Content Curation Marketing Focused on all things curation. Thu, 26 May 2016 14:13:25 +0000 en-US hourly 1 How to Know if Your Content is Good Enough Tue, 24 May 2016 19:47:10 +0000

It’s easy to think of our own content as far superior to our competitors. And yet, all our competitors undoubtedly think the same thing—that most content in our niche is poor—and that theirs is the exception.

How can you set aside your biases to objectively determine whether or not your content really is as good as you think? Neil Patel at QuickSprout writes,

Being your own toughest critic will help you create great content that will win over your readers.

To that end he has developed an excellent checklist of the essentials of good content, with six questions to ask yourself before publishing any piece of content.

Writing well is hard. There are times when the zeal fades, and your creative energy feels all but gone. Reason to keep posts short and sweet, right? Wrong. Writing just for the sake of writing doesn’t do you or your audience any good—and the answer may be, counterintuitively, to increase your post length. Discover The Secret to Writing Long Form Content, and click on the link below for Neil’s six tips for ensuring your writing is cutting the mustard.

Read original article at…

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Key Concepts For Digital Marketers to Own Their Role Tue, 24 May 2016 19:29:19 +0000 SkyscraperConstructionWhile it’s typical for marketing departments to use their budget for greater marketing activities, an (unpublished) upcoming Curata survey shows 42.5% of companies across a range of industries are using their budgets to increase their content marketing staff. This means there will be more employees assigned to individual roles within the marketing department.

While this implies greater specialization within the field, it shouldn’t prevent anyone from expanding their role and learning about the most important elements of digital marketing. In his blog post “8 Essential Concepts Every Digital Marketer Should Understand,” Joshua Nite argues why marketers should have some knowledge of all the pieces that come together for a campaign.

The most successful marketers tend to be skyscraper builders. They understand how their role fits into the overall plan. Which means they have a base understanding of what everyone else is doing, too. Having that context can only make your work better. What’s more, you can avoid being commodified—being thought of as “the content guy” or “the SEO woman”—and expand your role.

Joshua provides a great overview of the key concepts a digital marketer should take the time to know. From SEO to Content Planning to PPC, they’re all fundamental parts of the bigger picture. Our content strategy ebook illustrates just how those pieces fit together, while Joshua fleshes out these concepts in full at the link below.

Read original article at Online Marketing Blog…

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Ethical Dilemmas in Marketing: Finding the Strength to Say No Tue, 24 May 2016 18:44:26 +0000

“If you very honestly, in your heart of hearts, don’t want a digital marketing initiative to succeed, should you take on the project?” This election year is bringing the ethical dilemmas inherent in digital marketing assignments into sharp relief, argues Rebecca Lieb at Marketing Land.

Lieb recounts how a friend recently walked away from crazy money offered by the Koch brothers for a digital marketing project. “I could have remodeled my mother’s house for only one day of work,” Lieb’s friend confided.

Companies are increasingly taking stands for things they believe in: North Carolina’s HB2 “bathroom bill” prompted many companies to register their disapproval, with most enacting or threatening sanctions. Microsoft is not donating money to the Republican convention this year, unlike past years.

Lieb notes:

This election cycle is the first in years in which I don’t personally know any agencies or marketers who have taken on clients despite the fact that they espouse agendas diametrically in opposition to their own personal ethics and values. The strength to say “no” and stand up for your convictions—whatever it is you believe—is a sign of maturity.

Ultimately, it can’t just be about the money if you’re a marketer. You have to ask yourself, “what if the marketing actually works?” Click here for a definitive guide to content marketing done right, and read Rebecca’s post in full below.

Read original article at Marketing Land…

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Know the Difference Between Digital Storytelling and Digital Selling Thu, 19 May 2016 14:58:35 +0000

It’s crucial for content marketers to be skilled at storytelling, so it’s perhaps ironic how often it’s something they struggle with. 

For marketers adapting to content marketing it can be particularly hard to break out of an egocentric, product-focused mindset, and recalibrate into an audience-centric mindset that offers genuine insight and value to customers.

Carla Johnson at Type A Communications believes the best content marketers who consistently tell a great story through digital channels utilize different ways to give it dimension and make it richer. 

Where I think brands begin to step outside their “customer success story” comfort zone is when they start to produce stories that are actually tangential to the brand. There is a context connection to the brand, but the stories aren’t about the brand, they’re not about their customers, etc. They’re about real people, doing real things, and tangentially connected to the brand. They draw people in because the content is cool, inspiring, surprising, meaningful, and the viewer then has the experience of discovering “oh, wow, BRAND X was behind this content.” It’s these contextually related, but unexpected, stories that I think create experiences that have the opportunity to be engaging in surprising ways.

Trying to communicate to an audience in your voice only, about your products and services only, and striving to be the sole source of content on your chosen topic just doesn’t work. Being subtle is actually the more powerful way to gain people’s attention—and most importantly—trust. Stop Egocentric Marketing is an eBook with powerful lessons on the difference between storytelling and selling, while Johnson has 14 experts offer their insights about storytelling in the link below.

Read original article at Type A Comm…

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Why You Need a Customer-Centric Editorial Calendar Wed, 18 May 2016 18:21:11 +0000

Why do only 35% of enterprise-level marketers have a documented strategy

Kelsey Loughman at Kapost reasons that it may feel easier to keep creating new content, rather than pausing to build a well-thought out plan based on persona research and targeted messaging. 

But you can eliminate content waste by instituting a dynamic, customer-centric editorial calendar that will:

  • Provide cross-functional visibility into content production
  • Support a platform for customer journey mapping
  • Create visuals for the progressive content story
  • Garner actionable insights for improvement and iteration

Loughman offers five steps to building a customer-focused editorial calendar, which echo many of the themes found in the Content Marketing Pyramid—such as setting out a plan for re-using and repurposing content, using social channels to promote content, and setting out themes to push.

The last thing Loughman focuses on is not publishing content for content’s sake:

This isn’t really a step so much as a mis-step. For all the above reasons (your mapped priorities, not publishing on topics, paying attention to workflow, visibility to push one-off requests…), you need to get off the proverbial content hamster wheel.

For greater detail, the full post is well worth reading below.

Read original article at The Content Marketeer…

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Overcoming Content Industry Staffing Challenges Tue, 17 May 2016 17:56:02 +0000

We live in a world of chronically understaffed content teams, where highly skilled co-workers bolt for bigger bucks elsewhere, undercooked rookies quickly rise to their level of incompetence, and marketing technology changes faster than the weather in New England.

According to the Content Marketing Institute’s (CMI) 2016 B2B Content Marketing report, 25% of North American B2B marketers reported gaps in knowledge and skills of their internal team as one of their top five challenges, while 21% said finding or training skilled content marketing professionals and/or content creators was one of their top five challenges. 

Erik Martin at The Content Wrangler notes much of this boils down to attracting and keeping top talent in any nascent field is harder than in more established fields. Content marketing has suffered the worst shortage, since marketing is the most recent to adopt content strategy principles.

Consider a tech company creating a content marketing group and trying to fill a new position. Absent qualified applicants, the company settles for a marketer well versed in traditional methods but ignorant of content marketing. This new hire doesn’t understand the need to build an audience through targeted, entertaining, insightful content, and instead pumps out boring, product-focused content. They don’t know how to set up an efficient, repeatable process, don’t know how to formulate an effective social distribution plan, or understand analytics to know what is and isn’t working.

For a thorough guide to understanding analytics, read The Comprehensive Guide to Content Marketing & Analytics. For tips on attracting and retaining higher-skilled and talented content creators, marketers and strategists, click on Erik’s full article below.

Read original article at The Content Wrangler…

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15 Killer Content Curation Tools Wed, 11 May 2016 17:05:21 +0000

Original content is vital in marketing. But producing original content is a significant investment, and doing so day after day can mean sacrificing other important aspects of your business. Content curation requires a much lower investment and complements original content with wider perspectives from outside your organization, enhancing your thought leadership. 

Julie Ellis notes that,

…the dictionary definition is “to sift through, pull together, and select for presentation.” This is actually pretty accurate. Because when we curate content, we are sifting through related content of others, especially influencers, and sharing that content in several ways—re-posting an article that someone else has written (with their permission), sifting through important content and collecting it for an original post of your own, finding topics and improving what others have written about them, and much more.

For a detailed guide to exactly what curation is, why it’s important, and how to put it to work for you, look no further than The Definitive Guide To Content Curation. Curating is a non-trivial exercise to perform manually, so Ellis details some excellent content curation tools that do the searching work for you in the rest of the article below.

Read original article at Marketing Insider Group…

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Can Brands Mourn? Not Without Trust Wed, 11 May 2016 14:58:49 +0000

It feels natural to say ‘a family mourns,’ but to say ‘a company mourns’—not so much. Many argue this is business’s fault. As Carlos Abler notes, every day business communities ignore individual and commonwealth best interests, putting shareholders or personal careers above all else.

So when brands try to actually act with humanity it shouldn’t be surprising how often it backfires and people respond with cynicism. Prince’s passing on Thursday April 21st 2016 was one such occasion where Abler’s employer, 3M wanted to respond with humanity to a fellow Minnesotan and much loved member of their community. Says Abler:

My mind was blown when I saw this image pass through my Twitter feed.

But media and the public alike questioned the business motives behind the tribute. Perhaps justifiably, people often assume the intent behind such statements is a self-promotional act of ‘newsjacking’.  

It will take businesses learning to act with more integrity as corporate citizens to recover their humanity in the eyes of the people, and recover the right to mourn with them.

Customers control your brand. If a customer has a bad experience, all it takes is one tweet or Facebook post for hundreds or thousands of people to see that story. No amount of communications management can fix that person’s bad experience. Build relationships with your customers through honest, ethical, useful content, and you will earn the trust of, and the right to mourn with your customers.

Carlos goes into compelling depth about the issue of trust for brands below.

Read original article at LinkedIn…

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Moving Beyond Social to an “Omni-Social” Community Tue, 10 May 2016 19:44:41 +0000

Social media giants like Facebook, Twitter and the rest have aggregated digital consumer attention to such an unprecedented degree they’ve forced companies to take an “if you can’t beat em, join em” approach to online community. 

Given we spend more than 25% of our time online on social media, it’s crucial to know how to effectively promote content on social media

With the substantial decline in “free” organic reach in favor of pay-to-play however, social communities are now much more expensive and less efficient. But given the audiences, companies can’t exactly turn their backs on these platforms.

Jay Baer advises adopting an “Omni-Social” strategy that changes the fundamental role of leased social communities. A sound Omni-Social strategy includes these elements:

  1. A commitment to moving beyond the hegemony of rented social community
  2. Admitting that rented social communities offer user experience functionality customers crave
  3. Adding some of that functionality (or a reasonable facsimile) to a website or community your brand owns or controls
  4. Selecting and maintaining a relationship between your rented community (on Facebook, for example) and your owned assets (such as robust community functionality on your website)
  5. Communicating the relationship between your rented and owned community functions to all consumers, to avoid confusion and duplication of purpose
  6. Giving community members at least partial control of the narrative and dialog inside the owned community. Enable the community to be “theirs” in a way the Facebook page never could be.

Baer describes a framework outlining four ways Omni-Social can work in the link below.

Read original article at Social Media Strategy…

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Moving Beyond Social to an “Omni-Social” Community Tue, 10 May 2016 15:23:50 +0000 Social media giants like Facebook, Twitter and the rest have aggregated digital consumer attention to such an unprecedented degree they've forced companies to take an “if you can’t beat em, join em” approach to online community. 

Given we spend more than 25% of our time online on social media, it's crucial to know how to effectively promote content on social media

With the substantial decline in “free” organic reach in favor of pay-to-play however, social communities are now much more expensive and less efficient. But given the audiences, companies can't exactly turn their backs on these ...

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