The Lean Content Marketing Blog

How to get more return on investment from content

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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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The best content marketing tools for the publishing phase (4/6)

best content marketing tools edition 4 publishing phase

Last editions: #1: The best content marketing tools for the research phase. #2: The best content marketing tools for the creation phase. #3: The best content marketing tools for the optimization phase. We mentioned how much content marketing is an opportunity to build an audience in an authentic way, if you’re willing to invest the time to do things […]

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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: www.contentmarketinginstitute.com 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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How to use content upgrades to grow your blog subscribers

NEXT-LEVEL-CONTENT-MARKETING

Content marketing is built on beautiful principles. Instead of interrupting people’s day to day lives with TV adverts, skyline-blocking billboards and glossy magazine ads, content marketers create useful resources for their customers and for each other. A strange mix of copywriting and journalism, content marketing has the moral edge over traditional marketing because the public […]

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7 copywriting principles that will skyrocket conversion

7 copywriting principles that will skyrocket conversion

The marketing definition of conversion is “get the prospect to take action.”

How do you get someone to take the action you want? You need to make them comfortable.

Marketers are hard to trust, right? We brought it on ourselves because we were “full of it” for decades. Or, at least, we were full of ourselves.

So when a potential buyer arrives in your marketing den for the first time, they’re not exactly in a hurry to proceed to the bedroom. Or relax into a chair.

At best, they’re curious. Realistically, they’re anxious. And usually, they do just the opposite of what you want. They leave.

Why? Discomfort. It’s the almighty conversion killer—the meanest mutha’ in marketing.

So here’s what I propose: drop the transformation ambition and aim a wee-bit lower. Aim to overcome the causes of discomfort. You need to craft your content to put prospects in their comfort zone.

Who’s in charge of the comfort zone?

The copywriter is the chief conversion officer.

The copywriter’s output must seal the deal or at least write something compelling—and comforting—enough to start some sort of relationship.

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How to write good blog posts for your audience and SEO and make sure they perform

How to write good blog posts for your audience and SEO and make sure they perform

When I try to write good blog posts, it automatically becomes more difficult than it would be to have an interesting debate with someone, even if I had the same discussion and arguments. Ok first, what is a good blog post? It’s – of course – a post that converts. That brings you traffic. Leads. Revenue, you might dare? For that, your content needs to delight your audience. And if you want your audience to find this beautiful piece of content you spent hours writing, it needs to be SEO-proofed.


I was discussing with a friend last week and he asked me if I had a “process” in place that I followed when writing a blog post. No, I didn’t have a checklist with items that I crossed off to make sure I didn’t forget anything. But shouldn’t I?


That got me thinking about the methodology I built over time for my writing purposes (and that I’m sure I did not invent but whatever) and also to promote it accordingly. Unconsciously I use that methodology to try and write good blog posts, curate an existing post, or even re-work an article of a guest blogger. So I tried to lay down a list of these steps for you, hoping you can relate and use it at some point. Let me know if you liked it or if you’d add anything to it!

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Content curation and website traffic: study finds 464% growth in 4 months

weekly traffic growth 464x with content curation

This is a very interesting case study by the team at B2B Content Engine on content curation and website traffic: it analyzes the impact content curation has on a B2B web site’s traffic. B2B sites typically have niche audiences which are hard to find from untargeted methods and costly to generate with targeted advertising.

Content curation and website traffic are correlated.

What this study shows is that consistent content curation provided not only impressive results on traffic growth but also lead generation conversion at a 12% rate. In addition to many other great benefits such as brand visibility, awareness, etc…

It also gives an idea of the volume of content that was required to achieve that, which is very reasonable.

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How to blog more in 30 minutes a day or less – eBook

how to blog more and blog consistently in 30 min a day or less - ebook by scoop it - download now CTA

The key to content marketing success is to publish good content, but also to publish more content: you need to blog more and to blog consistently if you want to get tangible results. The times where you could publish an occasional epic piece of content such as a quarterly white paper or a yearly survey report and be “good to go” are gone.

Blog more consistently if you want more traffic and leads.

That’s the ultimate goal, isn’t it? You know that you need to have a blog, and a blog that doesn’t suck like many do. But having a blog and publishing a good piece of content every month is not enough. Why? Because for your audience to find your content when they ask Google a question, you need your content to answer the new SEO rules:

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How to find the perfect blog post title: focus on everything else!

How to find the perfect blog post title- focus on everything else!

I find the best titles come to me AFTER I have already written a post. Sometimes you need to have a clear idea of the ‘hook’ you’re using before you can come up with a killer title – and often that hook only comes to you WHILE you are writing the post.

 

Read the full article at kimgarst.com

Kim’s article is great: she gives you 6 easy and highly effective ways to create the perfect blog titles. And just like her, it takes me a while to find the title of my blog post: in fact I often have a title in mind but end up changing it until I publish it.

Why?

Because the title may be the last thing you should worry about when you’re writing a blog post. Not that you shouldn’t think about it and optimize it, that’s not what I said. But if you write a good blog post that adds value to your readers and is SEO-proofed, then the perfect blog post title should almost automatically be revealed to you.

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Content curation should be a daily habit for all marketers

Content curation should be a daily habit for all marketers

It is possible to build daily habits that guarantee to give you higher ranking and greater marketing success. Here are the habits you should cultivate.

Read the full article at: www.searchenginejournal.com

In his article, Neil Patel lists 5 daily habits you can (and should) start doing if you want your rankings to go up and get more results out of your content marketing efforts:

1. Write and publish one article – 1 hour per day for 1 to 2 articles per week.

2. Update one old article – 10 min per day.

3. Post a link to an article on every social media platform – 5 min per day.

4. Interact on one forum – 10 min per day.

5. Reply to one Tweet, Google+ update, Facebook post, and LinkedIn discussion, etc. – 10 min per day.

He explains exactly why you should get these 5 habits to ensure you greater results in your content marketing strategy and then gives you practical insights on how to master those habits.

This list is great and I try my best to spend about an hour doing them every day, simply because they do work. Given our experience, I’d like to talk about a sixth practice that has had a real impact on our content marketing ROI, and that I’m sure Neil would like. Let me know Neil! 🙂

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Publish quality content on your blog: quantity matters too!

Publish good content on your blog - quantity matters too!

Companies tend to struggle to create and publish good content on their blog. If you’re a marketer, you’re most likely not a professional writer. Hence it can be difficult to figure out what your audience is interested in, write good content around those topics, all while running your other marketing tasks. And when your segment has many big actors with content marketing teams dedicated to maintaining an efficient blog, it can be challenging to try and compete with them. So it’s important to understand what matters in terms of content quantity and quality.

Publish good content, yes indeed. Here’s how.

If “Content Marketing is all the Marketing that’s left” – according to Seth Godin (best selling author, entrepreneur, marketer and public speaker) -, you want to do things right.

If you want to do things right and publish good content, you should…

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Want to Make Blog Posts More Engaging? Apply These 15 Tricks

Want to Make Blog Posts More Engaging - Apply These 15 Tricks

Do you read online? Come on… be honest. Because if you’re like most people, you don’t read online. You scan. According to usability specialist Jakob Nielsen, on average readers actually read only about 28% of words on the page. Nielsen wrote an entire study about how web users read the web.  He estimates that while […]

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Don’t Limit Your Content Marketing Team: Grow Your Content Production and Reach with Contributors

You Can’t Do it All on Your Own- Extend Your Content Marketing Team

Despite what my friend Eddie would say, even Messi can’t do it alone. Let’s see if some of these quotes I heard or felt about my content marketing team sound familiar:

“I’m always behind on my publishing goals”.

“I know if I had more content to distribute I would have more traffic on my website, but I don’t have enough resources to write this content”.

“My co-workers who are supposed to write something for me keep pushing back the deadline”.

“I can’t constantly follow up with all my co-workers to make sure they share my content to their social network”.

Rings a bell? Don’t worry there are ways to cope with that.

First of all, if you’re still not sure how content curation can solve some of your content struggles, then have a look at this must-read post by Heidi Cohen on the 3 no-brainer reasons you should start curating content, and then come back here for more tips.

I’ve identified two reasons to expand your content marketing team that can really help you increase your content production and your content reach: extend the party committee so others can write and curate with you, and/or leverage your co-workers’ social audience.

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How to Make Old Content Topics More Exciting

How to Make Old Content Topics More Exciting

Obviously, one of the best ways to stay exciting is to look to what’s new—read up on industry news, check out your competitors’ blogs, and listen to what your customers are talking about, and use that information to generate some fresh, new material. However, this isn’t always possible. When it isn’t, you’ll have to look back at some of the older topics you’ve covered and find a way to present them as if they’re new—in a fresh, exciting way.

There are several strategies you can use to accomplish this.

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Introducing Workflows, Drag and Drop Newsletters and Lead Analytics to Improve Content Marketing ROI

ROI is just around the corner with Scoop it Content Director

The launch of Sccop.it Content Director in February was a huge success and a number of you already love the product! We wanted to thank you for the continuous feedback to help us improve it, and are happy to announce the release of a new version of Scoop.it Content Director that takes into account the many enhancements you asked for and that will help you generate more ROI with your Content Marketing.

This new release is centered on three main areas:

– Scale your content marketing with contributors,

– Create engaging newsletters in minutes with a new drag-and-drop editor,

– Measure What Matters – improve and prove the ROI of your content with the new analytics.

We will host a webinar on May 20th to show you how you can leverage Scoop.it Content Director to improve your Content Marketing strategy and ROI. You can register here.

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How to Build a Content Marketing System to Amplify your Blogging Efforts

How to Build a Content Marketing System to Amplify your Blogging Efforts

Content marketing has been the most successful method of acquiring users for our startup Process Street. A number of people ask me about my process (no pun) for creating and marketing content that drives users to our product, so I wanted to give the Scoop.it readers the inside scoop.

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How to develop a real partnership with your freelance writer

How to Develop a Real Partnership with your Freelance Writer

In the article I wrote on April 16th, “How We Addressed our Main Content Marketing Pain by Outsourcing to Freelancers”, I explained the process of selecting and using a freelance writer. We did not take the decision to outsource lightly but were facing a difficult situation where we needed to create content and in-house writing […]

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Content Marketing ROI: Do eBooks and White Papers Generate More Leads Than Blogs? A Data-Driven Answer

Content Marketing ROI - Do eBooks and White Papers Generate More Leads Than Blogs? A Data-Driven Answer

There are so many content marketing formats that it can be hard to decide which to focus on. White papers, ebooks, slideshares, blogs, infographics, curated content, videos, etc. They all have their merits but don’t come at the same cost. On one hand you have long form, epic content that can take days/weeks to produce. […]

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15 Proven Ways to Get More Traffic to Your Blog

15 proven ways to grow traffic on your blog

Who doesn’t want more website traffic? Like money or good looks, it seems like it’s just not possible to have too much traffic to your blog.

Trouble is, traffic is tricky. You can buy it, sure. But if you don’t convert that traffic into dollars, you’re losing money. And to actually see ROI, you have to not just make back the money you’ve spent on advertising. You’ll also have to cover the overhead for your business and the time you spent managing it all.

If you go the other way and build up free traffic, you’ll have to get enough results to justify your time. Anybody can spend an afternoon building traffic to their blog. But did they get enough traffic from those efforts to justify the time spent and the opportunity lost?

It is, of course, possible to get an ROI on your blog traffic work. I’m about to give you specific ideas for exactly how to do that.

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7 Actionable blogging tips for content marketers that are proven to get results

Blogging remains the pillar of content marketing, particularly for SMBs. But when you browse many company’s websites, you realize their blog is under optimized.

 

So why is blogging for content marketing so difficult?

1. It’s hard to maintain the discipline: even when you have an in-house team of content writers, creating content is time consuming and it takes a lot of efforts to maintain the rhythm. Publishing great content on a consistent basis costs a lot.

2. It’s easy to get demotivated by the lack of impact. Initially a blog doesn’t get much traffic so for ROI-driven management team, it’s tempting to dismiss it into the “tried this; didn’t work” category.

Fortunately, getting results out of your content marketing in general and out of your blogging efforts in particular is accessible to anyone. Sure, it requires some particular techniques but the good news is they’re not particularly hard to implement.

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8 Ways to Integrate Social Media and Blogging according to Guy Kawasaki

“A few years ago, blogging and social media were separate. Blogging was long-form, serious, and crafted. Social media was short-form, personal, and spontaneous. Some people predicted that social media would replace blogging because of declining attention spans. Now blogging and social media not only amicably coexist; they complement each other. The trick is to use a blog to enrich your social media with long-form posts and to use social media to promote your blog.”

Source: blog.marketo.com

Last year, one of our most successful blog post was titled: “Social Media Publishing Is Dead (as we know it)“. Its premise was that because of declining organic reach for brands and pages on Facebook (that the company was open about and that in fact is impacting all other social networks), social media could no longer be considered as a standalone publishing activity.

What do we mean by that?

Historically, many brands and companies have considered their Facebook, LinkedIn or Google+ pages as some form of web pages they could maintain by publishing content to it and generate engagement, independently of their main website. Community Managers who were independent from Content Strategists were managing these pages with different objectives than the ones being defined for the company’s Content Strategy.

This doesn’t work any more as many now agree, including Guy Kawasaki, the well-known evangelist and author of the Art of Social Media.

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