kapost's content marketing blog: the content marketeer

By Andrew J. Coate Apr 24, 2014 Leave a Comment
5 Must-Have Social Media Tools to Help You Meet Your Goals

Marketers are always seeking new ways to grow and reach an audience. Often this means adding more channels to the mix, particularly when it comes to social media.

Of course, this creates major challenges when it comes to planning and messaging across a widening number of networks and platforms.

If marketers want to stay ahead, they need to manage, scale and measure their efforts across social sites. New technologies have emerged to address these challenges. But understanding when, why, and how to use them can be just as overwhelming. The five tools below form a “dream team” to help…

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By James Moreau Apr 24, 2014 Leave a Comment
How the Best Content Marketing Operations Vet Ideas

Every business faces unique roadblocks when coming up with ideas for content. The strategies that work for your team may not work for your content marketing peers at other organizations.

But, regardless of your industry or unique corporate structure, there are several steps in the ideation process that every content marketer needs to tackle.

The most important? Ensuring there’s always a place for great ideas to be submitted, considered, transitioned into production, then turned into applicable content. 

Don’t be intimidated or overwhelmed if you’re having trouble creating a seamless flow of ideas. Most marketers are in a…

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By Jean Spencer Apr 23, 2014 Leave a Comment
Hiring Advice from HubSpot’s Joe Chernov (and 10 Illuminating Interview Questions)

When hiring a content marketer, Joe Chernov has some good advice: Forget superfluous numbers.

A six-digit Twitter follower count, tons of blog shares, and an avalanche of “likes” don’t matter.

As Chernov puts it: you’ve got to “wean yourself off vanity metrics.”

He would know. Chernov was one of the first people with “content” in his title. Since then he’s steadily risen to become one of the most influential names in modern marketing, and even named “Content Marketer of the Year” in 2012. Currently, Chernov leads the all-impressive (and growing) HubSpot content team.

His advice in…

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By Jesse Noyes Apr 22, 2014 Leave a Comment
Why Your Blog Needs a Call to Action Flowchart [Free Template]

Someday, someone will write a book called “Everybody Blogs.” If the stats are any indication, it will be dedicated to the Fortune 500.

But despite the popularity of corporate blogging far too many organizations burn out quickly, leaving deserted digital outposts that are eyesores on a website. This happens for a variety of reasons—a lack of resources, stretched bandwidth, halting collaboration on ideas…

Here’s another reason businesses give up on a blog: It just doesn’t convert

Don’t blame it on the platform. Well-written, customer-centric blogs are as powerful as ever for communicating with potential buyers and current clients…

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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 Jean Spencer Apr 22, 2014 Leave a Comment
Making It Count: A Guide to Content Marketing Analytics

If you’re investing in content marketing, but you don’t know whether or not it’s actually making an impact on your business…

You’re not alone.

Only 27% of marketers say they are effectively tracking content. And almost every marketer is struggling to prove the value of that content.

How can you do it? Simple: content marketing analytics.

Analytics are vital to the success of content marketing strategies. They link your content efforts and investments to quantifiable results such as lead and revenue generation. They demystify impact and value.

Why Does It Matter?

If a singular blog…

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By Liz O'Neill Apr 21, 2014 3 comments
Content Marketing for Business Services: Data That Proves Emotion Trumps Reason

Common sense tells us that business buyers are primarily interested in the business value of a product. We think that unlike B2C buyers, who are more emotionally invested in products they use, B2B buyers care more about detailed product specs, competitive differentiators, and value propositions.

Right? Wrong!

Turns out, B2B brands drive significantly more emotional connections than B2C brands.

Of the hundreds of B2C brands researched in this study by Google, the CEB, and Motista, most have emotional connections with 10%-40% of consumers. Meanwhile, B2B brands elicit an emotional connection with more than 50% of their buyers. So much for common sense.

But…

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By Liz O'Neill Apr 18, 2014 Leave a Comment
How to Hire a Director of Content Marketing

The top new marketing title recruited and hired in 2014 will be “Director of Content.” Or at least that’s what Forbes is betting on.

Why? Because companies are investing more budget than ever before in their content marketing efforts. If they want to see any return on investment, those same companies must also hire someone to manage the development and promotion of all of that content.

But, aside from writing and editing skills, what specific characteristics should you look for when hiring a director of content marketing? Here are five key qualities that will ensure you’re…

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By Anne Murphy Apr 17, 2014 Leave a Comment
5 Things Every Enterprise Marketer Needs to Know about Content Marketing

Enterprise marketers won’t be competitive—against rival organizations or against rival job applicants—without a solid understanding of content marketing.

These days, many of us are revenue marketers. We’re tied to (and measured on) lead, opportunity, and revenue numbers, just like our sales counterparts. It doesn’t matter how much engagement we drive. If we’re not driving business, we’re failing.

But do you really understand how your content supports your business objectives? Or how to incorporate content into your marketing strategy? If not, it’s time to figure it out—for the sake of your business and your career.

Companies like…

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Content Marketing Success Story: Cengage Learning

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Find out how Cengage Learning organizes for content with the help of Kapost.

By Liz O'Neill Apr 17, 2014 Leave a Comment
Do You Need Content Marketing Software or Project Management Software?

When it comes to planning, producing, and publishing content, seasoned content marketers know that manual systems just don’t cut it.

Version control, streamlined approval processes, and up-to-date editorial calendars are essential ingredients of successful content marketing efforts. Leave one out, and you risk dismantling entire campaigns.

To succeed, content marketers need software.

Many organizations have identified this need. To fill it, they’re often deciding between project management tools and content marketing software.

Project management tools—like Basecamp, Trello, and JIRA—are great at establishing processes and prioritizing tasks. But for marketers—particularly revenue marketers—there are important limitations to consider with…

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By Liz O'Neill Apr 16, 2014 Leave a Comment
How to Create a Content Marketing Workflow

In the content marketing industry, we spend a lot of time thinking about strategy—that very important phase in our content planning process where we figure out what content we need to create, why we need to create it, and who we’re creating it for.

But having a solid content strategy in place isn’t enough. Marketers must develop a workflow that outlines exactly how that well-planned content will be produced and published.

When it comes to content marketing workflows, there’s no one-size-fits-all model.

Instead, workflows are heavily influenced by your organization’s unique team structure, internal approval process, and the tools and…

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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