1. Recent Articles

      1. Building Customer Loyalty Through Marketing Automation

        Building Customer Loyalty Through Marketing Automation

        In the fast paced world of marketing, leads and customers are first priority. We spend most of our time with the main focus on keeping the sales pipeline fresh and constantly delivering new leads. But what about the leads and customers we already have? If all our efforts go towards bringing in new folks, our existing customers can end up feeling neglected—making them prime targets for competitors to pluck away from us.

        Marketing automation is one of the most effective ways to build and maintain that customer loyalty. In his blog post "5 Ways Marketing Automation Builds True Customer Loyalty," Michael Brenner shows the different ways having a marketing automation tool can impact how your brand is perceived, and how it resonates with the people you regularly communicate with. These include: 

        1. Building brand advocates
        2. Personalizing experiences
        3. Creating end to end customer experiences
        4. Keep scoring leads after purchase
        5. Measuring loyalty

        Having an effective nurturing program goes a long a way towards establishing brand loyalty amongst your audience. Curata's Content Marketing Pyramid will help you create a strategy for nurturing customers through your content. For more of Michael's insights on customer loyalty, access his full post via the link below.

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      2. Events Are The Ultimate Account Based Marketing Hack

        Events Are The Ultimate Account Based Marketing Hack

        Sales is about two things: numbers—and relationships. When people say sales is a numbers game, they mean the amount of revenue you generate strongly correlates to how many people you pitch.

        What about relationships? When it's time to close a deal, especially a big one, the quality of your relationship with a client is often the deciding factor in getting a deal over a line. It certainly is in retaining customers. Marketing, such as when someone reads your content on a website for the first time, typically instigates the start of a company's relationship with a potential customer, and sets the parameters for sales' eventual interaction with a customer. 

        Relationships are why the hot topic du jour—account-based marketing (ABM)—works: ABM supplements impersonal marketing with more relevant personal interactions by targeting specific companies, departments within a company, and even individuals within a department.

        Garrett Huddy at Business 2 Community outlines five reasons why events are the best account-based marketing tactic: 

        1. Events inspire action
        2. Events shorten the sales cycle.
        3. Events are the best way to reach decision makers.
        4. Events combine marketing and sales touchpoints.
        5. Events build relationships.

        Events provide a way for your prospects and customers to get to know your company and product up close and personal, without the usual distractions of online engagement. 

        If you want to find the best content marketing events in America to attend, or if you're looking to promote your own, head on over to The Ultimate List of Content Marketing Conferences. For the rest of Huddy's insights about ABM events, click on the link below.

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      3. Should I Have an SEO-Focused Landing Page or Conversion-Focused Landing Page?

        Should I Have an SEO-Focused Landing Page or Conversion-Focused Landing Page?

        Many actions that advance marketing are driven by numbers: we look at different metrics and analyses to try and see what's working. Curata's comprehensive metrics and analytics guide for content marketing shows how important a role metrics play. Landing page metrics can be an easy one to overlook though, given that it's hard to figure out which metrics to focus on: leads, page views, or some combination thereof?

        Rand Fishkin has some thoughts on this in a blog post titled "Should My Landing Page Be SEO-Focused, Conversion-Focused, or Both?" Rand argues you should step back and really think about what you want to get out of your landing page:

        The differences between these two and the way to identify whether you need one or the other or need a mix of them is to ask a few questions. First off: Are you trying to rank for generic keywords or conversion-focused keywords? Are you trying to rank for both? Are you not worried about keyword rankings at all and you're only concerned with conversion? If you're only concerned with conversion, then you want this one. But if you are worried about both ranking for keywords and trying to convert some visitors, you probably want a more content-focused page like this one, a more SEO-focused landing page.

        He then explains the differences between what an SEO-focused landing page and a Conversion-focused landing page would see in terms of metrics and audience actions. Click the link below for the full article to nail down which direction you should head with your landing page. If you're curious about an overall strategy for your landing page and any piece of content, Curata's Content Marketing Pyramid eBook is a great read. 

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      4. Use Interactive Content to Generate More Qualified Leads

        Use Interactive Content to Generate More Qualified Leads

        The traditional approach to marketing campaigns and generating new names typically involves sending out an something like an eBook, leads come in, 30-40 days later they're qualified, then finally once they’re considered Marketing Qualified Leads (MQLs) sales has a conversation.

        Why are we waiting so long to qualify these leads? If it's taking too long and we're also sending too many unqualified leads to sales, what could we do differently?

        We can qualify leads earlier in the funnel, writes Kara Widdison at the SnapApp blog, by having a conversation with our audience. One of the best ways to do this is to use interactive content and encourage them to actively engage with you. For example, if you add interactive content to your eBook you can ask the exact questions sales would, collecting valuable data—just earlier in the funnel.

        Widdison argues:

        If you’re ready to shake up the way you market to the middle of the funnel—or to your entire funnel, for that matter—interactive content can help support your campaigns and find you better, more qualified leads.

        For a documented, comprehensive content marketing strategy that allows you to build in initiatives such as this for every stage in the funnel, The Content Marketing Pyramid allows you to utilize (and reuse) core pieces of content such as eBooks in such a way that you can plan content that turns into qualified leads, which turn into predictable revenue streams. 

        For more about how to utilize interactive content in this process, click the link below. 

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        Mentions: Lead Nurturing
      5. Agile Marketing: Be Lazier, More Productive

        Agile Marketing: Be Lazier, More Productive

        It's natural to always want to work more and faster, especially in America. Among some masochists, it's an actual badge of pride to take as little vacation time as possible.

        This behavior is driven by the belief that results inevitably follow hours logged. According to Workfront, 89% of marketers log into work outside normal working hours.

        But the vast majority of humans aren't built to work that way. Productivity takes a sharp nosedive when there's a relentless more-more-faster-faster approach. The Content Marketing Institute (CMI) reports the number of B2B content marketers rating their efforts as effective fell 8% between 2015 and 2016.

        CMI's Andrea Fryrear believes those content marketers are missing the Agile marketing boat. Fryear defines Agile marketing as when:

        your marketing team agrees on a list of priorities. Based on those priorities, you decide which tasks–including content marketing tasks–are most important. The team agrees to focus on those tasks that it can expect to accomplish during the next “sprint” (typically somewhere between one week and one month)–and it puts all other tasks on hold (on the “backlog”).

        Teams reassess priorities every time they complete a sprint, and only address new requests during a sprint if they're more important than what's already been committed to. If they're not, they're put into the backlog for a future sprint. 

        An Agile approach makes you more effective without working more, because you're getting the right things done. It works best as part of a documented content marketing strategy, such as can be found in Curata's Content Marketing Pyramid. Fryrear goes into much greater depth about Agile marketing in her post via the link below; it's well worth investigating.  

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      6. How To Prevent Your SEO From Taking A Hit When A/B Testing

        How To Prevent Your SEO From Taking A Hit When A/B Testing

        Most marketers are all too familiar with A/B testing of campaigns and assets to see what drives user engagement. Measuring content's impact is one of the top 6 challenges content marketers face today. What makes it more difficult is when you're A/B testing a page layout for an asset. Why? These tests are actually hurting your site's SEO.

        You may be thinking "How is this possible—the same content is being displayed, so how could it be hurting my SEO?" Allow Khalid Saleh to explain in "How to Split Test Without Harming Your Site’s SEO":

        Let’s say that Google’s bots land on your site and start indexing its pages. After it’s done indexing, the Googlebot beams the data to Google. Google now runs its algorithm to determine where to rank your site’s indexed pages. However, while going through this exercise, Google notices a problem: multiple pages on your site seem to have the same content with minor differences... Google might construe the similar pages as duplicate content and penalize you in the SERPs. This is how split testing affects your SEO. It confuses search engine bots and can trigger duplicate content warnings.

        So does this mean no more A/B testing pages? Fret not. Khalid provides helpful tips and tricks to address the issue via the link below, from not SEO-optimizing your pages to directing a Google bot which pages to index. If you're looking for other great tricks for your marketing strategy, check out these 10 Facebook and Twitter hacks

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      7. Successfully Launch and Promote Gated Content With These 6 Steps

        Successfully Launch and Promote Gated Content With These 6 Steps

        It's an all-too common scenario: you've just finished creating an incredible piece of in-depth original content. You want to let the world devour what you have to offer, but you're not just going to give it away! You make it gated content so you can capture lead information and track how leads convert.

        Only for some reason you're not seeing the number of downloads and shares you expected; in fact they're much lower. What went wrong? It may be related to the fact that promotion is one of the top six challenges content marketers face. So how to rectify this?

        Liz Bedor examines the necessary steps for launching and promoting gated content in "6-Step Checklist to Launch and Promote Gated Content." Bedor proposes the following elements to consider:

        1. SEO-Optimized Landing Page
        2. Email Announcement
        3. Download Email Confirmation

        ... amongst others. Liz gives a great overview of each step and why they're important to ensuring a healthy number of downloads and shares. It's possible to build out an entire content strategy from a single gated asset if you use Curata's Content Marketing Pyramid eBook. Start by reading the rest of Liz's full post via the link below.

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      8. Should You Use The Rio 2016 Olympics in Your Content Marketing?

        Should You Use The Rio 2016 Olympics in Your Content Marketing?

        The 2016 summer Olympics in Rio De Janeiro combines the spectacle of a beautiful tropical seaside backdrop with some of the world's most attractive people. Many of the athletes aren't too hideous either.

        These sorts of images—let alone the worldwide attention devoted to them, should offer a goldmine of marketing potential. Shouldn't they?

        Possibly. But should you want to newsjack the event, beware that referring to any names, logos or images associated with the Olympics, if you aren't an approved sponsor or partner, will be considered ambush marketing, and poses serious ethical, let alone legal risks. 

        The Cyber Alert blog warns:

        While seemingly harmless, [ambush marketing] diminishes the value of corporate event sponsorships. Olympic organizers look unkindly on the practice and strive to squash it – and the law is on their side.

        This means it's going to be very difficult to market promotional content without incurring the wrath of the International Olympic Committee (IOC) in the form of a nasty cease and desist letter—or worse. 

        Knowing what is ethical content marketing requires strong knowledge of both law and industry norms. You can find out more about both by downloading Curata's eBook: Content Marketing Done Right. For more about using the Rio Olympics in marketing, read the rest of the Cyber Alert blog via the link below. 

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      9. Maximizing the Social Media and Content Marketing Synergy

        Maximizing the Social Media and Content Marketing Synergy

        Social media and content marketing have become synonymous with each other in marketing. Which should be no surprise really—you need to promote your content in some way, and your promotion needs some content with it. As black and white a concept as this may seem, many marketing teams still struggle with executing both. A recent study shows promotion is one of the top six content marketing challenges for marketers.

        So how does a marketer reconcile the two? Pam Didner has written an excellent post about "5 elements to maximize the synergy Between Social Media and Content Marketing." Pam explains how she recommends her clients go about maximizing this synergy, with the trick to take care of what she describes as the "4+1" at a strategic level. Pam describes 4+1 as: 

         ...honing and aligning 4 elements with the central marketing team through 1 collaboration process.

        These 4 elements being: 

        1. Objectives
        2. Personas
        3. Messaging
        4. Editorial

        Successfully aligning these elements makes everything related to copy writing and execution come naturally. Curata's Content Marketing Pyramid eBook takes a comprehensive look at how to effectively implement your content marketing strategy, and have all these areas covered. Learn more about Pam's 4+1 concept via the link below.

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      10. Why Your Content Isn't Engaging Your Audience

        Why Your Content Isn't Engaging Your Audience

        We're spending more time and money on creating content than ever before, with B2B marketers spending $5.2 billion on content creation in 2015. Frustratingly, studies show most businesses waste about 25 cents of every dollar they spend on content—$1.3 billion hard earned dollars down the drain.

        Understanding why audiences are ignoring your content and then retooling to make it more engaging is crucial to ensuring maximum ROI. Helpfully, Anna Talerico at Marketing Insider Group has outlined some of the top reasons she finds that content gets ignored:

        • I never saw it.
        • I couldn't share it.
        • It didn't stand out.
        • It wasn't relevant.
        • It wasn't interactive.

        Talerica goes into detail about each point above and advises, "don’t let your content get lost in the shuffle by simply wishing for more engagement!" (Click on the link below this article to find out how Anna expands upon the above bullet points.)

        The best way to ensure readers see your content, it stands out, they can share it, it's relevant to them, and is interactive—is to start off with a well documented content marketing strategy. 

        Curata's Content Marketing Pyramid is one method for implementing such a strategy, explaining how to establish clear goals and priorities, how to increase production capacity by making more efficient use of valuable resources, and how to create a predictable stream of content that engages buyers and drives pipeline activity for marketing and sales. 

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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

      1. (1 articles) Michael Brenner
      2. (1 articles) Content Marketing
      3. (1 articles) Marketing Automation
    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) Michael Brenner
      2. (1 articles) Pam Didner
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