The Lean Content Marketing Blog

How to get more return on investment from content

Articles by Guillaume Decugis

Using WordPress as an alternative to HubSpot?

“Recently we migrated our website so this time In this article we take a look at how to migrate a website from Hubspot to Wordpress.”

Source: blog.idrsolutions.com

Hesitating to pay the full price for HubSpot when Wordpress is essentially free? This article gives an interesting perspective on how you can actually migrate to Wordpress from HubSpot.

Should you migrate from HubSpot to Wordpress?

A few things are interesting to note:

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5 Top Trends Emerging From CMI’s 60 Content Marketing Predictions for 2015 eBook

It’s time for our annual eBook of content marketing predictions. Read on to see what big trends, changes, and advances experts see on the horizon for our industry in the upcoming year.

Source: contentmarketinginstitute.com

What are the content marketing trends for next year? The Content Marketing Institute asked thought leaders around the world for their predictions and compiled that in this ebook. 

You can read mine above but there I encourage you to read the ebook for others as well. 

Jay Baer’s (slide 10) is particularly interesting:

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5 Signs you highly need a content curation diet in your marketing mix

Feeling hungover after the holiday? You’ll get over it. But how about your content strategy? Just like eating healthy largely depends on mixing diverse types of food, content marketing experts such as Heidi Cohen say you won’t achieve optimal results if you’re relying 100% on your own content for your marketing efforts. Don’t believe it? Read our own survey results on the ROI of content curation in the marketing mix.

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How the right influencer strategy can amplify your content marketing

 

To rise above the noise, convey a message and mobilize buyers, content marketers are turning to influencers.

Source: www.slideshare.net

Scaling Content Marketing is the key area of focus for many marketers these days. A number of strategies are being offered by experts, social networks or distribution platforms including the most natural one to them: pay for play. As Mark Schaefer wrote earlier this year, Content Marketing could be the victim of its own success if content strategists don’t put in place strategies to overcome the content abundance that results in diminishing returns. Earlier this year, Facebook for instance admitted to de-prioritize the organic reach of content from Facebook pages as users are more and more publishing content to more and more friends. The solution, they say? Buy ads to boost your post. And as LinkedIn and Twitter are also massively dependent on advertising revenue, this trend is here for good.

As mentioned in my reply to Mark, I believe there are ways to overcome content shock and scale Content Marketing through Lean Content. Interest-based content curation is an answer in the broad sense as it’s about leveraging existing content rather than adding to it but the team at Traackr puts it in a more specific context: influencer amplification.

Their point is a clear one: rather than paying for distribution, getting influencers to amplify your reach is a much more efficient approach.

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Content curation on WordPress: how to do it right.

Content Curation on Wordpress - how to do it right - compared benefits of the various solutions

One of the main ways to to leverage content curation for business is to add curated content to your website or blog. By selecting the most interesting content for your target audience and adding some context to it, you will naturally show your expertise to your visitors – a good objective in itself. But, if you do it right, you should also enjoy the following benefits:

  • Audience engagement as readers can now discover more interesting content than just your own stories or product news: loyal visitors will stay longer, hopping between related curated pieces, and have reasons for coming back or even subscribe to receive your email newsletters.

  • SEO as your Website now contains more quality content on your niche topic which can be indexed by Google. Not only will that content be well targeted and relevant but it will also be organized and contextualized which is what Google is looking for (more on seo benefits of content curation here).

  • Social Traffic as your readers can share content they like while directing traffic to your site (more on why you should use a content hub for your social media publishing here).

  • Conversions as readers of your curated content are not just clicking on links in your tweets or Facebook posts to end up on third-party websites, but are instead being directed to your own website that now acts as a content hub. You can incorporate call-to-actions in your hub to either contact you, subscribe to your newsletter or request a demo of your product (more on how to use content curation for inbound marketing and lead generation here).

So how do you integrate curated content to Wordpress in the right way, to reach these objectives?

Not all integrations are created equal, and some integrations will not deliver the above benefits in an optimal way. Here are the pros and cons of key integration options that you should be aware of:

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3 Things To Begin With To Build A Strong Personal Brand

what to focus your personal branding efforts on

Ever Googled yourself? What did you see? Did you like digital you? Are you visible in an Internet century? Here are the steps to creating a personal brand.

Source: www.jeffbullas.com

Five years ago, I didn’t think much of the concept of personal brand: it felt artificial and vain. I had a reputation of course and I felt strongly about it. But a brand? I also had opinions and felt I had some expertise. But did that make me a thought leader?

Since then, Web 2.0 has changed the way we are perceived by others. It gave us an opportunity to exist which became an obligation to maintain our online presence: whether we like it or not, we are the content we publish.

Jeff Bullas has built a strong personal brand through his blog and he articulates in this post the 10 principles he’s prescribing to develop your personal brand.

10 is a lot. And this list might sound overwhelming… So here’s my take on it:

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SEO: what it used to be vs what it is now

SEO: what it used to be vs what it is now

With Panda, Penguin and all the other Google updates, SEO has changed over the years. What used to work doesn’t anymore.

Source: www.quicksprout.com

As many have observed for some time now, SEO has completely changed over the past few years. From being machine-centric, it became people-centric. But what does it mean concretely to content marketers?

This infographic by Neil Patel gives a number of interesting points, a couple of which I want to comment:

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The Desert Island: the future is the curated Web for Steve Rosenbaum in Curate This!

Curate this! by Steve Rosenbaum

Three and half years ago, my friend Steve Rosenbaum came out with a book that had a huge impact: Curation Nation. He described perhaps better than anyone else how much content curation was needed and how important a trend it will be. His latest book Curate This! just got published and it’s a fantastic read: not only is it a curation jewel in itself but he also introduces a new concept that paints the future of what the Web could eventually become: the desert island.

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Be Human in Your Content Marketing

Don't be a robot content marketer

Here’s one of the most significant tenets of content marketing: People like to do business with other people. They don’t like to do business with faceless, anonymous, inhuman brands or big corporations.

Source: www.business2community.com

Occasionally people ask us how they could fully automate their content publishing. They’d like to not only get content suggestions automatically but also that this content be published automatically. They’d want to set up once and then forget their content marketing while just reaping the benefits of it. I don’t blame them and I even understand them. But content simply doesn’t work that way for the precise reason Amanda Clark from Grammar Chic introduces this post we’ve curated.

Communication is fundamentally human.

It’s not just an ethical question but it’s also a matter of efficiency

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Inbound Marketing: the power of content curation

Inbound marketing is definitely more efficient and appealing to the sophisticated modern customer than traditional interruptive outbound techniques. But for inbound marketing to work, you need to have its lifeblood: content.

Source: www.slideshare.net

This Slideshare is from a talk @Marc Rougier recently gave on how content curation helps to solve inbound marketing #1 pain point: scaling the content you publish to feed your landing pages and conversion loops.

Content curation has played an important role in content marketing for some time now. And as content Marketing and inbound marketing are converging – especially for B2B marketers who are looking for ROI – we wanted to look specifically at what it brought to inbound marketers specifically.

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Turning 3: How Scoop.it Grew To 3,000 SMB And Enterprise Clients In The Past Year

When I became an entrepreneur, I was told by some friends that the odds of my startup turning 3 were practically non existent. I’m not sure if that statistic is really true but it stayed with me as some kind of magic number – a bit like turning 18 was fascinating to me as a teenager, imagining I would suddenly become a grown-up overnight. Somehow we beat the odds back then with Musiwave (my former startup) and today I’m excited to announce we’re doing it again with the Scoop.it team and community: it’s now been officially 3 years since we launched Scoop.it!

Here are some of the milestones we’ve achieved in the past year thanks to your support.

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Are you using Lego blocks to make your Content Marketing lean?

Creating original content on an ongoing basis can be a challenge, so most marketers practice the fine art of content repurposing.

Source: www.toprankblog.com

As a kid my favorite game was to play Lego and build, deconstruct and rebuild stuff (spaceships mostly: I’m a geek…). As a father, I’ve been fascinated to see that construction game becoming my kids’ favorite too and see what they came out with in terms of new ideas to build. This is what this post by Leed Odden made me think about so here’s a good question for all content marketers:

Are you thinking of your content as modular lego-type building blocks?

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3 Practical Ideas To Make Content Marketing Everybody’s Job

content marketing should be team work

“The need for content has moved beyond a traditional marketing department’s ability to create and is now everyone’s job.”

Source: www.ducttapemarketing.com

Or why Content Marketing needs to grow beyond the marketing team (as I also wrote about in that post). Now, where I disagree with John Jantsch is when he uses the word “creation”. I talk to hundreds of business owners, entrepreneurs and even VP Marketing at larger companies which all tell me how incredibly hard it is to get non-marketers to create content.

Don’t fool yourself: you won’t get everybody to create content.

But here’s what you can do very easily.

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Everything You Always Wanted to Know About Content Curation (but were afraid to ask)

“What can content curation do for you? Who is it for? What are interesting case studies? How does content curation help SEO? What’s the ROI of content marketing in general and how does content curation help improve it? What features does Scoop.it have? How do they work?”

These are just some of the questions you’ll find answers for in our newly revamped resource center as well as in our brand new product tour page

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3 Key Take-Aways for Content Marketers From the 2015 CMI/MarketingProfs Benchmark

“This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember.”

Source: www.slideshare.net

Content Marketing is being adopted very quickly, especially by B2B Marketers. The Content Marketing Institute together with MarketingProfs published this great report that gives many enlightening facts about the key challenges they face and how they resolve them.

Among other great findings, here’s what I found particularly interesting:

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Why even IBM needs SMB marketing software

“Employees at the brand at IBM. How about at your company?”

Marketers used to buy ads, PR and creative work. Now they also buy software. This is new and this is a big change. A clear example of that trend, Marketo‘s massive success is 100% built on marketing software – a category which didn’t exist 10 years ago. Beyond Marketo, an entire ecosystem has developed ranking from marketing automation to inbound marketing and content marketing. Some say this space is crowded but the fact is no one denies anymore that software tools have proven useful to understand “which 50% of my marketing spending is efficient“.

The success of these tools has been to be designed for marketers by marketers. The same way Salesforce.com used the language of the VP Sales and not the language of CFO’s, marketing software vendors owe a big part of their success to speaking the language of marketers. Demand generation, campaigns, leads, funnel, nurturing, editorial calendars, brand assets, landing pages, open rates, click-through rates… The jargon is undoubtably omnipresent in these tools because they’re focused on being understood and used by one unique user category: marketers.

This needs to change.

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New Resource: The Quickstart Guide To Integrate Curated Content to WordPress

Wordpress is an awesome platform that we’ve integrated with for a long-time: as many Wordpress users told us, maintaining visibility of your blog through your created content only can be tough and time-consuming.

“I need more content for my Wordpress!”

We’ve heard that sentence a lot. Many of you told us you wanted to add curated content to your Wordpress site in a way that would be both easy and efficient – which is what we’ve been focusing on through he various iterations of our Wordpress integration.

We recently launched the latest version of this integration and today we wanted to elaborate on the benefits it brings and how you can leverage them to make the most of your Scoop.it + Wordpress combination for improved SEO, traffic generation or lead conversion. This is why we’ve created this quickstart guide that details everything you need to know when considering adding curated content to Wordpress.

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If you still think curation doesn’t add value, watch this music video

This guy created a remix of 23 music videos from YouTube to create awesomeness.

Source: www.youtube.com

Ever since we started working on content curation, we’ve had this question: is content curation adding value? Is it stealing? Is it repeating like a parrot?

And ever since we started, we’ve seen more and more examples of how the remix culture is becoming a massive trend.

Just like good DJ’s, good content curators are creating something new out of the existing by not only aggregating but giving new meaning to content.

This video made me speechless. Isn’t it amazing?

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SMBs: You Don’t Need an Expensive Content Calendar Tool

…you need good content.

Last week, back from Content Marketing World 2014, Jay Baer noted that over the last 12 months, the number of content marketing software vendors had exploded, forcing the vendor and expo area to massively expand. How many exactly were participating? Too many according to him. And because these companies were not sustainable yet but spending their VC’s money, he predicted a big shakeout will happen.

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Can you afford to have a content strategy that isn’t lean?

“As content marketing has become a vital strategy for brands and agencies, the need to measure the success of that content has grown as well.  An Aberdeen Group report revealed that the most effective content marketers are also those most likely to measure.”

Source: blog.visual.ly

This report by the Aberdeen Group highlights the need to measure results as a key success factor in content marketing.

Beyond this key findings – companies which measure tend to do better – there are interesting numbers as those in the above chart. The companies surveyed in this report had a customer acquisition cost of $20-$30,000.

Does this feel a lot to you?

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Third-party content is 4x to 7x more trusted than your own

“I had always believed that most of the marketing content used by a company should be developed internally (…). Because of three recent research studies, I now have a different view on this issue.”

Source: customerthink.com

Some people still think that the only type of content that can demonstrate your expertise and show your thought leadership is the one you create.

If you’re still thinking that, think again as the data has spoken.

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5 Ways To Prove To Your Boss You Need Content Curation

Have You Made the Business Case For Content Curation? If not, this data will help persuade your management to invest in content curation.

Source: heidicohen.com

This is a solid summary by Heidi Cohen on why content curation is besoming essential to businesses. Its role to content strategy mix has evolved from being anecdotical a few years ago to becoming central as it not only helps fill the gap but provides meaningful synergies for your created content.

 

Now as Heidi puts it, content curation is not free: while it’s – as she puts it – “a low cost way to fill your content marketing pipeline“, low doesn’t mean zero. I still regularly have debates with people who think that automated aggregation can replace content curation: it doesn’t. There’s no way to set it up once and forget about it. You’ll need to invest as little as 15 minutes a day to achieve results but these 15′ need to be spent.

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Introducing Templates, Embedded Topics, and WordPress Integration through Scoop.it

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:

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Should you re-publish your content to other blogs, Medium or LinkedIn blog? A data-driven answer

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 duplicate content which could hurt SEO and defeat the purpose.

3. Re-publishing content means it’s read on a platform from where we can’t convert 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.

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Social Media Engagement is Not a Strategy

 

Social media marketers are keen to drive engagement but it may not necessarily be a viable strategy. In fact, it comes at a cost.

Source: www.slideshare.net

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.

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Your employees are your brand

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.

Source: www.youtube.com

“Employees are the brand at IBM” said IBM’s Ethan McCarty. But isn’t it true in a lot of companies? 


Are your employees thought leaders then? Or rather, what are you doing to develop – and show – their thought leadership?


As Burgess develops in his talk, there is a clear synergy between developing employees into thought leaders and building the corporate brand. 


But how can this be achieved? 


As shown in this topic, thought leadership is highly connected to knowledge. Empowering employees to share their knowledge easily and in an engaging and rewarding way therefore becomes critical:

– easily because they don’t have (much) time,

– 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.

A win-win deal for all. 

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How Content Curation and Repurposing Extend the Life of Your Content Marketing

Content Repurposing – Updating or changing content into a different form than the original to serve a different audience or the same audience differently.

Source: www.toprankblog.com

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. 

Several techniques like the ones Lee Odden mentions here addressing just that and prevents your content from “melting like wet snow as soon as it hits the ground“.

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