1. Recent Articles

      1. Expand Your Content Marketing On A Global Scale

        Expand Your Content Marketing On A Global Scale

        Content marketing is expanding at an incredible rate, with new content being added by companies you would never think even had a content marketing department. Curata recently did a study showing 75% of businesses are looking to increase their content marketing investment in the next year. Some companies are trying to scale their content marketing globally—a huge challenge.

        Rebecca Lieb has some interesting examples of key things she's learned to take into account when scaling globally. She advises:

        The need for content is universal, but each region, country and locality in which a brand operates has specific needs that are unique to their language and culture, and often other requirements, such as legal. You can divide these needs into three buckets that are core components of any content marketing strategy: teams, tools, and channels

        This is a strong breakdown of what any content marketing campaign should focus on, as these three things determine the speed and quality with which you create content. A great resource for establishing an effective strategy is Curata's Content Marketing Pyramid, which takes these three components into account. Read the rest of Rebecca's post below to see how you can scale your content marketing up to global domination.

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      2. Secrets of Backlink Building Revealed

        Secrets of Backlink Building Revealed

        Link building is the single greatest key to improving your website's position in search engine results.

        How does it work? When Google sees a page getting links for a particular keyword, it infers the content must be relevant for the keyword and ranks that content in the top search results for that keyword.

        However, it's gotten much harder to build links than it used to be, partly because of vastly increased competition for backlinks—but partly because you're probably doing it wrong. Influencer Neil Patel has comprehensively examined the top five things to analyze and fix for optimum link building: 

        1. Your content is not on the mark

        2. You don’t try (enough)

        3. You request the wrong blogs

        4. Your way of asking for links is flawed

        5. Your request email is ineffective

        Neil gives thorough explanations for each of the five headings here, which you can read all about via the link at the bottom of this post. And if you have a documented strategy for every content marketing campaign you execute, backlinks will be built up systematically, rather than in an ad hoc fashion.

        Neil summarizes his advice thus:

        Email outreach is one of the best ways to get backlinks. But, to be successful, you’ll have to personalize your efforts. Just creating linkworthy content is not enough. Template emails will also just take you just so far.

        But, it all starts with creating great content. Use length, a unique spin, data and visual assets to create something that a blog’s readers will want to see.

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      3. Advice for Journalists Considering Content Marketing

        Advice for Journalists Considering Content Marketing

        Content marketing continues to be the focus for a number of marketing teams when it comes to expanding and growing. A recent Curata study shows 75% of businesses are looking to increase their content marketing investment this year. The study also found 41% of marketers say the ability to create content is their single biggest challenge—great news for a journalist looking for a change of scenery, a new experience, or just a more stable paycheck.

        However, just how easy or hard is it for a journalist to get into content marketing? Jennifer Goforth Gregory has some insightful advice for those looking to get into the space. In her blog post "7 Things Journalists Need to Know When Adding Content Marketing Writing to Their Services", Jennifer says journalists need to be aware that:

        • Content marketing is not dramatically different from what you have been doing for years
        • You must identify a niche and sell yourself as an expert in this niche

        • You have to write in the brand voice

        Amongst other helpful tips to get a journalist started in content marketing writing. This post on Why ContentMarketers Need Journalists offers further insight into what content marketers are looking for, while the rest of Jennifer's piece below will help any writer get a start in content marketing. 

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      4. Crucial Steps For Creating a Digital Measurement Plan

        Crucial Steps For Creating a Digital Measurement Plan

        Measurement is one of content marketers' top challenges, according to a recent Staffing & Tactics Survey of 1,000+ marketers. In particular, tracking the impact of online content and other digital efforts is difficult due to the overwhelming amount of data available across disparate systems and teams. 

        Stephen Roda of Vertical Measures identifies four steps you shouldn't miss when creating your own digital measurement plan:

        1. Determine your digital goals and align them with business goals
        2. Establish baseline metrics
        3. Create an automated dashboard 
        4. Create monthly insight reports

        Today's marketing technology solutions enable us to create automated dashboards for monthly insights, as well as insights that can drive immediate change in our marketing plans. For example, here at Curata we've been able to instantly identify which types of content generate the most leads. Using the analytics in Curata CMP, we found out long form blog posts were responsible for nine times more leads generated and eight times more page views versus short form blog posts (find out more with Generate More Leads with Data-Driven Marketing). This modified our focus to rely more on long form blog posts for lead generation.

        This eBook contains a comprehensive list of metrics to help determine the full impact of content at every stage of your pipeline, while Stephen Roda's full post below has more on how to develop your digital measurement plan. 

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      5. The Power of Personalizing Content Marketing

        The Power of Personalizing Content Marketing

        Content personalization involves getting content that's tailored to people's needs and interests in front of them at the right time, through the right channels, so you can more effectively engage and convert an audience into customers. It's a way to cut through the noise in a content-saturated world.

        Michael Brenner at Marketing Insider Group acknowledges that personalization can be difficult when it comes to content marketing—but that doesn't mean it can't be done. 

        Brenner advises:

        • Understand your target audience. Talk to people who work at the companies you’re targeting.
        • Start small and scale. Develop some template content which you can use to customize based on insights gained about a specific customer.
        • Leverage data and technology. Data can predict future trends and behavior patterns in order to personalize content and deepen engagement throughout the buyer journey.

        Personalization also goes beyond the content marketers produce. As the Founder and CEO of Curata Pawan Deshpande suggests, personalizing curated content is often easier and can be just as valuable for prospects and customers.

        (For more on curation, read The Definitive Guide to Content Curation.) Account based marketing's rapidly rising popularity is part of a broader industry move towards content personalization. Developing an effective personalization strategy now means being well positioned for content marketing's future.

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      6. Peering Into the Future of 2016

        Peering Into the Future of 2016

        Gaining an insight into what's going to happen in the future is an obvious advantage humans are constantly searching for. Jebbit co-founder and COO Jonathan Lacoste is one such human looking for this advantage. He spoke to three experts: Brian Solis of Altimeter Group, Joe Pulizzi of Content Marketing Institute, and Adam Berke of AdRoll for Inc. to discover five trends for the second half of 2016.

        The first trend Lacoste spotlights is artificial intelligence, of which he writes:

        As of now, the most common use of artificial intelligence in marketing has been in the form of machine learning. Programmatic buying arose as one of the most prevalent uses of machine learning a few years ago, and other uses of AI include predictive customer service, recommendations, and content curation.

        (For more on content curation, click here.) 

        The other hottest trends include SnapChat (which feels like it's everywhere this year), mobile ("we've reached a tipping point"), personalization ("consumers demand immediacy and expect brands to meet their context"), and email marketing ("Marketers using segmented email campaigns report a 760% increase in revenue"). 

        Of course, the most accurate way to predict the future is to create it yourself—which is easiest when you have a documented strategy for achieving your marketing goals, such as with the Content Marketing Pyramid. For more of Brian, Joe and Adam's insights, click on the link below.

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      7. How to Create an Influencer Marketing Strategy for Content Promotion

        How to Create an Influencer Marketing Strategy for Content Promotion

        Content strategy and production are key focus areas for marketers; however, content promotion is often at the bottom of marketers' priorities. The smartest marketers understand the importance of promotion to boost the success of their content (e.g., using content promotion tools such as those in this ultimate list). Tapping into the power of influencers is another surefire way to help promote your content. 

        In an SEMrush blog post, Radomir Basta describes how to develop and execute an influencer engagement strategy. His steps include:

        1. Set the goals of your influencer marketing strategy.
        2. Build a pool of influencers.
        3. Choose your outreach wisely.
        4. Take care of influencer relationships.

        You should have a strategy of reaching out to a wide range of influencers, such as including them in your regular content posts (e.g., The Best Content Marketing Metrics According to 24 Experts), as well as taking a longer term view by developing deeper relationships with a smaller number of influencers.

        Deeper relationships result in the greatest ROI for both parties. For example, asking an influencer to co-create content with you for an eBook; holding a joint webinar for your audience to promote the eBook; and having the influencer speak at several of your conferences as part of a road show. 

        Check out Radomir's full post below to learn more about developing an influencer marketing strategy.

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      8. 6 Companies with Killer Content Marketing

        6 Companies with Killer Content Marketing

        Marketing has gone through many evolutions, with each phase focusing on different ways to get to the end consumer. Content marketing is the latest evolution, focusing on educating and engaging the end consumer before and after the goal is accomplished. It's success has meant 75% of companies are looking to increase their content marketing investments in the next 12 months. 

        Many companies have become more creative with how they present content to end users, but is it sometimes at the expense of making a connection with them? Carla Johnson has rounded up six examples of companies making killer content-driven experiences that connect in a recent blog post. They include:

        • Marriott's use of short films encouraging travelers to share stories
        • Nike's downloadable app to inspire athletes
        • Kraft Heinz offering recipes for dishes anyone can make

        These companies didn't make the list because they're big brand names; they made it because their content was made with the end user in mind. Carla asks, what do content-driven experiences look like, and who's getting them right?

        Clearly, those who understand that delivering relevant experiences means offering value first to connect with more people, more often and in new ways. They put building audiences and creating differentiating experiences at the forefront of everything they do.

        We always have to find ways to stand out and be creative, but connecting with your audience is just as important. If you find yourself struggling with content strategy, check out Curata's Content Pyramid ebook, and find other examples of killer content-driven experiences via the link below.

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      9. Easy Ways to Stretch Your Content Marketing Investment

        Easy Ways to Stretch Your Content Marketing Investment

        As marketers, we always have to be thinking about how to get more mileage out of limited resources, and repurposing content is a great way to do that. In fact, based upon a recent study of 1,030 marketers, only 21% of marketers have a specific process in place to ensure optimal content reuse and repurpose. 

        Joshua Nite of TopRank Marketing offers five suggestions to "turn undervalued content into content marketing gold". I'm especially intrigued by his third suggestion: 

        #3 – Combine Thin or Repetitive Content

        ... take your thin content (related 300 word posts) and combine it, Voltron-style, into one strong Power Page.

        Here at Curata we use the Content Marketing Pyramid framework to help us be more process-oriented about content reuse. We'll create one big piece of content at the top of the pyramid and then atomize it into smaller, more digestible pieces of content as we move deeper into a content pyramid (e.g., infographics, long form blog posts, SlideShares, social media content).

        Check out Joshua's full blog post at the link below to see his other tips for repurposing your content.

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      10. You've Missed the Influencer Marketing Boat if You've Done This

        You've Missed the Influencer Marketing Boat if You've Done This

        What marketer hasn't heard of influencer marketing? Partnering with top influencers provides the opportunity to significantly boost awareness building and demand generation efforts. One example of influencer marketing in action is Curata inviting LinkedIn's Jason Miller to provide a foreword for its eBook about how to create a content strategy, as well as conducting a joint webinar with him.

        However, if you don't focus on building deep relationships with your top influencers, you've simply missed the boat on a great opportunity. Jay Acunzo, VP at NextView Ventures and Host of the Unthinkable podcast, describes influencer marketing and the dire situation of many marketers as follows:

        Influencer Marketing: A giant missed opportunity thanks to short-term thinking once again ruining the potential of a well-meaning marketer. Rather than build something lasting and owned, the brand used influencer marketing in a forced, transactional way. Aaand no customers cared.

        Jay's correct that influencer marketing should not be so transactional. Too many marketers focus on supporting one or two campaigns with influencers (and in many cases, cash payment), and there it ends. Even worse, marketers reach out with random requests to influencers they have absolutely no prior relationship with.

        Developing a great influencer marketing strategy requires collaboration across teams such as content marketing, communications, product marketing and other groups. One factor that may help this process is the increased number of companies with an executive in charge of content marketing; they can lead this type of effort from a more strategic perspective. Forty two percent of companies have an executive responsible for content marketing today, with this number expected to hit 51% in 2017 - source.

        Check out Jay's full post below to learn more about the challenges of influencer marketing and how to overcome them in your organization.

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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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    2. Topics in the News

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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) Brian Solis
      2. (1 articles) Joe Pulizzi
      3. (1 articles) Pawan Deshpande
      4. (1 articles) Jason Miller
      5. (1 articles) Rand Fishkin
      6. (1 articles) Rebecca Lieb
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