Content Curation Marketing Focused on all things curation. Thu, 30 Jun 2016 14:17:03 +0000 en-US hourly 1 You’ve Missed the Influencer Marketing Boat if You’ve Done This Wed, 29 Jun 2016 21:23:26 +0000

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.

Read original article at Sorry for Marketing…

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Buzzword Watch: Integrated Marketing Communications Wed, 29 Jun 2016 18:10:10 +0000

Social media has amplified the power of the individual to make companies listen. From reviews on product sites to mentions on Twitter, word about brands can travel faster and further than ever before. How do companies align themselves internally to react to this? With integrated marketing communications.

Integrated marketing communications helps companies internalize marketing efforts and spread them throughout the company, enabling a more efficient response to problems or news brought up outside the company. A simple concept; however a recent study of 1000+ marketers showed 37% of them have never completed a content audit. It’s difficult to communicate with your company about what content is out there if you don’t even know what’s been published!

Gini Dietrich at SpinSucks talks about the importance of integrated marketing communications and effective ways to start your strategy. One takeaway from her article:

Every person in your organization should feel empowered and educated about your communications strategy. When there are silos within an organization, communication breaks down, bottlenecks occur, and worse, miscommunications can create public relations crises.

(Having a well developed content marketing strategy is crucial to communicating your efforts and goals with the rest of the company.) Gini goes into more detail in the full article below about what to ask yourself when communicating within your company, offering examples of when an effective marketing communication strategy can help a company in every department.

Read original article at Spin Sucks…

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Always Be Testing! (Your Marketing) Tue, 28 Jun 2016 20:44:26 +0000
Good content marketers have a strategy for achieving their aims. Leading content marketers have a documented strategy for achieving their aims, and they diligently measure and analyze the results of what they do. Inevitably the results of these analytics invite questions. Would my email newsletter get higher open rates in the morning or the afternoon? Do headlines with lists generate more social shares?

The way to find out is—to quote Matt Damon’s character in The Martian, to science the sh!t out of it use the scientific method. Katherine Boyarsky at SnapApp explains that:

Experiments are a really important way to ensure that your content is performing at its maximum effectiveness, get new leads from old content, and improve the experience for your user.

She outlines five steps required to run experiments, get results, then implement them to improve CRO for landing pages, email, social, or any medium that allows for experimentation: 1) identify your objective, 2) propose a hypothesis, 3) determine and create the experiment design and variations, 4) let it run until it’s statistically significant, and 5) analyze the results.

Boyarsky points out it’s possible to double the amount of monthly leads from a blog by testing and then optimizing old posts. Measuring the effectiveness of content marketing is not always as easy as it sounds, but with a process in place, you can hold writers accountable for both content output and content performance, and diagnose and troubleshoot when things don’t go as planned.

For a more in-depth look at analytics and metrics, The Comprehensive Guide to Content Marketing Analytics & Metrics has you covered. For more details about how to start testing your content, click on the link to Boyarsky’s full post below.

Read original article at SnapApp…

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Don’t Overlook These Foundational Tools When Developing Your Content Strategy Wed, 22 Jun 2016 18:14:54 +0000 Strategy desk

Yes, the majority of companies are increasing content marketing investment—75 percent to be exact, based upon a recent survey of 1,030 marketers. However, many of these same companies struggle with the right team to hire, which topics and content types to create, and how to get the greatest ROI out of content. What’s a great start to resolving these challenges? A content strategy.

Megan Pacella of Creek Content provides the foundational elements of a content strategy in a post aptly titled: Content Strategy 101. As Megan explains, a well developed content strategy helps with more than simply content marketing. A content strategy helps you with:

  • Product development
  • Content marketing
  • Experience design
  • Knowledge Management

Megan mentions the importance of content audits, inventories, editorial calendars and style guides as tools to help develop and execute a content strategy. I’d add that editorial calendars also help marketers be more data-driven in their content strategy. For example, a well designed calendar in Excel (such as this template) or use of a calendar as part of a content marketing platform should include the ability to tag each piece of content. These tags—such as content type, persona target, media entity—enable precise measurement of your content’s impact, identifying what works and doesn’t work, and why.

Check out this 40+ page guide for how to create a content strategy with a Content Marketing Pyramid, and refer to the below link for more great advice on Content Strategy 101.

Read original article at Creek Content…

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Time For an Influencer Marketing Reality Check Wed, 22 Jun 2016 15:08:09 +0000

Just like account based marketing, influencer marketing is one of the hottest fields in content marketing right now. And whenever something becomes hyped, opportunists invariably jump in to try and capitalize.

In a new field there are few “experts” because few people have been doing it for long enough to become an expert. This means a lot of the advice floating around should be approached with a healthy degree of skepticism.

That said, you would think an actual influencer might know a thing or two about influencer marketing. Lee Odden at Top Rank Marketing blog is one such influencer, and has asked some of his fellow influencers what the most common and dangerous myths about influencer marketing are.

Fantastic tales of fame and success a la the latest marketing tactic du jour rarely lead marketers to business success. Realizing the potential negative effects of alluring speculation and misinformation to marketers, I decided to take the pulse of our community on what the most common and dangerous myths about influencer marketing are.

Odden lists five key myths about influencer marketing:

  • Myth #1: Popularity = Influence
  • Myth #2: You Should Buy Influencers Like You Buy Advertising
  • Myth #3: Brands Don’t Have Time to Develop Influencer Relationships
  • Myth #4: Influencer ROI is Measured Through Participation and Social Media
  • Myth #5: Influencer Marketing Replaces Existing Marketing

He explains exactly why each is a a major issue or myth in the full post via the link below. What’s so great about influencer marketing, and how does it work anyway? Discover 10 tips to boost content marketing ROI with influencer marketing.

Read original article at Online Marketing Blog…

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Smart Ways to Snag Earned Media Tue, 21 Jun 2016 18:25:51 +0000

A sound content marketing strategy requires owned, earned and paid media coverage, but earned media too often gets overlooked. Probably because it’s harder to control: paid and owned media involve your own dollars being spent on your own website, blog(s) social media accounts, and PPC campaigns, while earned media is free.

But earned media gives you the credibility of a tacit, if not explicit endorsement from someone not on your payroll who believes enough in your products, services or insights to mention, quote, or promote your brand’s content. As Brian Kolb at the Content Marketing Institute points out, it also helps you reach a wider audience of people who may not know about you, but could benefit from your content, products, or services.

In a blog post you can read in full via the link below this article, Kolb details three methods for generating earned media: cultivating influencer marketing, participating in industry trade shows, and engaging your fans and advocates. He argues:

Earned media should have an important place in your content marketing strategy. That way you’re not just hoping others will find and talk about your brand. You are deliberately and strategically taking the steps to make this happen. As your efforts begin to bear fruit, you’ll start seeing measurable results that will boost your web traffic, search rankings, leads, sales, and brand equity.

With a documented content marketing strategy it’s easier to incorporate earned media into the mix; this infographic provides a strategy starting point.

Read original article at…

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How to Develop a Collaborative Curation Workflow Wed, 15 Jun 2016 22:07:30 +0000

Content curation has moved from a ‘nice to have’ part of content marketing, to a ‘need to have’ part. It can be a big job for one person, and even if it isn’t, part of curation’s strength is in assembling a diversity of perspectives – which is more likely to happen when it’s done by more than one person.

If you have multiple people in your company discovering third party content, with the right process, your team can become a content-curation powerhouse.

Aaron Orendorff at Social Media Examiner argues:

Every day, people all across your company (from marketing, to product development, to sales, to customer service) discover a treasure trove of sharable, click-worthy content… take advantage of all of the wonderful content the people in your company come across daily, and you’ll soon have a never-ending source of quality content to share on social media.

Best in class content marketers are creating 65% of their own original content, curating 25%, and syndicating 10%. But don’t forget to measure how successful your curation is. Just keep in mind that content curation relies on third-party off-site content, which can generate misleading metrics which should be ignored. To find out which ones, download The Ultimate Guide to Content Curation eBook. For a full explanation of how to help your staff to curate content, click on the article below.

Read original article at Social Media Examiner…

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The Fundamentals of Persuasive Storytelling Wed, 15 Jun 2016 17:33:22 +0000
Storytelling is the beating heart of content marketing. Without a good story, you cannot engage anyone—let alone persuade or inspire them. Whether communicating by text, audio, or video, a compelling, satisfying narrative is key to our communication efforts.
But just what makes a good narrative? These five old world storytelling tips for today’s new world, for a start. Diana Beyer at Marketing Insider Group also talks about the fundamentals of good storytelling for marketing, highlighting the importance of story structure, continuity across ads, making a story relatable, being emotionally evocative, featuring your product, leaving them wanting more, and being authentic. Beyer argues:

Storytelling can be used in every form of media. Social media, radio ads, blog posts and of course television. When you put storytelling to use for your business, it will help you persuade consumers to make a purchase or sign up for an email list.

Structure comes first of course, just as it does when creating a content marketing strategy. Without a solid structure, everything else you do is wasted. Beyer expands upon her seven fundamentals in detail in the full article below.

Read original article at Marketing Insider Group…

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Getting Content To Cut Through The Noise Tue, 14 Jun 2016 20:04:17 +0000

Content marketing has taken the world by storm over the last decade. Every year we see companies ramp up their content marketing efforts in order to connect with their audience. In fact, 75% of marketers plan to increase or significantly increase their content marketing budget in 2016. This growth in content leads to one common problem though: how to reach an audience through all this noise? 

Bryan Kramer has one answer: influencers. As readers we gravitate towards content and writers that stand out from the rest, and give more thought to what influencers have to say because we hold their expertise in high regard. In his post, Kramer blogs the following insight:

You can make your message count, even in a noisy, content-rich environment, if you know your audience. Take time to learn what drives your key clientele and select the right influencers who are capable of carrying your message to the masses. 

This message rings true not just for influencers, but content in general. Think hard about what your audience wants to read/watch/listen to—they’re the ones who determine the success of your content. Curata’s Content Marketing Pyramid Ebook is a great resource for creating an effective strategy for content, while Bryan’s full post below will kickstart your influencer search.

Read original article at Bryan Kramer…

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The Rise of Visual Content Marketing Thu, 09 Jun 2016 16:03:23 +0000

Content marketers are writers at heart, not designers or illustrators, which may be why there’s such an industry-wide focus on text. However, barely a week goes by without another report detailing the importance of visual content.

Just last week Mary Meeker published her Internet Trends of 2016, and Tereza Litzsa draws attention to some interesting stats regarding the increase of visual content, and how it affects communication, marketing and ecommerce.

The new Generation Z coming up after Millennials is even more digital aware than Millennials she notes, and prefers visual content over written text. Litsa writes:

It’s not a coincidence that the most popular social networks rely on visual content, with the right type of content affecting users’ engagement. Facebook is the clear winner both in popularity and engagement among millennials, with Snapchat and Instagram following it.

Litsa goes on to detail a variety of insightful stats about visual content from Meeker’s report, including how Pinterest is the best example for brands of how visual content can increase purchase intent. Litsa’s full piece—accessible via the link below—really reinforces how a strong visual component should be a foundational part of any comprehensive content marketing strategy,

Read original article at…

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