Content marketing sucks. What’s more, the coolest content marketers no longer have blogs. Wait. What? Has guest blogger Barry Feldman (please excuse the weird switch to the third-person voice) flown kamikaze into the Scoop.it blog to burn the place down? Continue reading
90% of all the data in the world has been generated over the last two years? Faced with this huge, ever-increasing amount of data, threatened by social networks such as Facebook, search engines had to adapt or die. They found a better way of identifying quality and relevant content that genuinely addressed users’ needs. How can companies improve SEO to comply with secret algorithms that are constantly being revised by search engines?
Improve SEO by not doing SEO
That’s right! The old SEO is dead. Backlinks-only strategies are not only inefficient but condoned by search engines. As Neil Patel says, “you can’t just pop up an ugly website, throw up mediocre content, build a few links and expect to rank well”.
The only way to improve SEO now is to understand the new SEO: content marketing. Don’t do SEO, Search Engine Optimization like we meant it when the acronym was invented. Do content. Content that you audience cares about. Content that brings them added value. That’s how search engines feed their first page. Continue reading
Content Marketing is about sharing and education. It’s about being useful to your audience. As Carlton Hoyt was pointing out on the Content Marketing Institute’s blog: “Stop Thinking Content, Start Thinking Resources”
At Scoop.it, we’ve always been eager to learn. We do that by curating great content from influencers, by deriving our own conclusions from our own experiments and by sharing with the Scoop.it community on this blog and on our social channels to spread the results and collect feedback.
We’ve been doing that for some time now and even though we never had more than one full-time employee in charge of content, we now have a pretty big collection of content published including:
- 7,049 tweets and thousands of posts on our Facebook, LinkedIn and Google+ pages.
- 1,419 scoops.
- 491 blog posts (on our blog and a dozens more contributed to other blogs).
- 35 slideshares.
- 5 white papers and ebooks.
- How should we structure this wide variety of content so that it’s useful for our audience not just today but over time?
- How do we do that in such a way that is the least time-consuming and the most efficient?
So as we’ve seen many marketers go through the same questions, we felt it would be interesting to share what we learned on this question, what mistakes we made and what successes we had. Continue reading
I really liked Dan Stasiewski’s article about the 8 mistakes CMOs make when structuring their marketing teams and I was going to curate it and add a few lines about what to do to be good at marketing without a CMO (or a good one). I got carried away. I’m not reinventing the wheel here, but sharing my own experience on how to manage and thrive as a marketing professional even when you’re not lucky enough to have a CMO or marketing leader – or even a team!- to help you structure things around. Continue reading
Sooner or later, especially for B2B companies, you’re going to be asked how much of an impact your content marketing efforts had on the #1 metric of all: revenue.
Lead generation is already a key objective for 83% of B2B content marketers and the trend is going up.
So how do you effectively measure the impact of your content marketing on lead generation for your company? Continue reading
Some say content marketing is only for people with deep pockets, and that short of creating Star Wars, you’ll struggle to make an impact. We happen to disagree.
Over the past three years, we’ve been diligently working with SMBs to find success with content marketing via our products, our blog, a Meetup series, and endless conversations with clients as well as subject matter experts. The results of this work have added up the lean content marketing ideology, which is the practice of optimizing content strategies in order to create the highest impact with the least amount of time and resources.
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.
“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?”
Media richness is defined as a reduction of ambiguity. Whereas text can be misinterpreted, images and videos provide more concise delivery of information.
In an era when the average person skims content for the juiciest and most useful bits, companies have to say more with less and be very direct with content. Your web-using customer base prefers websites that specifically limit content length to six-second videos or 140-character posts, so your content should achieve brevity.