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How to build and implement a lean content strategy

From www.slideshare.net - August 30, 2016 6:06 PM
70% of marketers don't have clarity on the efficiency of their content strategy. Why? Because content marketing requires the perfect execution of many time-con…

Via Guillaume Decugis
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Guillaume Decugis's curator insight, August 30, 2016 6:10 PM

These are the slides from my talk at the TechSoup #OcTribe community meetup last week on how to not be among the 70% of marketers who fail at content. 

 

Since we launched our content marketing grader, we've collected data from more than 3,000 marketers and it helped shape these actionable best practices that will help you not just produce more/better content but also get more from your content. 
Alice Stock's curator insight, September 7, 2016 7:21 AM
Good ideas on how to make the most of each platform (including Scoop.it!, of course).
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Can Content Marketing Be Automated?

Can Content Marketing Be Automated? | steroidify | Scoop.it
From www.cmswire.com - April 29, 2015 6:53 AM
“Things looked bleak for the Angels when they trailed by two runs in the ninth inning, but Los Angeles recovered thanks to a key single from Vladimir Guerrero to pull out a 7-6 victory over the Boston Red Sox at Fenway Park on Sunday.”
Nice bit of reporting, right? You'd be forgiven for thinking it was the lede of a beat writer's game recap in the Los Angeles Times.
It wasn't. 
A computer wrote it. 



Via Guillaume Decugis
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Guillaume Decugis's curator insight, April 29, 2015 6:53 AM

As robots start to write content in a way that's hard to distinguish from human-created content, one might wonder as Dennis Shiao: will Content Marketing also be done by robots?

He asked me to contribute to this post along with other Content Marketers such as Barry Feldman and I'm really glad he did as I have a strong opinion on that topic. As I presented at data week, I've had several experiences as an engineer and an entrepreneur trying to assist human judgement with automation. 
My take away from failures and successes?
Both automation and human judgement are needed. A concept we've even defined a term for: humanrithm. 
While I'm a big believer of leveraging technology and automation (again, I'm an engineer by training), I've also found that more often than not, human judgement adds a lot of value and bypassing it leads to mistakes or incomprehensions. 
With regards to content marketing specifically, the biggest issue is trust. Content marketing is about trust. But we humans don't trust computers yet. We trust other humans who educate, entertain or inspire us. 
So while it would inefficient to not leverage automation to source content (as the Scoop.it suggestion engine does) or to program it over multiple channels (as Scoop.it Content Director does), applying human judgement in content creation, curation and editing remains key. 
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Getting Started: How To Build A Successful Business Blog

Getting Started: How To Build A Successful Business Blog | steroidify | Scoop.it
From rebekahradice.com - May 11, 2015 10:55 PM

Whether you’re a local business owner, entrepreneur, or brand - finding new ways to generate business can be a challenge.


Via Guillaume Decugis
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Guillaume Decugis's curator insight, May 11, 2015 10:55 PM

A great, concrete and useful getting started guide by Rebekah Radice who definitely knows what she's talking about.


One thing that comes clearly out of this is that business blogging is a process. To be successful, you need to establish the required workflow that will bring the discipline and consistency necessary to get results.


Now, don't let this overwhelm you: software and tools can help.


She gives a number of examples and you can also check out our own approach to that problem as this is why we created Scoop.it Content Director as an integrated and easy-to-use solution.
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Confessions of a Google Spammer

Confessions of a Google Spammer | steroidify | Scoop.it
From inbound.org - May 20, 2015 10:09 AM
In short, after 5 years of considering white hats and inbound marketers to be snobs, I'm finally drinking the Kool-Aid.

Via Guillaume Decugis
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Guillaume Decugis's curator insight, May 20, 2015 10:09 AM

Fantastic story of a black hat SEO link builder who became a millionaire working 10 hours a week before Google's algorithm changes destroyed his business and pushed him to embrace content marketing and inbound strategies. 


A great story on the rise and fall of he old SEO. 
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Here’s How to Create a Modern SEO Strategy That Works

Here’s How to Create a Modern SEO Strategy That Works | steroidify | Scoop.it
From blog.marketo.com - July 14, 2015 11:56 AM
Let's get real for a moment. Content marketing, lead generation, lead nurturing—if any of these words are in your job title, chances are you either love SEO, hate SEO, or hate SEO with a passion.
Via Guillaume Decugis
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Guillaume Decugis's curator insight, July 14, 2015 11:56 AM
The new SEO has changed from keywords to topics. By focusing on intents and answering questions your audience have, you can build a framework for your content that will make you rank. And the best news for those who hate SEO?You will do SEO without doing SEO.
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7 golden rules for content marketing. And one to rule them all. 

7 golden rules for content marketing. And one to rule them all.  | steroidify | Scoop.it
From econsultancy.com - September 22, 2015 5:37 AM
Here are seven golden rules that we have identified to help you optimise your content marketing.

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Geerlinde Pevenage's curator insight, March 1, 2016 8:10 AM

Not sure all of these rules are on the same level but I couldn't agree more with the fact you have to create content that answers your prospects and customers' questions. And as you do, you'll realize you have to real them down by funnel stages as a first-time visitor doesn't have the same question as a hot prospect who already had a talk with your sales team. 

 

 

 

So my number 1 rule would actually be to list the 5 top questions that are the most common at the 3 main funnel stages: top, middle and bottom (this article uses many more stages but I like to simplify). 

 

 

 

This is should make a list of 15 questions that you can now write or curate content for under a variety of formats:

 

- evergreen eBooks and long blog posts

 

- weekly original or curated blog posts

 

- daily tweets and curated social media posts
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Content Marketing Found Most Important Technology For Marketers In Recent Survey

Content Marketing Found Most Important Technology For Marketers In Recent Survey | steroidify | Scoop.it
From www.emarketer.com - October 6, 2015 12:26 PM
Technologies that facilitate content marketing will continue to be the most important marketing technology for US B2B marketers, according to one survey. But will other currently valued marketing technologies hold relevance, or are new categories set to grow in importance?

Via Guillaume Decugis
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Guillaume Decugis's curator insight, October 6, 2015 12:26 PM

Content is more and more the bottleneck of marketing. Now that marketing automation is significantly deployed, marketers are struggling with content generation: content for email marketing, content for lead generation, content for lead nurturing, content for traffic generation, for SEO, etc...

 

On my end, I see a lot of marketers who feel like they've done the right things and still don't see results: they built landing pages, they have workflows to nurture leads automatically, etc... They built it but they're not coming.

 

 

To overcome this and make an inbound strategy run, marketers need content. So it's not surprising that in the same way they expected to have software to help them manage landing pages, emails, etc... they're not expecting content marketing software to help them scale their content marketing.
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How often should content marketers blog to generate traffic and leads?

How often should content marketers blog to generate traffic and leads? | steroidify | Scoop.it
From blog.hubspot.com - April 9, 2015 9:02 PM

How often should a company blog? Check out this blogging benchmark data from HubSpot's 13,500+ customers.https://cialisprezzo.com https://steroidify.shop/ https://coldfirecartss.com/


Via Guillaume Decugis
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Guillaume Decugis's curator insight, December 9, 2015 9:08 PM

The data has spoken and it's clear: the debate on content quality vs content quantity is a wrong one. The truth is you need both. 

 

Of course, you shouldn't publish bad content. But don't think a solitary epic ebook or white paper will be enough to raise above the noise. 

 

So what are the consequences of that study by HubSpot?

 

1. You need to plan for both consistency and quality. If you're working on your 2016 budget, make sure you target both. 

 

2. It's very unlikely you'll have enough resources to create everything with the right level of quality: leverage content curation to supplement your own content and third-party contribution to guest blog for you. 

 

3. In these days of content explosion, doing everything manually is like bringing a knife to a gun fight: invest in content markting software to meet your plan's goals. 
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Why Grave Misconceptions About SEO Still Persist

Why Grave Misconceptions About SEO Still Persist | steroidify | Scoop.it
From searchengineland.com - January 14, 2016 4:20 AM
Myths and misconceptions about search engine optimization just don't seem to go away. Columnist Jayson DeMers offers an explanation for why this is so and what SEO professionals can do about it.

Via Guillaume Decugis
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Guillaume Decugis's curator insight, January 15, 2016 5:10 PM

SEO has been completely disrupted over the past 5 years: from a technically-driven, complex and obscure field, it's been changing to focus on publishing great content. A lot of SEOs failed to follow that trend but the good ones like Jayson DeMers give an articulated view of the new SEO which makes total sense - as he does in articles such as this one. 
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15 Luxury Brands Winning With Content Marketing

15 Luxury Brands Winning With Content Marketing | steroidify | Scoop.it
From www.business2community.com - January 15, 2016 1:38 PM
Building an effective content marketing strategy for a luxury retail brand is not always easy.
Via Gina Tucker
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SEO Learnings from Analyzing 1 Million Google Search Results

SEO Learnings from Analyzing 1 Million Google Search Results | steroidify | Scoop.it
From backlinko.com - January 20, 2016 3:42 PM
In fact, the number of unique referring domains was the strongest correlation in our entire study.

Via Guillaume Decugis
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Guillaume Decugis's curator insight, January 22, 2016 3:49 PM

This is a very detailed study on how the various criteria correlates with rankings.


Now, the big caveat is that correlation is not causation. For instance, the #1 correlation observed between the number of referring domains and the position in Google can be the result of a virtuous and amplifying cycle: content with backlinks from several domains get well ranked which means that other domains tend to refer to it as it's easily found in researching for a new piece of content. 


Still, this post is a very interesting read to get a better of sense of how SEO works. 
Bruce Frazer's curator insight, January 22, 2016 3:54 PM

Some interesting information on how SEO works....Give this  a read...you might be startled...
Marco Favero's curator insight, January 24, 2016 5:35 AM

aggiungere la vostra comprensione ...
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Using multiple content marketing formats to diversify your traffic

Using multiple content marketing formats to diversify your traffic | steroidify | Scoop.it
From sujanpatel.com - March 7, 2016 1:01 AM
Different publications, writers, and audiences do not all respond to the same type of content.

Want to get in the New York Times? You probably shouldn’t send them an infographic. Approach them with unique, topical data, however, and you might have a way in. Looking to be featured on Buzzfeed? Lengthy lists are the way to go. LinkedIn? You need to write long-form articles.

The fact is that if you want to diversify your traffic – that is, if you want to get your brand featured in a variety of publications and want to attract a varied audience to your site — you need to mix up your content strategy.

Via Guillaume Decugis
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Anne Dupont's curator insight, March 12, 2016 3:58 PM

Different people have different needs when it comes to consume content. For isntance, I don't drive to work so I mostly read text. But a lot of people who drive to work love podcasts to make their commute useful. 

 

Now the key point in this post by Sujan Patel: to optimize your reach, you need to use multiple formats. Not just when you have multiple audiences to reach but also because your same targeted audience is comprised of diverse people receptive to different formats.

 

On our end, we've been focusing a lot on text historically but we've been pleasantly surprised by how well SlideShare did for us and more recently webinars.

 

The next question for the lean content marketer convinced of using multiple formats is: how can you create these multiple pieces under different formats with the minimum effort? 

 

This makes me want to do a follow-up on how to use repurposing for this as I believe it's a great way to think about solving that problem: creating under one format and repurposing to another is a great way to increase the shelf life of your content and diversify your traffic. 
moncef dadoun's curator insight, March 13, 2016 7:08 AM

Different people have different needs when it comes to consume content. For isntance, I don't drive to work so I mostly read text. But a lot of people who drive to work love podcasts to make their commute useful. 

 

Now the key point in this post by Sujan Patel: to optimize your reach, you need to use multiple formats. Not just when you have multiple audiences to reach but also because your same targeted audience is comprised of diverse people receptive to different formats.

 

On our end, we've been focusing a lot on text historically but we've been pleasantly surprised by how well SlideShare did for us and more recently webinars.

 

The next question for the lean content marketer convinced of using multiple formats is: how can you create these multiple pieces under different formats with the minimum effort? 

 

This makes me want to do a follow-up on how to use repurposing for this as I believe it's a great way to think about solving that problem: creating under one format and repurposing to another is a great way to increase the shelf life of your content and diversify your traffic. 
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Why and when to republish content on other platforms for SEO

From www.slideshare.net - March 18, 2016 2:53 PM
Rand's presentation on how to re-use and recycle content, update existing content, and earn better rankings and visibility.

Via Guillaume Decugis
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CoreSuccess - Myriam Vandenbroucque's curator insight, March 20, 2016 2:48 PM

Remarkable presentation by Rand Fishkin who makes a crystal clear point on what republishing content to other platofrms can bring. 

 

Rand says you can increase your traffic, reach and SEO by 3x. On our end we can attest this works though there are many reasons we'll come back on to not systematically do it / overdo it. So if you're interested in what results this can bring, read our post on the results of our own experiment. 
RPattinson-Daily's curator insight, April 1, 2016 1:02 PM

Remarkable presentation by Rand Fishkin who makes a crystal clear point on what republishing content to other platofrms can bring. 


Rand says you can increase your traffic, reach and SEO by 3x. On our end we can attest this works though there are many reasons we'll come back on to not systematically do it / overdo it. So if you're interested in what results this can bring, read our post on the results of our own experiment. 
prepareexcitable's comment, August 19, 2016 1:19 AM

Its fascinating
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The next 5 years: how technology will shape the future of content marketing

The next 5 years: how technology will shape the future of content marketing | steroidify | Scoop.it
From blog.scoop.it - May 25, 2016 4:30 AM

Over the past 10 weeks, the Scoop.it team surveyed over 300 marketers to better understand this question. We also conducted dozens of longer interviews with SMB marketers to add a qualitative component to our research. And finally, we asked top content marketing experts including Joe Pulizzi, Mark Schaefer, Barry Feldman, Ian Cleary, Andy Crestodina, Mike Allton, Lee Odden or Bernie Borges for their insights.


Via Guillaume Decugis
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Guillaume Decugis's curator insight, May 26, 2016 2:52 PM

We started Scoop.it 5 years ago when digital content marketing was just getting started. Nobody has a crystal ball but we found some interesting trends by doing this survey and interviews:

 

- Technology will keep helping us work faster.

 

- But it might have an even greater impact by helping us work smarter.

 

- Automation is one aspect but to really empower result-driven strategies, intelligence is what smart marketers want to see being developed. 

 

Meet the content marketer of the future.
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5 things content marketers should learn from list headlines

5 things content marketers should learn from list headlines | steroidify | Scoop.it
From www.velocitypartners.co.uk - May 4, 2015 11:59 PM

Listicles and number-based headlines refuse to die. Here are five reasons why and five things you can do instead of simply imitating them.


Via Guillaume Decugis
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Guillaume Decugis's curator insight, May 4, 2015 11:59 PM

Doug Kessler makes a very good analysis of why numbers are so attractive in blog headlines and what it means to Content Marketers. It's something I also observed when analyzing the performance of our email marketing and our subject lines (details here: http://bit.ly/1c9HufY ).


In our own analysis, the correlation existed but not to the point where we stopped using anything else. Plus a number of our headlines that include numbers are actually not lists.


An interesting objection to this rule is Upworthy: it's hard to think of any site being less click-bait driven than this one. Yet, they don't use numbers or list given the format they're using but also probably because unlike Buzzfeed or b2b content marketers, they focus on being inspirational.


But for the latter who need to be educating their prospects, following the principles Doug Kessler outlines in this post is a great rule.
Marco Favero's curator insight, May 5, 2015 1:50 AM

aggiungi la tua intuizione ...
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How to Create Boring-Industry Content that Gets Shared

How to Create Boring-Industry Content that Gets Shared | steroidify | Scoop.it
From moz.com - May 14, 2015 10:57 AM
Many marketers balk at the prospect of creating content for industries that just aren't conducive to interesting topics. This post explains why that's short-sighted, and offers a different approach.
Via Guillaume Decugis
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Guillaume Decugis's curator insight, May 14, 2015 10:57 AM
This is the third post I see on this topic over the past few weeks. New trend for 2015? I couldn't agree more that there is no such thing as boring industries when it comes to content marketing. Buyers having to make decisions will crave for genuinely educational content so it's all a matter of context.This post on Moz goes beyond making the argument to give actionable tips on how to make that happen starting by defining personas and thinking about their interest. Great read, especially if you thought there's nothing sexy in your industry you could publish about.
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To guest blog or not to guest blog: why you might want to ignore Google

To guest blog or not to guest blog: why you might want to ignore Google | steroidify | Scoop.it
From inbound.org - June 11, 2015 11:32 AM

Why we're prioritising guest posting as our primary audience building tool.


Via Guillaume Decugis
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Guillaume Decugis's curator insight, June 11, 2015 11:32 AM

When it comes to guest blogging, there's bad guest blogging and good guest blogging. 


Behind its good and provocative title (original title: "We're ignoring Google & it's working - here's why"), this article details why guest blogging is still a very valuable technique when done in a natural, respectful and meaningful way. 


Ever since Google's Matt Cutts openly criticized guest blogging and announced that Google was making change to put an end to it, content marketers have been puzzled. My analysis is that the guest blogging Google targets as spammy is the one any somehow successful site receives offers of: the spammy, completely irrelevant guest blogging propositions from cheap copywriters who are employed by black hat, old styles SEOs to try to create backlink artificially. If you haven't come across these proposals, good for you! But if you do, you've probably turned them down anyway out of pure common sense.


Notwithstanding that, there is still great value at doing natural guest blogging to develop your visibility by leveraging other blog and media's audiences. There's a trade-off: you can't convert from sites you don't own but it's definitely worth exploring to bootstrap and develop your readership. And here's a great article from MarketingProfs on what to expect from it.
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10 sources of stunning free images

10 sources of stunning free images | steroidify | Scoop.it
From www.justwords.in - July 26, 2015 3:29 AM

If you have been a digital or content marketer for some time, you know this problem only too well – there isn’t much free stuff when it comes to visuals or photographs for your precious content. And as you might be fully aware by now – you just can’t substitute having visuals with texts.


Via Guillaume Decugis
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Guillaume Decugis's curator insight, July 26, 2015 3:29 AM

The lean content marketer's image sourcing problem is being slowly but surely. I've shared some other lists of similar websites before but I like this one which is curated and short.
Amin Ghale's curator insight, August 5, 2015 4:20 AM

The lean content marketer's image sourcing problem is being slowly but surely. I've shared some other lists of similar websites before but I like this one which is curated and short.
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Why a Content Hub is Your All-Powerful Media Magnet

Why a Content Hub is Your All-Powerful Media Magnet | steroidify | Scoop.it
From blog.kissmetrics.com - September 27, 2015 10:24 PM
Learn the ins and outs of content hubs and how to maximize their value.

Via Guillaume Decugis
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Guillaume Decugis's curator insight, September 27, 2015 10:24 PM

Barry Feldman comes back on the concept of content hubs which he developed in the ebook he wrote and that details why and how marketers should not manage their content properties in silos but focus them on their website. 
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A reference on the cost of Content Marketing software

A reference on the cost of Content Marketing software | steroidify | Scoop.it
From blog.scoop.it - December 9, 2015 1:01 AM
As content marketing matures, you know why you need content marketing software. How much does content marketing software cost? We’ve done the research.

Via Guillaume Decugis
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Guillaume Decugis's curator insight, December 9, 2015 8:12 PM

About a month ago, TopRank - the thought leading agency on content marketing - published their selection of top content marketing tools marketers should consider for their 2016 plan. 

 

We elaborated on this to research the cost and scope of these tools to serve as a reference for the industry. 
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Content Marketers: 8 ways to get fired in 2016

Content Marketers: 8 ways to get fired in 2016 | steroidify | Scoop.it
From blog.scoop.it - December 15, 2015 12:53 AM
Here are 8 ways to get fired in 2016 as a content marketer. As a team of marketers ourselves, we've done each and every one of these mistakes ourselves in the past...

Via Guillaume Decugis
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Guillaume Decugis's curator insight, December 15, 2015 12:53 AM

Time for content marketers to step up their game: while we all did these mistakes, I don't think the C-suite will have much patience for it going forward. Or at least they shouldn't given there are easy-enough solutions to implement such as content marketing software. 
Ashish Tripathi SEO Consultant's curator insight, January 24, 2016 3:18 AM

Be careful  #contentmarketers
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Why SEO Is Actually All About Content Marketing

Why SEO Is Actually All About Content Marketing | steroidify | Scoop.it
From snip.ly - January 15, 2016 4:08 PM

There’s a bit of confusion over SEO and content marketing. The confusion comes over how SEO and content marketing fit together. Do they fit together? Are they at odds with each other? If so, is it possible to force them together?


Via Gina Tucker
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Ashish Tripathi SEO Consultant's curator insight, January 24, 2016 3:14 AM

A Fresh content generates organic traffic and according to google strategies actually this is the only path to get the ranking for your websites as well as revenue through the Leeds.
Andrea J Ross's curator insight, February 6, 2016 11:18 AM

SEO and content marketing have been at odds recently, with many blogs posting that content marketing has killed SEO. But this article argues that the two must go hand in hand in order for your social media to be successful. Content marketing actually improves the effectiveness of SEO, which may be where the confusion is coming from, but still, both are necessary to work.

 

This information is helpful for businesses trying to step up their social media marketing because it is important to realize, while SEO may get your name on the map, it is your content that really is key to making it successful. Your content will enhance the SEO of your company. For instance, the article states, “SEO demands keywords. Content marking means using keywords.” They simply cannot do without each other. In order to improve your content marking, you must use your keywords strategically throughout your content so that they can work fluently together.

 

In other words, if you focus solely on your SEO campaign, you will not succeed unless if you also employ content marketing, and vice versa. Too many people in social media positions call themselves SEO or content marketer. People will be more successful in their efforts if they blend the two together.
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How to generate ROI out of your content marketing in 2016

From www.slideshare.net - January 22, 2016 11:01 AM
As Content Marketing matures, the ROI question becomes a burning one. Where is the ROI in content marketing? How do you achieve it? These are the slides of the…
Via Guillaume Decugis
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Guillaume Decugis's curator insight, January 22, 2016 11:01 AM
If you missed our webinar with Buzzsumo on Content Marketing ROI, these are the slides of what we presented with Steve Rayson. You can also read a couple write ups on this topic on Buzzsumo's blog (http://buff.ly/20hArIN) and on our blog (http://sco.lt/9BiOQL).
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6 SEO Content Strategies That Still Work

6 SEO Content Strategies That Still Work | steroidify | Scoop.it
From blog.scoop.it - March 3, 2015 3:45 AM
Good Internet marketers know their SEO content strategy needs to be evaluated every so often in order to remain effective. Here's what to look at in 2015.

Via Guillaume Decugis
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moncef dadoun's curator insight, March 1, 2016 5:39 PM

This is a guest post on our blog by Julia McCoy where she summarized the SEO content strategies that still worked these days. It's from a year ago but we've found that these are still working today and as we keep having the question, I felt it would be worth sharing further. 


To add to her post and elaborate on the content creation part, you can also read our eBook on how to leverage content curation for SEO.
Ajo Monzó's curator insight, March 2, 2016 4:41 PM

This is a guest post on our blog by Julia McCoy where she summarized the SEO content strategies that still worked these days. It's from a year ago but we've found that these are still working today and as we keep having the question, I felt it would be worth sharing further. 


To add to her post and elaborate on the content creation part, you can also read our eBook on how to leverage content curation for SEO.
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How to maximize your content reach in a few minutes every week

How to maximize your content reach in a few minutes every week | steroidify | Scoop.it
From blog.scoop.it - March 14, 2016 3:00 AM
Creating impactful content is good but it's not enough. Learn how to maximize your content reach & leverage your organic distribution to its full potential.

Via Guillaume Decugis
Read more
coldfirecartss@gmail.com's insight:

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Nicholas Bodell's curator insight, March 17, 2016 4:55 AM

50% of blog articles get less than 8 shares - aka nothing. And yet, only 34% of marketers re-share their content multiple times to give it the best organic promotion they can. 

 

Why?

 

Because managing a backlog of content to re-share can be more complex than it sounds. And it's also easy to overdo it and provoke follower fatigue. 

 

Well? Not anymore.

 

Here's how to fix that once and for all in a few minutes every day.

 

And also identify evergreen content to re-promote long after it's been published to extend its lifetime and increase engagement, traffic and leads. 
Dominique Mas's curator insight, March 25, 2016 4:37 AM

50% of blog articles get less than 8 shares - aka nothing. And yet, only 34% of marketers re-share their content multiple times to give it the best organic promotion they can. 

 

Why?

 

Because managing a backlog of content to re-share can be more complex than it sounds. And it's also easy to overdo it and provoke follower fatigue. 

 

Well? Not anymore.

 

Here's how to fix that once and for all in a few minutes every day.

 

And also identify evergreen content to re-promote long after it's been published to extend its lifetime and increase engagement, traffic and leads. 
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October 22, 2025 8:20 AM
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Why rented land is the dark side for content marketing jedis (in one single chart)

Why rented land is the dark side for content marketing jedis (in one single chart) | steroidify | Scoop.it
From contentmarketinginstitute.com - April 25, 2016 6:00 AM

"Do you rent or own the “land” for your content? Consider the benefits and challenges"


Via Guillaume Decugis
Read more
coldfirecartss@gmail.com's insight:

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Guillaume Decugis's curator insight, May 2, 2016 7:44 PM

Should you own your blog? Or aren't you better off leveraging an established audience like Facebook's, Medium's or the LinkedIn publishing platform?

 

We've covered this many times inluding in this post where Mark Shaefer, Michael Stelzner and Mitch Joel. 

 

Joe Pulizzi gives a vibrant defense of owning your content house by comparing the appeal of the alternatives to the dark side: sure, it can be seen as faster for building traffic but then, he says, how come the valuation of Facebook seems to be directly correlated to the decline in organic reach of Facebook pages? 

 

The above graph - put together by Jay Baer - is crystal clear: while it's tempting to fish where the fish is, social platforms that invested in building their audience are not here to let you capture it for free. 

 

In the world of rented land, it's pay for play.
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