1. Recent Articles

      1. Top Tips for a Mobile Marketing Strategy

        Top Tips for a Mobile Marketing Strategy

        Google reports more mobile searches than desktop searches. While mobile devices account for 60 percent of online traffic, they contribute to only 16 percent of online purchases. With these figures in mind, it's easy to understand why content marketers need to focus on their mobile content marketing strategy.

        Joshua Nite at the TopRank Marketing blog has this to say about the importance of mobile to your content marketing strategy:

        It’s clear that the future of content consumption will increasingly be on mobile devices. There’s definitely still value in long-form content for users to settle in with on desktops. But your content strategy should include a healthy dose of mobile optimized content.

        Here are some things to consider when creating content with mobile in mind.

        • Your audience is between activities. People check their phones while they're on the subway, cooking dinner, or waiting in line at the store. This means they have limited time and attention span. Combat this by providing value in your content early, keeping it short, and including a CTA near the beginning of your content.
        • Your audience is restless. Include headers and eye-catching images for easy scrolling.
        • Your audience wants to be entertained. Make sure your content is engaging. Some great ways to differentiate include animated video, interactive quizzes, and infographics. 

        For more tips on reaching a mobile audience, read Nite's complete article below.

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      2. Reduce Buyer Stress with Sales Marketing Alignment and Data-Driven Content Marketing

        Reduce Buyer Stress with Sales Marketing Alignment and Data-Driven Content Marketing

        The B2B sales process has become a complex and sprawling experience for not just the seller, but the buyer, as well. Here are some things that keep buyers up at night:

        • Product requirements
        • Pressure from vendors
        • Coordinating with stakeholders
        • Decision paralysis
        • Being on the hook from post-sale success

        By intentionally minimizing and avoiding these common stressors, vendors can create a painless sales experience for potential buyers. One way to do this is by fostering a deeper alliance between sales and marketing, using data from sales to work these pain points into marketing content, and producing a more definitive agenda for your content and buyer's journey.  Not only will this content create a less stressful experience for the buying company’s purchasing team, but will also align more of the right customers to your solution.

        Judith Niederschelp, a contributor of B2BMarketng.net, knows that metrics-oriented alignment can be challenging but also reaps wondrous benefits:

        Smart organizations that find ways to ease the burden of data management will be in a stronger position to ease the burden of buying. What’s more, they’ll be able to micro-optimise sales and marketing tactics and clearly track the effectiveness of different approaches.

        While it’s tricky to entirely understand the exact expectations and interests of the buyer, data makes this more possible. A data-driven, strategic approach to content creation that takes the complications of buying into account will empower the buyer and elevate your organization’s marketing strategy.

        Check out Niederschelp’s take in the original article below.

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      3. Is Interactive Content Right for Your Brand?

        Is Interactive Content Right for Your Brand?

        Today, 65% of content is consumed via mobile. As methods for content consumption evolve, interactive content is increasing in popularity and efficacy. 

        Anna Talerico, cofounder at Ion Interactive, gives her opinion on why interactive content is right for most brands today:

        As our medium for accessing content changes, the content itself must evolve to meet the changing demands of consumers. As mobile replaces desktop, interactive content that gets users tapping, swiping and scrolling is a better fit than static messaging. 

        Here are some other reasons why interactive content could  positively impact your marketing.

        • Social media is interactive: Your audience is becoming increasingly more likely to interact with a quiz than written content.
        • Reality is more interactive: Augmented reality such as Pokemon Go is becoming more popular. This will create more interactive opportunities for brands.
        • Static brands will become obsolete.

        While interactive content seems like the smart choice for most brands. You should make sure you're set to create it effectively before starting. Before developing, make sure you have a content strategy that includes interactive content. Also, consider what type of interactive content would work best for your brand. Here are some ideas:

        • Quiz
        • Poll
        • Calculator
        • Interactive video
        • Interactive eBooks

        For more information on interactive content, read Anna Talerico's entire article on the Marketing Insider Group blog at the link below.


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      4. B2B Marketing Strategies for Companies With Limited Resources

        B2B Marketing Strategies for Companies With Limited Resources

        This year, marketers spent $5 million dollars on single Super Bowl ads. While the Super Bowl has a large viewership (111.3 million people), it's hard to imagine how exactly these ads paid off. This is especially true for some of the B2B brands such as GoDaddy and SquareSpace that chose to advertise there.  

        With 80 percent of B2B decision makers preferring to get information from articles rather than advertising, and 40 percent of millennials not trusting ads, budget-friendly digital marketing options seem much more impactful. Here are some other marketing tactics that won't drain your resources:

        Mark Schmukler, Brand Strategist, Co-Founder, and Managing Partner of Sagefrog Marketing Group, advises how to use video effectively without a huge budget:

        Online video marketing presents a huge opportunity for B2B marketers. Although you may not garner the same viewer volume as commercials aired during the Super Bowl, a helpful video can help attract qualified leads to your business. In the world of B2B marketing, quality over quantity is our motto

        Just because you don't have the budget to run a Super Bowl ad, doesn't mean you can't use the Super Bowl to elevate your marketing. Heinz earned great PR by giving their employees the following Monday off instead of paying for a Super Bowl ad.

        Read Schmukler's complete article on cost effective marketing tactics below.

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        Mentions: B2B marketing
      5. Why Aren't You Measuring The Revenue Your Marketing is Driving?

        Why Aren't You Measuring The Revenue Your Marketing is Driving?

        With so many tracking tools available, marketers have access to a wide range of analytics. Some of the most popular are:

        • Social shares
        • Value of site interaction
        • Conversion rates
        • Click-through rates on email marketing campaigns

        While many measurements are important when determining the success of your content marketing, Michael Brenner, keynote speaker, author of The Content Formula, and CEO of Marketing Insider Group offers this: 

        Demonstrating your return on investment may be more important now than it ever was. Most CEOs expect their CMOs to give ample weight to revenue growth in their marketing strategies. Companies today expect marketers to give them a clear view of their ROI in order to help them make smart budgeting decisions.

        Brenner also suggest that the metrics listed above offer a clearer picture of your content marketing ROI. While these numbers might give you a qualitative view of whether your marketing is generating a return on investment, the numbers aren't quantitative.

        To get a more quantitative view of your content marketing ROI, look at cost, utilization, and performance. Pawan Deshpande, CEO and Founder of Curata, shares his formula for determining ROI.

        For each piece of content x in Campaign C, take the $ amount of Revenue generated (a sales metric) by Content x and divide it by the ($ Production Cost for x + $ Distribution Cost for x) (a production metric). If the ratio is greater than 1, your content was profitable from a sales perspective. You can similarly compute this for a single piece of content, or all your content marketing.

        Find more of Brenner's insights about ROI in the full article below.

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      6. Artificial Intelligence in Marketing: How Its Used Now and How to Prepare for the Future

        Artificial Intelligence in Marketing: How Its Used Now and How to Prepare for the Future

        Artificial intelligence (AI) is already used by social networks. Facebook uses artificial intelligence for recognizing and tagging faces and determining what stories to show in your newsfeed. As artificial intelligence grows as an investment for social networks, the possibility of brands implementing in a similar way increases. So what is social artificial intelligence?

        Albizu Garcia, the CEO and Cofounder of Gain gives his definition:

        Although there is no one definition for it, we can summarize social artificial intelligence as a form of collecting and sifting through customer history, user-generated content, and data from social media channels to generate more relevant content and, as a result, a more meaningful experience for followers.

        Here are some ways social artificial intelligence can help marketers:

        • Save Time: Social artificial intelligence can takeover simpler, day-to-day tasks like recommendations and customer support. This gives marketers more time for creative endeavors. AI can also assist in curating posts and predicting the performance of posts scheduled for the future.
        • Increase Your Audience: AI helps you find followers with facial recognition.
        • Pick Out the Conversations That Are Most Important: Whether this is the conversation that's most common, identifying happiest users, or something else, this helps identify trends and opinions.

        To prepare for AI in marketing here are some things you should start thinking about:

        • Use real-time marketing
        • Respond to your followers 1 on 1
        • Set up automated responses
        • Research potential uses and tools that might fit for your organization
        • Understand how the platforms you're using (Facebook, Google, etc.) are already using AI

        Read the complete article on artificial intelligence in social on the VentureBeat blog at the link below.


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      7. How to Use Social Media to Optimize Your Content Strategy

        How to Use Social Media to Optimize Your Content Strategy

        Consumers reside on social media platforms. 90% of young adults aged 18-29 are on social. It’s where they consume content and engage with brands.

        For this reason, marketers should leverage social media to grow their brand. As a marketer, growing your social media audience can improve your professional credibility, increase the visibility of your content, and allow you to share opinions with other thought leaders in your industry.

        Here are a few quick tips for improving your social media presence.

        Staying authentic on social is a key to success. Susanta Sahoo, a guest contributor on the Atomic Blog, elaborates:

        Being honest and keeping it real is the most important component of connecting with your loyal fan base. As Seth Godin said in one of his interviews, having a massive fan base on social media is useless unless there was a deep connection between the brand and its followers.

        Here are some other tips for optimizing your social strategy:

        For more on social media optimization, read Sahoo’s complete article below.

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      8. Is There Such a Thing as a "Foolproof" Blog Topic?

        Is There Such a Thing as a "Foolproof" Blog Topic?

        There are a lot of benefits to having a successful blog: it increases marketshare, brand awareness, engagement, revenue growth, and more. How to make your blog successful is less obvious. Neil Patel, New York Times best-selling author and co-founder of Crazy Egg and Hello Bar offers this advice for selecting successful blog topics:

        You need to understand: 1) what you’re selling, 2) to whom you want to sell, and 3) what blog topics are relevant to both.

        Blog post types and topics that traditionally perform well include the following:

        • Listicles
        • Beginner guides
        • How-to Posts
        • Politics
        • Bacon
        • Myth debunking
        • Contests
        • Humor

        While the topic is important, creating blog posts that meet this criteria don't guarantee blogging success. Other content strategy factors to be considered that also contribute to blog success include :

        • Keyword optimization
        • Distribution method
        • Promotion strategy

        When creating a blog post, consider your team's goals around it. What does it mean for your blog post to be successful? To answer this question, look at what you're measuring in regards to your content:

        • High click-through rate?
        • High number of page views?
        • Increased engagement on social?
        • Or something else?

        While a great topic is important to your blog's success, there are a lot of other factors that contribute.

        For more blog posts ideas, check out Patel's complete article on the QuickSprout blog below. 

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        Mentions: ROI Blog
      9. Three Key Considerations for Running a Great ABM Program

        Three Key Considerations for Running a Great ABM Program

        Account Based Marketing (ABM) is a methodology that’s here to stay. When done correctly it delivers prolific results and is being eagerly adopted by companies across the globe.

        The underlying objective of ABM remains the same as inbound marketing: to deliver a sales ready _____. Where inbound marketing focuses on an individual lead or title, an account-based approach looks holistically at the makeup of all parts of an account.

        Scale is the biggest hurdle facing marketers. It’s not impossible to operate a larger scale ABM program—but it is extremely challenging when the most common mistake is choosing accounts.A meticulous approach is critical when defining what a successful, sticky customer looks like. It will be the boilerplate profile for future target accounts.

        Having carefully curated a list of target accounts, your team should understand their composition, making it easier to deliver them a great experience. Apply what you know about your target accounts to every point of exposure between the two organizations. Tailor, if not personalize, every customer facing experience.

        Convince and Convert contributor Ray Kemper suggest each of these “experience” touch points should work in tandem with the other touch points:

        “Given the number of channels and touchpoints in play with ABM, your sales reps must understand how to nurture and convert your prospects. Just like bread alone does not make a sandwich, teams that are comfortable only with one channel or tactic won’t be effective, given that they must know how to drive synergy across all the ingredients of the channels.”

        Kemper discusses ABM in greater detail in the original article below.

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      10. A Blueprint for Writing Edgy Content

        A Blueprint for Writing Edgy Content

        Eliciting emotion from your audience is one of the most powerful ways to create strong engagement. And being controversial is a surefire way to elicit those emotional responses. It can be a risky practice though, so here are a few considerations to bear in mind.

        The Reframe

        People interested in your area of expertise invariably settle into a status-quo. Provide an alternative perspective. Through a reframe, you pique curiosity to discover something they may have been doing wrong, or prompt them to discover an alternative way of execution.

        Stir the Pot

        When you introduce controversial topics, you tap into an area most brands prefer not to touch. Providing shock-value won’t always guarantee positive impressions, but “forbidden” topics always stand out and draw attention.

        Making Controversy Work

        A highly controversial voice probably isn’t one to build a marketing effort around, but it is worth exploring how your audience responds to controversy. Marketo blog contributor Andrea Lehr remarks on a Harvard Business Review study by Jonah Berger and Zoey Chen:

        “...results revealed that while low-level controversy encourages discussion among audiences, anything beyond a moderate level of controversy actually decreases the likelihood of high engagement."

        When publishing potentially polarizing content, have a look at your competitors or a brand that markets to a similar audience to gauge the potential reaction of your audience.

        Dig further into using controversy in Lehr’s original piece below.

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        Mentions: Blog Curata Writing
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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

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      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) Seth Godin
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