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How small businesses can use content marketing and curation to do inbound marketing. Click on image or headline for full post. http://curation.pegcorwin.com
Curated by Peg Corwin
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Find numerous posts on popular aspects of content curation and marketing by clicking the links below. 


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The Easy Path to Building Personas, and the Top 13 MarTech Articles Curated Thursday, 10/2/14

The Easy Path to Building Personas, and the Top 13 MarTech Articles Curated Thursday, 10/2/14 | Content Marketing and Curation for Small Business | Scoop.it

Myers-Briggs has 16 personality types. Jakob Nielsen defined 4 personality types when using the web. Bryan Eisenberg has identified four buyer personas as applied to web behavior.

 

When building a digital marketing model, you need to rely on personas as we all interact differently vis-à-vis email, sites, landing pages, etc. However, as research shows, it’s not that much different that you need dozens and dozens of personas.

 

You don’t have to go crazy blazing new trails when building your personas. And buyers are not dramatically different as they interact with your digital presentation. Use what already exists to create or fine-tune.

 

The KISS method applies here:

1) Limit your personas to three (remember: you need to shape presentation and content to the personas).

2) Use existing research to formulate your personas: Nielsen, Eisenberg, Tony Zambito, the Buyer Persona Institute. Start here: http://tonyzambito.com/10-ways-b2b-buyers-deeply-buyer-persona-canvas/

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

>> Marketing tech: $50B in investment, but top tools have only 4.1% penetration - VentureBeat http://sco.lt/6Zphkf 

>> [FREE REPORT] The 2015 Digital Marketing Budget and Trend Guide - ZOG Digital http://sco.lt/69eD0D 

>> 2015 B2B Content Marketing Benchmarks, Budgets, and Trends - CMI and Profs http://sco.lt/7V9qsb 

>> 2014 Statistics and Trends for Businesses on Social Media - Marketing Technology Blog http://sco.lt/8dYN8b 

>> 4 Email Plugins That Will Grow Your List Today | Convince and Convert: Social Media Strategy and Content Market... http://sco.lt/8HyrFh

>> How to Stream Google Hangouts On Air to Twitter and Facebook | Social Media Examiner http://sco.lt/5tgGw5 

>> Does your marketing speak persona? - Biznology http://sco.lt/62XPbV 

>> B2B Email Marketers Hone Best Practices As Use Of Email ‘Cleanup’ Services Grows - Demand Gen Report http://sco.lt/5nvtYH 

>> 10 Things B2B Marketers Should be Doing on LinkedIn - Act-On http://sco.lt/5nLs93 

>> How Gamification Can Improve Marketing Performance | Bunchball http://sco.lt/68vO1x 

>> [TABLE] Google Organic Click-Through Rates in 2014 - Moz http://sco.lt/4jqNmb 

>> Ecommerce Research Chart: ROI on marketing spend - Sherpa http://sco.lt/5gFttR 

>> [FREE PAPER] Why Modern B2B Marketers Need Predictive Marketing - Raab Associates http://sco.lt/95j3nV 

 

 

See ALL Top Curated Marketing Technology Articles here.

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Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).


Via iNeoMarketing, massimo facchinetti
Peg Corwin's insight:

Deep dive into buyer personas for content marketing.

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The Ultimate Copy Checklist: 51 Questions to Optimize Every Element of Your Online Copy

The Ultimate Copy Checklist: 51 Questions to Optimize Every Element of Your Online Copy | Content Marketing and Curation for Small Business | Scoop.it
Do you know how to optimize your copy so that it converts and bring your business the results you want? Ask these 51 questions to improve your first drafts.
Peg Corwin's insight:

Excellent content marketing resource and checklist to save and refer to often.

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Katie Joll's curator insight, October 30, 5:34 PM

Great list here! Useful to use as a check-off for your work

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The 7 Keys to List Posts that Are Worth Writing (and Reading)

The 7 Keys to List Posts that Are Worth Writing (and Reading) | Content Marketing and Curation for Small Business | Scoop.it
Move beyond crummy, boring list posts and get your audience to take action with these seven smart approaches to creating fascinating, strategic content.
Peg Corwin's insight:

Write a list post and don't start with a numbered list?  Learn this and more tips for better list posts.

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A Content Strategy Template You Can Build On

A Content Strategy Template You Can Build On | Content Marketing and Curation for Small Business | Scoop.it
Are you doing content strategy the right way? Use this content strategy template to create your own best practices and wow your clients.
Peg Corwin's insight:

Learn how to tell your brand's stories with this content strategy template.

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Want to Improve Your Blog's Conversion Rates? 11 Tests to Try

Want to Improve Your Blog's Conversion Rates? 11 Tests to Try | Content Marketing and Curation for Small Business | Scoop.it
Eleven tests you can run on your blog to optimize for clicks and conversions.
Peg Corwin's insight:

Learn how to optimize your publishing, email and call to action in this meaty post.

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Blog Optimization: Technical Issues to Optimize Your Blog

Blog Optimization: Technical Issues to Optimize Your Blog | Content Marketing and Curation for Small Business | Scoop.it
If you're interesting in blog optimization, this contains some technical items that will make a big difference to your blog performance.
Peg Corwin's insight:

Learn how to get better exposure for your posts with Twitter cards, open graph, social meta data, caching, content distribution networks, and even re-optimizing existing content.

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The Comprehensive Guide to Content Marketing Analytics & Metrics | Content Marketing Forum

The Comprehensive Guide to Content Marketing Analytics & Metrics | Content Marketing Forum | Content Marketing and Curation for Small Business | Scoop.it
Is your content taking you on a journey to nowhere? This guide will help you measure the effectiveness of content across all channels.
Peg Corwin's insight:

Thoughtful response to the question "How do I measure the effectiveness of my content marketing?"  See various metrics for different objectives, plus some you have not thought of.

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Sarvesh | SRK Fan's curator insight, October 19, 3:32 AM

Right mix of data combined with insights using #datamining is mandatory for successful content marketing

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Short and Long Term Content Marketing Goals

Short and Long Term Content Marketing Goals | Content Marketing and Curation for Small Business | Scoop.it
Learn about the difference between short and long term content marketing goals and how these can be used to get the best out of your online campaigns.
Peg Corwin's insight:

Good discussion of the difference between short and long term content marketing goals, with related strategies and metrics to watch.

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Content Curation: The Art of a Curated Post [Infographic] |

Content Curation: The Art of a Curated Post [Infographic] | | Content Marketing and Curation for Small Business | Scoop.it
What should a curated piece of content look like? Paint the perfect post with these five elements.
Peg Corwin's insight:

Infographic to describe curation best practices.

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Four Content Marketing Options for Ecommerce Businesses - VIDEO

Four Content Marketing Options for Ecommerce Businesses - VIDEO | Content Marketing and Curation for Small Business | Scoop.it
How can Ecommerce websites best utilise Content Marketing? John shares his top four Content Marketing options for Ecommerce businesses.
Peg Corwin's insight:

What content might an ecommerce site incorporate?   This video explains the use of newsletters, blogs, product guides and video demos.

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Amit Patriwala's curator insight, October 11, 8:44 AM

#content #contentmarketing #video #videomarketing

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The Ultimate Guide to Content Curation

The Ultimate Guide to Content Curation | Content Marketing and Curation for Small Business | Scoop.it
A solid content curation strategy helps turn a basic marketing campaign into a social movement.
Peg Corwin's insight:

In-depth post on content curation strategy, content and tools.  

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Linda Kaiser, PhD's curator insight, October 10, 4:52 PM

I believe this truly is the Ultimate Guide to Content Curation! This post is jam-packed with all things curation, including the how's, the why's, the when's, and a categorized list of current curation tools.  This list continues to grow so there must be something to curating content on the internet.  People are finding those who curate content are providing a valuable service of finding information on their topic of interest!

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The Complete Guide to YouTube Content Marketing

The Complete Guide to YouTube Content Marketing | Content Marketing and Curation for Small Business | Scoop.it

Video is the future (or present) of content marketing, yet marketers seem to shun YouTube other than for viral videos. YouTube has a massive audience, it's ideal for branding purposes and it benefits your Google SEO. This guide shows you what content you should be curating, how to get a top ranking on YouTube and how to convert that following to your own platform.

Peg Corwin's insight:

Extensive guide to YouTube content marketing, complete with screenshots and examples.  See especially the conversion section where you learn how to get people to join your email list or click to your website.

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The Psychology of Sponsorship – 7 Content Marketing Opportunities

The Psychology of Sponsorship – 7 Content Marketing Opportunities | Content Marketing and Curation for Small Business | Scoop.it
Sponsorship, the acquisition of rights to affiliate or directly associate with a product, person, organisation, venue, cause, team, league or event, is a rising star in the marketing mix, worth $51BN+ globally and growing at 4%+ annually. But despite exciting new digital opportunities for activating (bringing to life) sponsorship deals – live, on-screen and in situ – little attention from digital marketers has been given over to sponsorship. The upshot is sponsorship remains a silo seperated from digital marketing, despite opportunities to fuse the two.  What then are the top digital activation opportunities in sponsorship?

To digitally optimise sponsorship, it helps to understand the basics of how sponsorship can work as an effective marketing tool, so here’s a quick primer on the psychology of sponsorship that outlines 7 digital opportunities in sponsorship using a behaviourist take on Kahneman’s ‘Thinking, Fast (System 1) and Slow (System 2)’ model (that I’ve been putting together for an upcoming conference paper on the Digital Future of Sponsorship). If you want to skip the psychobabble, and jump the end for a summary of the 7 opportunities, feel free!

Via Brian Yanish - MarketingHits.com, massimo facchinetti
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Marco Favero's curator insight, Today, 12:02 PM

aggiungi la tua intuizione ...

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12 Tenets of Customer Focused Content Marketing

Marketing be a vast and complicated endeavor with lots of options, tricks and strategies to choose from. But there's one thing that's not up for debate, consumers are taking control over what they consume and when they consume it. From TIVO to Netflix, Spotify to Snapchat, today's consumers have the tools and desire to shut out the traditional marketing "noise". Making traditional marketing less and less effective by the minute.

That's where customer focused content marketing comes in. We were fortunate enough to catch up with Marcus Sheridan a while ago and get his take on creating content that answers customer questions. It's amazing what happens when you give consumers the answers they're looking for. They like you and if you provide enough value, they begin to trust you.

We hope you find value in this infographic. Please share and 'Pay it Forward" if you do.

Via Brian Yanish - MarketingHits.com, massimo facchinetti
Peg Corwin's insight:

Why is it so hard to do customer-focused marketing?  Because we are afraid of giving away too much if we really answer pressing questions of clients?  Because we are afraid of talking about competitors, or giving content away to them?  Are we afraid clients won't need us if we answer the questions?

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Marco Favero's curator insight, October 2, 10:45 AM

aggiungi la tua intuizione ...

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Audit your Content and Tag by Persona, Stage, Theme w/ Kapost Tool

Audit your Content and Tag by Persona, Stage, Theme w/ Kapost Tool | Content Marketing and Curation for Small Business | Scoop.it
Take control of your content with a freepersonalized content audit. Kapost’s free content auditor helps you pull your content into one place so you can establish a process for long-term content management.
Peg Corwin's insight:

Slick product to automate and facilitate what you can do with spreadsheets to list, tag and evaluate your content by personal, buyer stage and theme.

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Rainmaker - Wordpress + Genesis + SEO + CopyBlogger

Rainmaker - Wordpress + Genesis + SEO + CopyBlogger | Content Marketing and Curation for Small Business | Scoop.it
With Rainmaker, you can:
Create powerful content-driven websites on your own domains.
Build membership sites and online training courses.
Sell digital products like software, ebooks, and more.
Perform sophisticated online lead generation.
Optimize your content for search engines and social networks.
Absorb cutting-edge tactics and strategy with included training.
Avoid a patchwork of plugins, themes, and complicated code.
Forget about upgrades, maintenance, security, and hosting headaches.
Take your site and content elsewhere at any time if you so choose.
Peg Corwin's insight:

See above how targeted this Wordpress theme is to conversions, optimization and lead generation.

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Why Quality Content Focuses on Topics, not Keywords

Why Quality Content Focuses on Topics, not Keywords | Content Marketing and Curation for Small Business | Scoop.it
Searchmetrics recently launched their yearly Ranking Factors Study that bases numbers on rank correlation and averages of top 10 SEO rankings. The 2014 analysis shows that content on top-performing sites is much more holistic and less keyword-focused. In this post, Marcus Tober, founder and CTO of Searchmetrics, explains why you should focus on more than just keywords when it comes to technical aspects of your site, and how you can create relevant, comprehensive content for users.
Peg Corwin's insight:

Extensive study study which proves again that you must write in-depth posts on topics relevant to your customer at various stages of the buying process.

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Francecopywriter's curator insight, October 24, 6:23 AM

Pas facile de travailler les mots-clés pour avoir de bonnes pages d'entrée (landing page)... mais pas impossible. Le rédacteur web est le partenaire le plus au fait des évolutions :)

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How to Launch and Grow a Business Blog From Scratch [SlideShare]

How to Launch and Grow a Business Blog From Scratch [SlideShare] | Content Marketing and Curation for Small Business | Scoop.it
Learn how to actually launch and grow a business blog in this SlideShare presentation.
Peg Corwin's insight:

EXCELLENT and lengthly Slideshare on how to start a business blog strategically and grown your target audience.

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Oliver Durrer's curator insight, October 21, 12:00 PM

Inspiration and blueprint for action to start your business blog.

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8 Visual Content Apps to Create Stunning Images and Videos |

8 Visual Content Apps to Create Stunning Images and Videos | | Content Marketing and Curation for Small Business | Scoop.it
Do you want to present visual messages in new ways? This article shows eight design resources and tools to create visual content quickly and easily.
Peg Corwin's insight:

Have been enjoying playing with QuotesCover but there are many wonderful tools here.

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Content Quality Score: Googles Best Kept Secret For Ranking

Content Quality Score: Googles Best Kept Secret For Ranking | Content Marketing and Curation for Small Business | Scoop.it
Every page indexed by Google has a content quality score which directly influences how well a page ranks in Google. This article discusses the signals that determine the quality score of a webpage and what can done to ensure a high quality score for every page of your website.
Peg Corwin's insight:

Probably more detail than you want on how Google thinks about content quality, but excellent to really understand and build content with traction.  


 Quote: "With knowledge of these signals, it is my hope that as you attempt to increase the high quality signals for your site, that you also improve the quality of the site for your users."

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Joe Laing's curator insight, October 16, 12:23 AM

Nice article.  Well worth the time to read.

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10 habits of a highly effective content marketer

10 habits of a highly effective content marketer | Content Marketing and Curation for Small Business | Scoop.it
There’s a lot of confusion around what content marketing is and isn’t. This post seeks to explain the difference between people who make content and those who also market it.
Peg Corwin's insight:

Effective content marketers are above all, results oriented.  Learn the other 9 characteristics.


Quote:  "The best way to get the right people doing content marketing is to keep educating non-marketers about what it is and why it really works."

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B2B Marketers: What Insights Are You Using?

B2B Marketers: What Insights Are You Using? | Content Marketing and Curation for Small Business | Scoop.it
More than 80% of business-to-business marketers now use "insights" to shape their marketing messages and sales conversations as well as differentiate from the competition. However, the ones they use and the ones they say are most effective don't line up.
Peg Corwin's insight:

Use visionary insights in your marketing content to reinforce where the market is headed, which both engage prospects in conversations and drive decisions.

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Ecommerce Sites: How You Should Do Content Marketing

Ecommerce Sites: How You Should Do Content Marketing | Content Marketing and Curation for Small Business | Scoop.it
What can your business learn from successful Content Marketing campaigns? Find out inside.
Peg Corwin's insight:

See how Ebay adapts to technology, Betabrand established personality and Etsy communicates with their audience, all using targeted content.

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10 Tools to Create Beautiful Infographics and Visualize Data

10 Tools to Create Beautiful Infographics and Visualize Data | Content Marketing and Curation for Small Business | Scoop.it
They used to say content is king. But what really makes up content? Gone are the days when “content” meant purely text. Today, if you want to engage and en
Peg Corwin's insight:

Learn about the capabilities of various tools to create infographics and marketing graphics.

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Erik Larson's curator insight, October 6, 12:11 PM

Great tools for creating some really high value content.

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5 Hacks for Creating and Promoting the Right Content

5 Hacks for Creating and Promoting the Right Content | Content Marketing and Curation for Small Business | Scoop.it
Creating and promoting content isn't worth the effort if you haven't made sure it's the right content for your audience. This post offers several tools and tips to help you figure out where your time is best spent.
Peg Corwin's insight:

Great post on creating targeted content and promoting it strategically.  In it, I discovered the FullContact platform (#2) which will gather all social info from email lists, for example.

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