Does B2B Content Curation Have Value Beyond Marketing?

Judgment, Automated Email Boost Audience Growth

Should Content Curation Use Personae and Customize for Verticals? If so, How Much?

IBM Exec Talks about Content Curation for IBM Intranet

U.S. Pharmaceutical Industry Finds Itself Applying B2B Content Marketing to B2C Sales Efforts

Consumers Trust Earned Media More than Paid Media, According to Nielsen

Complex Sales Processes Drive Need for Content Marketing, Content Curation

Business Publisher Moves Illustrate Growing Content Marketing, Content Curation Trends

Paid Media Flat, Owned and Earned Media Spending Growing Faster than GDP

CMO.com Uses Curation to Build its Destination Content Site

Articles from garykim

1. Content Curation, SEO Both Part of a Virtuous Cycle Explore Curation Insights (May 31 2012) Industry & Business News There is a positive cycle when marketers use content curation. Content creates the potential for traffic; search engine optimization drives that traffic; traffic leads to influence, leads or thought leadership. That influence affects business results, which enables continued content curation, which starts the cycle over again. Marta Kagan of Hubspot reports that inbound marketing costs 60 percent to 62 percent less per lead than traditional outbound marketing. Most observers therefore would say search engine optimization is an integral part of content curation efforts, since good and relevant content is useless if it cannot be found. But there is clear evidence ... (Read Full Article)

   Comment Mentions:   JC Penney   inbound marketing   Content Curation

2. 99% of Surveyed Marketers Use Content Marketing Explore Curation Insights (May 13 2012) The survey of 389 marketers and marketing decision makers found that 99 percent of respondents had used at least one form of content marketing. Separately, consultants at McKinsey and Company found that 72 percent of respondents to a recent survey report that their companies are deploying at least one content marketing-related channel, and more than 40 percent say that social networking and blogs are now in use. (Read Full Article)

   Comment Mentions:   Content Marketing   Search Engine Optimization

3. Should Content Curation Use Personae and Customize for Verticals? If so, How Much? Explore Curation Insights (May 2 2012) Content curation is a way of using content marketing, which in turn is a way to gain thought leadership and cement relationships with a variety of buying influences in the information technology business, you might argue. And the types of content ideally should match the interest “hot buttons” of key interest to distinct influencers. (Read Full Article)

   Comment Mentions:   SAP   Oracle   Content Curation

4. Thought Leadership Style Hinges on Organizational Values, Leadership Explore Curation Insights (Apr 23 2012) Thought leadership” is a typical reason any larger business-to-business marketer engaged in content marketing and content curation, and that effort can take a number of forms. (Read Full Article)

   Comment Mentions:   IBM   Content Curation   Content Marketing

5. One Example of Video-Based B2B Content Marketing in the Information Technology Business Explore Curation Insights (Apr 13 2012) Anne Marie Berger of ForeFront, a boutique system integrator, uses a video posted on YouTube to show how partnering with IBM, using WebSphere Cast Iron Cloud integration, empowers ForeFront to deliver and achieve successful cloud computing strategies for its clients. Information technology firms long have used white papers and "words" to educate professionals about technology problems and illustrate solutions suppliers can offer. These days, video is becoming an important part of content marketing, though. (Read Full Article)

   Comment Mentions:   IBM   Content Marketing

6. Paid Media Flat, Owned and Earned Media Spending Growing Faster than GDP Explore Curation Insights (Apr 12 2012) Total US advertising expenditures edged up 0.8% in 2011, finishing the year at $144 billion, according to March 2012 data from Kantar Media. The Kantar data also shows ad spending declines every quarter since the third quarter of 2010. Separately, private equity firm Veronis Suhler Stevenson has interesting data about spending growth for 2012 in both public relations and "outsourced custom content." Historically, spending on public relations has been a proxy for use of "earned media," while "custom content" has been a proxy for "owned media," to an extent. Owned media includes brand publishing, among other things. The interesting ... (Read Full Article)

   Comment Mentions:   Content Curation   Content Marketing   Curation

7. Business Publisher Moves Illustrate Growing Content Marketing, Content Curation Trends Explore Curation Insights (Apr 11 2012) In a perhaps-indirect way, moves by business-to-business marketing companies illustrates how the “brands as publishers” trend (content marketing) and content curation approach make more sense for business-to-business brands.1105 Media's Enterprise Computing Group, for example, has created a “Smart Markets” business. ECG publishes five magazines, 18 newsletters, 20 websites and several events, including Visual Studio Live, Techmentor and the recently launched Live 360 Events for information technology professionals. Smart Markets will provide marketing services as content curation, strategy, website creation, lead-generation programs, advertising creative, brand building and product launches, the company says.Separately, IDG, which was one of the ... (Read Full Article)

   Comment Mentions:   Dell   IDG   Content Curation

8. Consumers Trust Earned Media More than Paid Media, According to Nielsen Explore Curation Insights (Apr 11 2012) Some 92 percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising, an increase of 18 percent since 2007, according to a new study from Nielsen. You might say such attitudes account for the greater interest in earned media (stories in mass media) and owned media (sometimes called "brand publishing"). When one channel--paid media--starts to underperform, it is only logical for business-to-business marketers to look to other available channels that offer hope of better performance. Online consumer reviews are the second most trusted form ... (Read Full Article)

   Comment Mentions:   Content Curation   Content Marketing   Curation

9. CMO.com Uses Curation to Build its Destination Content Site Explore Curation Insights (Apr 3 2012) We recently talked about the SAP launch of “Innovation from SAP,” a thought leadership site for business leaders with questions about a few new information technology subjects including cloud computing, mobility, big data and analytics.The new blog is intentionally different. It will focus on business topics rather than deep technical information, with an emphasis on content that allows business executives to better understand the role several specific technologies are playing in driving business results. In similar fashion, Adobe created CMO.com in 2009 to help senior marketing executives lead their companies' digital marketing efforts. You might call CMO.com ... (Read Full Article)

   Comment Mentions:   SAP   Content Curation   Content Marketing

10. IBM Exec Talks about Content Curation for IBM Intranet Explore Curation Insights (Apr 2 2012) IBM's Ben Edwards discusses how corporate communicator's new role—as content curators—is key to maintaining the company's intranet in this video. (Read Full Article)

    Comment Mentions:   IBM   Content Curation   Curation

11. Complex Sales Processes Drive Need for Content Marketing, Content Curation Explore Curation Insights (Apr 2 2012) A complex sales process is one reason content marketing makes sense, one might conclude from the new Mediative white paper, “Simplifying the Path to Purchase in a Complex Sale.” In some ways, the seven steps in a B2B buying process outlined in the paper correspond to the functional processes one typically sees outlined in a typical business-to-business sales funnel. Mediative does not specify whether curated or original content makes more sense, and how to use each type of content, but that probably is not the key insight. More important is the mapping of content processes and products to the B2B ... (Read Full Article)

    Comment Mentions:   SAP   American Express   Content Curation

12. SAP Launches "Business Innovation from SAP" Destination Content Site Explore Curation Insights (Mar 28 2012) SAP formally announced on March 27, 2012 the launch of its new content site, Business Innovation from SAP, a destination content site based substantially on curated content. Not coincidentally, SAP executives also expect the site to provide an example of “best practice” content marketing, says Michael Brenner, SAP marketing senior director.The site will feature blogs on innovation from industry thought leaders, customers, partners and SAP employees, as well as articles from sources such as Harvard Business Review, Forbes, and IDC, SAP says.So it is worth looking at what SAP is trying to accomplish. SAP has other content-related sites ... (Read Full Article)

    Comment Mentions:   SAP   Content Marketing   Blog

13. Judgment, Automated Email Boost Audience Growth Explore Curation Insights (Mar 21 2012) Both the exercise of editorial judgment and use of automated email distribution seem correlated with audience growth for content marketing sites using Hivefire curation tools, an analysis of more than one millionarticles curated by HiveFire’s business-to-business customers has found.On average, the studied sites published about 17 percent of potential material delivered by curator-selected real simple syndication feeds, but curators that published a smaller percentage of potential stories saw higher traffic growth. The correlation seems to be that more-selective posting drove more readership.The analysis also found that delivering curated content using automated online newsletters universally resulted in higher ... (Read Full Article)

    Comment Mentions:   HiveFire   Content Curation   Content Marketing

14. Breaking News Can Drive Inbound Traffic, Optify Argues Explore Curation Insights (Mar 20 2012) Breaking news presents a unique inbound marketing opportunity for business-to-business marketers, even though most B2B marketers likely believe that is not the case, argues Optify. The typical objection is that “breaking news events” cannot be planned for, and hence are not easy to fit into a B2B content marketing program. Though Optify cautions that the results of a recent study are “mostly anecdotal,” during studied “breaking news” events, about 70 percent of the search engine results page real estate above the fold was used for placed results rather than natural-organic results. That suggests a B2B events. The extent and pace ... (Read Full Article)

    Comment Mentions:   Japan   inbound marketing   Content Marketing

15. U.S. Pharmaceutical Industry Finds Itself Applying B2B Content Marketing to B2C Sales Efforts Explore Curation Insights (Mar 13 2012) The U.S. pharmaceutical industry has faced an interesting marketing challenge since 1993, when it was first broadly allowed to advertise new drugs directly to end users. Up to that point the pharmaceutical industry had been a strictly business-to-business content marketing venue, according to the Journal of Medical Internet Research. Today, direct-to-consumer advertising, linked to inappropriate medication use and higher health care expenditures, is the fastest growing form of pharmaceutical marketing. Perhaps ironically, much of the content marketing function is broadly similar: acquaint potential customers with the more-technical aspects of how products work, and can be used. The National Center ... (Read Full Article)

    Comment Mentions:   Content Marketing

16. Does B2B Content Curation Have Value Beyond Marketing? Explore Curation Insights (Mar 12 2012) Most B2B marketers likely would agree that the primary purpose for content marketing, and hence content curation, is its role in stimulating revenue. Like all other marketing activities, content curation aims to build a sales funnel, directly or indirectly. What tends not to be considered is whether content curation also has value for other parts of the enterprise, typically taking the form of enhanced organizational efficiency. Sensei Marketing argues, for example, that content curation improves collaboration between content creators (thought leaders, executive, product development, R&D;, marketing) and content consumers that include not only potential customers, but also organization service ... (Read Full Article)

    Comment Mentions:   Content Curation   Content Marketing   Curation

17. How Much Do B2B Marketers Use Curation? Explore Curation Insights (Mar 11 2012) After analyzing 150,000 posts on 1,000 business-to-business sites, Argyle Social concluded that 30 percent of the companies in the sample are curation-focused, defined as sites sending 75 percent or more of their posts link to third-party websites. About 13 percent of companies are creation-focused: most of their posts link to their own websites.Overall, about two thirds of the business-to-business marketers linking to others more frequently than they link to themselves. That should not be too surprising. There’s an adage in the software business that, no matter how many smart people you have working for you, most ... (Read Full Article)

    Comment Mentions:   Curation

18. Technology Will Be Applied to Content Curation in 2012 Explore Curation Insights (Mar 6 2012) After interviewing some 200 brand marketers and executives from 10 agencies that work with business-to-business clients, Jeff Ernst, Forrester Research analyst concludes that marketing automation and analytics and content marketing will be big trends in 2012. You might argue that analytics, automation and content marketing are related. Every major investment in marketing has to be justified in terms of sales, at the end of the day. Analytics are a primary tool for assessing such effectiveness. Curated content, and content marketing, will not ultimately be exceptions. Thought leadership clearly is a reason to do content marketing and content curation. But even ... (Read Full Article)

    Comment Mentions:   Forrester Research   Content Curation   Content Marketing

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