kapost's content marketing blog: the content marketeer

By Jesse Noyes Feb 28, 2015 Leave a Comment
B2B Marketing Number of the Week: 30%

Twice a year Duke University’s Fuqua School of Business—along with McKinsey and the American Marketing Association—does a big CMO survey. I love it. And the reason I love it is because it provides a consistent view into how marketing heads feel about the business climate, their marketing efforts, and other colleagues within their organization.

There are some great insights from this year’s survey, for example, that CMOs are under more pressure than ever before to quantify the value of marketing. But the number I find most fascinating in this round is the pace of change in how marketing is…

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By Anne Murphy Feb 27, 2015 Leave a Comment
CMOs Under Even More Pressure in 2015 [New Research]

CMOs are in a precarious position in 2015. More budget is going toward digital marketing, but they can’t quantify the business impact—and CEOs are losing faith.

Duke University’s Fuqua School of Business released the findings from their CMO survey, a biannual report on the budgets, strategies, and opinions of marketing executives.

The three stats below reflect the current challenges facing CMOs this year, when the pressure to deliver quantifiable results is higher than ever.

Digital marketing spend is estimated to rise by 14.7%, the highest figure in at least 3 years.

Traditional advertising spend is projected to decrease by…

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By Amanda Farmer Feb 27, 2015 Leave a Comment
How Marketers Will Earn the CEO’s Trust

I hate to say it but I’d rather it come from me, a stranger on the Internet, than from the big boss at the top of the corporate food chain: your CEO probably doesn’t trust you.

In 2012, the Fournaise Marketing Group performed a survey that found that a shocking 80% of CEOs, from both B2B and B2C companies, don’t trust and aren’t impressed with their marketing teams.

And unfortunately, this isn’t an image problem that can be solved over a business lunch. It’s much more systemic.

For many years, we’ve seen a trend toward ROI-driven marketing

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By Kimbe MacMaster Feb 26, 2015 Leave a Comment
How to Use Video to Drive Phenomenally Better Content Marketing Results

You’re not creating ads for interstate billboards, nor are you sticking your logo on the side of a sports arena. And you’re not really in the business of creating high-level brand awareness through video, either.

This is content marketing. You’re all about producing high-quality content assets on an ongoing basis to attract, engage, and convert your audience.

The more you can get your content to support other content assets, the greater your impact. Which is why using video as a supportive medium is a golden opportunity. You’re already thinking about  optimizing your webpages, creating social media campaigns, and…

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Hiring People for Your Content Team?

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Get job description templates for your most in-demand positions—including Director of Content Marketing, Managing Editor, Videographer, and more.

By Katrina Pfannkuch Feb 25, 2015 Leave a Comment
4 Pivotal Ways Marketing Technology Will Transform Workflow

There’s no question—marketing technology is transforming the way teams work. It’s one of the biggest influences on how people within a business connect, collaborate, and execute marketing campaigns.

We’re in the middle of a marketing revolution driven by technology, and businesses have a front-row seat for how these changes trickle down into everyday workflow. To help you leverage the winds of change, here are four pivotal ways marketing technology will transform workflow and impact how your teams communicate—both with each other and with your customers.

1. Integration and alignment of content development processes

There are a lot…

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By Ritika Puri Feb 24, 2015 Leave a Comment
The New Terrain of Financial Services Marketing

Financial services firms are facing some big challenges in marketing. Actually, that’s an understatement. Some of the pain points—compliance, customer trust, and the proliferation of digital information—are so pressing that financial services marketers hold off on launching innovative campaigns and stick to the basics: email campaigns, brochures, and website landing pages.

Today’s consumer, however, demands more from financial services firms. That’s because they’ve been burned by mismatched product offerings, excessive spam, and credit crises. Well-intentioned financial services marketers have high walls to scale in order to connect with their target audiences.

That’s where content comes in. Through…

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By Juan Pablo Castro Mosconi Feb 23, 2015 Leave a Comment
10 B2B Landing Pages Tips That Convert

Are your landing pages optimized for B2B lead generation? You need to focus on conversion rate optimization on your pages, even if all your other online efforts are designed to attract prospects. High-converting landing pages are versatile and you can apply them to a variety of different campaigns with some careful consideration.

Online marketing is often more difficult for B2B firms because of the longer sales cycle. Most people define this as the length of time between the first customer contact and closing the deal. This used to be a linear process, but the Internet has added more client…

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By Anne Murphy Feb 22, 2015 Leave a Comment
Two Financial Services Brands Creating Engaging Content

Marketers worry that “sexy” industries have a leg up, so to speak, in the content game. They cite clever Super Bowl commercials, controversial social media campaigns, funny Tumblr accounts…

Sure. There may be more examples out there of consumer-focused products and businesses pushing the limits and seeing returns, but risqué ads and controversy aren’t the only ways to get creative with marketing content.

Take, for example, financial services marketers.

Despite dealing with compliance and regulation issues, many financial services brands are taking up the content banner to engage their target audiences.

The key to effective…

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Content Marketing Leaders Save Over $12k Per Customer Acquisition

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How are these companies cutting costs and increasing revenue? Aberdeen Group conducted a study to find out. Get your free copy of the results.

By Anna Washenko Feb 20, 2015 Leave a Comment
4 Educational Marketing Campaigns and Why They Work

Put away the textbooks and save the dry lectures for another day. Marketing is a great way to make education exciting.

Some of the best branded content out there is educational, including tutorials showing new users the ins and outs of a product, webinars on important industry challenges, and videos that provide useful information in a digestible way.

So how do the top brands develop a marketing campaign that’s fresh, fun, and informative? Take a look at these stellar examples, all drawn from Kapost’s top 50 content marketing brands of 2014.

1. Farmers Insurance

The first…

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By Ryan Law Feb 19, 2015 Leave a Comment
4 Psychological Hacks to Improve Your Copywriting

If you’re looking to improve the impact of your content marketing, you need to understand the power of behavioral psychology.

These four copywriting techniques are designed to improve communication between brand and customer. They harness the quirks and idiosyncrasies of our unconscious minds, in order to remove some of the typical barriers to engagement that limit your sales and marketing.

1. The Serial Position Effect

Bullet-point lists allow you to communicate key features and benefits in an immediately accessible way, working with your reader’s fleeting attention span while still getting your message across.

However, not all…

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Toolkit

SiriusDecisions Content Model

Content marketing has a process problem. Learn how SiriusDecisions recommends brands restructure their content factories to optimize efficiency and ensure the content being created is the content your buyers need.

Research

Cold, Hard Content Marketing Facts

Content marketing is cheaper, more effective, and better received by customers than traditional marketing efforts. Don’t believe us? Check out this full page of content marketing statistics, consistently updated with the newest research and findings.

More free content marketing resources