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Curation, Social Business and Beyond
Covering the ongoing evolution of curation & beyond; the impact & innovation
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Here's How to Get Your Message In Front Of Early-Stage B2B Buyers

Here's How to Get Your Message In Front Of Early-Stage B2B Buyers | Curation, Social Business and Beyond |
A recent article in BtoB Magazine highlights how marketing to the electronics engineering vertical is changing due to technological innovation and the demands of a more specialized (and time-constrained) workforce.
janlgordon's insight:

Derek Edmond wrote this article for searchengineland - I selected it because in today's world there's too much noise - getting attention from the right people will require knowledge and strategy.

The focus of the article centers around content marketing designed to attract buyers at every stage of the buying cycle, particularly early-stage awareness. which is exactly where you want to be.

Here's what you need to know:

Search is one of the first places where buyers start.

According to Pardot’s 2013 State of Demand Generation Report, 72% of product research for a future business purchase beginning on Google.

But savvy search engine marketers understand that onsite content is only one destination buyers will look to find information, assuming that content is found in search engine results.

Here's something you need to do:

Where B2B Marketers Start Buying Research: Pardot 2013 State of Demand Generation Report

Placing content marketing assets in destinations that provide a good opportunity to be found in search engine results — and also represent locations where target audiences find and share information — which is a critical component of B2B SEO.

The direct correlation is through inbound link acquisition. The long-term opportunity is the association with trusted communities and places of industry influence and trust.

There are twenty different third party sites and sources B2B marketers should consider for placing content in their SEO strategy.

I have highlighted a few that caught my attention:

Google Properties (YouTube, Google+, etc) — unique, quality content throughout Google properties isn’t just about social networking. It should provide a direct association between an organization, its thought leaders, and keyword-related objectives to the search engine.

Industry-Specific Forums — for informational search queries, we often find forum threads in search results. Forum communities are an underrated resource for developing valuable discussions and establishing brand / individual trust.

Selected by Jan Gordon for Curatti covering Curation, Social Business and Beyond

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Does B2B Content Curation Have Value Beyond Marketing?

Does B2B Content Curation Have Value Beyond Marketing? | Curation, Social Business and Beyond |

I selected this piece from the Curata blog because I thought it had great insights and reinforced some of the reasons why content curation is a very valuable tool to add to your content marketing strategy. 

Here are some highlights:

**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.

Although it may be hard to measure, content curation also has value for other parts of the enterprise, typically taking the form of enhanced organizational efficiency.

Here are some of the ways:

**content curation improves collaboration between:

**content creators

**thought leaders

**product development,



**content consumers

**potential customers   

**organization service



**product development staffs 

**channel partners 

**prospects and customers 

Curated by Jan Gordon covering "Content Curation, Social Business and Beyond"

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Do You Know Why Old Content is the King of Content Marketing?

Do You Know Why Old Content is the King of Content Marketing? | Curation, Social Business and Beyond |
You don't need more content. You need old content. I know, that's not what you usually hear, so stick with me and we will look at some numbers to see why it is so important.
janlgordon's insight:

Eric Whittlake has written a very important article about your old content - if it's relevant it produces results.

Here are a few highlights that caught my attention:

"Better content isn’t enough when your competitors have good old content"

Here’s how the 29 first page results break down:

  • Only 6 are current pages (content from within about the last month or fixed pages for this year, such as current award pages)
  • 8 are between 1 month and 1 year old.
  • 15 of the first page search results are for pages that are more than a year old

More than half of the search results were for content that is more than a month old, and less than 25% was for current content!

Increased Site Traffic

Not only does old content continue to capture search traffic, the library of content you have created over the years will become a key driver of traffic and growth. This is the real reason why it takes calendar time for your inbound or content marketing program to deliver on its full potential.

Does this mean quality doesn’t matter? Promotion doesn’t matter? Design doesn’t matter? Video doesn’t matter? Of course it still matters!

Everyone can, and will, follow the content marketing advice of the day. But old content is the one thing you cannot just create. It doesn’t matter how impatient you are, it takes time for your content to age.

Jan Gordon: Takeaway - We all know that there are many creative ways to repurpose old content, in addition to all the benefits in this article. Building on the collection of treasures you already have gives you plenty of amunition to create content that informs, invites commentary, drives discussions, builds relationships and communities.

Selected by Jan Gordon for Curatti covering Curation, Social Business and Beyond

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Albert Green's comment, September 11, 2013 6:43 AM
Although the idea is very interesting, I don't see any valid arguments that OLD content is the key to high rankings. You even can't say there's a correlation here because 14/30 pages are less then 1 year old and 16/30 are more than 1 year old.
The method for determining OLD website is also faulty since the age of domain is not the same as the age of the content itself. So if the page has been updated within this year, it should be labeled as new. To my mind, 90% of the TOP10 search results pages have been updated during last year, so this would mean that NEW content is the key to high rankings.
And since this is just a hypothesis, I must present an actual trend that has been spotted by SEO specialists recently. After latest Google Search engine updates, fresh content easily wins over old content with a lot of backlinks. If OLD content was the king, there would be NO fresh content (up to 1 month old) on first page at all.
Karen Tracey McCarty's curator insight, January 30, 9:07 AM

Some things we know are better with age, like wine and wisdom, but content? Seriously? Read on to see stats showing why your old content can be a power horse for generating increased site traffic and search results.

SBESSCPA's curator insight, February 12, 11:40 AM

Do something with your old data -- turn it into website and social media content.....