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    1. Secrets to Networking More Effectively on LinkedIn

      Secrets to Networking More Effectively on LinkedIn

      If you're at Content Marketing World this week, networking will be top of mind. However, making friends with a room full of strangers can be easier said than done. Luckily LinkedIn is a great professional networking option for post-event outreach.

      HubSpot's Amanda Zantal-Weiner argues against overlooking the platform: 

      With new social networks sprouting up constantly, LinkedIn is a platform that often gets underutilized or put on the back burner. But the truth is, LinkedIn can be extremely powerfulespecially when you're aware of all the platform's hidden features that don't get nearly as much attention as they deserve. 

      For anyone who isn't using LinkedIn to network effectively, consider the following tips to take your efforts to the next level.

      • Check out who's viewed your profile and view other people's profiles. This is a great way to get your name in someone's head before sending an InMail.
      • Create your own industry-related group, and join groups related to your industry. 
      • Make sure your profile is up-to-date and complete. Add any necessary links to your website and blog. Make sure your profile includes a background image, endorsements, and any other special features that apply to you.

      For more advice on maximizing your post-event outreach, check out Zantal-Weiner's complete article below.

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    2. Go Beyond Social When Distributing Your Content

      Go Beyond Social When Distributing Your Content

      Promoting and distributing content is just as important as creating it. But it's difficult to execute distribution and promotion well. Fifty percent of content created gets eight shares or less, according to BuzzSumo. 

      While most marketers understand the importance of sharing and distributing content, determining how to do so beyond sharing on LinkedIn and Twitter is another matter. In truth, there are hundreds of methods outside traditional social platforms to share your content. 

      HubSpot's Kelsey Meyer advises that:

      Before you toast to your status as a progressive marketer who also publishes on LinkedIn and posts on Reddit, consider this: There are dozens, if not hundreds, of methods for content distribution beyond social that you might be overlooking.

      Consider these distribution methods:

      • Guest posting: Reach out to other blogs that have the same target audience as your brand. By posting to other blogs and linking back to your website, you're reaching a new audience, driving traffic to your website, and improving your website's SEO.
      • Leverage the sales team: Use your sales team to help increase traffic to your content. This will help you more precisely reach your target audience, and speed up your sales team's cycle.

      For more content promotion tips, read Meyer's complete article below.

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    3. Will Videographers Replace Content Marketing Writers?

      Will Videographers Replace Content Marketing Writers?

      Video is arguably taking over modern marketing. According to Brightcove, videos are shared 1,200 percent more than hyperlinks and text combined.

      HubSpot's Raj Chander explains how this is impacting writers' mindsets:

      In late 2015, a Gartner report predicting that 20 percent of all business content would be machine-generated by 2018 led to a string of articles proclaiming the death of writing jobs. High profile advocates of writing rushed to the medium's defense soon after, but it didn't curb the worry: HubSpot's recent State of Inbound 2017 report indicated that many marketers who earn a living from writing and editing are afraid their careers will "diminish more and more with [the rise of] video."

      Many of these concerns are, for the most part, unfounded. The role of writing will change in marketing, just as it's adapted for the stage, radio, and blogs. Video needs writing to create a compelling story. Research by Quartz shows that in-depth white papers and articles are still highly valued by company decision makers.

      To continue succeeding in a content marketing career, writers should fine tune their craft and track changes in the industry. Networking helps you keep a finger on the pulse of the content marketing world.

      For more on how video will impact content marketing careers, check out the full article below.

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    4. Should You Incorporate AI in Your Content Marketing?

      Should You Incorporate AI in Your Content Marketing?

      Over 63 percent of consumers are already using artificial intelligence (AI) and don't realize it. From IBM's Watson to Google's RankBrain, artificial intelligence is here to make your life easier.

      This is especially true for marketers. Sophia Bernazzani of HubSpot elaborates:

      When processes are optimized and made faster by technology, not only can businesses achieve better outcomes, but humans also have more time freed up for critical thinking, data analysis, and long-term planning when they aren't bogged down with more rote tasks.

      Some ways marketers can use AI to simplify their lives include website design, content marketing, content curation, search, and marketing automation.

      While AI can make your life much simpler, it's important to remember AI isn't right for everyone. Make sure to weigh out the possible costs, benefits, and time savings before investing in AI software.

      AI development is still only in the early stages of marketing applications. We recommend keeping an eye on companies creating AI programs to solve common marketing problems. Adopt AI software when a solution that's right for you is complete.

      For more examples of AI in marketing, read Sophia Bernazzani's complete article below.

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    5. How to Create a Successful Content Marketing Team

      How to Create a Successful Content Marketing Team

      Many content marketers have not yet developed a clear formula for structuring their departments, or for hiring the right content marketer.

      According to Curata research, as many as 43 percent of companies are hiring more employees specifically to produce content. There were more than 19,000 content marketing jobs posted on LinkedIn’s platform in fall 2016.

      HubSpot contributor Sophia Bernazzani researched how four marketing technology companies structure their content teams. She discovered that:

      It’s always valuable to look at how other organizations within your industry get things done every day. And It’s particularly valuable to look at how an organization you admire, or aspire to emulate, has nailed what they do.

      Though all companies had a slightly different structure, there are some key similarities. 

      Cost effectiveness should inform your content marketing team's structure. For smaller companies who want a variety of content, this might mean using freelancers. For larger companies, full-time hires are probably the smarter option.

      Another useful strategy for your organization: wait for a channel or strategy to prove it's creating valuable ROI before hiring a full-time employee to manage it.

      In the same vein, take care to uncover the hidden abilities on your content team. From SEO to video creation, many, if not most content marketers have talents far beyond writing.

      Structure and responsibilities are important to your content marketing team's formation. But who you hire as a content marketer is even more impactful. 

      For more examples from B2B companies on how to form your content marketing team, check out Bernazzani's complete article below.

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      Mentions: ROI B2B marketing
    6. 11 Content Curation Tools Every Marketer Needs

      11 Content Curation Tools Every Marketer Needs

      I love Twitter. It’s my gateway to the Internet. But when days are busy, I can’t always keep up with my stream of 1,400+ accounts. And yeah, I get a little FOMO ("fear of missing out") when I can’t troll my streams on the regular. Fortunately, content curation has all but saved me from Twitter FOMO. As a salve, I’ve subscribed to Dave Pell’s “Next Draft” and it provides me with the day’s most noteworthy news that I otherwise would’ve discovered on Twitter.

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    7. Elevate your Content Curation with a Knowledge Discovery Program

      Elevate your Content Curation with a Knowledge Discovery Program

      Delivering consistent content to readers is a struggle for marketers. Deciding on the frequency and quality of your posts is a key reason why it's a struggle. Content curation can fix this dilemma by allowing you to share other blog posts with your readers. In fact, one study shows 82% of marketers curate content

      With so many marketers curating on a regular basis, you need a way to stand out to your readers and deliver content they need. Meaghan Moraes explains how using a knowledge discovery program can do just that. Meaghan says:

      Knowing that you need to curate relevant content from a number of sources is one thing, but identifying the most relevant content on an ongoing basis is a whole other beast. Knowledge management is a long-time need, but marketers need to do more than simply "manage" knowledge. Being able to discover and use the knowledge in context is the key.

      A knowledge discovery tool helps you pull relevant content from all over the internet, eliminating hours of digging to find the perfect article. The rest of Meaghan's post (link below) dives deeper into the benefits of quality knowledge discovery tools, which the Ultimate Guide to Content Curation explains how best to incorporate into your content marketing strategy. 

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    8. Navigating the Complexities of Fair-Use & Copyright

      Navigating the Complexities of Fair-Use & Copyright

      HubSpot writes about some of the complexities about fair use and copyright online these days, particular when it comes to images.  In the article, they narrate a recent incident where they used an image marked with a Creative Commons license only to find out that the image was actually had royalties associated.

      Consider the history of the music industry and piracy on the web. A stock photography site that comes up with the image-borrowing equivalent of Pandora and Spotify could have something pretty amazing up its sleeves. 

      The author then hits at better safeguards for preventing such incidents but stops short of making a recommendation on what the solution actually is. 

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    9. HubSpot is Wrong: Email is not a replacement for RSS

      HubSpot is Wrong: Email is not a replacement for RSS

      Pamela Vaughan of HubSpot recently wrote an article around the demise of Google Reader suggesting that (1) RSS is dying, and that (2) Email is a replacement for RSS:

      All we're saying is that RSS is a dying  tool -- it's simply not as effective in distributing content as it used to be. So rather than encouraging your blog readers to subscribe to your blog via RSS, encourage email subscription instead! The logic is simple: Email boosts traffic to your blog, since email subscribers get notified directly in their inbox when new content gets published. This is compared to RSS, which subscribers have to check manually.

      They are wrong on both accounts.  First RSS is not dying, only Google Reader is dying, but other RSS readers, or apps powered by RSS continue to have strong adoption.  

      Secondly, email is in no way a replacement for RSS.  Yes, email can boost traffic to a site, but RSS can boost traffic as well.  They are also wrong that users have to check RSS to get updates, while they don't for email.  In both mediums, users need to check for updates whether its their inbox or a feed reader.  In fact, both protocols are typically implemented using polling (or in some cases push updates) so there's really no difference.

      Lastly, there's a clear distinction between feed readers and inboxes.  Email is a two way communication channel, while RSS is a one way channel. Many people use email with a zero inbox strategy by deleting or archiving each item.  On the other hand RSS is not optimized for that workflow but rather a browsing methodology where you read what you want and leave the rest.

      From a product perspective, HubSpot is moving increasingly into email marketing.  It's understandable that HubSpot wants to promote email as a channel, but it's disingenuous to suggest using email where it should not be used.

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      Mentions: RSS Blog HubSpot
    10. Staying ahead: Content formats can peak and decline

      Staying ahead: Content formats can peak and decline

      Interesting blog post from HubSpot talking about how marketing content forms peak and decline.  They look at traffic stats on their infographics and show how their traffic for infographic have declined, meaning they are past the peak:

      You know what the average post view was for a blog post with an infographic, though? 11,535. Holy $%*#.Let's do infographic posts all the time, right? But the impact of promoting a post around the fact that it included an infographic lessened over time. In 2011, our average post view was 3,059; but infographic posts generated, on average, only 1,852 views. Harumph. Not as hot, eh?

      As content marketers and curators, we should keep this in mind as we curate to make sure we are posting content that is on the rise and not the fall.

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      Mentions: Curation Blog HubSpot
    11. Facebook launches curation feature called Collections similar to Pinterest

      Facebook launches curation feature called Collections similar to Pinterest

      Facebook launches a new feature for Pinterest style curation that they are calling "Collections". With this feature, users can curate content they like and build a collection wall.  The author of this article forsees this as a win for marketers as it will drive up adoption, particularly for those who have want to curate using a tool like Pinterest but don't want to join a new social network in order to do so.  Because most people already have a Facebook account, this should make curation much more accessible to the layperson:

      From the marketer's perspective, the new Facebook feature may offer a way to appeal to users who don't have the desire to join a new social network like Pinterest but are still interested in curating their interests on a site they already frequent, like Facebook.

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    12. 10 B2B Companies That Create Exceptional Content

      10 B2B Companies That Create Exceptional Content

      Overview of a few select brands that are creating exceptional content as a part of their marketing efforts:

      ...we've compiled a starter list of B2B companies that create killer content on a regular basis to keep prospects coming back to their website and engaging with their business. Still think your company is too boring to create compelling content? You might want to think again. 

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    13. How Not to Steal People's Content on the Web

      How Not to Steal People's Content on the Web

      Tips and tricks on how to share content on the web and how to NOT share content.

      You're supposed to share content, but you're also supposed to give credit where credit is due. So to clear up any confusion and ensure you (and anyone you do business with) is following proper internet etiquette, this post will outline proper methods of source attribution on the internet to guarantee the right people get credit for their hard work and ideas. It's just the polite way to do business on the internet!

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    14. Curation is a way to simplify your prospects' decision-making process

      Curation is a way to simplify your prospects' decision-making process


      HubSpot suggests "curating" peer and expert content such as social media threads testimonial quotes, case studies and featuring them very prominently on your site.  This lets prospects trust you more than you doing all the talking:

      While it's great to provide your own take on your product and the industry, you are of course biased, so providing any third-party recommendations -- from users or experts -- is a great way to ease a prospects' decision to go with your company. At HubSpot, for example, we curate social media threads, blog articles, and case studies from customers and experts and feature them on our website -- even on our homepage .

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    15. Curation as a Habit of a Top-Notch Content Creator

      Curation as a Habit of a Top-Notch Content Creator

      HubSpot lists out ten habits of top tier content creators.  Among them, no surprise, is content curation.  

      Create a backlog of content ideas, dabble in content curation, think about a topic from a new perspective, load up your RSS reader with other blogs in your industry and regularly refer to them to spark ideas -- the possibilities are endless!

      However, rather than citing curation as a way to publish more content, they cite the benefits of content curation in helping to generate more ideas for content creation to overcome writer's block.

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    16. 8 Reasons You'll Get Buried Alive Without Quality Content

      8 Reasons You'll Get Buried Alive Without Quality Content
      On last week's episode of The Marketing Update, the marketing tip of the week was special. It took into account all the marketing news throughout 2011 and boiled it down to one main takeaway: Create quality content. And while we can discuss the importance of quality content 'til the cows come home, we'd like to provide some reasons why quality is so important. Perhaps that way, you can truly kick-start your 2012 marketing strategy with some inspiration to get your business blogging into full swing.
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    17. The Top 12 Marketing News Updates You Should Be Thankful For

      The Top 12 Marketing News Updates You Should Be Thankful For
      As we gather around our Thanksgiving dinner tables and think about all we have to be thankful for in our personal lives, let's take an extra moment to reflect on all we should be thankful for as inbound marketers. We've covered some major marketing news stories on this blog during 2011. Not surprisingly, they've included a lot of helpful new updates and features that make our jobs as marketers a lot easier.
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    18. 10 Ways to Never Run Out of Blog Ideas Again

      10 Ways to Never Run Out of Blog Ideas Again
      Regularly coming up with awesome content ideas is one of the toughest challenges business bloggers and inbound marketers face. Oftentimes, coming up with the blog article idea itself is half the battle. So the next time you get into a blogging rut and are struggling to get out, consider the following 8 tactics for coming up with awesome blogging ideas.
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      Mentions: Business Blog Blog
    19. Why Content & Curation is Critical to Business with @CC_Chapman ...

      Why Content & Curation is Critical to Business with @CC_Chapman ...
      The HubSpot Inbound Internet Marketing blog covers all of inbound marketing - SEO, Blogging, Social Media, Landing Pages, Lead Generation and Analytics. Join 40000 others and subscribe now! Subscribe to RSS feed · Follow us on Twitter · Add us on Facebook! ... "Content curation is a great way, especially for small businesses or companies who don't think they have the time to create all their own content, to pull together relevant content and share it with your community" ...HubSpot's Inbound Internet Marketing... - http://blog.hubspot.com/
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