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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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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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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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From blog.marketo.com - July 14, 2015 11:56 AM

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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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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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From www.emarketer.com - October 6, 2015 12:26 PM

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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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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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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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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.

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Bruce Frazer's curator insight, January 22, 2016 3:54 PM

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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.

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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

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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.

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.

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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.

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.

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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.

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.

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.

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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.

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