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Content Director Should Rock Content Marketing
I'm excited that th etalented @Scoop.itteam ( @Guillaume Decugis@Ally Greer@Marc Rougierand many others) are launching a new content curation tool called Content Director. As team Curagami shared in our 7 Reasons You Must Curate Content (http://shar.es/1ohSrO over 5,000 views now) knowing what content is making you money and why is a CSF (Critical Success Factor).
Can't wait for our demo tomorrow PM. Will report back.
Biggest challenge to great web marketing may be learning to THINK like an Internet marketer. Here are 5 Secret Tips to help you become a great IMer.
What Is QDF
Google has a favorite core concept - Quality Deserves Freshness. The concept changes content marketing in many ways such as:
* Content is publish & done.
* Content that sparks comments is prized. * Content that promotes links and shares is good. * Static Content is bad.
On Monday I made an editorial mistake. @Cendrine Marrouat - https://www.cendrinemedia.comwrote a great guest blog post for Curagami about content curation. My mistake was building a reference into an embedded slide deck in the title.
That editorial decision assumes too much. Any post MUST live up to its title and this one DID if a reader looked at Cendrine's great slides. If you didn't it was confusing. I added to the confusion by using a numbered list in the title and then NOT numbering the tips contained in Cendrine's slides.
We received a comment noting the dissonance my editorial decisions made. NOW WHAT DO YOU DO? Change the title back to Cendrine's better title and destroy the ripples the post earned. Change the blog title without changing the URL and Google sees and punishes the dispariety.
Better to ADD CONTENT IN because of QDF. I wrote in a couple of hundred words and re-shared the post on social as an object lesson in my need to become a better editor and QDF. NEVER take something away from Google they've indexed, has been shared or is inside your website's modeled evaluation.
Taking things away creates suspicion. Adding in new content helps with QDF and provides a new hook to share on social. QDF can be helped by:
* Comments.
* Feeds (if structured and embedded properly).
* Curation (of comments or other material).
* User Generated Content (UGC) such as social shares, comments, reviews and forms. * Questions - great because "new to them" evergreen content promotes UGC for years. * Polls - voting brings customers back and creates new social share hooks too.
If this information sounds like you really can't "fix" an editorial mistake as much as you create, curate and surf you way out of it you understand implications of QDF. Content in Google land is forever, but content in the new QDF world isn't static, unchanging and inviolate either.
Promise to write a post on QDF and how Google's search for the latest greatest and most relevant content means your content marketing needs to shift from "publish and done" to "publish, curate and publish again".
Neil's Note
Let start off with a question: Why would you share the most popular content from high traffic content sites that most people are already reading and sharing?
Marty 's Note: Why I Stopped Curating From The Big Boys
Interesting conversation broke out on @Neil Ferree's excellent share on G+. I agree with Neil's point and have long since stopped sharing posts from Mashable et al. I've stopped curating off of "big blogs" for several reasons including:
* Find these sites stop being BLEEDING edge and became more mainstream. My tribe and I live on the razor's edge of what's next.
* I share stuff that is too middle of the road and my curation reputation takes a hit and I lose audience.
* Mostly the BIG BLOGS BORE ME now (see note below about Gwen Stefani).
* No way to add value to curation from BIG sites because a. they start from some reasonable and KNOWN place and b. they are going to get 500 comments and a million shares anyway.
* My friends aren't there anymore.
That last bullet is the most telling. I'm part of a nomadic tribe of Internet marketers. Look at http://mashable.com/ homepage today:
* Apple & U2.
* CC hacks at Home Despot. * Gwen Stefani gives Jimmy Falon a lap dance...
BORING and CELEBRITY BORING. I don't have time to watch Jimmy Fallon (unless there is a laptop on my stomach lol) and could care less about the latest BIG whatever. That is NOT where my tribe lives.
Where My Tribe Lives - In the Desert
Imagine a long, broad desert. The sand whirls and wraps like water. It feels like you could walk for a generation before seeing anything other than what you are seeing right now. Suddenly there is an ornate tent. Inside the tent the strange is mixed with the surreal as monitors glow and keys click.
This is my tribe. Far from the celebrity obsessed too big and boring (to us) now for their own good BIG blogs we compare notes about a semantic future, community, content shock and the implications of wiki-ification and appification.
We have our own publications. We have our own tools to publish too. Tools such as Scoop.it, Haiku Deck and G+ are used in creative ways daily if only so we can smile and cheer each other on. We know and learn about what matters to us from people we've come to know, trust and love.
We don't read Mashable or HuffPost unless one of US is writing or being written about.
We LIVE, BREATHE and THINK about little else than what is glowing now in that tent in the desert where our tribe is busy clicking, thinking and changing the web and Internet marketing. These are the things we care about.
While Mashable discusses what Gwen Stefani did to Jimmy Falon we are thinking about semantic web, content marketing, curation and what Mark did to Phil (or other way around). Unless Gwen created a new startup, app or is publishing something cool and different we could care less what she did to Jimmy.
Oh & U2's new album sounds cool and we are sure we will hear it one night LATE when the desert winds blow and the only sound other than U2 is the sound of a million fingers clicking, writing, thinking, collaborating and doing.
The future is different. In the future we collaborate more and care less about the lap dance someone named Gwen gave someone named Jimmy...at least in that tent far off in the desert.
Via Neil Ferree, massimo facchinetti
Brand Sculpting creates a brand's online community in alignment with User Generated Content, a growing tribe of advocates & trending keywords & content.
5 Tips
* 10 Tools including @Scoop.itPaper.li ( @Kelly Hungerford), Haiku Deck, G+, Pinterest & Others.
* Community & UGC.
* Digital Listening.
* Analytics.
* Moon Audio examples.
As social media changes web marketint needw to inspire the kind of commitment, support and contribution made popular by Wiki-pedia. Market, create and communicate MOVEMENTS not simply SALES. Create and curate online community. Understand the Wiki-ization of Marketing.
OVERWHELMED
Overwhelmed Is the word we keep hearing from Small to Medium Sized business. They feel overwhelmed by Internet marketing's ever changing environment and accelerating demands. Yeah, we can help with that
Nothing so motivated as a sinner seeking redemption. We've been marketing online so long, more than 30years combined in team Curagami, we sometimes hear "overwhelmed" after we speak to customers.
As penance we are going to help one lucky company create a plan. See we know something about feeling overwhelmed. When I heard "cancer" and my name in the same sentence "overwhelmed" was the right word. I worked my way out by planning to ride a bicycle across America.
DON'T DO THAT (lol), but do enter our #IMoverwhelmed Sweeps and we guarantee you will begin to feel less overwhelmed NOW. Remember you are not alone and keep turning the crank :). Marty
Lions, Tigers, Bears & Content Shock & SMB Survival
Small to Medium Sized Businesses are overwhelmed. The clearest message we've received during our first six months creating our Startup Factory funded startup called Curagami is a clear protest. "Overwhelmed" is the most common adjective SMBs use to describe their situation.
Not hard to see why SMBs are feeling overwhelmed. Tactics that used to insure consistent yearly growth are sick. Tactics are drying up faster than ever.
SMB Marketing Tactics Costing More, Getting Less:
* Yellow Pages (near death).
* Print ads (near death). * Val-u-pak coupons (near death). * Coupons of any kind (losing relevance with smartphone users).. * Groupons (blows brands up almost beyond repair).
* Email marketing (sick due to social / mobile web).
* Social Media Marketing (sick and getting sicker fast).
* Content Marketing.(content shock sick). * Ecommerce (too many stores, same offerings).
* PPC (paying more to get less).
* Retargeting (cat out of bag, so sick efficacy declining).
* Video Marketing (steep learning curve, expensive).
* Viral Marketing (everyone has that cold now & hit or miss).
* Cause Marketing (not as unique as once was & live or die with partner). * Celebrity Marketing (expensive and live or die with branded celeb). * SEO (don't even get us started, all but gone, baby, gone).
3 Rays of Hope
1. Content Curation
Discussed by Scoop.it CEO @Guillaume Decugisin Social Media Publishing Is Dead As We Know It ( http://blog.scoop.it/2014/06/18/social-media-publishing-is-dead-as-we-know-it/ ).
2. Community
Banding and binding tribes of contributors, advocates and supporters to your cause.
3. Friends of Friends marketing.
Reaching new customers via WOM (Word-of-Mouth) supplied by fans, brand advocates and social marketing Sherpas willing to sacrifice and help your cause.
Curagami (http://wwww.curagami.com ) is focused on helping SMBs create sustainable community via the Friends-of-Friends marketing community generates.
Am Scooping Guillaume's post to use in our Curagami board meeting tomorrow and we are working on 3 cool ideas:
* Curagami SMB Survival Guide - one page "action focused" recommendations on the tapestry of marketing tools and tactics needed to know where online "success" lives these days.
* Curagami $25,000 SMB Survival Contest - Help in seo, content marketing and community building to make this holiday online selling season great.
* Curagmai SMB Survival School - 1 day training to support SMBs at the American Tobacco Campus in Durham, NC.
[Content Marketing, Must Read] Great slides by Rand Fishkin on what makes an effective content marketing strategy. He outlines 5 reasons why your strategy might fail: You believed the biggest myth content marketing ever told the world You made content without a community You invested in content creation, but not in it's amplification You ignored content's most powerful channel: SEO You gave up too fast
Even Google wants to escape the old SERPs only Google. Mobile, social and community are changing the web's landscape. Google is watching organic search growth slow thanks to social and mobile. Don't get hung out, diversify your Internet marketing.
The Amazing Cendrine Marrouat
Cendrine told us this was one of the nicest reviews of her work she's ever received. Hard to believe since here writing and tireless content curation is informative, inspirational, smart and hard working.
Cendrine is one of the hardest working "bands" in content marketing. When she takes a "day off" she is probably teaching.We shared a fraction of where she writes and curates and its six places.
Cendrine understands COPE (Create Once Publish Everywhere), but she doesn't fall into the trap. She actively supports, engages on and refines here content arsenal.
Not ONLY is Cendrine one of our favorite and hardest working "bands" in content marketing and curation she is one of our favorite Bedouin too. Always moving and in touch with what's happening we love it when Cendrine shows up. We share a cup of tea, warm our hands against the desert wind and talk about where we need to go next.
Cendrine beat me to the punch and wrote some nice words about me yesterday you can find in her 5 Social Media Gurus To Follow post:
http://socialmediaslant.com/social-media-pros-follow/
My post was schedule before we saw hers, but hearing her feedback was inspiring just when inspiration was needed. Thanks Cendrine and rock on :).
@Cendrine Marrouat - https://www.cendrinemedia.com
This post shares a story, a story of a piece of content written for @ janlgordon curatti.com. How did Startup Trends 2014 II go from being a laggard at social shares to outshining its brother post (Startup Trends 2014 I)?
Ongoing curation and GPlus provide the answers and proving why we are all content curators now. The piece also shares some "down the SEO rabbit hole" content curation and creation perspective.
Promise to write more "down the SEO rabbit hole" content soon.
Diversify Your Content Marketing For Greatness
When everyone is doing something online you need to do it BETTER. If your content marketing rides these "Four Horsemen" you will diversify your base and so become stronger faster.
Content Marketing's Four Horsemen
* Content Creation.
* Content Curation (with tools like @Scoopit). * User Generated Content (UGC) Engine. * Ecom.
This ScentTrail Marketing post explains how to use these tactics in combination so your content marketing is GREAT, highly differentiated and SEO strong.
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Social Shopping
This new Haiku Deck is an outline for a book we hope to write over the next few weeks. I'm headed to Ohio State for several weeks of treatment at the james Cancer Center and NO WAY I sit on the bench during November (not going to happen).
If you would like to help PLEASE DO SO (lol). Many ways you can help including:
* Writing content to be included.
* Suggesting resources.
* Suggesting great interviews.
* Reading and editing (need lots of help there :).
I'm lucky to have smart, giving friends who I regularly TEST, a test they've never failed. Hope you will join me for the Social Shopping book writing journey. Writing and publishing a book is on my bucket list and I get things on that list DONE :). M (with help, lots of help)
Over Planning Can KILL Your Content Marketing
We see a lot of experts, gurus and people who should know better sharing yesterday's advice. We've read thousands of words about the importance of goal setting, planning and objectives for content marketing.
People talk about creating content marketing calendars and planning everything to within an inch of your life. Good luck with that. Might have worked 3 years ago, but today's social / mobile / connected world means you need to become a NOWIST.
This Curagami post embeds the influential Joy Ito TED talk about becoming a Nowist by pulling from the network to meet demand. Your content needs to do the same.
AND You need to digitally listen. We riff a few paragraphs about what it means to digitally listen such as FOLLOWING those who follow you, Retweeting and curating content from your customers and brand advocates.
Next time you read 1,000 words on planning your "content calendar" STOP and read this Curagami post so you don't over plan your content marketing.
Invisible Giant of the New SEO shows why Google, appification, mobile and other trends are making the new SEO hard to see, understand or create tactics for.
Movement Marketing With Orate.me
Why startups create movements & community from organic fuel such as narrowing focus, winning hearts, minds & loyalty and building online community.
Haiku Decks Create Shares & Community
If we told you there was a tool that would generate 3,200 views of your content on average and produce almost 60,000 views and over 700 shares for 34 uses (of the tool) you would USE IT right? This Curagami post shares why Haiku Deck is a powerful Internet marketing tool you should start using NOW.
There is a new invisible giant using 5 "tricks" so the "new seo" is getting harder and harder to see and understand. This Haiku Deck and Curatti blog post is about how to see the invisible giant. How to win hearts and minds online.
Why New SEO So Hard To See
* Google Float & Filter Bubbles.
* Social Media Marketing's Disappearing Act. * Friends of Friends Marketing. * Multi-channel Marketing. * Web's "Fabric" Like Space/Time.
Adding a Curatti blog post at midnight tonight too.
http://curatti.com/invisible-giant-hard-see-new-seo/
Jeff Fromm in a great post for TBJ makes Curagami's tactical marketing is dead argument beautifully. Social Media Marketing is dead & here's what's next.
Content Curation is the "new marketing" & this post shares 6 reasons curating content should be your online marketing's elephant:
6 Reasons Content Curation Should Be Your Elephant
* Easy to curate content for any receiving device (great for mobile / social web).
* Encourages Sharing. * More Reach Faster. * Content Curation Great & Subtle Value Add. * Great way to test. * Protects valuable modeled digital assets.
How about you? Is content curation your digital marketing elephant? This post helps define content curation and shares 6 reasons why you will be curating more content next year than this:
http://www.curagami.com/featured/6-reasons-curation-becomes-elephant/
Post mentions Scoopiteer @Brian Yanish - MarketingHits.com
Want to excel at content curation? Here are 7 tactics for content curation success:
1. Provide editorial selection expertise. 2. Add commentary to augment existing information. 3. Write attention-grabbing headlines. 4. Package your content to attract attention and facilitate consumption. 5. Offer curated content on regular schedule. 6. Distribute curated content effectively across channels, platforms and devices. 7. Track results of curated content to achieve your objectives.
Marty Note
My favorite is the idea of "packaging" your content. Fascinating.
Curation Collisions Will Be Happening More and More
Curation Collisions
I've been thinking about where the synchronous and asynchronous meet. It feels like the only art left is to COLLIDE ideas previously thought of as pristine or distinct. Together the active juxtaposition adds depth, information, mystery and hooks.
Hooks are TOUGH. We've been advertised to right up to our last nerve. The net effect of millions of ads is we don't believe much. Our skeptical hide is thick.
When we swing things around like a great Superconducting Super Collider (SSC) and smash them into one another we create the kind of surprise and arrested development that stops frenzied process just long enough to slip some passionate communication about how our parts can exceed our whole.
Can't think of a better idea of creating juxtaposition than the Poetics of Gesture image that pastes Twombly on a Basquiat. Too good!
What about you? Have you collided content creating surprise and arresting images in support of your #contentmarketing or #contentcuration?
Newsjacking the Super Bowl with Dr. Dre
How Dr. Dre, Richard Sherman & Beats By Dre Headphones NEWSJACKED the super bowl with brilliant Internet marketing furthering the company's dominance.
Beats by Dre put on an impressive NEWSJACK last week. Richard Sherman made the "slow news week" before Super Bowl Hype starts this week anything but slow. Beats by Dre, the dominant high-end headphone company founded by the rapper and entrepreneur showed just how to surf a massive traffic wave with an impressive multi-channel attack:
* BeatsbyDre.com has Richard Sherman on its cover.
* Richard Sherman's picture is magically linked to every model of noise canceling headphone the company sells (neat trick that).
* Richard Sherman is on the company's GPlus page.
* The company’s Richard Sherman ad almost has 2M views on YouTube.
Great lessons from a brilliant Internet marketing team on how to make an event YOURS for a fraction of the cost advertisers will sped for a single 30 second ad.
What is content curation and how can it help SEO? This post shares how content curation creates more reach faster and protects your Internet marketing.
Note
This post is a response to Your Guide To Conent Curation for SEO by @jaysondemers (Jayson DeMers) for Search Engine Journal. Jayson's post is dissonat to my content curation experience in several important ways.
Your Guide To Content Curation For SEO is brilliant, includes orginal thinking and cagegorization I haven't thought of or about and gets more right than wrong.
That said, it felt important to sit on the ground and discuss where my content curation experience over the last three years differs from Jayson's declarations.
I linked his post and be sure to read mine and his, comment and share your thoughts since understanding what content curation IS and how it relates to SEO feels important :). M
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Scoop.it!
!["Escape Google via- @HaikuDeck [Slides From #DMFB14 Conference] | Curation Revolution | Scoop.it](https://img.scoop.it/JktNm4hgJDmZt-bStut2azl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
New Feature!