1. Recent Articles

      1. Digital Advertising: Good or Bad For Your Content?

        Digital Advertising: Good or Bad For Your Content?

        Content marketing works. Unfortunately, as more content is created, it's more difficult to cut through the noise.

        Caitlin Burgess, contributor to the TopRank Marketing Blog gives her opinion on cutting through the crowded content landscape:

        With so many marketers in the content marketing game—many of them creating and publishing new content daily—competition is stiff. In addition, evolving algorithms for social media news feeds and search engine results make it even more difficult to get the right eyeballs on your content.

        So, what’s the solution? How can you get that great content you’re creating in front of your target audience?

        One solution is leveraging digital advertising to support your content marketing efforts. Here are some quick tips on using digital advertising can impact your content:

        • Get your content in front of more people: Pick one or two target audiences to focus on
        • Target a specific audience: Use tools to analyze what your competitors are doing
        • Drive content strategy with new insights: Have proper tracking set up so you can accurately collect data
        • Enhance brand awareness: Test different messaging styles and tones
        • Keep your brand top of mind: Spread and target over multiple channels

        Read Caitlin Burgess's full article on the TopRank Blog in the link below.

         

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      2. Create a Steady Supply of Blog Ideas for Your Business

        Create a Steady Supply of Blog Ideas for Your Business

        As content investment continues to grow, marketers have targeted blogging as a priority content marketing tactic. More than 90% of the best business bloggers publish at a clip of at least one post per week, and it’s not uncommon to see corporate blogs updated daily. With such a fiery tempo, how do authors generate ideas for their content? The following suggestions will help you generate the ideas you need.

        Queue ‘em

        Up Make sure your editorial calendar has the details of your upcoming content—including ideas. Rather than waiting until you collect an assignment, develop a queue of blog ideas and align them with projects that you plot on your editorial calendar.

        Introduce Outsiders

        Third party opinions are a critical element in a balanced content strategy. They provide unique perspectives and different ideas that translate well into new blog ideas. External voices don’t have to be just guest posts, try stealing a few minutes off someone with an interview; the resulting responses could drum up even more topics to write about.

        Ask Other Humans

        “Digging into your own social networks — as well as your competitor’s — can provide great frequently asked questions to use as topic ideas…”

        This is sound advice from Meg Hall, blogger at NCR Silver, but there are two other types of people with great perspectives for topics: customers and employees. Customers are your target audience, so naturally they know what they’re interested in. Customer facing employees work the front lines, frequently fielding questions from your target audience.

        Check out more of Hall’s advice via the link below.

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      3. The Proven Guide to Using Live Video to Build Your Personal Brand

        The Proven Guide to Using Live Video to Build Your Personal Brand

        By 2017, video is expected to make up more than 70% of all traffic on the web. With Instagram and Facebook introducing live video and over 150 million daily active users on SnapChat, live video's prevalence is undeniable. 

        Optimize your marketing with live video using these tips:

        • Personalize: Make sure there's faces of people in your video to help viewers build a personal connection with your brand and reduce drop off.
        • Ditch the script: Reading from a script impacts the authenticity of your video. Use bullet points to be prepared but natural. 
        • Quick and snappy: Live stream videos should be five minutes or less. Shorter videos drive more engagement and increase the likelihood that your audience will watch videos in the future.
        • Be funny: New York Times best selling author and co-founder of Crazy Egg Neil Patel gives his opinion on humor in video:

        Don’t make the mistake of trying to be funny just because you think you need to be funny. It can come off as poorly as a forced joke before a serious speech. On the other hand, don’t be stoic and serious because you’re afraid people won’t find you funny.The right type of humor, with a purpose, can keep people entertained and will help improve your personal brand. 

        Other tips to optimize your live stream video strategy include: remain authentic, diversify you content, invest in good hardware, build your audience to promote your stream, bring value, and go live regularly. 

        For more information on optimizing your live streaming marketing strategy, check out Patel’s full article below.

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        Mentions: Instagram Video
      4. Where to Turn for Your Content Marketing Resources

        Where to Turn for Your Content Marketing Resources

        Because organizations continue investing in content marketing, teams are increasing manpower to drive content-related activities. Consider these three options, before deciding what staffing approach best fits your content marketing strategy.

        Contractors and Freelancers

        The most flexible option, marketers can hire based on their needs. Whether they need a generalist or a niche expert, freelancers will drive satisfactory results. When hiring freelancers, use the following tactics to get the most out of your on-demand creators:

        • Provide a very clear description, vision, and directives
        • Identify a budget
        • Determine what a successful process and result will look like

        Agency Relationships

        Many of the world's biggest brands use agencies as an option to execute their content strategy. While potentially expensive and resource intensive in the initial stages, working with agencies is another outsourced avenue that has proven effective. Agencies are often best for detail-oriented projects as they have a greater level of accountability than freelancers.

        Internal Content Personnel

        Finding a permanent content marketing fixture for your team is tricky. A good starting point is outlining the areas that need the most support. Convince and Convert contributor, Jacob Warwick, explains how this can help:

        “Conceptualizing your needs can help you determine what factors are most important in a new hire and help you narrow in on the right type of candidate. It’s important to prioritize these attributes”

        Read Warwick’s take on content marketing resources in the original article below

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      5. Is Your Content Marketing Designed for the New Customer Journey?

        Is Your Content Marketing Designed for the New Customer Journey?

        Content marketing is an effective way to give consumers the information they need to make a purchasing decision. However, as the volume of online content increases, the complexity and  breadth of options for content is increasing. Paths to purchase are becoming less linear, less defined and harder for marketers to track. With this understanding, marketers must create content with the new customer journey in mind. 

        Caitlin Burgess, contributor to the TopRank Marketing blog suggests constantly reassessing to find ways to improve your journey. Here’s what she has to say:

        You’ve done your audience research. You’ve created and executed an amazing, integrated content marketing strategy and content plan. Now is not the time to set things on autopilot. Now is the time to take a look at results and determine areas of opportunity for improving your content and therefore your customer’s journey.

         Dig into your website and social analytics on a regular basis to see what’s working and what isn’t, and then adjust your content plan and marketing tactics to bolster the good, cut out the bad and perhaps try a little something new.

        Here are some tactics you can take to make sure you’re content marketing will work for the new customer journey:

        • Know where your audience looks for information and how they learn
        • Integrate a variety of content types and channels to  optimize your impact
        • Create content that your audience cares about by being relevant and timely
        • Create a seamless use experience between content at different stages

        Click the link below to read Caitlin Burgess's full article on the TopRank Marketing blog.

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      6. 6 Tactics for Improving Email on Mobile

        6 Tactics for Improving Email on Mobile

        According to the Radicati Group over 2.4 million emails are sent every second.  Litmus states 54% of emails on average are opened on mobile. With these two statistics top of mind, there’s no doubt it’s important for marketers to ensure their audience is having a positive mobile experience with emails as well as their website

        According to Corey Trajanowski,  Digital Marketing Manager at Delivra and contributor to Marketing Insider Group blog, it’s becoming increasingly difficult to grab consumer’s attention.

        It’s becoming increasingly difficult for brands to grab their consumers’ attention in their chronically overflowing inboxes.

        And with shorter attention spans for mobile users, brands really need to consider if their mobile email marketing strategy is where it needs to be.

        I’m talking attention spans shorter than that of a goldfish.

        Here are some tactics you can take to improve your email marketing strategy.

        • Even shorter subject lines: Try to keep it under 30 characters!
        • Use pre-header text: Make sure you get your point across in under 70 characters
        • Responsive design: Consider the width of emails on mobile when coding your emails and placing content.
        • Font size: 13 pixels or bigger is typically easiest to read on mobile
        • Include ALT text for all images to prevent going into the SPAM folder.
        • Include CTAs and make sure your website is optimized for mobile as well to create a seamless transition

        Read Corey’s complete article on the Marketing Insider Group blog at the link below. 

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      7. Are Predictive Analytics Worth the Hassle?

        Are Predictive Analytics Worth the Hassle?

        Artificial intelligence (AI) and predictive analytics are content marketing buzzwords for 2017. The benefits of AI in marketing is clear. With increased engagement, improved measurement and automated suggestions, it’s easy to see how marketers want to take advantage of this technology.

        Arliss Coates, a Research Analyst at Econsultancy, shares some survey results on how impactful marketers believe automation to be: 

        Nearly 60% of respondents stated that their analytics solutions produced data-based insights without analyst involvement.

        A further 80% of those stated it saved them significant time as a result. Either the analysts themselves could be redeployed to focus on trickier tasks or the insights generated pointed to opportunities elsewhere.

        Despite the obvious benefits, there are some drawbacks to predictive analytics and automation in marketing. Here are some of the drawbacks:

        • Driving Out Creativity; Automation, while a time saver, could be helping marketers avoid the creative process. Technology isn't quite at a point where it can replace creativity. 
        • Slower/Less Nimble Process: Data is making us less willing to look for and act on "new shiny" opportunities and tactics.
        • Out-of the-Box Solutions Have Shortcomings: To further simplify their efforts, many marketers are looking for out of the box solutions. While this may seem like the most sensical option, they can be limited in their scope of operations.
        • Improper Data Interpretation: Predictive analytics can allow marketers to gain action items without understanding their origins. To properly use AI in marketing, marketers must first understand its limitations.

        Read Arliss Coates’s full article on the Econsultancy blog in the link below.

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      8. Make the Most of Your Website: Storyteller Vs. Designer

        Make the Most of Your Website: Storyteller Vs. Designer

        To successfully achieve the goals you've set for your website (increasing revenue, generating leads, building online presence, etc.) you need to quickly engage your visitors and inform them why they need your product. Starting with a story and then allowing design and SEO to supplement is the most sensical way to successfully achieve this. 

        Author of Duct Tap Marketing, John Jantsch, shares his opinion on the problems with taking your website to designers first.

        A business creates a great product or service, develops the processes for marketing said product or service and then turns to a designer to create a gorgeous set of web pages to showcase it. At some point, they determine they are going to need lots of pretty words to go with that awesome design, and then eventually they will need someone to SEO it all. Of course, today the path described above is a recipe for disaster and waste.

        Below you'll find some expectations potential customers have when visiting your website. Your website should function to meet these expectations. 

        • Build trust by conveying you're the go-to resource for information on a specific topic in your space
        • Provide information on your product and related topics
        • Differentiate your product from your competitors

        Creating a website with a  story: protagonist, antagonist, rising action, resolution, falling action, etc. will help assure you you're meeting the expectations for website visitors. 

        While integrating best-practices for SEO and design are important, content should be "at the heart" of your web strategy.

        Read John Jantsch's complete article on the Duct Tape Marketing blog in the link below.

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      9. How to Win with Content Curation (Even Before You've Started)

        How to Win with Content Curation (Even Before You've Started)

        From cutting down ideation to publication time to reducing costs to increasing overall content production and improving SEO, the benefits of content curation continue to grow.

        Prior to hopping into the curation game, consider the following to get the most out of your curation strategy.

        Balance

        Experts agree that content strategy is incomplete without curated content. The ratio of curated to original content is brand sensitive and should be determined based on engagement. Testing is important to gauge your audience’s interest in and consumption of curated content.

        Topic

        Since you want to position your brand as a thought leader, it’s good to select topics on the periphery of your topic areal. While these topics may not be directly relevant to your messaging, it could still help in creating loyalty and trust with potential customers.

        Sources

        It’s important to curate from a variety of websites and media outlets. Sherry Bonelli, of BrightLocal, explains why:

        “Having just one or two outlets to draw content from is all well and good but, it’s likely that competitors also turn to those same experts for their own curated content.”

        Contextualizing

        The general rule of thumb for ethical curation is to “give more than you take.” Provide more original commentary than borrowed text. Two ways you can do this is by editorializing or providing a prompt to your readers.

        Check out all of Bonelli’s reasons and tactics for content curation in the article below.

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      10. Which Content Marketing Metrics Matter?

        Which Content Marketing Metrics Matter?
        ‘We uncovered a bug in page insights. The bug has been live since May.’ The update on metrics by Facebook showed erroneous measurements of how people interacted with content on the platform. A statistical error undermined the trust of advertisers and publishers on Facebook, and the social media giant agreed to provide a third party […]

        The post Which Content Marketing Metrics Matter? appeared first on Marketing Insider Group.

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      11. See all articles
    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. (2 articles) Lee Odden
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