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Ten Use Cases for Content Curation in Marketing

Marketing to Business Executives Blog

Marketing to Business Executives Blog B2B Marketing Strategies that Work Home About Home > Content curation , Content marketing , Social media management , Thought leadership > Ten Use Cases for Content Curation in Marketing Ten Use Cases for Content Curation in Marketing 01/12/2011 Marketing to Business Executives Leave a comment Go to comments Content curation offers the promise of addressing both information consumers’ and marketers’ challenges in taming the flood of digital information.  Identify new content relevant to customers. 

The Role of Context in Curation: B2B Marketers Take Note

Marketing to Business Executives Blog

Every B2B marketer should read Arnold Waldstein’s thoughtful post entitled, “ Context, not content, is king.&#   The context he describes is exactly what B2B marketers need to provide in their content curation.  He points out that, “Few of the curation platform players seem to understand that content without dynamic context is really neither interesting nor that valuable.&#. Marketers who use curation to establish a thought leadership position can’t stand on the sidelines, just aggregating and selecting relevant content.  Neither do I. 

“Curation” gets six tweets per hour…right now!

Marketing to Business Executives Blog

Marketing to Business Executives Blog From Insight to Action in B2B Home About Home > Buyer behavior , Content curation , Content marketing , Customer knowledge , Thought leadership > “Curation&# gets six tweets per hour…right now! “Curation&# gets six tweets per hour…right now! No trackbacks yet. Theme: INove by NeoEase

Choosing the Right Topic for Your Content Curation Initiative

Marketing to Business Executives Blog

Pawan Deshpande’s post on Crafting the Perfect Content Curation Strategy  raised the important issue of how one chooses the right topic for a content curation initiative. Pawan points to three factors to consider in selection of the right topic: competitors’ content strategies, the volume of content on a subject, and audience interest.  The number one factor in selection of a topic for a content curation initiative is what is compelling to your target audience. How difficult have you found topic selection to be in your content curation initiative?

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey

Games as Content in B2B Marketing

Marketing to Business Executives Blog

Share this: Email Print Facebook Share Digg Reddit StumbleUpon Categories: Buyer behavior , Content marketing , Customer knowledge , Games in B2B Marketing , Thought leadership Tags: B2B buyers , digital marketing , Games to educate Like Be the first to like this post. Turns out games have been used in B2B several (many?) times, Check out Coracle Online (www.coracleonline.com) though.

7 Steps to Success with Marketing Automation

Marketing to Business Executives Blog

Develop a content strategy and plans. Filed under: Content marketing , Implementation success , Lead management , Marketing automation , Marketing technology , Process Improvement. Content marketing Implementation success Lead management Marketing automation Marketing technology Process ImprovementNobody wins when marketing automation system implementations don’t yield expected results. Yet it happens so frequently that some industry observers predict slow adoption of this important technology because of implementation problems. Have a champion in senior management.

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Adobe’s Online Marketing Suite…Looking Good

Marketing to Business Executives Blog

They have made progress in improving ease of use, incorporating offline data to provide an end-to-end view of marketing, and taking on the challenge of device-independent content. Adobe also stands out in its explicit recognition of content as part of the marketer’s technology ecosystem. Many times I heard at the Adobe Omniture Summit 2011 that you “segment and then you target content to audiences.” It seems obvious, yet some suppliers treat content as an afterthought. It took me some time to get my arms around the Adobe Online Marketing Suite.

B2B battleground for content curation « Marketing to Business.

Marketing to Business Executives Blog

This focus on quality of content presented to the curator is critical in publishing, where the productivity of editors is a major justification for content curation.  Share this: Email Print Facebook Share Digg Reddit StumbleUpon Categories: Content curation , Content marketing , Social media management , Thought leadership , Uncategorized Like Be the first to like this post.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

Finding the Information You Need Quickly, Reliably and Cost-Effectively

Marketing to Business Executives Blog

Someone raised the question on Quora a month ago:  Would most users rather have content delivered to them based on interests or by their social connections?  ” Then Romain Goday of Darwin Ecosystem  laid out  five different approaches to content curation : Expert approach: curators. That’s why we need content curation, a filter that helps us find what we want quickly, reliably and cost-effectively. As  Alex Clemmer  noted on Quora, “It is inevitable that most of the interesting content in the world is discovered by people you don’t know.”

How do you involve your experts in social media?

Marketing to Business Executives Blog

This includes a brand-compliant microsite that sits on the customer’s Web site for publishing curated content, the aggregation and routing software that finds relevant social media mentions and routes them via email to appropriate experts and reviewers, as well as newsletter distribution and social media publishing capabilities. . Combining content curation with workflow management and an email-based user interface addresses two factors that limit many companies’ engagement with social media: the time required of experts and the volume of content needed to maintain a consistent presence.

7 not 3… actions for marketing automation implemenation success

Marketing to Business Executives Blog

Jeff Ernst from Forrester has just come out with a new report, “B2B Marketers must Prepare Better for Marketing Automation,&# that raises a critical issue but doesn’t go far enough.  He points out that marketers, “… need to prepare for the use of the technology by having 1) a lead-to-revenue process model to automate; 2) content to support the message and responses; and 3) a marketing organization that is ready to support the technology.&#  . Develop a content strategy and plan. Without question this is true.  Have a champion in senior management.

Marketing: The New Finance…with a technology ecosystem to support it

Marketing to Business Executives Blog

Content: creation and management of all types of original and third-party content for use in testing and implementation. Filed under: B2B marketer's job , Business management , Content marketing , Customer knowledge , Governance of the marketing function , Marketing technology , Marketing Technology Ecosystem Tagged: Adobe Omniture Summit 2011 , Ecosystem , The New Finance. Think about it. Finance tracks the value chain of the business. It’s important, but mostly inward facing. By contrast, marketing faces outward and see’s where the business is heading. Do you agree? 

New Research on Why CRM Fails…Also Lessons for Marketing Automation

Marketing to Business Executives Blog

While some scoff at my contention that today’s marketing is harder than ever before, these insights from the research support that view. Enough MIT Sloan Management Review (Spring 2011) published new research on CRM in an article titled, “Why CRM Fails and How to Fix It.&#   This is fantastic reading; truly an energizing piece pointing to down-to-earth advice.  The four key insights that the authors drew from their research are equally applicable to marketing automation.  Enough of the left brain/right brain argument.  Enough of the data/experience fuss.  Back to the article. 

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Evidence:the heart of your business (and marketing) plan.

Marketing to Business Executives Blog

B2B battleground for content curation RSS feed Google Youdao Xian Guo Zhua Xia My Yahoo! Their research shows that businesses that try to execute their business plans flawlessly usually fail.  Most successful businesses did not start out intending to be in the business that succeeded for them. ( Read the book for some great examples.) Marketers need to start operating in this same way.  What

Content marketers: throw out your editorial calendar!

Marketing to Business Executives Blog

The first recommendation in Accenture’s publication, Social Media:  Rewriting the Rules on Content Management , is to throw out your editorial calendar.  Shocking!  Isn’t the editorial calendar the tool you use to keep a regular flow of relevant content moving out to constituents?  These same reasons make a strong argument for content curation in marketing.  Through content curation, marketers can harvest timely, relevant topics from news articles, blog posts and social mentions.  Shocking!  The calendar ignores today’s news and recent developments.

Sorting through content curation options

Marketing to Business Executives Blog

Marketing to Business Executives Blog B2B Marketing Strategies that Work Home About Home > Content curation , Content marketing , Lead management , Marketing technology , Social media management , Thought leadership > Sorting through content curation options Sorting through content curation options 01/13/2011 Marketing to Business Executives Leave a comment Go to comments Let’s say you are serious about establishing a thought leadership position in an area of keen concern to your customers.  There are dozens of content curation tools out there. 

Need a quick news fix in a speciality area?

Marketing to Business Executives Blog

Whether you curate to grab competitor intelligence, stay up to date on developing issues in your industry or to create more content for engagement with customers, Eqentia’s content curation platform is worth a look. . I’ve written more about the platform for Patricia Seybold Group.  Filed under: Content curation , Content marketing Tagged: Content marketing , Eqentia , Social media. Content curation Content marketing Eqentia Social mediaEqentia curates news into all these channels and most of them are available to the public for free. 

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

What is structured content?

Biznology

Structured content is the most important trend in digital marketing that you’ve probably never heard of. Of all the stories and advice in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing , the one that has attracted the most questions from my colleagues is the section on structured content. All that did was change the shape of the content.

10 Digital Trends to Inspire Your 2017 B2B Content Marketing Strategy

KoMarketing Associates

With 2017 less than two months away, it’s time to start thinking about your 2017 B2B content marketing strategy and how to get the most out of your efforts. With this in mind, we’ve pulled together a list of ten digital marketing trends that should be considered by all when thinking about next year’s content strategy. 1. Content Management Inefficiency Abounds.

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Personalized content for more effective content marketing

Biznology

Content marketing is, of course, a great way to attract and engage an audience, but if you’re putting out one set of content for all comers, you’re wasting an opportunity to engage more deeply. Personalizing content will yield much greater results. Persona-Specific Content. Behavior-Based Content. Don’t call them, they’ll call you. How did they find your site?

22 Tantalizing Content Marketing Stats and Facts

Webbiquity

With the near-universal embrace of content marketing— 93% of B2B marketers are using content marketing , and B2C marketers are close behind—the amount of brand content being produced has exploded. Already widespread, content marketing will continue to grow. Visual and video content will become increasing important. Stats About Content Marketing Use and Trends. 1.

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B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. The Track Maven study found that content engagement decreased by 17% in the same period. 

How To Lead With Customer-Focused Content

Tony Zambito

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago.  Content is ubiquitous in all phases of life and in business.  In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space. by Creative Stall. New Dilemmas For Marketers.

From Mealy to Meaty: How to Create Better Content

Act-On

Many of us content marketers have been operating under a faulty premise. Every year, we’ve made it a priority to create more and more content. Even this year, 76% of B2B content marketers say they will create more content. But does more content result in better content? We could get more strategic about curating some content. So what to do?  .

The 23 Best Content Ideation Tools

Webbiquity

Great content—the kind that resonates with your audience—starts with great topic ideas. What are the best tools for finding great content ideas? Here are almost two dozen of the best content ideation tools finding and capturing bursts of inspiration. Sample review:  “Turns your content creation into a magazine, while it can also be embedded on WordPress sites too.”

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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

How to Create Irresistibly Shareable Content

KoMarketing Associates

Every now and then, a piece of content goes absolutely viral on the internet. And, it’s pretty much every content marketer’s goal to produce that piece of content, the one that gets shared like crazy. Creating shareable content requires taking a step back and thinking about the process. What actually encourages people to share content? What Enjoy! The Place.

Making Industrial Content Marketing Engaging for Engineers and Industrial Buyers

Industrial Marketing Today

Industrial content marketing is facing a big challenge because manufacturers are struggling to make it more engaging for their target audience. They have a good grasp of industrial content marketing’s contributions at the top of funnel but can’t quite connect the dots when it comes to measuring its effectiveness in driving sales. This is only a content summary.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. Perhaps not as drastic as the Dow falling by 8%, but to see the percentage of marketers who believe their content marketing was effective drop to 30% from 38% in one year is a revelation. Documented Content Strategy Helps. by Aha-Soft.

Industrial Content Marketing’s Role in Sales

Industrial Marketing Today

You’ve probably read all the buzz surrounding industrial content marketing. The Content Marketing Institute found that 81% of business-to-business (B2B) manufacturers in North America said that their organizations were using content marketing (Source: 2016 B2B Manufacturing Content Marketing Trends—North America). This is only a content summary.

13 Suggestions for Content Marketing Inspiration

KoMarketing Associates

One of the most rewarding parts of planning and writing content is landing on a new idea kernel. The newfound bounty can power content marketing efforts for a few weeks or even longer. So how can a content marketer keep a spark file of fresh ideas and stave off the boring, overdone, or stalled ones? Here are some suggestions for finding your content marketing inspiration.

Outside-in marketing: a pragmatic approach to content marketing

Biznology

Content Marketing is rapidly growing, but is often done poorly. People think they have to publish content regardless of the needs of their target audience, at a pace no one can possibly consume. This leads to what Mark Schaefer calls “content shock,” in which you overwhelm an increasingly unwilling audience with content. Don’t worry. Thanks to all our sponsors!

34 Compelling Content Marketing Stats and Facts

Webbiquity

Content marketing is now ubiquitous, with 93% of all marketers saying they do content marketing (it’s not clear what the other 7% are doing). But with so much content being produced, distributed and shared, how do you make your efforts stand out and grab the attention of your prospects? Only about half of marketers try to connect content to sales. TopRank ). 2.

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How Your Startup Can Overcome Content Marketing Challenges

KoMarketing Associates

Starting a content marketing program from scratch is right up there on the list. Data shows content marketing is a long game requiring consistent, strategic investment. Startups that invest in content marketing have the means to affirm theirs is the best solution. Content has the cues. There are even more reasons to begin content marketing early. Guess what?

Infusing SEO Into Your Content Marketing Strategy

B2B Marketing Insider

Most search marketers would agree that content marketing is an essential cog in the wheel of SEO. Exceptional content that delivers value and purpose can earn links naturally, fueling a website’s authority and overall ranking potential. When content marketing strategies are infused with subtle layers of SEO and keyword targeting, the potential to realize greater […].

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