The Lean Content Marketing Blog

How to get more return on investment from content

Articles by axelletess

Engagement in the Age of the Interest Graph

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Content that I care about is the only way to engage me, empowered by a context that make it easy to find. We love to see the depth of engagement on the platform. If we share the same passion or interests and your product is a reflection of it, how could your brand not resonate with me?

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Fashion Brands Say Publications Are a Good Investment

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This publication approach “indirectly gives texture to a brand, creates a feeling, an environment,” said Johan Lindeberg, the brand’s creative director and the founder of the clothing brand J. Lindeberg Fashion Brands were the first to understand the value of good content and the power of being your own publisher to engage your audience and […]

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The End of The end of Publishing? Impressive Video (To Be Watched in Full)

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Watch this amazing video, prepared by the UK branch of Dorling Kindersley Books and produced by Khaki Films (http://www.thekhakigroup.com/).
Publishing is not dead. It is alive as never before. You just need to do one thing : open your eyes to the values of your customers and publish content meaningful to them.

Like curation, Publishing is about caring.

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The Art of Curation Class at pariSoma: Teaching a Passion

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Can you teach how to be authentic and engage online? I absolutely believe it especially when we talk about curation. We are all natural curators. We have all a passion, a message, a topic we love to focus on or to talk about with others.
This Monday, at pariSoma in San Francisco, it was “the art of curation” for me. I was introducing my series by presenting what a curator is to me, and exploring why curation is important for an individual or a brand in the digital age of information overload.

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Don’t Be a Cause without a Context

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Don’t Be a Cause without a Context
Context is always the key, especially for our community of curators that know that it allows instantly to give more visibility to your passion, expertise or voice.

We know that the digital environment created a very powerful context. The web has become the world’s largest pulpit.

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Is Curation The Future of The Social Web?

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Curation event
Last Monday Scoop.it was invited by pariSoma to partake in a panel discussing: “is curation the future of the Social Web?” With Burt Herman from Storify and Chris McCann from StartupDigest, Guillaume Decugis our CEO, discussed the new social behavior that curation represents online. The debate was moderated by Ben Parr, Mashable’s editor-at-large.
The first question from Ben Parr was legitimate. ”What’s the hell is curation?”

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The Right Time to Be Heard Should Be Yours.

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The Right Time to Be Heard Should Be Yours.

Sometimes, you see very accurate advice on how to be sure you post “at the right time”, on social media networks. Apparently you should not talk when you want to, but when the web is ready to listen.

I don’t buy it. I think it should be the opposite: you should share when you want to, when it’s a good time for you, without worrying that nobody is going to hear you. The real time web is awesome because it keeps me in the know immediately. But it’s not the only rhythm. You cannot follow everything going on at the same time in the world, sometimes you just want to save something for later when you will have more time. Yes, later. I know it’s maybe a bad word in the State of Now.

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The end of the so-called digital life

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Scoop.It was proud to be a media partner at last Saturday’s TEdxSoMa, which is hosted twice a year by pariSoma. The topic of this edition was “Community 2.0”

As with most innovation, it can be used for good and bad: finding the right direction is  the responsibility of human beings, not of your laptop.

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TEDxSF on Scoop.it: Maximum Visibility

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This weekendʼs TEDxSF “Alive! Maximum Living as a Human” was everything you expect from a TEDx: inspiring, surprising, moving. Scoop.it was proud to be there at the Yerba Buena Center For The Arts as a media partner. I have to confess I was very proud to see and feel how useful our platform was to spread the word before the event, to capture the atmosphere during it and keep the conversation engaged after. The TEDxSF team was a great partner as they really wanted to explore and leverage as much as possible Scoop.it especially with our latest release “Scoop.it everywhere”.

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TNW Conference: The Human Conference

Guillaume and I, explaining to Robert Scoble why the new Scoop.It coming next week is AWESOME ;)

Amsterdam seems to be the ideal place for a conference at a human size. That’s really what hits me the most during this three days at TNW Conference: Everything was done to make the attendees, speakers and organizers meet, talk, interact and inspire each other. Sometimes, you just have the feeling the stage could be […]

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Curation and Education

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We know that many institutions are having to rethink themselves in this Internet enabled world. Government 2.0 is already a notion that officials are trying to fully grasp and explore, even if the dilemma between the open dialogue that the web implements and the nature of a state’s responsibilities make a balance hard to find.

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SXSWi: Making sense of all the noise

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Why does SXSW matter? Because it’s SXSW! It gets people excited, fills teams and startups full of hope and focus for a few weeks, or months, and they all then bring this energy to Austin. This naive “I will be the change maker of the year” will suddenly meet the more cynical old players, who feel at home at the festival, who know which streets you should take between two parties to meet the “right people” before hitting the “right places” to be identified as the “right projects”. You start in this endless chase, or at least I did at the beginning.

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