Content Curation Archives

The Content Revolution – Book Interview

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Heidi Cohen Interviews Mark Masters New book: The Content Revolution Q: What’s your best piece of advice for readers looking to improve their marketing? You have to go deep. You have to read wider (not just within marketing but human behavior). You have to look at the world and be relentlessly curious. The areas that we are looking to build a reputation within, we have to discover and interpret a different story to the rest of the marketplace. Whether it’s SEO, writing or social, people have to show a depth of understanding in order to differentiate. If you can provide fact, experience and opinion within your particular field, and do it with depth, you can redefine a category. According to a BuzzSumo/Moz report from over 1 million articles, 85% of content published in less that 1,000 words. Long form and longer thinking … Continue reading

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Twitter users rejoiced this month as the platform known for brevity threw its users a few more characters, allowing them to attach rich media—such as a photos, video, or GIFs—or a poll or Quote Tweet without it counting against the 140-character limit.

Meanwhile, Facebook put out custom Reactions to celebrate iconic sci-fi series Star Trek’s 50th anniversary. Users had the opportunity to respond to their friends’ posts using a laughing Kirk, a surprised Spock, an angry Klingon, and more.

There were big things across the board on social media platforms this month. That’s why we’ve done the hard work of rounding up all the updates—big and small—from all the major networks so you don’t miss a thing.

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Monetize live content

On September 1, Twitter introduced new ways to monetize live content. Twitter described the change, which appears to part of the platform’s Amplify program, as a “new way for brands to join and add to the Twitter conversation using live video broadcasts and highlights from Periscope.” Andy Roddick appears to be the first user of the feature through a partnership with Chase and Grey Goose to create a series of broadcasts around the US Open.

Live streaming alerts

On September 12, Twitter announced that users can now turn on notifications when someone they follow shares live video on the platform. When users receive the alert, they can join the broadcas

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By now, we’re all familiar with headline-making stories of social success: Oreo’s dunk in the dark tweet, Coca-Cola’s Share a Coke campaign, and the ALS Ice Bucket Challenge. But what’s a new brand to do when just starting out? How do start-ups fit social into their ever-evolving marketing plans?

We spoke with three start-ups experiencing rapid growth and asked them about their secrets to social success. These trailblazers all have two things in common: they get creative with tactics and quickly optimize their strategies on the successes.

Q&A with Zeel: Finding bliss on Snapchat

Headquarters: New York, NY

Founded: 2010 by Samer Hamadeh

Zeel created their massage-on-demand concept in 2012. They were the first company to bring same-day, in-home massages to customers, giving them the opportunity to book a Zeel massage in seconds using the iPhone or Android app or via the company’s website.

How are you using social media as part of your growth strategy?

Social media is the technology version of word of mouth marketing—and it is one of our most powerful tools for growth. Zeel uses social media to share the Zeel massage story—the creation of the first and finest massage-on-demand company—and engage with our customers.

We offer worthwhile, relevant, and generous content with our followers—content that they want to share. And we ask the

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Audio Content Marketing: 5 Actionable Tips

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Audio content marketing enhances your B2B or B2C brand in 3 key ways. To add audio content to your content marketing, here are 5 tips.

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Social media now informs every aspect of the buyer’s journey—from first learning about a brand right through to post-purchase.

Whether we’re looking for a new car or complaining about poor customer service, we’re increasingly turning to social media to do it.

Take the example of the travel industry. In 2014, over 80 percent of travellers used social networks for inspiration when researching hotels or vacation destinations, according to a Google travel study.

On the one hand, this is great for brands. With a direct link to customers, brands have more ways than ever of connecting with and understanding their audience. But on the flip side, there’s now so much data and so many touchpoints that keeping track and staying up to speed is pretty challenging.

So how can brands benefit rather than getting burned?

At Talkwalker, our expertise is social media analytics and the analysis of online data, so naturally we always think data can help. Through our work with clients in industries ranging from food and hospitality to software and finance, we’ve identified three key elements—three R’sthat help our clients make the most of social data for customer engagement.

The 3 R’s of customer engagement using social data

1. Research—know your community

Researching your audience, community, and potential customers has always been an important part of business. But with social media, the number of people publicly talking about your brand or industry has exponentially increased and the way that people talk and express themselves is changing too.

Our client, digital agency Lion & Lion, uses Talkwalker to analyze social media data around the coffee lover community for coffee brand Nescafe Dolce Gusto.

A word cloud showing key hashtags linked to the coffee lover community. Image via Talkwalker.

Using social listening data, they were able

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7 Tips to Make You A Stronger Facilitator

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And yet fresh excellent short article on how to take advantage of content curation to supply your followers the very best and latest info for your specific niche subject matter

Note from Beth: As a trainer and someone who teachers other trainers, I’ve been obsessed with improving my facilitation skills and written a lot about it on this blog. I’m always up for a conversation with other facilitators about shop talk and getting tips for improving my practice.   So, I’m thrilled that fellow facilitators Cody Sigel, MPH, CHES and Tracy Wright, MAED from ETR agreed to share some of their secrets in this guest post.

7 Tips to Make You A Stronger Facilitator

The first time you facilitate a training, you start developing your own personal list of tips for great facilitation. You try out some things that work, and they go on your list (“I can’t wait to try that again!”). Chances are you also try out some things that don’t work, and they go somewhere else.

Some go into the trash (“I am never again going to ask people to take off their shoes as a way to break into small groups!”). And some go onto a wait-and-see list (“How come that worked so well when I watched Deb do it, and it was such a flop when I tried it?”).

ETR is a non-profit that develops and evaluates health education programs. We train providers and trainers across the nation on a range of evidence-based programs, especially in the sexual and reproductive health arena. We asked our cadre of trainers about the facilitation tips they’ve found most useful. We had a lot of great ideas, but we’ve distilled it down to seven we think will be helpful for any trainer—whether you’re just starting out or have been training for years.

  1. Understand the science of learning and put it to work. Brain science and the science of learning are dynamic fields with constant advances being made. You’ll want to keep following the science to stay up-to-date. If you’re training adults (most of us are), you’ll need to understand adult lear

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It’s not always simple for brands in regulated industries to get on board with social media. There are risks, and the legal processes offered on traditional communication channels like email aren’t easily replicated.

Now, thanks to technology—which allows brands to automate important regulatory processes—these companies can be on social in a safe and secure way.

We chatted with Mike Pagani, senior director of product marketing and chief evangelist at Smarsh, an archiving and compliance solution, about how to stay compliant on social.

Q&A with Mike Pagani from Smarsh

What are key elements of a compliant social media strategy?

We believe there are four components of a successful social media strategy.

First, define where your company is at on the social media maturity scale. For example, do you have one team working on social, or is social media spread across your entire organization and tied to broader business objectives? You need to understand exactly where you’re at before you can start planning.

Second, educate your employees about social media security and implement a formal social media policy. A social media policy will help guide your employees’ appropriate use of corporate and personal profiles. A key part of social media education is how you choose to implement it. Is this department-wide policy or organization-wide? What are the roles and responsibilities? Workflows and processes for each person or team?

Third—and this can be done in tandem with the previous component—start social media monitoring. This is where you have to chat with your product teams, marketing department, heads of business, leadership teams, etc. to find keywords and phrases around your brand. This will help you listen to your customers, keep an eye on your competitors, and understand what shifts are happening in your ind

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If you don’t already read Joan Garry’s nonprofit blog and or listen to her podcast, you should. She is a must read and a must listen. She has the experience of being a nonprofit executive director, but now works with nonprofits, assisting with crisis management, executive coaching and the building of strong management teams to support the work of the CEO.

The one thing I really admire about Joan is that she gives straight up great advice to nonprofit CEOs to improve the effectiveness of their organizations.  She also has a great sense of humor and grace.  I’ve been a big fan of her work for a while and I was lucky enough to get her to write a guest post on my blog about a year ago – on why nonprofits need to nurture younger leaders.  This summer I was lucky enough to be a guest to talk about the Happy Healthy Nonprofit Book on her podcast.

In researching and writing The Happy Healthy Nonprofit: Strategies for Impact without Burnout, with Aliza Sherman,  I remembered a post she wrote about her biggest professional mistake that lead to one of her staff wearing a heart monitor due to stress.  Her insights resonated with what we were hearing in our interviews, so of course, Joan is one of many experts we interviewed for the book.  Her story, perhaps, inspired Rob Cottingham, who created some amazing cartoons to illustrate the book.

Go take a listen to Joan’s podcast about The Happy Healthy Nonprofit!

Recent Reviews and Guest Posts

  • The Happy Healthy Nonprofit is a Must Read by Marion Conway
  • The Happy Healthy Nonprofit Book Review by Aisha Moore
  • Book Review: The Happy Healthy Nonprofit by Vanessa Chase Lockshin
  • Updating the Nonprofit Work Ethic – guest post on SSIR
  • Anti-Burnout Workshop – guest post on Train Your Board


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Imagine you have the most amazing product everyone wants to buy—but there’s no way your customers can check out and pay. The same concept applies to your content. Even the best and most engaging content will fall short if your audience can’t easily find it, subscribe to it, share it, and eventually learn about your products or services. That’s exactly what content marketing is about: creating valuable, engaging content that actively paves the way for a sale. How do you create a system to pave the way for a sale? With what’s called a Content Conversion Funnel.

What is a Content Conversion Funnel?

Great content attracts traffic, but it takes a lot of hard work to produce. You certainly don’t want your audience to just leave and never come back, given that nearly every person who lands at your website is a potential customer.

The idea of a Conversion Funnel is that you start with a broad audience at the top of the funnel; all of whom, in theory, could be your customers. As they move down the funnel, the pool of potential customers grows smaller as less likely buyers are weeded out, leaving only those most likely to purchase.

In the end, some convert: they buy your product or pay for your service. Your goal is to have a clear strategy for guiding your prospects through this funnel.

There are different ways to go about this, but the one I’d like to talk about is the PRISM framework. Here’s how it works.

  • P for People: First you need an audience. If people aren’t aware of you, everything else is irrelevant. No one will consume your content, subscribe, or purchase

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Yet one more excellent article on the best ways to take advantage of content curation to provide your followers the best and newest details for your specific niche subject matter

Think about the last big-ticket item that you bought. Chances are, you didn’t simply go to the store and pick out the first television that caught your eye. You probably spent some time researching the product and reading customer reviews so that you could make an informed decision.

Thanks to social media, today’s consumer is more educated and equipped than ever. To understand the impact this digital transformation has had on every stage of the buyer’s journey, we spoke to Lisa Marcyes, social media and marketing manager at Marketo.

Q&A with Lisa Marcyes from Marketo

What part of the buyer’s journey has social media had the biggest impact on?

One of the most exciting parts of my job is the fact that social media touches buyers at every stage of their journey. At the initial stages, we’re looking to increase new followers and drive awareness and engagement with our content. We’ve also seen customer support on social become a huge part of the digital buying journey.

People are expecting an answer from me within one hour maximum. Along with social listening and finding customers and potential customers discussing the brand, we’re able to build advocacy. The buying journey is impacted from beginning and discovery of the brand, to gaining valuable brand advocates.

Building this brand voice on social helps to establish you as a thought leader, an expert in the field, and a go-to for advice. With 55 percent of B2B buyers doing their research through social networks, social channels provide a real-time platform where they can share information, research products, and make informed buying decisions.

With engagement, you’re interacting and nurturing strategies to help nudge that potential customer toward a conversion. This is an especially critical time not to be too pushy or salesy, but rather informative and approaching with a ‘here’s some tips that could maybe help you’ stance.

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