Content marketing et communication inspirée
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Content marketing et communication inspirée
Pratiques, applications, avantages et exemples plus ou moins réussies de curation et de marketing de contenu au service de votre communication sur le web     www.resourcelab.fr
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Content Marketers Need to Act Like Publishers

Content Marketers Need to Act Like Publishers | Content marketing et communication inspirée | Scoop.it
One of the biggest cop-outs in corporate life is to say, “We had a great a great strategy, but we just couldn’t execute it.” Hogwash. Any strategy that doesn’t consider the ability to execute is a lousy strategy to begin with.

The problem is particularly pervasive when it comes to content. For all of the talk about “brands becoming publishers,” most marketers are simply tacking on publishing functions to their existing operations without implementing any new processes or practices. That is a grave mistake.
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Marketing de contenu : L'expression est fausse

Marketing de contenu : L'expression est fausse | Content marketing et communication inspirée | Scoop.it

Le terme de marketing de contenu et stratégie de contenu est omniprésent. Tellement que cela devient fatiguant, non ? Et bien Mael Roth va en rajouter une couche !  Une couche assez conceptuelle mais fondamentale pour adopter la bonne approche ; pourquoi le terme de marketing de contenu est-il erroné ? 


Via Gaetan Baene
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12 Experts Share Top Curation Tips

12 Experts Share Top Curation Tips | Content marketing et communication inspirée | Scoop.it

Curation is sometimes confusing.

 

Everyone has a different definition and it's used in many different ways as part of content and marketing strategies.

 

I asked 10 of my favorite curation experts for their best tips, tools, their favorite curator and suggestions on innovative uses of curation.

 

Each is a curator on Scoop.it, my favorite curation tool and channel. New and experienced curators are really going to learn from their advice.


Via Jeff Domansky
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KC Beck's curator insight, October 3, 2013 12:21 PM

Curation is key. There truly is a science to curation. Perhaps it is worthwhile to read these steps to ensure you are doing it well.

Phil Lauterjung's curator insight, October 3, 2013 1:55 PM

add your insight...

 
TheSoulfulEMU's curator insight, October 4, 2013 1:17 AM

"Its that Simple!!!"

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[Content marketing] 8 raisons pour les entreprises d'adopter une culture du Content Marketing

[Content marketing] 8 raisons pour les entreprises d'adopter une culture du Content Marketing | Content marketing et communication inspirée | Scoop.it
Content marketing is not just the job of the marketing department. Here's why companies should adopt a content marketing culture throughout the company.

Via The Fish Firm II, Sébastien Carensac
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Vinay Puri's curator insight, April 23, 2013 5:35 PM

An example of content rich website is Webinova http://www.webinovatechs.com which ranks on Google's 1st page for 110 queries or keywords.

Stéphane Crémier's curator insight, April 24, 2013 4:01 AM

A revenge of spirit over technology?

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Marc Rougier de Scoop’it : « à l’origine de la curation, l’infobésité ! » – #curationb2b

Marc Rougier de Scoop’it : « à l’origine de la curation, l’infobésité ! » – #curationb2b | Content marketing et communication inspirée | Scoop.it
Suite de ce petit déjeuner sur la curation de contenus Marc Rougier, co-fondateur de Scoop’it (transparence : je suis un client de Scoop’it). Marc a rappelé les fondements du marketing de contenu, ...
Resource Lab's insight:

Resource Lab a assité à ce petit déjeuner sur la curation.Une chose est sûre la curation a encore de beaux jours devant elle.Pour beaucoup encore c'est une activité qui est difficile à appréhender. Il faudra encore beaucoup d'évènements de ce type pour informer, éduquer les entreprises sur cette pratique et ses avantages du point de vue de la gestion des connaissances et diffusion d'expertise, de la notoriété et de la communication de marque pour diffuser un message ciblé.

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Le rôle du marketing de contenu dans la communication de marque

Le rôle du marketing de contenu dans la communication de marque | Content marketing et communication inspirée | Scoop.it

"Marketing de contenu, voilà un terme qui fait sensation depuis quelques années chez les professionnels du marketing et de la communication. Pour preuve, le magazine Stratégies lui a même consacré un prix et les Cannes Lions - le festival qui récompense la créativité publicitaire - l’ont, érigé au rang de nouvelle catégorie. Autant d’éléments qui démontrent son fort potentiel marketing. Au-delà du simple effet de mode, que recouvre-t-il ? Quel rôle pour cette stratégie qui prend de plus en plus de place dans la communication au sein du mix marketing ? "

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Content Marketing : comment en mesurer l’efficacité ? - Ad-exchange.fr

Content Marketing : comment en mesurer l’efficacité ? - Ad-exchange.fr | Content marketing et communication inspirée | Scoop.it
"Les indicateurs qui évoquent le marketing du contenu ne sont pas toujours faciles à suivre. Alors pourquoi ne pas commencer par les fondamentaux ? Situé à l’intersection entre la notoriété de marque et la génération de contacts qualifiés, le « content marketing » s’exprime via des articles, photos et vidéos qu’une marque diffuse afin de montrer qu’elle est pertinente pour les nouveaux clients. Mais ce n’est pas toujours facile de valoriser du contenu". - See more at: http://www.ad-exchange.fr/content-marketing-comment-en-mesurer-lefficacite-6607/#sthash.obXhsnWG.dpuf
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The 6 Principles of Epic Content Marketing

The 6 Principles of Epic Content Marketing | Content marketing et communication inspirée | Scoop.it
The ultimate goal of our content marketing efforts is to "move" our audience in some way by offering epic content. Brands do enough talking about themselves. Instead, they need to tell more stories...

 

To start, you need to be honest about the content you have. Most likely, your organization has plenty of feature- and benefit-related content — truly, the majority of brands have become quite adept at talking about themselves. We clearly don’t need more of that kind of content, especially when that type of information is only useful for a very small part of a buyer’s journey. What brands lack are stories that engage their customers — and drive customers and prospects to take a desired action. 

 

Below, I’ll review the six key principles of epic content marketing in more detail. But before I do, let me remind everyone that the ultimate goal of our content marketing efforts is to “move” the customer in some way. We need to positively affect them, engage them, and do whatever is necessary to play a useful role in their lives and their conversations...


Via Jeff Domansky
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Jeff Domansky's curator insight, September 22, 2013 10:16 PM

Such valuable advice and six content fundamentals from Joe Pulizzi's new book Epic Content.

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Content marketing: the Anatomy of Great Content

Content marketing: the Anatomy of Great Content | Content marketing et communication inspirée | Scoop.it
The Anatomy of Great Content: a framework for content marketers to develop great content for content marketing on the social web

Via Jeff Domansky
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Jeff Domansky's curator insight, February 11, 2013 4:43 PM

Useful guidelines for content pros...