s insight:

Content #curation is playing a growing role in the development of brand #contentmarketing activities.

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Social Media Curation Guide

Social Media Curation Guide | Integrated Brand Communications | Scoop.it
Social content curation is an important building block of your inbound marketing strategy.
Russ Merz, Ph.D.'s insight:

A very useful collection of questions and curation strategy guidelines that every brand manager should consider.

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Content Curation | Social Media Today

Content Curation | Social Media Today | Integrated Brand Communications | Scoop.it

Part of a good content marketing strategy, content curation is the art of finding, selecting, and sharing the best, most relevant content related to a particular theme or topic. It’s not possible (or recommended) to share your own content 100% of the time, which is where content curation comes in. Curating and sharing topical content that’s useful to your audience associates that content with your brand and creates brand affinity.

 

Curata’s Content Marketing Pyramid nicely illustrates all the facets of content marketing and the amount of effort required for each initative. At the top of the pyramid is dense, high-value, hard-to-produce content that’s difficult to distribute, like hardcover books. Content that you produce more often with less effort is next — examples include ebooks, white papers, infographics, webinars and presentations, and short-form blog posts and website content — ordered by descending degree of effort and frequency. As you can see, curated content is the low-hanging fruit:

 

Russ Merz, Ph.D.'s insight:

A very useful article that includes 5 #infographics about #content #curation.

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