The Lean Content Marketing Blog

How to get more return on investment from content

Articles by Guillaume Decugis

How content gives birth to leads

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How does content marketing generate leads? In the first few years of content marketing, there wasn’t much clarity on the answer to this question. ROI-driven marketers didn’t have any other measurement system other than Google Analytics, which is hard to configure correctly for content marketing analytics. Some marketers gave up and argued content success shouldn’t be measured […]

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The 3 content marketing problems that automation solves better than humans

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By Grzegorz Błażewicz, CEO & Founder of SALESmanago Marketing Automation Content marketing is not only about creation and engagement, but also about understanding your audience, distribution of the materials and measuring their performance: the 3 most overlooked and underestimated parts of the process. Neglecting these can truly undermine your efforts! To avoid such situation, combine content marketing […]

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Why you can’t lean on social media management software to run your content strategy

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With so many different marketing tools and software solutions out there, it can be hard to know which one is right  for running your content marketing strategy. Today’s digital marketing world is overwrought with many expensive and complex tools that were never designed for content marketing. From marketing automation software like HubSpot and Marketo to social […]

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Content marketing automation: the age of artificial intelligence

content marketing automation the age of artificial intelligence

We’ve had robots building cars on assembly lines way before they could drive them. Likewise, marketers have so far been able to automate basic repeatable tasks but the creative or strategic parts of marketing – which include content – have benefited only minimally from advancements in automation. It’s only now that they can finally start to […]

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Don’t be afraid of the content bots: 5 ways to leverage the benefits of artificial intelligence for content marketing

5 ways to leverage the benefits of artificial intelligence for content marketing

Imagine you took a world-class business writer and asked him to rate the quality of several pieces of content in a blind test. Would he be able to tell which ones were created by humans and which ones were produced by automated writing? Well, that’s exactly what Mark Schaefer addressed recently. To find out that… […]

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Why marketing automation software is not enough to cover all your content marketing bases

why marketing automation software isn't enough to cover all your content marketing bases

Today, content marketing is an indispensable practice for marketers, with 88% of B2B marketers using it to generate traffic, leads and revenue. But while it’s an effective technique for marketers to use to grow their businesses, it’s also a highly-complex process with a lot of moving parts. Content marketing today is about much more than simply […]

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How to use WordPress + Google Docs to help you collaborate more effectively on your blog

how to collaborate more effectively on your blog wordpress and google docs integration

Who writes directly in WordPress? Bloggers: Do you draft posts in WordPress or somewhere else first then import into wordpress? — Devesh Khanal (@deveshkhanal) January 28, 2016 Not many people it seems. Good content requires collaboration: drafting, comments, reviews, editing, etc. Even natural-born writers need editors. Perhaps more importantly, content marketing is not about creating content […]

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How to scale content marketing through technology: 5 essential tips from Engagio’s Jon Miller

How to scale content marketing through technology

Jon Miller, one of the most influential leaders in MarTech (founder of Marketo and now Engagio) recently hosted an informative discussion during ContentTECH, Content Marketing Institute‘s one-day virtual marketing event dedicated to content marketing technology. With so much experience and vision, Jon was able to shed some light on a few very interesting areas of content marketing, and provided […]

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Getting over the employee advocacy hump: 3 easy ways to get your co-workers to share your content

Getting over the employee advocacy hump- 3 ways to get your coworkers sharing your content

A couple of weeks ago, I was presenting to the marketing team of a large European company that was visiting Silicon Valley to better understand the impact of technology on their business. As I was preparing, I looked up their Twitter account: 41.7K followers. Then I looked up their LinkedIn followers: 63k. Facebook fans: 151.2k. Finally […]

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How to optimize your content marketing lifecycle for ROI – webinar with Sprout Social & Scoop.it

How to optimize your content marketing lifecycle for long term success

How long does it usually take you to write a good blog post? I’m talking about the entire process, from start to finish: the research, writing, sources, links, images, CTAs, reviewing, proofreading, publishing, etc.? We found that it can take an average of 4 to 6 hours in total. Creating good content is hard, we […]

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Content marketing analytics: how to look at the right KPIs to measure ROI (and what we learned from 20,000 conversions)

Content Marketing Analytics Framework for ROI

As we finished 2015, I looked back at our data to find out how we’ve been doing with our own content marketing. Content marketing is fundamentally human and my first source of feedback is to be constantly listening to our audience and customers. But as a data-driven marketer and entrepreneur, I find that looking at the […]

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Content marketing best practices: what we learned from 1,000+ SMB marketers

Adoption of top lean content marketing best practices by SMB marketers copy

Content marketers have no shortage of advice when it comes to best practices. The industry clearly practices what it preaches and publishes a gigantic amount of content on… how to do content right. So how do you cut through the clutter and get clarity on what’s important? Especially if you don’t have time to read […]

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Update on the new Scoop.it suggestion engine

Content curation: discovering relevant content to publish through the new suggestion engine of Scoop.it

We’ve been on a rough ride lately with an update of our suggestion engine that didn’t go as planned. We’ve had a chance to discuss with some of you who reached out through our support system and we immediately communicated with in-product messages and by updating our knowledge base but I wanted to explain what’s been […]

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How much does Content Marketing Software cost?

how much does content marketing software cost

As content marketing matures, there are more and more reasons why you need content marketing software. TopRank – Lee Odden’s leading content marketing agency – recently released its selection and review of the best content marketing software you should consider to plan your content marketing strategy for 2016. I encourage you to read it: ok, […]

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A year ago, I made this prediction for content marketing…

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Content marketing Institute’s founder Joe Pulizzi does a yearly round-up of influencers’ prediction for content marketing collecting thoughts from various industry influencers. I was honored to contribute last year and here’s what I had in mind. My prediction for content marketing in 2015: Content marketing had so far primarily been a big player game: sure some Small/Midsize […]

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Content Marketing ROI: how to define, measure and improve content effectiveness

How B2B marketers should define, measure and improve their content effectiveness

55% of B2B marketers are unsure of the effectiveness of their content marketing. Damn… 55%! In 2015, in the age of digital and big data, we have a majority of marketers pretty much not knowing what they’re doing – or at least unable to prove it to themselves and their companies. This should stop. Now. While […]

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Does ethical content curation exist? A data-driven answer

Does ethical content curation exist

Ever since we started to work on Scoop.it, we’ve had this question: is it fair to use other people’s content for your own good: in other words, how ethical is content curation? Is it even legal?

A quick look at history clearly shows that artists and scientists never created in a vacuum but have always leveraged pre-existing work to develop their own. And that’s for the greater good. Closer to us, there is a multitude of online media sites which embraced content curation as an alternative or a complement to the content they produce: the Huffington Post is a famous example but Upworthy and BuzzFeed are others and even the respected New York times started doing it.

Of course, such an answer won’t satisfy your legal department or your own need to have a more pragmatic answer. So as we’ve now been arounds for several years and, more importantly, have seen millions of users publish more than 100 million pieces of content, we feel we can not only give you a recap of the facts that make content curation ethical but also back that out with data.

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