Content marketing continues to grow in importance for both B2B and B2C organizations, and as more and more businesses come to realize the importance of establishing thought leadership in their fields, those same businesses are finding that a disciplined, intelligent, and focused content marketing strategy is one of the best mechanisms by which to achieve their objectives.
But while we’ve all marveled at the publicity stunts of RedBull and other major brands with huge marketing budgets, we wanted to recap why and how content marketing applied to SMBs which, by definition, dont’ have as deep pockets.
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.
To rise above the noise, convey a message and mobilize buyers, content marketers are turning to influencers.
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. Continue reading
Every business’s marketing objectives require awesome content. Whether you’re focused on building thought leadership, increasing brand awareness, boosting SEO, engaging with an audience, or generating leads, it’s no longer a question that content marketing is the answer.
You create content, you outsource content, you curate content. Content curation has indeed proven its efficiency as a potent element of your editorial line, especially in terms of inbound marketing.
Now, the question remains: how do we turn this into a simple, scalable process? Continue reading
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:
As the beginning of the end of 2014 approaches, marketers are likely reflecting upon the last year, the trends that have caught on, and the trends that haven’t. At this time in 2013, the digital marketing world was abuzz about content marketing and content curation. Over the last year or so, marketing experts have been debating how much importance content curation should have within a content marketing strategy.
With over 1.5 million freemium users on our platform, we decided to take a closer look at what the data says for small businesses who have been using curation over the last year. The findings were quite interesting, especially when comparing the returns of content creation vs. the returns of content curation with respect to how much investment is put into them. Continue reading
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.
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: Continue reading
With Panda, Penguin and all the other Google updates, SEO has changed over the years. What used to work doesn’t anymore.
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: Continue reading
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.
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.
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 Continue reading