1. Recent Articles

      1. How to Increase Content Shareability — Before Hitting Publish

        How to Increase Content Shareability — Before Hitting Publish

        Once a piece of content is published, there are many ways to promote it — from email newsletters to promotion tools.  But, how can you increase the shareability of content before you even hit the publish button? In this post, Canva's Andrianes Pinantoan walks through how Canva ensures the content on their own blog, The Design School, is widely shared. One tip he provides? Always optimize headlines, even if it goes against your first instinct. 

        The point is not to be afraid to test longer headlines—or more generally, not to be afraid to test headlines that you’re biased against. After all, if titles are really that important, wouldn’t you do just about anything to accommodate a good one?"

        Read the rest of Pinantoan's post for even more tips surrounding content shareability. In addition, be sure to download Curata's latest content marketing eBook, 2015 Content Marketing ...

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      2. Content Curation: Your Key to Becoming a Thought Leader

        Content Curation: Your Key to Becoming a Thought Leader

        Many marketers know that a content marketing strategy is not complete without curation. In fact, recent research shows that marketers are curating 25% of all content. If done right, content curation can show a third-party perspective and increase content output. According to Carina Claassens, your input on this third-party information should be known and heard. Claassens says that by doing this, you will show that you are a thought leader. 

        This does not mean that you should disagree with all the opinions of others. You should rather see beyond their opinions in order to find argumentative gaps, seek how the idea can be taken further or consider placing that idea in a specific context to be re-evaluated accordingly."

        One of the biggest goals with content curation is to save time on creating new content, but to also make sure you're becoming a thought-leader in the industry. For a complete ...

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      3. 6 Easy Steps to Grow Your Content Audience

        6 Easy Steps to Grow Your Content Audience

        One key element in a content marketing strategy is creating an owned media property to house all of your content. In fact, according to our 2015 Content Marketing Tactics & Technology Study, most leading marketers use earned and paid media as onramps to this owned property. But, what are some other ways to grow an audience for your owned property? In this post on TopRank Online Marketing, Evan Prokop provides six steps to build and grow an audience. Step one? Find your content sweet spot.

        It’s hard to make people care about a topic unless you care about it yourself and even harder to hold their attention if you don’t know what you’re talking about. The most successful content comes from people who have identified both:

        • Their area of expertise: what they know
        • Their passion: what they love"

        Be sure to read the rest of this post for ...

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      4. 10 Steps to Integrate Internal Content Curation

        10 Steps to Integrate Internal Content Curation

        Content curation can serve as the perfect compliment to created content. According to our research, best-in-class marketers employ a mix of 65% created content, 25% curated content and 10% syndicated content. Diving deeper into this stat, Heidi Cohen says that in order to get the most out of our content, we must take advantage of internal content curation. She defines internal content curation as "giving new life to content that you've already produced and published." Many content marketers forget that implementing this strategy can cut costs and time on content creation as well as expand the reach of their audiences. Cohen walks through 10 steps to maximize internal content curation. One step? Audit existing content across your organization.

        Don’t limit yourself to the information that exists in your marketing department. Look at what you’ve got in your communications, sales, customer service, human resources, and investor relations. Where ...

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      5. Boost Your Content Strategy with Buyer Personas

        Boost Your Content Strategy with Buyer Personas

        According to our research on business blogging, the top driver of blog content strategy is personas. Buyer personas are representations of your ideal customer and having these buyer personas as part of your content marketing strategy helps create targeted content. Arnie Kuenn of Vertical Measures states how this content should speak to each stage of the buyer's journey. Kuenn walks through the three most important stages and what type of content should be offered to the personas at these respective stages. The first stage? Awareness. 

        The buyer knows he or she has a problem that needs to be solved and searches for content that confirms that need and your business’ ability to fix it. Awareness-stage content also typically includes thought-leadership and third-party content that aligns a brand’s message with experts in the industry, though is often vendor neutral."

        There is no doubt that persona-based content marketing is being ...

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      6. Here's Why Metrics Are the Key to Content Performance

        Here's Why Metrics Are the Key to Content Performance

        There are many different metrics that can be used to measure the effectiveness of content. In this post, Angela Hausman discusses various ways to improve content marketing performance. One of these ways is to use metrics to analyze and improve content performance. As an example, these measurements include sales metrics such as pipeline generated, pipeline touched, and revenue influenced. Other categories of metrics involve consumption, retention, sharing, engagement, lead, and production cost. To get the best results, Hausman recommends first becoming familiar with your audience.

        Start with identifying the personas to develop a detailed understanding of each audience segment. Breaking down your audience into personas gives you the ability to develop targeted content and measure its success with the intended audience."

        Read Hausman's entire article to find out more ways to improve your content marketing. To learn more about using metrics to ensure that your content marketing initiatives are ...

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      7. Bridging the Gap: The Chief Marketing Technologist

        Bridging the Gap: The Chief Marketing Technologist

        One of our content marketing predictions for this year stated that content marketing and marketing operations teams will join forces to use new technologies to better manage content marketing investments and demonstrate its impact and return on investment. In this article, Scott Brinker and Laura McLellan go in depth about a new type of executive that is emerging: the chief marketing technologist. The role of the CMT acts as a bridge between different areas such as the marketing department and IT department.

        Marketing technology must be managed holistically. In a virtuous cycle, what’s possible with technology should inspire what’s desirable for marketing, and vice versa."

        Check out Brinker's and McLellan's full article to learn more about the role of a CMT. To learn more changes your marketing team can make to improve content creation and curation, read our eBook, 2015 Content Marketing Tactics & Technology Planner.

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      8. 5 Content Curation Tips for Success

        5 Content Curation Tips for Success

        From our 2015 Content Marketing Tactics & Technology Planner, we learned that best-in-class marketers use a content marketing mix of 65% created content and 25% curated content. Being successful at curating content involves knowing the parts that go into a curated post and various strategies. In this article, Jay Baer elaborates on 5 ways to successfully curate content. One of these ways is to curate content that is of impeccable quality.

        Curation helps you build an audience. You then have a larger group of people with whom to share your own content, and who can spread the word."

        To learn the rest of Baer's curation recommendations, read the entirety of his article. Read our eBook, The Ultimate Guide to Content Curation to learn more about effectively curating.

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      9. How to Reach New Audiences with Influencer Marketing

        How to Reach New Audiences with Influencer Marketing

        According to our 2015 Content Marketing and Technology Planner, the top 3 content marketing objectives are to drive sales, boost brand awareness, and engage customers and influencers. Identifying and engaging with influencers provides brand exposure to new audiences. Once you establish relationships with influencers, increased social sharing will be just one of the several benefits. Other benefits include awareness, traffic, and expert feedback. In this post, Ardath Albee discusses influencer marketing and ways to implement word of mouth in your content marketing strategy.

        The thing is that every role or persona that plays a part on the committee is a multiplier for content marketing programs. Resource limitations and budget constraints, not to mention evasive personas, mean that B2B marketers must often choose their best strategic approach based on what they can do, and do well."

        Read Albee's entire post to hear her tips on how to make connections with ...

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      10. Show Don't Tell with Visual Content Curation

        Show Don't Tell with Visual Content Curation

        As content marketers, we know it can often be difficult to consistently come up with fresh content. In this post, Heidi Cohen outlines the five most popular blog content curation formats. One of these formats is show and tell. Cohen points out that show and tell posts are a great way to let the visuals do all the explaining. As we learned from our Ultimate List of Content Marketing Statistics, marketers will increase their original visual assets by 70%. Readers prefer to be shown how to do things, so providing images or videos is a great way to have your audience enjoy your content.

        Blog content curation involves more than just collecting links, that’s aggregation not curation. It involves selection, enhancement (titles and images) and commentary."

        To find out the remaining curation formats along with five bonus tips on how to enhance blog content curation, read Cohen's full ...

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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. Curating Content to Reach your Audiences through Newsletters: Interview with DPT Labs

        Curating Content to Reach your Audiences through Newsletters: Interview with DPT Labs

        Content curation is popping up in all kinds of industries. We sat down with Craig Zabodijnk, Marketing Manager at DPT Labs to discuss how content curation has proven to be a successful marketing strategy and powered their customer relationships.

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      3. 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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      4. 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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      5. 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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      6. 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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      7. 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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      8. 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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      9. See all Curation Insights articles
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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
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