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Why Content Curation Is Not The Answer

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There are no silver bullets in marketingThe biggest problem in B2B content marketing is that it requires content. Somehow, this most obvious of truths has become the thorn in the side of B2B marketing (and the inspiration for 1,000s of pieces of content).

So what if you could be a content marketer without actually creating content? Hallelujah! All your problems are solved!

Enter curation, the glittering solution for today’s content marketers.

On the surface curation sounds perfect. Publish or share carefully selected content created by others with your clients and prospects. By consistently and carefully curating over time, become the source your audience looks to for the news and information that matters to them. [Read more…]

Social Sleuthing: Who is Sharing Your Content: Twitter & LinkedIn Edition

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shadow detective servicesHave you ever wondered who is sharing your blog posts or other content on social media sites but don’t have access to expensive social media monitoring applications that can tell you? Here are ways you can find out who is sharing your content, and in some cases how much traffic each share is driving, on Twitter and LinkedIn.

Some of the approaches here use Google Analytics or WordPress statistics, the measurement solutions I use here on B2B Digital Marketing. [Read more…]

2012: The Opportunity for the Few in the Year of More

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Mark Schaefer posted an excellent article this morning: Your 2012 Marketing Plan: Tell Me What to Do. 2012 is the Year of More (credit to Mitch Joel), but we are all overwhelmed by more. The opportunity for marketers is to enable less, in the face of the crushing volume of more. If you haven’t already, go read Mark’s post.

I love the thought, but it isn’t that simple. Mark isn’t going to write 500 posts this year and publish three books (or at least I hope not!). He isn’t creating more, and he shouldn’t necessarily turn around and create less. Mark’s opportunity, and the opportunity for every marketer, is to become one of the few that we, the audience, turn to. [Read more…]

3 Questions For When Mobile is the First Screen

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my iPhone family pileMobile devices are expected to be the primary mode of internet access in the next three years. This is worth saying again: Your company’s digital experience will be primarily via mobile devices.

The current response from marketing falls woefully short of where they need to be in a few short months.

Discussions of mobile marketing quickly turn to apps, mobile sites and how to make content mobile-friendly. Even when embraced, this response is eerily similar to early websites, which extended brochures to the web by merely converting to HTML and adding hyperlinks. [Read more…]