Presentation by Lisa Rhodes of Verne Global, and Pawan Deshpande, CEO of Curata. Published on SlideShare in April 2013.
"There's a good reason why content curation is such a hot topic these days: It works! Explore real-world examples of how leading B2B marketers identify, find, organize and share relevant content with their core markets via content curation, and learn why curation delivers strong ROI for today's marketing organizations."
Excerpted from article by Pawan Deshpande, CEO at Curata: "By definition, content curation is the act of continually identifying, organizing, and sharing the best and most relevant content on a specific topic or issue online. When evaluating which content curation tool to use, there are three primary areas of consideration:
1.The Inputs – Where does the content curation tool get information from? What type of content will this allow me to curate? Will it help identify and recommend relevant content?
2.The Organization – What does this tool offer in terms of organizing content once it has been identified? What type of data models does this represent content as? In a simple chronological list, or an inter-linked structure? Does it let me annotate and editorialize the curated content?
3.The Venue – How and where can I share the content once I have decided to curate it?
In this blog post, I am primarily going to focus on the decided on a content curation tool based on the venue – the channels to which your content is curated.
- Microsite. What is it? A dedicated microsite or section of a website populated primarily with curated content. Pro’s: Microsites really create a full-fledged experience with curated content as the center piece and can easily because the hub for a specific topic or issue. Con’s: Because the curated content is not tucked away in a widget and is instead front and center, you will need to pay a lot more attention to what you curate. Who should use it? Organizations that are looking to become an authoritative destination for a topic or issue to position themselves as a key resource or thought leader, or to drive traffic and visibility.
- Personalized Page. What is it? A personalized page is a lightweight, single page microsite filled with curated content. Pro’s: Easy to get up and running and are indexed by search engines. Usually free. Con’s: Only one page is indexed by search engines. Who should use it? Individuals or cost conscious non-profits who want to create an information resource.
- Email Newsletters. What is it? An email newsletter or digest containing the latest curated content that is sent out on a regular interval. Pro’s: Email newsletters are a great way to continually educate an audience on a regular basis without fail. Con’s: Email newsletters have two drawbacks: 1. They are not indexed by search engines. 2. They are not real time. Who should use it? Email newsletters are a great medium for curated content for curators with an existing captive audience.
- Twitter & Social Media Channels. What is it? Posting curated content on Twitter and other social media channels such as Facebook and LinkedIn through status updates. The curated content could be links to blog articles or other web content, or curated tweets. Pro’s: Posting curated content is different from other mediums, because it’s a very time sensitive medium. Con’s: The drawback of sharing curated content on social media is that if you don’t have a lot of curated content on your topic, then it’s hard to get noticed. Because social media is content is so fleeting, if you are not constantly and consistently posting your curated content, then your impact will be minimal. Who should use it? Curators who have topics with a sufficient throughput of content. Curators with an existing or potential audience on social media channels. Curators with content that has a likelihood of being shared virally.
- Feeds. What is it? Content that’s shared through RSS feeds or other data feeds. Pro’s: People with RSS readers can subscribe to them – who are usually visitors who return regularly. In addition, some search engines crawl RSS feeds. Con’s: Social media these days has in many ways taken the place of RSS feeds and provide more room for annotation. Unlike social media, it’s also difficult to annotate your content as a curator and add your own context. Who should use it? Curators with an audience that prefers this medium.
So what’s the right answer? Which venue should you choose as you evaluate content curation tools? A sound content curation strategy utilizes all of the venues and channels, but drives all visitors back to a single microsite. If you’re using a robust content curation platform then you should be able to easily syndicate your content to all channels with ease..."
Excerpted from article by Heidi Cohen published on Social Media Examiner: "Here are seven steps for crafting calls to action to get your social community to do what you’d like them to and transform your social media marketing to get the results you want.
#1: Determine What You Want Prospects to Do: Your call to action should encourage readers to engage with you further. Make readers an offer they want. You can consider offering white paper downloads, ebooks, ongoing emails, discount coupons and/or free consultations.
#2: Create a Great Hook: You’ll need to answer the question, “What’s in it for me?” This is what your prospects want to know. And your request must make sense to them. This means not asking prospects to purchase if they’re still in an information-gathering mode.
#3: Motivate Prospects to Act: Remember, you want to give your readers a reason to act. Provide sense of urgency. Make people an offer they can’t refuse. Give them a one-time offer to encourage a response. Realize, however, they may only buy when you provide coupons going forward.
#4: Optimize Your Call to Action: Like other aspects of your content, formatting matters! Here are some points to consider. - Use a contextually relevant presentation; - Make your call to action stand out visually; - Qualify your offer; - Limit selection choices; - Place calls to action in multiple locations on your pages; - Keep calls to action above the fold; - Put call-to-action options in order of importance; - Include social sharing.
#5: Maintain a Consistent Presentation on Landing Pages: This is one of the biggest reasons calls to action don’t work. Send prospects to the appropriate step in the purchase process. Make sure you use the same wording and graphics. The goal is to show continuity. Don’t let the reader think that you’ve sent them to the wrong place or they’ll leave.
#6: Test to Maximize Results: Every element of your call to action can be tested. When testing, only modify one factor at a time or you won’t know what caused the change.
#7: Measure Results: How can you measure your results? You want to track the impact of your social media calls to action back to your original objectives. Here are some metrics to track: - Impressions; - Click-throughs; - Click-through rate; - Completions; - Completion rate..."
CMOs are very involved in leveraging social media, which may be expanding that function’s strength.
Is the rise of social media in marketing making the CMO function stronger?
Recent surveys and research — including early results of our own Year 2 survey currently in progress — offer findings that point in the same direction. Within the C-suite, CMOs are most likely to be heavily utilizing socially-generated data in their operations and expressing high levels of optimism about the growing importance of social business for their function and for their business as a whole.
An important implication of this increased reliance on social data is the potential of growing strength and influence of the CMO function within the enterprise.
"...doing research on huge datasets of hundreds of thousands and millions of rows to reach best practice conclusions. And those conclusions are great for experimentation with specific brands and audiences.
But the real power comes when you begin analyzing your own, individual sets of data so you can find out what kinds of content, timing, and behaviors work best for your specific audience.
Enter RetweetLab.com! Using this free tool, you can analyze any Twitter account -- including your account or a competitor's account -- to unearth the data you need to get more retweets. The tool works by allowing you to compare your current behaviors (the small graphs in the text) with the behaviors that are correlated with your account getting more retweets."
Read full article how you can use this new, free tool to analyze and improve your own Twitter presence.
Thank you. Forty-six years ago on April 3, 1967, I became the film critic for the Chicago Sun-Times. Some of you have read my reviews and columns and even written to me since that time. Others were introduced to my...
Excerpted from article on HubSpot: "Marketing Pilgrim published a great blog post by Michael Lieberman called "10 Ways Inbound Marketing Drives Results This Month."
The best inbound marketers do, indeed, play a good long game, but you can use inbound marketing tactics and strategies to move the needle immediately, too. So to add to Lieberman's already stellar list, here are ten more ways you can borrow from inbound marketing to see immediate positive changes in your marketing.
Michael Lieberman's 10 Ways for Inbound Marketing to Drive Results This Month [http://bit.ly/10cQwj9 ] To catch you up to speed, here's an abbreviated version of Lieberman's recommendations. - Make sure your website has the right messaging to help visitors pass the blink test. - Add visual calls-to-action to your site. - Add offers to your website that appeal to visitors and leads in all stages of the funnel. - Start blogging, and strive for a frequency of three to four times a week. - Share your blog content with social media followers. - Share educational content with relevant LinkedIn Groups. - Create dedicated, conversion-optimized landing pages. - Nurture leads with campaigns that bring them further down the funnel. - Share educational content on sites your target audience frequents. - Track and test all of your activities so you can get a more accurate gauge of what's working.
10 More Ways Inbound Marketing Drives Results This Month (by Hubspot) 1) A/B Test Elements of Your Email Marketing Campaigns; 2) Implement a List Re-Engagement Campaign; 3) Identify a Long-Tail Keyword Phrase With High Search Volume; 4) Newsjack; 5) Invest in a Social Media Ad Campaign; 6) Build a Free Tool; 7) Respond to HARO; 8) Start Using Tracking Tokens; 9) Create a Blog Subscription Landing Page; 10) Create Social Media Visual Content."
Each way mentioned by Hubspot is analyzed with more information. Read full article here:
So what does a high Klout score actually get you? The influence-measuring startup already offers prizes through its Klout Perks program, and there are bragging rights (unless your friends think you're a loser for caring about your Klout score).
Here are 9 tips you need to create a thriving Facebook community and improve your Facebook marketing.
Excerpted from article:
" #1: Know Your Voice. Branding is important on social media. Your company should have a “voice” that matches your brand and your company philosophy. If you are a one-person operation, these decisions may be easy. But if you have multiple employees and possibly multiple people posting to the Facebook Page, you want to have the “voice of the company” communicated clearly to the people who will be managing your Facebook Page.
#2: Have Access to Visuals. Even if your business isn’t visual, make a plan for how you will add images to your posts. You can use things like: - A screenshot of something you’re demonstrating - An interesting photo with a quote about your niche - An infographic with statistics about your niche - Behind-the-scenes photos from your company events.
#3: Know the Rules. As a community manager, make sure you know Facebook’s policies. Pages can be shut down without warning for violating these policies. Usually it’s very difficult to get your Page restored.
#4: Know the Industry. If you are managing a Page for someone else, you need to know the industry so you can speak the lingo.
#5: Recognize Members. A community manager needs to recognize contributors and members and get to know them. If you have a physical location, you can take pictures of your community members and recognize them on your Facebook Page.
#6: Answer Questions Quickly. Promptly respond to posts or questions on your Page to create strong bonds with your community. Even if you don’t know the answer, let them know that you will get back to them. Or point them to a useful resource is another good option.
#7: Stay on Top of Changes. Facebook changes a lot! There are changes to their official policies and in how things are working at any given moment. Make sure you keep track of Facebook’s official changes by following the Newsroom and the Facebook Marketing Page.
#8: Respond Calmly to Negative Posts. If you get some angry posts for whatever reason on your Page, think before you fire off an angry response. Respond quickly (even if it’s to say we’ll get back to you), but don’t respond in the heat of the moment when you might feel like “telling them off.”
#9: Have Fun. Find some ways to have fun with your community. Have a Facebook “live Q&A chat” time, do a Livestream or even (gasp) go over to a Google+ Hangout..."
Organic SEO, brand development and content strategies go hand in hand. Marketing online is a mixture of all three: becoming visible with organic SEO, building your brand and doing it all with sound content strategies. Fresh Content is Kind provides links from around the Web for your enjoyment and learning, to help you market your most important asset – your brand.
A Toronto-based media website Newsana is opening public beta testing today; it is a social platform for news junkies that curates the highest quality content possible, as voted on by its users.
From "FAQ" page:
"Newsana is an community of passionate people who are dedicated to finding and discussing quality news and ideas from around the world. Our members share and vote on their favourite stories which determines the Top 5 Essential Stories of the day from a variety of topics.
It’s not new to have a community based on finding and sharing news, but only Newsana creates a community for quality minds to share quality content.
This is done by:
- Filtering out the noise. We provide members with an easy guide to the Top 5 Essential Stories per topic, not a shotgun blast of information that’s impossible to keep up with.
- Elevating the conversation.
- Higher standards. We don’t have an open door policy; our members must apply and show they are passionate about making the Internet a better place.
By focusing our activity on finding Top 5 Essential Stories in any given topic, we’re bringing much-needed context, and smart conversation, to the often chaotic online news landscape.
In order to maintain that quality and make sure our community standards are upheld, we require that everyone who pitches a story is a Newsana member..."
"Looking for a nice selection of SEO power tools that will help diagnose technical issues and optimize your website, or perhaps gain insight on what your competition is doing? Below are 13 SEO tools (many of them free) to do just that.
Even if you have little to no budget, you will still able to get the job done with this selection of search marketing power tools.
1. Your Eyes 2. IIS SEO Toolkit 3. Screaming Frog 4. Majestic SEO 5. Adobe Site Catalyst 6. Google Analytics 7. SEMrush 8. Google Webmaster Tools 9. Bing Webmaster Tools 10. SEO Tool Set 11. Google Trends 12. HitWise 13. You Get Signal."
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.