1. Recent Articles

      1. Is Your Business Findable with Personalized Search?

        Is Your Business Findable with Personalized Search?

        Ten years ago, Google’s search feature returned the same results for anybody performing a search query. Today, Google returns results tailored to the user. This is a little known feature; 43.5 percent of people are unaware their results are personalized.

        The primary variables that influence search results are geography, web history, and device. This search-result personalization makes it difficult for a business to track their keyword ranking. However, marketers can focus on the following areas to improve their search rankings.

        Thinking Local

        For a local business, there are a few things you can do to make your business more findable. Tom Demers at the Marketo Blog suggests the following:

        If you want to dominate the local market, it is a best practice to put the name of your locality into your meta descriptions and/or title tags. You should also make sure that the most up to date and accurate business details are added to all online directories like Yelp and, most importantly, Google My Business (GMB).

        Long-Tail Search

        Small to mid-size businesses should are fortunate to be able to focus on long-tail keywords, where there is less competition. Despite low competition, search volume is high for long-tail keywords. 80 percent of all searches are long-tail keywords. Cracking the code of long-tail keywords presents a great opportunity for SEO success.

        Mobile Optimization

        Visitors want an enjoyable experience on your website. It’s important to have a dynamic, and mobile-responsive website to keep your traffic happy and engaged. 

        Improve your business’s personalized search results by reading Demers’ original article below.

         

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      2. SEO Can Be Easier Than It Looks

        SEO Can Be Easier Than It Looks

        Search engine optimization is important for creating a successful blog post. Without ranking on Google, you're unlikely to generate a steady stream of traffic to your content. According to Imforza, 93 percent of online experiences start with a search engine, and 75 percent of searchers never scroll past the first page. 

        Unfortunately, many writers see SEO as confusing, or a hindrance to their writing. Caitlin Burgess at the TopRank Marketing Blog explains why this doesn't need to be the case:

        You don’t need to (sic) fanciest tools or a dedicated background in SEO to craft great SEO-driven content. Below are a handful of helpful research tactics you can use to make the most of your time and create a content plan that’s flush with solid topics.

        These tactics include:

        • Search incognito for your target keywords. Google personalizes search results based on geography and search history. This will give you a clearer idea of what you're actually ranking for.
        • Use the Google Adwords Keyword planner tool. This provides volume estimates, competitiveness, and relevancy to help you decide where to focus.
        • Study your evergreen content. Look at high-performing content you've already created to help determine which keywords are working, as well as ideal style and length. 

        For more on making your writing SEO friendly, check out Burgess's complete article below.

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      3. AI at Your Organization: Cheers or Jeers?

        AI at Your Organization: Cheers or Jeers?

        People tend to fear things they’re not familiar with. And it’s happening in reaction to the introduction of artificial intelligence (AI) to marketing. AI utilizes the technologies of machine learning, natural language processing, and more. Misunderstandings and information gaps has left some marketers concerned about being displaced from their jobs by robots.

        The reality is more nuanced. AI solutions will help marketers do their jobs more effectively, without necessarily replacing them. The following three considerations mitigate against widespread marketing job losses.

        AI is in Its Infancy

        Artificial intelligence is a sweeping term that covers computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, and decision-making. Many helpful AI use-cases exist, but few have yet been executed. For better or worse, we still have a way to go before marketers use AI at scale.   

        AI Requires Set Up

        To use AI effectively, you need  large data sets. Organizations that already work with big data are positioned to see immediate results with AI. For those not currently indexing data, Paul Roetzer of PR 20/20 has this advice:

        “Start by assessing opportunities to get more of your data—discover insights, predict outcomes, devise intelligent strategies, personalize content across channels and tell automated stories at scale.”

        Ownership

        Advanced marketing and sales technology typically have an in-house product owner. Because of the complicated nature of these tools and technologies, the product manager needs to massage the relationship between AI and the organization using it. This is something to consider when determining if your business has the resources to leverage one of these powerful solutions.

        Find more context around AI deployment in Roetzer’s original article below.

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      4. Will Videographers Replace Content Marketing Writers?

        Will Videographers Replace Content Marketing Writers?

        Video is arguably taking over modern marketing. According to Brightcove, videos are shared 1,200 percent more than hyperlinks and text combined.

        HubSpot's Raj Chander explains how this is impacting writers' mindsets:

        In late 2015, a Gartner report predicting that 20 percent of all business content would be machine-generated by 2018 led to a string of articles proclaiming the death of writing jobs. High profile advocates of writing rushed to the medium's defense soon after, but it didn't curb the worry: HubSpot's recent State of Inbound 2017 report indicated that many marketers who earn a living from writing and editing are afraid their careers will "diminish more and more with [the rise of] video."

        Many of these concerns are, for the most part, unfounded. The role of writing will change in marketing, just as it's adapted for the stage, radio, and blogs. Video needs writing to create a compelling story. Research by Quartz shows that in-depth white papers and articles are still highly valued by company decision makers.

        To continue succeeding in a content marketing career, writers should fine tune their craft and track changes in the industry. Networking helps you keep a finger on the pulse of the content marketing world.

        For more on how video will impact content marketing careers, check out the full article below.

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      5. What is Permission Marketing Anyway?

        What is Permission Marketing Anyway?

        We are inundated with ads. The average consumer sees between 4,000 and 10,000 ads a day. And we tune them out.

        Permission marketing is a solution to this problem. This marketing strategy requires the consent of the individual you're marketing to before contacting them.

        While more difficult than traditional marketing, it's easy to see the benefits. PureB2B contributor Johanna Rivard explains why permission marketing exists:

        For more on the pros and cons of permission marketing, see Rivard's complete article below.

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      6. Tips for Capturing Audience Attention with Video

        Tips for Capturing Audience Attention with Video

        As we race into the future, video makes up a larger chunk of the online environment. By 2020, it’s estimated that 82 percent of all web traffic will be video. Given this increase, creating standout video is a real challenge. Use the following tips to improve the ability for your video to capture the attention of your audience. 

        Positioning

        The purpose of a web page is to communicate information to your audience; let video be your vehicle for doing so. Ensure you’re positioning the video as the primary eye-catching element. Videos are more engaging than text by nature. If you provide something stimulating, the viewer is only tasked with not leaving the viewing experience. With text-based content, you’re asking the reader to process the words, make connections, and more. Videos help your audience learn without requiring as much focus.

        With video, your audience receives more information in less time. For this reason, when video is placed in an easy-to-access location on your site, it improves engagement as well as conversion rates. Viewers convert better from a landing page with a video than a landing page with a bulky blog post. Positioning your video as the primary content for its respective page is a game changer. 

        Supporting Imagery

        Thumbnails are to video as headlines are to blog posts. They’re the first impression your audience has of your video content. Proper use of images to support content is vital to most content creation. Here are a few best-practices when using images to support video:

        • Build comfort and trust with a happy and/or recognizable face

        • Avoid spooking your audience with low-res images

        • Create positive emotional expectations by leveraging the right colors

         Create a Conversation

        Questions help create conversation. For a video, position a question at the video’s start will spark viewer response. Jefri Yonata of Bread N’ Beyond explains why this works:

        “The “ask a question” title format in a video often leads to viewers wondering what the answer to that question is, and it can lead them to at least checking to see if the answer is similar to what they had in mind.” 

        A question can help your audience gain interest and increase viewership.

        Check out Yonata’s detailed advice in his original article below.

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        Mentions: Blog Curata Video
      7. Should You Incorporate AI in Your Content Marketing?

        Should You Incorporate AI in Your Content Marketing?

        Over 63 percent of consumers are already using artificial intelligence (AI) and don't realize it. From IBM's Watson to Google's RankBrain, artificial intelligence is here to make your life easier.

        This is especially true for marketers. Sophia Bernazzani of HubSpot elaborates:

        When processes are optimized and made faster by technology, not only can businesses achieve better outcomes, but humans also have more time freed up for critical thinking, data analysis, and long-term planning when they aren't bogged down with more rote tasks.

        Some ways marketers can use AI to simplify their lives include website design, content marketing, content curation, search, and marketing automation.

        While AI can make your life much simpler, it's important to remember AI isn't right for everyone. Make sure to weigh out the possible costs, benefits, and time savings before investing in AI software.

        AI development is still only in the early stages of marketing applications. We recommend keeping an eye on companies creating AI programs to solve common marketing problems. Adopt AI software when a solution that's right for you is complete.

        For more examples of AI in marketing, read Sophia Bernazzani's complete article below.

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      8. Why No One Cares About Your Emails

        Why No One Cares About Your Emails

        With so many sexy tools to choose from, email is often overshadowed by the next shiny distribution method. If you're not seeing results this is often especially true. But email drives more conversions than both search and social. For this reason, email is central to marketing success.

        Marketing Insider Group CEO Michael Brenner argues that email is the most important facet of your distribution strategy:

        Blogs may generate leads like a machine and social media can grow your brand’s reputation like a gardener with two green thumbs, but your email messaging is the glue that keeps the whole content marketing strategy together. This is because email is where you are reaching out to them, a still necessary concept in the era of inbound marketing.

        Improving your emails is easier said than done. Here are a few things you can do to ensure your audience doesn't ignore your emails:

        • Write Better Headlines: A good rule of thumb is to create headlines that evoke a feeling of curiosity.
        • Personalize, Personalize, Personalize! Personalized emails have a 29 percent higher open rate and a 41 percent higher click-through rate.
        • Use DataWhether this means A/B testing your subject lines, or analyzing optimal times to send your email, it's important to utilize the data available to you. Ensure you're doing everything you can to improve your email's chances.

        For more about how to enhance your email performance, check out Brenner's complete article below.

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      9. Does Your Company Need a Soap Box to Succeed?

        Does Your Company Need a Soap Box to Succeed?

        People prefer to buy from companies that stand for something. According to Cone Communications, 87 percent of Americans will purchase a product from a company that advocates for an issue they care about.

        Alicia Tillman at D!gitalist Magazine weighs in on how this impacts B2B marketing:

        This trend is turning marketing on its head, as purpose is fast becoming the number-one driver of brand value. The recent BrandZ Top 100 Most Valuable Global Brands 2017 study shows the digital world creating overlap between business and consumer environments. Therefore the border between B2B and B2C is disappearing, creating what BrandZ calls B2H—business to human—brands.

        Creating a position for your company entails a lot more than deciding what your company advocates for. We recommend you also ensure your audience cares about that positioning and you convey that position to your audience succinctly. The following actions will help you achieve that goal.

        1. Make sure your product design, brand visuals and voice in alignment with your brand positioning.
        2. Partner with other companies that also support this positioning.
        3. Tell a story with your content that conveys emotion around the company's purpose.

        For more information on developing a brand purpose for successful content marketing, read Tillman's complete article below.

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      10. Make Your Blog Title Better Than This One

        Make Your Blog Title Better Than This One

        Creating an attention-grabbing title is no easy feat. Your title directly impacts the success of your blog post. It determines social engagement, email click-through, and unique views. Unfortunately, creativity can only get you so far in the world of headlines. Data can take you further in ensuring your content gets the views it deserves.

        Marketer and keynote speaker Heidi Cohen advises:

        After investing precious resources into lovingly crafting content and social media shares, don’t just slap any headline on it that pops into your head at the last minute.

        Here are suggestions to improve your blog post titles.

        Upworthy recommends thinking of at least 25 headlines before choosing the best one. While this might be effective in creating a standout title, most marketers don't have the luxury of that much time. For a blog cranking out new posts a couple of times a week, coming up with five or so titles and then whittling it down is fine.

        There are also specific words and phrases that improve your blog post's clickability. According to BuzzSumo, these are the top phrases to include in your title for Facebook engagement:

        • Will make you

        • This is why

        • Can we guess

        Another tactic for successful headline creation is emotion. Try telling your audience the emotion the blog post will evoke with words like cute, heartwarming, or amazing in the title.

        For more on using data to create a great title, check out Cohen's complete article below.

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    1. Content Curation Insights

      1. Rand Paul: Accusations of Plagiarism

        Rand Paul: Accusations of Plagiarism

        The recent plagiarism accusations against Kentucky Senator Rand Paul highlight an important aspect of content curation: attributing sources. Buzzfeed reported that a piece Paul wrote for The Washington Times about mandatory minimum sentences contain three paragraphs that were allegedly copied almost verbatim from an op-ed written by a senior editor at The Week. Paul’s other works including speeches, book, and congressional testimony may also contain sections that may have been copied from other sources.

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      2. Content Curation: Copyright, Ethics & Fair Use

        Content Curation: Copyright, Ethics & Fair Use

        Fair-use and curation of other people’s content becomes an issue when it’s not handled properly because the interest of the curator and the publisher overlap significantly.  They both want a piece of the same pie: site traffic, increased SEO and visitor retention.  When the curation is done wrong, the curator’s interests are served but the publisher sees no benefit.  But if it’s done properly, in a symbiotic manner that makes it a win-win, curation can serve the interest of the publisher, and curator, and ultimately the audience.

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      3. Content Marketing: Make it Work - Your content marketing questions answered.

        Content Marketing: Make it Work - Your content marketing questions answered.

        Last Wednesday, we held a joint webinar with Percussion Software called Content Marketing: Make it Work. Pawan Deshpande of Curata and Aaron Dun of Percussion walked through real-world examples of organizations that have tackled their content "problem." A recording of the webinar can be found here. During the webinar, our attendees posted questions to us. We did not get a chance to answer them in the webinar, so we thought we take the opportunity to do it now.

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      4. Do iFrames and Share Bars Help Retain Curation Traffic?

        Do iFrames and Share Bars Help Retain Curation Traffic?

        Many content marketers contemplating curation fear that linking to third-party content will drive visitors away from their branded properties to be never seen again.  One tactic employed by some marketers is to use a share bar or iFrame which hovers over the third-party article displaying branding and a link back to the site which curated the content. Share bars must be used with caution. Here's why.

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      5. Real-World Examples of Successful Content Curation

        Real-World Examples of Successful Content Curation

        "This group of examples will not only inspire you to think about how you might use curation in your own marketing, but also shows just how powerful curated content can be to illustrate your expertise without the ongoing burden of creating your own content." - Rohit Bhargava

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      6. Content Curation & Analytics: What to watch and what to ignore

        Content Curation & Analytics: What to watch and what to ignore

        Content curation is unique among content marketing strategies because it relies on third-party off-site content.  As a result, audience behavior is very different from traditional online marketing campaigns where all content is consumed within a brand’s online properties. Let’s take a look at metrics to pay attention to specifically for content curation initiatives, and just as importantly, misleading metrics that you should ignore as well. We will provide a walk through of metrics by channels for your curated content namely sites, email newsletters, social media outlets, and feeds.

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      7. 10 Tweetable Facts from 2nd Annual B2B Marketing Trends 2012 Report

        10 Tweetable Facts from 2nd Annual B2B Marketing Trends 2012 Report

        The results are in from Curata's 2nd Annual B2B Marketing Trends 2012 Report and content marketing is on the rise! We surveyed more than 450 marketing professionals  to better understand the B2B marketing landscape. Here are 10 tweetable facts we’ve prepped to share the knowledge!

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    1. Join the Content Curators Group on LinkedIn

    2. Topics in the News

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    3. Quotes

      1. Mobile is becoming increasingly important to B2B marketers because they recognize the captivating nature of that experience. We've seen this phenomenon on our own platform with 47 percent of our traffic now coming through mobile.
        By Russell Glass
      2. We created the piece because we think our entire industry is moving more towards long form, in-depth looks at interesting subjects and content that's visually appealing.
        By Darren Kingman
      3. Designers should already have an understanding of what works and what doesn't based on research and/or professional experience.
        By Jamie Dihiansan
      4. It's important to value the local point of view.
        By Rohit Bhargava
      5. The big question is how do you apply your global mindset to create content that works across cultures without building a huge team or relying on just translations.
        By Paolo Nagari
    4. Curators in the News

      1. (1 articles) Heidi Cohen
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