The Lean Content Marketing Blog

How to get more return on investment from content

The New SEO Rules in a Content Marketing World


Five years ago, SEO was all the buzz. Today, it has shifted to “content marketing,” which aims to create stories humans want to read and engage with. – The above chart is a good summary of this trend.

gdecugis‘s insight:

Shane Snow makes a good summary on Mashable of the trends impacting SEO these days. We moved from a machiavellian approach to game Google to influence-based content marketing because social media changed the game as others have observed before.

The success of Social Content Curation is a good example of that trend: human sharing and curating content beat the system and become such an important trend that Google had not only to change their algorithms but also start a social network just because of that.

See on mashable.com

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5 Key Lessons Learnt from 2 Years of Content Marketing

This evening, we were happy to host the co-founder of the awesome social media tool BufferApp, Leo Widrich (@LeoWid), who shared five awesome lessons that he’s learned over the last two years of developing his very own content marketing strategy.

At the time of its creation, Buffer App didn’t have any users and its two young founders tried relentlessly to get any tech blogs to cover them. When this didn’t work, the co-founders asked themselves, “if no one else will write about us, why can’t we just write about ourselves?”

Since Leo was the “marketing guy,” he was charged with putting out as much content as he could to spread the word about Buffer App. Two years and a highly successful social media app later, Leo has learned some of the most important lessons in content marketing:

1. Pick Quantity over Quality

2. The Hidden Power of Images

3. Copy and Steal

4. Help 1 other person with each piece of content.

5. Show your passion and culture

Read more on leancontentmarketing.tumblr.com

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The end of fame (as we know it)

I gave this talk at TechWeek L.A. (where else on such a topic?) last week as I felt the new social media evolutions, particularly the rise of the interest graph, are making things move quickly on that subject.

Why do we remember famous people in history? How? How about today’s celebrities? And how are the Internet and the Social Web changing that now?

A look at the fame creation process tells us it is indissociable from the media creation process, which has been deeply impacted by new information technology. The Andy Warhol prediction is probably no longer valid and we need to rethink fame in the context of a distributed Internet network which more and more becomes topic-centric and no longer people-centric.

See on www.slideshare.net

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Every Company Can Be a Media Company. And should be.

“If there’s a universal truth in the digital age it’s that there’s too much content and not enough time to consume it. Naturally, a challenge this large and far reaching is creating opportunities for innovators.” writes Steve Rubel of Edelman on the new LinkedIn Tought Leaders section.

He goes on to explain how Scott Beale of Laughing Squid is a great example of using curation to become a media that serves the purpose of developing a company’s brand in the age of online media. 

The lesson here is that any company can potentially benefit by thinking and acting like a media company (…) However,you don’t necessarily need to create original content.

Great case study.

See on www.linkedin.com

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Let’s Talk PR: #scoopitchat returns with Jeff Domansky

For this week’s #scoopitchat, we’ll be joined by Jeff Domansky, also known as @ThePRCoach.

As Principal of Peak Communications Inc, Jeff Domansky works with clients as a public relations and social PR consultant, C-level strategist, communications coach, content marketing expert, curator, crisis communications manager, contributor to blogs and publications, and connoisseur of other words starting with C. You can see his bio on LinkedIn.

Make sure to follow @allygreer, @scoopit, and @ThePRCoach, and we’ll “see” you all on Twitter tomorrow at 11am PST!

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How Elynn Fish Jumpstarted her Consulting Business with Curation

Elynn Fish started her career in the corporate business world. Before the dominance of social media, she was part of a think tank building internal digital communications platforms. Fish was a pioneer in the social movement, helping companies increase their performance and ROI via content marketing and optimization of both internal and external digital communications.

Not even two years ago, Elynn realized that she had the knowledge and experience to start her own firm helping small businesses with their digital communications. With that, she started the Fish Firm, a consulting company that helps said businesses with strategic elements including content management, ROI measurement and analysis, and sales.

Elynn came across Scoop.it and content curation while following and experimenting with the latest trends in social media. Always on the brink of new digital strategies, Elynn was one of the first Beta testers of Scoop.it, using it with her very first clients.

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How Curation Got Jody MacPherson on TV on Election Night

When PR professional Jody MacPherson first started her personal Scoop.it page on politics, she had no idea that she would end up on TV.

The political world around election time is just about as fast-paced as fast-paced gets. It’s easy to get lost in the number of tweets, blogs, news sites, facts, and not-so-factual musings. Today, social media is arguably one of the biggest influencers of elections and political opinions.

During the most recent election in Alberta, Canada, Jody MacPherson discovered that this is both a great and an overwhelming fact. Jody is passionate about politics and was part of the political party who was challenging the current administration. Knowing how difficult it is for most people to follow along and find all of the right (and factual) information, and being a PR professional by day, Jody found that curation was the next logical step to help her spread her political mission.

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Sharing the Best and Most Relevant Info: Common Goals In Curation and Education

Though “Curation for Education” may sound like a small niche market, we found during yesterday’s #Scoopitchat that there’s always something to learn for everyone.

We were joined by AP Human Geography professor Seth Dixon who had many very inspiring and thoughtful insights into the use of curation in the classroom. Seth has been using Scoop.it in his college classes for over a hear and a half and has found it to be his favorite piece of technology for education.

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Scoop.it Now Runs on HootSuite's Social Media Dashboard

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Social Media is easy. But only in theory.

When you get down to the practical things Social Media requires, you realize that a lot of them take time, require some special skills or are simply too complex to bother. While blogging and social networks have now been around for years, the truth is that for a lot of people, using Social Media in a professional way is still anything but a no-brainer; whether your job consists of running a business, pitching new customers, fundraising for a cause, educating students or coaching clients, it usually takes a good 100% of your time, so how can you “do Social Media” on top of that?

The key to solve this includes working on smarter workflows. At Scoop.it, for instance, we realized that having a suggestion engine combined with a bookmarklet for 1-click publishing greatly helped our users. And by adding features like the connections to the social networks they wanted or the ability to rescoop one another’s content, we have taken – and continue to take – steps towards making the whole Social Media Publishing workflow much simpler.

HootSuite is another company that has worked extensively on this workflow problem. By combining monitoring and cross-posting, they’ve built one of the most popular Social Media platforms to date with millions of professional users.

We’re therefore thrilled to be partnering with HootSuite today and to introduce the Scoop.it App for HootSuite. From now on, HootSuite users can combine the powerful stream layout that enables them to monitor various sources of content at once with Scoop.it’s easy content curation capabilities. This means more relevant content but also more visibility for this content when it’s published to your Scoop.it pages, whose topic-centric nature drives on average 3 clicks per visitor and greater discovery from Social and Search. Scoopiteers who already leverage topic-centric content curation to develop their visibility online can now diversify their sources of content by using HootSuite to monitor various content streams, including the topics they follow on Scoop.it or some specific Scoop.it searches to closely monitor their interests.

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Dennis O'Connor's Curation Surprise after Years of Knowledge and Content Discovery

Dennis O’Connor was an early adopter before being an early adopter was cool. As an educator in the 1980s, he was always looking for new ways to bring emerging technologies into the classroom. In 1983, Dennis set up a literary bulletin board system for student writers run on an Apple computer.

Dennis was always interested in tech innovation; he studied this in all of his years of early and undergrad education. He then went on to earn two masters degrees, one in Online Teaching and Learning, and the second in Technology Integration and Instructional Design. I’m not at all surprised that Dennis is one of the early users of curation in the classroom.

According to Dennis, curation was a natural outgrowth of his work with the 21st century Information Fluency Project. With this project, he has worked for over 10 years creating curriculums on how to search, evaluate, and ethically use digital resources. Dennis had begun using curation within this project way before Scoop.it eve existed, but when he found it he was anxious to give it a try.

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Tweetchat Reveals Secrets to Curation for Marketing

For this week’s #Scoopitchat, we were joined by Brian Yanish, founder of Marketing Hits. Brian is a web developer and marketer specializing in exploring ways to better connect with customers. Brian had a lot of insight to share with us concerning using Scoop.it and curation to feed your social media presence, grow your audience, and connect with your readers.

We were joined by many great Scoop.it users and had an exciting chat about selecting your topics, using Scoop.it as a curation and social media hub, and spreading content around the web to your specific audiences.

Find out some key takeaways and check out the full transcript here, and don’t forget to join us next Thursday at 11amPST!

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Content Curation your secret weapon – Drive Traffic & Find New Customers

Brian Yanish posted a great case study on his blog on how to use Content Curation as a secret weapon to market your business. As a consultant helping clients market themselves online, Brian has a lot of experience with various marketing strategies and it’s great to see his angle on how content curation can help. 

As he summarizes it after having been a Scoop.it user for quite some time (and testing lots of curation services), Content Curation “can drive traffic and help to show the world, yes the world that your business knows your market.

Must-read with very interesting data for business content curators.

(And by the way, if you’re looking to hire Biran, he gave his contact details on the original post here: http://sco.lt/5BybWD)

See on marketinghits.com

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Curation Tips and Tools for Non Profits featuring J.D. Lasica

Did you miss #ScoopitChat for Non Profits Featuring J.D. Lasica yesterday? We summed it up so that no one misses out on the great insights and advice that came out during this exciting hour!

Some key takeaways from the chat include:
-The importance of curation in your quest to organize all of the information on the web and lift signal out of noise.
-The practicality of curation to build thought leadership, become an authority, and give your point of view on topics without starting from scratch.
-Curation is more than showing off; it’s about adding value to shared content and allowing non-celebs to become stars in their fields.
-There are tons of great curation tools out there: Scoop.it, Instagram, Deligious, Storify, Zeega, Google+, and Pinterest.
-Curation helps generate content, add a layer of value to that content, drive traffic to your website, establish you and/or your brand as an authority.

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Announcing Apps & Extras

Our team at Scoop.it is hard at work and you may have noticed many exciting integrations that we’ve launched over the past month from SlideShare to BufferApp to LinkedIn Groups.

Yesterday, we announced our Apps & Extras to help you navigate through all of these great additions, which we hope helps make the Scoop.it experience even better for you.

Apps and Extras on Scoop.it

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Becoming a Thought Leader: A Digital Marketing Firm's Path to Success

Ayantek, a full-service digital marketing firm offering innovative web, mobile, search, and social media solutions to some of New England’s largest companies, has a vision that probably sounds pretty familiar to most marketing agencies. According to Marketing Programs Manager Barry Clifford, Ayantek’s main business goal is “to validate [their] belief that by providing excellent value and customer service to clients, a small business can grow into a viable, sustainable enterprise, and can supply a quality lifestyle to its employees without compromising on its core values.”

Ayantek’s global consultants are industry experts with decades of experience conceiving, designing, building, and managing interactive programs that drive measurable improvements and deliver competitive advantages for their clients. They help their customers achieve market leadership through a combination of strategic thought leadership, exceptional user experiences, and industry-leading proprietary and open-source technologies.

Seeing their success in these areas, Ayantek continuously wants to expand their client base and spread their services across multiple Fortune 500 companies in the technology, healthcare, manufacturing, and financial sectors.

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How Glenn Street Embraces His Niche and Keeps it Entertaining for Everyone

Glenn Street isn’t your average guy. His claim to fame is being the very first mascot in  the National Hockey League, as well as one of the first mascots in professional sports.  After his debut, Glenn began receiving calls from the opposing teams asking where  they could get one of those costumes! He and his small team startedsimply sewing and  building the costumes for the random customers who were calling.

After a while, the calls started flooding in, and it became too much. That’s when Street Characters was founded. Today, Street Characters is best known for creating sports characters (mascots). Their clients over the years have included about half of the teams in the National Hockey League, National Football League, and Major League Baseball.

This might not sound like a company who needs much social media or content marketing, but we all know that a company like that hardly exists anymore these days.

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Content curation: your next Social Media Marketing idea

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These are the slides of my talk at the Social Media for Non-Profits conference in San Francisco today.

1. Why does Content Curation matter for marketers?

2. 7 Best practices for Content Curation

3. And great examples of NPO’s effectively using Content Curation.

Part #3 is specific to NPO’s (but might be inspiring to any Content Curator) but #1 and #2 are generic for all Content Marketers.

Photo by JD Lasica – Thanks!


See on www.slideshare.net

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90% of Marketers Know the Importance of Content, but only 38% Have a Strategy

According to a recent survey conducted by Econsultancy, 90% of respondents (1,300 marketing professionals) believe that content marketing will continue becoming increasingly important within the next year, but a surprisingly low 38% of them actually have a content strategy in place.

It’s hard to say that a day goes by for marketers without hearing, talking, or reading about some type of content marketing strategy. This is clearly demonstrated by the 73% of respondents who believe that brands are becoming publishers. Why is it, then, that only 38% of companies currently have a defined content marketing strategy and only 55-58% say that they are planning one?

After seeing these numbers, I thought of a few reasons why companies wouldn’t have a content marketing strategy, and why those reasons are not acceptable excuses.

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Humanrithm: why data without people is not enough – and how algorithms lost the Content Curation battle

These are the slides of my talk at DataWeek 2012.

This is what is it was about: “We engineers love data and algorithms. They help create amazing things. But if and when we forget that people create data and that data can be improved by people, we will miss the promise of Big Data. It’s time we all thought of this not as social vs algorithm but as Humanrithm.

And I also took the example of Content Curation as a case study.

See on www.slideshare.net

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Share scoops directly to a LinkedIn Group

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I’ve read recent news on how LinkedIn has become seriously interested in content launching new features that encourage their users to rate each other on skills and expertise as well as engage with business visionaries.

Here at Scoop.it, we’ve known that content plays a significant role in developing thought leadership and brand equity. Today, we launched a new feature where you can share your scoops directly to a LinkedIn Group. Imagine that? You can strengthen your professional network by sharing ideas that matter to a community that cares for such insight and knowledge.

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How is Content Curation helping Professionals? Where is it evolving to? The Friday Hangout

Guillaume, our CEO & Co-Founder, was invited to the Friday Hangout this morning with Social Media experts Janet Fouts and Steve Farnsworth. Both are strong Social Media experts and have seen many trends: Steve is a Forbes Top 50 Social Media Influencer and Janet started online communities back in the 90’s before starting her own consulting practice.

They talked about the role Content Curation has for Social Media Marketing and how it will help social media evolve from the social graph to the interest graph, something key for professionals who tend to have niche long-tail interests.

See on www.youtube.com

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Learning by Doing: How Lauren Moss has Learned to Leverage Curation to Amplify her Online Presence

Lauren Moss curates topics that tend to be a reflection of her interests and areas of research/study. As an architect and LEED AP with experience in green building and urbanism, ‘Sustainable Architecture’ and ‘Green Streets’ are topics that relate directly to her professional and personal interests, and they both highlight case studies, current events, and related news articles.

An interest in design, particularly information design and visualization, stems from her experience with the technical process of architecture and how drawings convey data in an effective and meaningful manner. That said, she finds it intriguing to explore how these concepts extend beyond the architectural realm into other areas, including education and communication, and so the topics ‘Visual Data’ and ‘Green Infographics’ reflect those interests.

“When executed thoughtfully and with intention, content curation will help to establish oneself as aknowledgeable resource who adds value to a topic or community, which will extend one’s reach beyond asingle website or platform, and for the best reasons- because others want to read what you share and will, as a result, share your finds and expertise with their own communities.”

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It all started with one scoop: Introducing Global Comments and New Scoop Layout

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Have you ever felt frustrated by the fact you never seem to know what happens to your content on social media? We share, we tweet and then… not much. Content is short lived and real-time is sometimes too fast: we don’t know who saw it, who reacted to it, who was influenced by it.

That’s been one of our frustration and we’re very happy to frequently hear that Scoop.it is a way to slow down real-time and give great content a longer chance to be discovered. Through the Scoop.it curation layer, not only can your readers see the related content you curated on that same topic but they can also discover it through search, something that doesn’t happen with social content.

So today, we’re happy to take a step further in making you see what happened to your curated content. With the release we’ve launched earlier today, we’ve unified all reactions to a Scoop in a unique thread. Everyone who directly or indirectly – through multiple rescoops – reacted to your great scoop will be on that thread and you’ll see them appear below your post (by expanding the thread if needed).

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Insights Into the Hot Trend of Social Media Content Curation

In the guest post published by Jeff Bullas‘ blog, Intervistato.com’s Maria Petrescu interviews Scoop.it’s co-founder Marc Rougier after giving her own insights on why curation is a much needed trend.

Online content curation is a hot trend as business owners and professionals realize that content is vital to add value to their customers and prospects. The trend was already evident in 2011 but 2012 saw an outright explosion of the phenomenon. Also important is delivering and sharing that content on your social media networks.” she writes.

She comes back with Marc on the background behind Scoop.it: “The founders were literally in love with social media, but had no time to produce content. They had already been working on another platform, where they published content organized in topics. People loved it, but after a while they felt the growing need of getting content that was more specific, based on their single interests.

Plus other interesting insights and a video of the interview. Check it out!
See on www.jeffbullas.com

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Peretti: Human Curation Beats SEO in the Social Web

“Jonah Peretti, a co-founder of Huffington Post and CEO of Buzzfeed, said at PandoMonthly tonight in New York that he doesn’t care about SEO anymore. He views it as a broken system that optimizes for robots, not humans.” Erin Griffith reports on Pandodaily.

Some will argue that Google is not that bad but the point isn’t there.

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Get Your Head out of the Sand: Advice from Sir Richard Branson

Yesterday, I had the privilege of listening to a fireside chat with Marc Benioff and Sir Richard Branson at Salesforce.com’s Dreamforce X.


While each and every topic proved to be equally if not more interesting than the last, Branson said one thing that really hit home for me:

“For a business to not embrace social media…you’ve clearly got your head in the sand.”

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