kapost's content marketing blog: the content marketeer

By Jean Spencer Sep 2, 2014 Leave a Comment
How One eBook Drove 1000% ROI with Psychographic Targeting

Some people aren’t meant to be your clients.

They don’t fit your ideal customer profile, they can’t meet your price point, or maybe you just don’t sell the services they’re looking for. Regardless of the discrepancies, the result is the same: round peg, square hole.

“Some of our clients were like pulling teeth,” said Doug Kessler, co-founder and creative director at Velocity Partners, a London-based marketing firm.

How One eBook Drove 1000% ROI with Psychographic Targeting by @jeanwrites

Kessler was recently named one of our seven Masters of the eBook, and has a…

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By Liz O'Neill Sep 2, 2014 Leave a Comment
How to Build a Killer Content Distribution Strategy

Creating high-quality content is the cornerstone of any marketing campaign. But in the end, what makes that campaign successful has a lot  to do with where, when, and how you present that content.  Distribute content in the right way, and you’ll win traffic, leads, and new business. Do it in the wrong way, and you won’t.

But with so many distribution channels out there, it’s hard to know where to begin. Here’s a high level look at key elements of a killer content distribution strategy.

Take a Holistic Approach

When it comes…

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By Jesse Noyes Aug 30, 2014 Leave a Comment
7 Marketing Cheat Sheets You’ll Use Again and Again

Ready for a long weekend? Maybe you’ve got big plans for lots of relaxation—hiking, reading, camping, or just lounging.

But if you’re anything like me, then somewhere around Sunday—if you’re lucky, Monday—thoughts about September, that critical last month of the quarter, will creep into your head.

7 Marketing Cheat Sheets You’ll Use Again and Again by @noyesjesse

It’s at these times that I’m glad I took the time to put in a content marketing plan. Still, if there’s one thing that’s always welcome, it’s the cheat sheet.

Cheat sheets come in many forms: checklists, worksheets, templates—you…

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By Andrew J. Coate Aug 29, 2014 Leave a Comment
Ice Bucket Challenge: The Cold Hard Truth for Marketers

Iframes are required to view this content.

Far too often, viral crazes that sweep the web are silly or annoying and serve little purpose beyond being entertaining. The Ice Bucket Challenge is different. It sure is entertaining, but what’s kept it going is universal appeal. It doesn’t matter who you are, what political affiliation you hold, or whether you like the band Nickelback or not.

ALS and other diseases without a cure affect us all. They rear their ugly heads in the lives of friends and families, colleagues and mentors, our own bodies. The…

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Optimize Your Content Factory

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Up to 70% of content being produced isn’t getting used. Sound familiar? Find out how SiriusDecisions recommends brands address this issue with the SiriusDecisions Content Model Toolkit.

By Anne Murphy Aug 29, 2014 Leave a Comment
Quick Tip: How to Find Awesome GIFs for All Occasions

GIFs. We love them in emails, blog posts, Twitter posts…and every day, companies are coming up with new and brilliant ways of incorporating GIFs into the content marketing mix.

But how the heck do people find those funny, amazing, spot-on GIFs?

Some people swear by specific platforms, such as Giphy, Reddit, or Reaction Gifs.

But my favorite approach to getting good GIFs is—hands down—Google image search. It’s fast, thorough, and returns tons of results that I can quickly scan until I find a hilarious reference that resonates, which means I can reply…

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By Amanda Nelson Aug 28, 2014 Leave a Comment
5 Fundamentals of Brand Journalism

Today’s brands are publishers, and brand journalism is an exciting and effective marketing strategy for brands large and small, B2B and B2C.

I led a team of brand journalists at a big B2B software company, and here are the five fundamentals we lived and worked by in our brand newsroom.

1. Editorial Mission

All major newspapers and magazines have an editorial mission. This statement should clearly showcase what you’re trying to accomplish with your content.

5 Fundamentals of Brand Journalism by @amandalnelson

As a publisher, it’s what motivates you and guides you every day. It creates…

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By Jean Spencer Aug 27, 2014 Leave a Comment
“Sh*t! We Published a Typo!” — The Masters’ Disasters

There’s only one thing worse than missing a deadline. Missing a deadline and then finding a typo. 

If you’re in the business of content marketing, you know this feeling well. It’s the organic result of the pressures of production. Essentially, no matter how many times you look at a final piece, there’s always a chance that an important edit goes unnoticed, and—gulp—you accidentally publish it.

“Sh*t! We Published a Typo!” — The Masters’ Disasters by @jeanwrites

As part of our search for the best eBooks and the people creating them, we also compiled the best content marketing mishaps…

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By Shannon Byrne Aug 27, 2014 Leave a Comment
6 Ways to Create Community-Driven Content (Without Annoying Your Community)

Content and community should work together. Depending on your company’s size and resources, this may mean combining the two responsibilities into one role or integrating the two teams.

Breaking down barriers between community and content makes sense when you think about your marketing goals. They’re likely some combination of the following:

Increase brand awareness Build credibility and trust Recruit new customers and/or community members Add value for current customers and/or community members (retention and loyalty) Drive leads (and eventually sales) by demonstrating value (illustrate benefits and overcome objections) Increase engagement (comments, clicks, shares, views, etc.)

Your content is…

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Become a SlideShare Master

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Here’s a step-by-step look at how we created our most successful SlideShare presentation—ever.

By Jean Spencer Aug 26, 2014 Leave a Comment
7 Examples of the Best Marketing eBooks

Everyone starts out as a beginner.

Whether it’s golf, a new language, or content marketing.

But eventually—if you take time to learn, practice, and develop your skills—you become an expert. The Kapost Masters Series focuses on these experts, the people and secrets behind the best content marketing.

Today, meet the Masters of the eBook. These seven marketers understand what goes into an eBook that drives business, revenue, and reach. And they shared their tactical and strategic know-how with us. Download the eBook now.

It has resources and key examples, including the seven fundamental elements…

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By Jesse Noyes Aug 25, 2014 Leave a Comment
Why Your CMO Doesn’t Care About Content Marketing

“I wish I could get buy in for content here.”

If I had a nickel for every time I heard some variation of this sentence from a marketer…

Usually, this theme emerges from defeated marketers who insist they’ve made a case for content to their VP, CMO, or even a director of marketing to no avail. Their boss just doesn’t care about content, they reason.

Maybe. Maybe your CMO honestly doesn’t care about creating compelling content, about enticing and enthralling customers with a rewarding, valuable experience.

Or maybe you’re not selling it well.

In many cases, the reason we…

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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