We started Scoop.it for a simple reason: back 4 years ago, we observed that Web 2.0 didn’t just bring all of us an opportunity but also created an expectation that would require new tools for busy professionals. With blogs, social networks and content platforms, you don’t just have a chance to become a media if you’d like to: you are now expected to regularly publish content. The content we publish determines not only how visible we are online but also shapes other people’s perception of our interests, our areas of expertise, our skills etc.
In short, you are the content you publish.
Of course, this means first of all you should participate and that’s what we’ve been focusing on enabling so far: an experience and a curation technology that makes it easier and time-efficient to discover, curate and publish quality content on our interests. But because this content is intimately connected to our online identity, reputation and brand, we’re pleased to launch today awesome and super easy new ways to brand your curated content with Scoop.it:
One of the Lean Content best practices we’ve seen several speakers at our meetups recommend is to leverage existing audiences on top of your own to increase the reach and the impact of your content. While your blog may or may not yet have a strong audience, there’s always more people to reach. By placing your content on publishing platforms which offer interesting discovery mechanisms or having blogs that are read in your industry re-publish it, you could in theory multiply your own reach by not doing much more.
Though the idea makes perfect sense, it also comes with questions:
1. Re-publishing on other platforms can be more or less complex: some like LinkedIn publishing platform or Medium are public or in the process of being public; some industry blogs (for example, in our space, Social Media Today or Business 2 Community) recruit contributors based on their own selection criteria.
2. Re-publishing content is creating potentially duplicatecontent which could hurt SEO and defeat the purpose.
3. Re-publishing content means it’s read on a platform from where we can’tconvert our audience: to subscribe to our blog, to sign up for a demo of Scoop.it, etc. As part of our own Content Marketing efforts, conversion is an important metric.
At Scoop.it, we like to put ideas to the test so we did an experiment a few weeks ago to come out with data that would support or reject this. Continue reading →
Mark Schaefer has a great point: we often confuse the means with the end.
In a blog post that I wrote a couple weeks ago, I explained why I thought social media publishing was dead - as we know it. One of these points was that the impact of publishing on social media for our goals is the combination of volume, quality and engagement. As Mark explains, engagement is only one variable in that equation.
So how can you convert your social media activity to make it count towards your goals?
One of the important basic first step you can take is to make sure you publish through a content hub that you can make your own and from where you can convert visitors: to subscribe to your content, to reshare your previously published content or to sign up for whatever pre-sales activity makes sense in your business. Continue reading →
In this talk, Mark Burgess brings to our attention how employees, through social media, are changing how companies market to, and engage with, customers and prospects. With the transparency and opportunity for personal connections that social media offers, pushing fabricated, unauthentic sales pitches doesn’t work anymore. Instead, we are witnessing the rise of the social employee who creates a win/win proposition by leveraging their personal brands to build trust and increase the digital “surface area” of the brands for which they work. The result is nothing short of a revolution.
- engaging because they won’t do it if it’s not impacting,
- rewarding because that’s what’s in it for them.
Aggregating, promoting and spreading that knowledge through collaborative content hubs like the ones Scoop.it Enterprise offers that show the collective curation work of your brand’s employees is one of the most efficient ways to promote your brand: by promoting them.
When I started to publish content, I felt frustrated that it didn’t have the impact I wanted. I had spent hours, sometimes day on trying to get thoughts, data and examples together and when hitting publish, the post only lasted for a few minutes before being drowned in the social media flow.
“Do you have a content marketing strategy? Do you have the resources necessary to implement your content marketing strategy? Do you find it easy to create unique content on a consistent basis? If you answered NO to any or all of these questions, you’re not alone.” Continue reading →
Earlier this month, Facebook dropped a bombshell by not only acknowledging that Facebook pages’ organic reach was declining but also by telling us we shouldn’t expect them to recover. Facebook’s VP of Product for Facebook Ads, Brian Boland, went on to explain that this is the new world we live in now, that the same thing happened with search engines before and that we’d better get used to it. It’s true that many platforms go through a similar cycle: first, they present a great free opportunity, then more and more people grab it – decreasing the return for everyone until finally, the platform focuses on those ready to pay for play. It happened with Google Search; it happened with Apps (yes, Apple doesn’t sell ads but others do – such as coincidentally… Facebook). And now that all social media are publicly-traded company with ambitious revenue targets to reach, it will happen to social media as well.
So what does the decline of organic reach on Facebook and social platforms exactly mean on a practical basis?
Social media needs to be part of an overall sales and marketing strategy that includes your website, not something that is isolated from everything else you do to promote your business. It isn’t a one hit wonder that will magically drive people to your business.
Sue Cockburn makes a great point on SocialMediaToday; and one that I’ve often seen underestimated: just like in ancient Rome, all your social media roads should lead to the center of your online presence, aka your website (as a matter of fact, I was highlighting it myself in a talk last week).
As she pointed out, one of the reasons for this is certainly the hype on social media (and its apparent simplicity).
With the Scoop.it team, we’ve been trying to identify the other reasons explaining that by observing many companies – small or large – implementing their content strategy: