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In fact, less than one percent of suggested content makes it to the feed – a point of pride for Yam Regev, Zest co-founder, CEO and CMO. Why sift through content manually instead of just developing better algorithms and machine learning? The thought had crossed their minds – before they dismissed it as just not good enough. “When we thought of doing it that way, we thought we’d be only creating another manipulatable type of platform, like Google. We needed to create a human-based model, a vote-based type of platform. But even an upvote system can be manipulated, and there’s no guarantee upvoted articles contain valuable content – it can be like a popularity contest. It’s a new-tab Chrome extension where marketers can share and discover high-quality, genuinely informative articles about marketing. We went to a Seth Godin Ted Talk in 2009, and he talked about the Tribe-based model.” Seth Godin’s Ted Talk sparked an idea for Yam Regev and his co-founder Idan Yalovich, who didn’t plan on just creating another content curation platform. All of the content on Zest’s feed is suggested and manually moderated by its marketer community members. In fact, less than one percent of suggested content makes it to the feed – a point of pride for Yam Regev, Zest co-founder, CEO and CMO. Why sift through content manually instead of just developing better algorithms and machine learning? The thought had crossed their minds – before they dismissed it as just not good enough. “When we thought of doing it that way, we thought we’d be only creating another manipulatable type of platform, like Google. We needed to create a human-based model, a vote-based type of platform. But even an upvote system can be manipulated, and there’s no guarantee upvoted articles contain valuable content – it can be like a popularity contest. We went to a Seth Godin Ted Talk in 2009, and he talked about the Tribe-based model.” Christie Osborne—bride blogger at Mountainside Bride and marketing consultant for wedding professionals at Mountainside Media—talks about how today’s bloggers are banding together to make a living. Blogging has changed significantly over the past seven years. Blogs grew from personal journals into serious business, as bloggers and brands learned how to work together. Christie Osborne has been blogging about weddings since 2010, first with Hindsight Bride, then transforming that into Mountainside Bride and her marketing consultancy, Mountainside Media. She’s also been on the other side of the blogging world as the media director for Visit Mammoth. In blogging, as in much of the tech world, seven years is a lifetime. In wedding blogging, where most bride bloggers last for one or two years before finding they have nothing left to say, you can count Christie’s tenure in dog years. Publishing your content on social media just gives you parity. To say she has a valuable perspective to offer on building a sustainable blogging business is an understatement. And the secret to successful, income-generating blogging isn’t at all what you’d think. “What’s the X factor that allows some people to grow really quickly? In my experience, as a small niche blog and a consultant who quit her job a year ago and got work immediately – it wasn’t my blog. My blog was there as a testament to what I could do, to build authority, to be there at the review phase, but I wouldn’t have been able to grow my business so quickly without people referring me. ‘Yes you need SEO, a great website, to blog regularly and be on social media. Yes you need to be a real person in your email marketing. Christie started Hindsight Bride (now Mountainside Bride) in 2010, after planning her own mountain wedding. And mountain weddings can be unexpectedly difficult. But unless you have a posse in 2017, you don’t exist.” Did I mention that Christie is blunt? Vendors can be unreliable, and if you’re stuck halfway up a mountain without port-a-potties, you’re not just up a mountain, you’re up a creek. “Back then there was neither information nor inspiration for mountain couples. So I dove in to help people like me to learn from my mistakes, and to find the resources and information that are so specific to mountain weddings.”“It was easy because there was no one else in that particular space. But when you stick through the slumps and plateaus, you find that your audience (and it’s a little easier with weddings – our audience changes every 6 to 12 months) gets burnt out. And your message after two or three years doesn’t seem shiny, new or exciting. Not for you, not for anyone.”“If you’re going to be a blogger for more than 2-3 years, you’re going to have to get used to the fact that you won’t always be that special internet snowflake and a huge part of your audience will churn. You have to understand that you’ll have to drum up new businesses, and you won’t feel like it, and it won’t be as easy as it was in the beginning. “That’s when your huge plateaus happen.” That’s a natural hurdle any blogger, in any industry, comes across sooner or later. But there were other obstacles that came clear out of nowhere that hit the bride blogging industry especially hard. Digital marketing strategist and entrepreneur Ross Simmonds explains how to use content to rise above the competition, deliver tangible results, go viral (even if your industry is boring), and impact the world in a larger, positive way. Ross runs three businesses, all of which are related to content. There’s Foundation Marketing, a consulting business for B2B brands that creates and implements content strategies. Then there’s Hustle & Grind, an e-commerce business selling T-shirts, art, coffee mugs and even coffee grinds, all targeted at a thriving community of more than 100,000 entrepreneurial followers on Instagram. And then there’s Get Crate.co, a content curation and social media management service Ross co-founded that delivers relevant articles primed and ready for social sharing. And we’re not even counting Ross – Ross’s personal website and blog where he shares insights on marketing, entrepreneurship, and cold, hard hustling. He’s like a machine that turns caffeine into content, and content into profit. He’s come a long way from a self professed “geek playing video games,” who went to university and paid more attention to his fantasy football blog than Shakespeare. “In my English classes, I’d write about what was happening in sports—on my fantasy football blog. That got on the radar of some significant media outlets. All of a sudden, I was reaching thousands of people all over the world, giving advice on fantasy football when I was 19 and 20. I was writing content every day, paying for a chunk of my tuition that way, and it taught me how to sell products and ad space.” This turned into a silver lining, inspiring Ross to shift his focus to “marketing and blogging about marketing. And that took off and became my career.” In this interview, Ross talks about the business side of content, how to use it to rise above the competition, deliver tangible results, go viral (even if your industry is boring), and impact the world in a larger, positive way. You might need to refill your coffee mug before reading on… When you read or see a piece of high-quality content, you wonder how it got created. You ask yourself, “What does this company do to create great content? ” The simple answer is high-quality content serves both audience and business. “It’s written in such an energetic and engaging way that it will trigger the audience to take actions,” says Massimo Chieruzzi, CEO of Ad Espresso. Nathan Ellering, head of demand generation at Co Schedule, says high-quality content is synonymous with highest-performing content. At his firm, that content includes five distinct characteristics: great topic, well-researched, optimized for search engines, comprehensive plus actionable, and optimized to capture leads. Quality content is “powerful enough to stop people in their tracks, make them think, and debate with themselves or others. It is user-centric, capable of solving a user’s most painful challenges,” according to Hotjar’s Louis Grenier and Fio Dossetto. Content marketing strategists from these three brands plus two more willingly shared how they ideate, strategize, and produce that high-quality content, and evaluate its success. Read on to get some tips and insight that you can incorporate into your content marketing process. “Today I’m joined by my guest Nichole Elizabeth De Meré, an esteemed Saa S consultant, customer service evangelist, writer and community moderator. Her work has been featured in leading industry media such as Hub Spot, Moz, Copy Hackers, Forbes, Canva and more. Nichole is going to walk us through the four things you need to do before you can start marketing your startup or new business. Founders tend to skip the basics of marketing foundations, and this crucial step can make or break your business. Listen in for Nichole’s four most important pre-marketing initiatives that you need to know for your startup or to refresh the marketing of an existing business.” Topics discussed in this episode: There are myriad approaches to content curation, from leveraging Facebook and Twitter to using tools created specifically for content curation. Some strategies, like trolling your Linked In feed, are old hat; others are still relatively unknown and underrated. You see, content creation is like the role of an artist, while content curation is like the role of an art gallery—one creates the art, the other determines which pieces to display. This difference often leads startups to undervalue content curation when in reality it can play just as big a role in driving results. Facebook is a staple in content curation, with thousands of content marketers flocking to the site to find hot topics and trending articles in their industries. But you can optimize your curation process by making a tiny tweak to the way you search for content. By finessing your search, you’ll get results from relevant, share-worthy sources instead of photos and memes. In the example above, I searched for Bitcoin-related content and sorted the results by Links rather than People, Posts, Videos or Pages. As a result, I got articles from top sites like Business Insider and the Wall Street Journal. Reddit has always been the ugly duckling of the content curation world—and the marketing world as a whole. The site can be confusing at first, and there are a lot of incorrect assumptions flying around about its marketing potential. To start this process, visit a subreddit and sort the content by top posts, which will help you understand what your audience wants. For example, if you dive into the subreddit /r/Futurology and sort by top posts, you’ll see this: Now, ignoring the ad at the top, those first three posts are quite interesting if you want to connect with people who are passionate about the future. To me, these results present three obvious opportunities: (1) share these exact articles, (2) visit their source websites (Vox, Inverse) to find more content worth sharing, and (3) look for articles on these topics and brands (clearly Google should be on your radar). You might be surprised how helpful communities are to people simply looking for resources. Another way to leverage Reddit as a curation source is to ask Redditors straight up: Where do you find your best content? Just like a magazine subscription, an industry newsletter subscription delivers niche content straight to your inbox. What are the best newsletters for someone interested in XYZ to subscribe to? Once you’ve subscribed to a number of newsletters that are relevant to you and your audience, you’ll be regularly receiving articles to share on your social networks. The key to leveraging industry newsletters as a content curation tactic is finding a few that aren’t necessarily subscribed to by the masses. Look for industry newsletters with fewer than 1,000 subscribers so there’s less of a chance that your audience is already receiving their content. Tools like Crate allow you to find and share content within minutes. By uploading a handful of relevant keywords, you’ll get a feed filled with content to add to your Buffer queue or send out in a newsletter. is another great curation tool that you can use to quickly and effectively curate your content. is a free site where users can gather information about any topic they want—think Pinterest, but for industry professionals. Slack communities are filled with passionate people discussing everything from the latest tech to last night’s football game. That means these communities are a great place to find interesting content on just about any topic. In many Slack communities, there’s a channel dedicated solely to goodreads, making it easy for you to find content worth sharing on your own networks. To take it a step further, some communities even have channels where members are asked to share their content. While this isn’t a thing in all communities, if you can find one where people are encouraged to #Shameless Plug, why not leverage this opportunity to find content for sharing—and to share your own content? Yes, I know that forums and online bulletin boards are straight out of the ’90s, but I’m here to tell you that they are just as relevant today as they were back then. In fact, it’s possible that they’re even So if you’re targeting chefs, why not join a forum for chefs and see what they’re sharing with one another? If you’re targeting small business owners, it only makes sense to join a small business forum and see what type of content they’re sharing. If you want concrete examples, take a close look at Inbound, Designer News, Hacker News and Growth Hackers—all communities that marketers and startups often rely on to find interesting content. Here’s the rundown of what each site is all about: Take this list of underrated content curation resources and go uncover some awesome content to share with your audience. I also know that content curation is one of those things you get better at the more you do it. Ideally, you’ll end up with a consistent stream of content that you can rely on month after month (and make your life easier! So wherever you choose to troll for content, keep at it, and know that great content can come from anywhere. Lauren Van Mullem is a conversion copywriter who knows the rules and when to throw them out. She believes authenticity is the only way to market a business sustainably, because it feels good (and character wins in the end). “So there I was, in a tent in the back-end of Rajasthan, armed with a bucket, chasing a six-inch bug (that looked more like a baby dragon) around the toilet. But I believe in humane relocation of even terrifying insects, so I went at it with the bucket, trying to trap it, and accidentally lopped off one of its legs. I went to bed knowing there was a giant, now very angry insect somewhere in my tent. “I finally cornered it against a canvas flap and it started vibrating at me. I didn’t sleep the whole night.” Lauren Van Mullem will tell you that she went to India before it was cool – before that whole ‘Eat, Pray, Love and leave your spouse thing.’ But she went for a similar reason, at least in terms of mental and emotional healing. I saw the most beautiful things I’ve ever seen in my life jammed up next to the most horrible things I’ve ever seen in my life. “I’d just left the first real job I’d had since graduating from college, and the boss was so abusive, and the environment was so toxic, I knew I couldn’t go straight into another job. Stop having nightmares about emails with the subject line ‘See me.’” She’d saved enough money for one straight shot around the world, touching down in England, India and Tokyo. India because, for lack of a perfectly logical reason, she felt called. Any sense of control you thought you had over your life, you have to let that go, or the very nature of India will beat it out of you. Temples with courtyards of blooming trees, green fields where dozens of women are working wearing bright pink, gold and blue saris. Then young men my age with no legs begging in the train station. Skeletal dogs walking the streets with gaping holes in their rib cages. But more than that – she never wanted to play by anyone else’s rules again. It’s all there.” Lauren is the first one to laugh at herself, saying “Yes, two weeks in India is enough to contract giardia and change your life.” But it’s also true. The only path she wanted to follow was one she forged herself. In this interview, Lauren talks about how to do marketing in a way that doesn’t play by established rules, how she applies her philosophy to her own website, and why “authentic marketing” is both dangerous jargon and the only way forward. Serena Faber Nelson moved from TV producer to follow her passion for puppies as a full-time dog-blogger. Here she shares how she differentiated her blog early on, forms genuine relationships with brands organically, and her secrets of a successful media kit. Pretty Fluffy is an apt name for Serena Faber Nelson’s blog about the joys of having a dog in your life. It’s deliberately light and joyful – both in subject matter and in color scheme – and it was exactly what Serena needed at an emotionally fraught time in her career as a television producer. I’m a trained journalist, and for the last decade and a half I was working as a TV producer for lifestyle shows, like cooking shows, some pet shows (my favorite), and in 2010, a medical documentary series. “We followed people through their journeys from really rough things, like being diagnosed with cancer and going for treatment, or people who’d been in motor vehicle accidents and were going through multiple surgeries. We were shadowing doctors and got to see what they were doing in these life or death situations. I decided I needed something outside of work that was fun and light and joyful.” Serena had just gotten married, discovering Style Me Pretty along the way, which she said gave her the idea to start her own blog in 2010. 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