The Content Marketing Blog

How to get more return on investment from content

Articles by Julie Gauthier

The 8 content marketing resources that made me a better marketer in 2016

Many, many things happened in 2016. Jimmy Butler broke Michael Jordan‘s Chicago Bulls record for points in a half on January 3rd. We certified the world’s largest ever blue star sapphire at 1404.49 carats on January 4 (that’s a lot of carats…). On January 6, “Star Wars: The Force Awakens” broke the North American box office record. […]

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You should not stop content marketing during a website redesign

Have your ever seen a successful and well-ranked website just because it was beautifully designed? Certainly not. A website without great content is simply useless. Your website is the face of your business – it educates your audience about your products and services, displays information on your brand and your values, and let people know how to reach […]

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Content curation: your best bet if you’re looking to save time and money

“Content curation builds trust and credibility for your brand because it keeps customers informed. Your curation efforts educate and engage customers, providing them with a valuable service—which they will appreciate because it relieves them of the need to source content on their own”
Read the full article at

In this post, our good friend Paul Chaney outlines the numerous benefits of content curation to help you publish good content if you’re struggling to find time or money. Some people still think curation could mean duplicate content. Let me put it this way: if

Indeed, content curation is your secret ingredient to an efficient and scalable content marketing strategy. In fact, it should be a daily habit for all marketers!

Let me dig down into the benefits you’ll enjoy if you start curating content – and curate the sources to prove all of those benefits.
1. Content curation helps you get better SEO rankings.
It’s not me who said that! It’s a study done by Bruce Clay, a digital marketing optimization company, who proved content curation could move you from 4th position to 1st position in Google! Don’t believe me? Read their study!

Oh and if SEO if your main concern, we wrote an eBook that was downloaded by over 5,000 marketers about the power of content curation to improve your SEO rankings. It’s filled with tips to help you leverage content curation, download it here for free!

2. Third party content (that you would curate) is 4 to 7 times more trusted than your own.
Again, we’re curating this data from the CMO council who asked marketers what types of content that valued and trusted the most. Respondents were unanimous: third-party content has more value than your own voice. So you’d better start curating trusted reports to make your point!

3. Content curation takes 4x to 8x less times than writing an original piece of content.
We did a study of over 900 hundred posts and calculated the time it took us to write a curated piece vs. an original piece. We found that it took us in average 240 minutes to publish an original blog post, and an average of 30 minutes for a curated blog post. That’s 8 times faster. But we’re cheating: we have a software to help us source and curate the content we have sourced directly to our blog (and distribute it also!). Without a tool, you’ll take approximately 60 minutes for a curated blog post, which is about 4 times faster still.

And another indirect benefit: by curating content, you will save precious time you can then spend optimizing the full content marketing lifecycle to ensure you maximize your results!

4. Content curation brings you more qualified leads.
Obviously: if it takes less time to curate content, you’ll be able to publish more content than if you had to create everything from scratch, right?

And if you create more content, you should get more leads. In fact, I did the math last year and found that over 15% of our leads came from curated content.

Moreover, the more pages you have indexed in Google, the more likely you’ll be to get found by search traffic. Here is Hubspot study: “businesses with websites of 401-1000 pages get 6x more leads than those with 51-100 pages”.

As Jason Miller, Senior Content Marketing Manager at LinkedIn puts it, “content curation not only alleviates the pressure of having to devote valuable time to creating original content, but it also adds credibility and third party validations to your efforts.”

5. Content curation gets you noticed by the actors in your space.
Makes sense, doesn’t it?

If you curate content written by authorities in your domain, you’ll bring them traffic. Which every author likes. But if you not only share their content but engage with them by adding interesting insights to their post in your curated piece, you get them interested in what you have to say. You start a relationship with them.

Here is a great example: do you know Neil Patel, one of the most famous influencers in content marketing? If you don’t know him, the you absolutely should. Well, I’ve curated his content quite a few times. Like in the post I’m quoting in the introduction about why curation should be a daily habit for marketers, for example. And although he never directly made contact with me (to my profound disappointment, I’m very sad, Neil), he did quote me in his blog posts, meaning he did read my content! Victory! 🙂

How to curate content the most effective way possible.
Just below if an infographic to show you the 7 steps you need to follow. But if I had to summarize it in 3 ESSENTIAL points:

– quote the original article. Don’t plagiarize it! Find the best sentence (or paragraph, but note more!) that describes the article, and most of all the point you’ll be making

– always add the source of the original article.

– add value! We’re not just sharing a piece here, we’re building our own piece, for our own blog, starting from an existing piece. So you want to ask yourself: what can I tell my readers to add value to the post I’m curating? Look at what I’m doing right now by curating this piece from Paul: I acknowledged the great topic and content he wrote, then I decided to expand on the benefits of curation and add a part to help my readers to curate content the right way. So readers that read his piece then mine will not have read twice the same piece, “au contraire”! 🙂

Here comes the infographic with additional tips to make your curated piece a great one:

Paul, thank you for quoting us as a trusted content marketing and content curation platform. There is a lot more we do to help marketers get better ROI for their company. Have a look at our new artificial intelligence feature we released a few months ago. We are now able to give you predictive insights on what piece of content you should share and when to increase your traffic and leads!
And if you’d like to understand more in depth how content curation can help you improve SEO, you should read this eBook!
Image by Donnie Ray Jones.

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Content marketing automation explained {video}

Only 30% of marketers consider their content marketing efforts to be effective. To succeed, marketers need to have a clear strategy in mind and execute this strategy impeccably every step of the way. But with almost 1 billion articles published giving you content marketing best practices, it’s hard to know what you should prioritize your […]

Read More ranks as High Performer in content marketing software for summer 2016 by G2 Crowd

Read the full article at: Last year, we ranked as the #1 best content marketing software by GetApp in their quarterly ranking of the top 25 content marketing solutions. This year, we’re proud to be ranked among the high performers for content marketing by another platform: G2 Crowd. G2 Crowd is the world’s leading business software […]

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ROI or RIP: the complete Content Marketing handbook for SMBs

Those who claim that content marketing is only for people with deep pockets couldn’t be more wrong. If you’re an SMB looking to make a real impact through your content, if you want to generate actual, concrete results, this is the content marketing handbook you’ve been waiting for. Last year, over 4,000 marketers downloaded our eBook ROI or […]

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Reinventing content marketing automation

Content marketing has never been so hot. 80% of companies now create content as part of their marketing strategy. Yet, 71% of marketers feel their content marketing is failing. That’s over 2/3 of marketers who invested time and money into content marketing and still struggle to generate results. That’s not surprising when you have mountains of things […]

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10 techniques to successfully amplify your content marketing (6/6)

10 techniques to successfully amplify your content

In an ideal world, you’d produce a great piece of content, hit publish and never have to worry about it again. In this same fairytale land, that piece of content would magically get directly in front of the audience you intended it for all on its own, and start generating traffic and leads immediately, without you having […]

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Why producing good content is not enough to succeed (and what to do about it)

why producing good content is not enough to succeed

Content production is a challenge that has dominated the content marketing space for a while now, with 54% of B2B marketers continuing to cite the creation of engaging content as their #1 content marketing challenge for 2016. Today, 80% of marketers create content, yet only 30% report their strategies as being effective. While it is a necessary and […]

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11 content marketing misconceptions that will make you fail [and how to overcome them]

11 content marketing misconceptions that can make you fail

According to CMI’s 2016 benchmark report, only 30% of B2B marketers say their organizations are effective at content marketing. It’s no secret that content marketing has become standard practice for businesses today. Yet many marketers still struggle with how to do it effectively. With content marketing’s rise in popularity has come a slew of false […]

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How to analyze your content to generate maximum content marketing ROI (5/6)

how to analyze your content to generate maximum content marketing ROI phase 5 content marketing lifecycle

While producing and promoting your content is important, measuring the effectiveness of your efforts is vital for content marketing success. Most marketers today struggle with how to prove concrete ROI from their content marketing, and over 56% admit either failing or lacking clarity entirely on whether they are successful or not. It’s easy to create content, hit publish and then forget […]

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A simple guide to promote your content: part 4 of the content marketing lifecycle

how to promote your content in 2016 phase 4 content marketing lifecycle

You did it. You got your content baby out. You’ve worked long and hard to get here. You’re tired but proud. You’re also glad you followed the tips included in our latest content marketing lifecycle optimization post about being lean to scale your content production to help you create this awesome, fresh piece your audience will love in […]

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Producing great content for your blog at scale (3/6)

Producing great content for your blog at scale phase 3 of content marketing lifecycle

Content production remains the #1 challenge for most marketers when starting out with content marketing, where a lack of good content continues to be a hurdle many struggle to overcome. While it may seem basic, content creation is a vital component of effective content marketing, yet it isn’t enough. Unfortunately, it’s just one of the phases […]

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Plan your content marketing to set you up for success (2/6)

plan your content marketing to set you up for success

We’ve said it before and we’ll say it again: content marketing is an ongoing cycle that requires optimization at every phase in order to be successful. Effective content marketing is about managing the entire content marketing lifecycle– strategizing, planning, producing, promoting, analyzing and amplifying, and repeating. But if you’re just getting started with content marketing, it’s easy to over-focus […]

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How to strategize your content marketing for success (1/6)

strategize your content marketing for success

There’s no denying it. Over the past few years, the marketing landscape has undergone a massive transformation fueled by content, mobile and social technologies. Content marketing has become an essential and powerful practice for marketers to use to boost website traffic, online visibility, and convert leads into customers. However creating good content is a struggle for many marketers, and […]

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The #1 step you need to take to maximize your content reach

how to maximize your content reach

We recently surveyed 1,000+ SMB marketers on their content activities. 80% claimed they invested time to maintain a blog, which is great. Creating content is now an accepted necessity, especially for small and medium-sized businesses who need organic traffic to get noticed amongst their competitors. Blogging can be challenging, I’ll give you that. Creating impactful […]

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The complete guide to optimizing the content marketing lifecycle

The complete guide to optimizing the content marketing lifecycle the right way

  Content marketing is a practice that has been on a steady upswing since 2015. It’s a hot subject amongst top influencers in the marketing space, and even Gartner can’t stress how important it is: There’s no denying it: content is the most important tool marketers can use, yet most are ill-prepared and lack the skills and resources to take it […]

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Share your content on Pinterest directly from!

Share your content on Pinterest directly from!

You’ve been asking for it. We did it! You already know you can share your content on Twitter, LinkedIn Company pages, LinkedIn profile pages, LinkedIn Groups, Google+, Facebook pages, Facebook profiles, Buffer and Tumblr… Now you can also share your content on Pinterest! Share your content on Pinterest: how to add it as a distribution channel […]

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Announcing the survey for’s Annual Content Marketing Report 2016 annual content marketing report 16

What content marketing KPIs are most businesses following? Where do marketers look for information about their jobs? What are the topics everyone should follow today?  If you have ever asked yourself these questions, you are not alone. At, we spend a lot of time thinking and writing about the content marketing industry. Our product is even […]

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How to generate ROI out of your content marketing in 2016 – webinar with Buzzsumo &

Content Marketing ROI can take time to achieve. Even with the best content and the smartest strategy, it can take weeks or months to build the right audience and see the compounding benefits that cumulate over time. So while you’re executing your content plan, how do you know whether you’re on the right track? If […]

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Best of content marketing articles, Q4 2015

Best of content marketing articles, Q4 2015

We wanted to share with you the Best Of Content Marketing articles we wrote in the past 3 months. Let us know if you like them in the comments! On track to Content Marketing ROI? Take the 5′ test We’ve created the first interactive Content Marketing ROI Grader. It takes less than 5′ to complete it […]

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Content and automation join forces: Content Director now integrates with Hubspot

Content and automation join forces- Content Director now integrates with Hubspot

Blogging is no longer something companies can avoid. It has become common knowledge that a content marketing strategy is not required but vital if you want to cut through the noise of the internet and reach your targeted audience. I like the way Circle Studio has defined a successful online marketing strategy: Many components make a successful […]

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Getting started with Content Marketing – Hubspot &’s complete guide

To “do” content marketing, you need to “do” content. But when marketers set out to actually build a content creation team, there’s the dream, and there’s the reality. Since 90% of all the data in the world has been generated over the last two years, search engines had to find a better way of identifying quality […]

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On track to Content Marketing ROI? Take the 5′ test

scoopit content marketing roi grader influencers

Bygone days. It used to be simpler. Marketers would create super-well designed brochures and pay to advertise their product/service in front of their audience. Wait. What just happened? Internet of course. Internet changed everything. 90% of the world’s data has been generated over the past 2 years. Buyers now go through 57% of the purchasing process before […]

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Best of content marketing articles, Q3 2015

Best of Content Marketing articles, Q3 2015

Hi everyone, We wanted to share with you the Best Of Content Marketing articles we wrote in the past 3 months. And in extra, get the list of the best tools for the publishing phase of content marketing! How to write good blog posts for your audience and SEO and make sure they perform. Here […]

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Why evergreen content is a lean content marketing strategy

Why evergreen content is a lean content marketing strategy

“I like to compare evergreen posts to the foundations of a house. You may put up new wallpaper, patch up the roof, or even change the tiles on the floor – but rarely do you need to change the foundation of the house.” Read the full article at: Al Gomez‘s metaphor about evergreen content being […]

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A simple guide to promote your blog in 2015

A few weeks back I wrote an article called “How to write good blog posts for your audience and SEO and make sure they perform” in which I laid down the steps I used to 1. write good blog posts consistently, and 2. help them perform better. The above infographic is a great visual way to respond to #2.

How to promote your blog in 2015: should you spend 80% of your time at it?

Many influencers talk about the 80/20 rule: you should spend 20% of your time creating content and 80% of your time promoting it. Although I think this ratio really depends on your job, needs and company, it does capture one thing: if you write amazing content but don’t shout out your did so, no one will hear you.

And as far as promoting your blog goes, you can pick and choose on the list above the items that make most sense to your company. If for instance you work for a very technical B2B company and your target audience is above 50 years old, you might want to consider investing in LinkedIn rather than Facebook, leverage influencers and invest time in guest blogging. It all really depends on your audience, where they are and what they care about.

There is one very important point I’d like to add to this infographic: it’s not content repurposing (which I thing is one of the leanest way to do content marketing, it saves an incredible amount of time), it’s content recycling.

Promoting your blog regularly is the key.

Imagine if radio stations had played Michael Jackson’s Billie Jean only once: would it have become the 80’s biggest hit? Probably not. This is the same with your content. If you want it to be seen among others, you have to share it on a regular basis with your audience.

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