How a Content Operation Benefits Front-Line Marketers

Friday, December 2, 2016
By: Andrew Walters Andrew Walters
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As marketers, we’re contending with unprecedented complexity and pressure to deliver results in the digital era. Kapost and other B2B marketing experts, including SiriusDecisions, advocate for the implementation of a content operation to manage this pressure and complexity. Most marketing departments struggle with teams working in disconnected silos. Content operations is the solution, providing a framework for teams to align …

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3 Ways Interactive Content Converts New Visitors Into New Leads

Wednesday, November 30, 2016
By: Dan Trefethen Dan Trefethen
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We all want better lead conversion rates. Even if you’re not directly involved with demand generation efforts on your particular team, it’s quite a feat to be able to report high conversions on any campaign. But with all the content bombarding our visitors on a daily basis, how can we catch their attention and hold it long enough for a …

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The Right Content, the Right Buyer, the Right Time

Monday, November 28, 2016
By: Toby Murdock Toby Murdock
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“The right content for the right customer at the right time”—also known as right³—is a refrain that rings in the ears of B2B marketers. It’s articulated so often across the B2B landscape, and for good reason. Right³ describes the imperative goal in the Age of the Customer—when the buyer is in control, marketers have to precisely meet their expectations at every …

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How to Build a Full-Funnel Content Distribution Strategy

Wednesday, November 23, 2016
By: Katrina Pfannkuch Katrina Pfannkuch
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In the craze to create content that converts, B2B organizations often neglect the most important part: delivering key information using a clear, organized, and repeatable distribution strategy. Between massive amounts of content created, along with more marketing channels to manage than ever before, organizations are facing a double-sided challenge. How can internal teams find key content to share with customers, …

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Overcoming Common Challenges to Building a Content Operation

Tuesday, November 22, 2016
By: Andrew Walters Andrew Walters
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While under greater pressure than ever to deliver results, marketing is operating amid greater complexity than ever due to the digital revolution: the rapid expansion and development of new teams, tools, and channels. A solid content operation tames this chaos by establishing the processes that make up the planning, production, distribution, and analysis of content for those teams, tools, and …

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Collaboration and Workflows: The Secret to Full-Funnel Content Marketing

Monday, November 21, 2016
By: Ritika Puri
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Buyer journeys are more complex than ever—especially as target customers are navigating multiple devices and marketing channels to learn about your brand. That’s why it’s no longer enough to simply create content. Even the most high-quality blog posts, eBooks, and case studies sometimes fall flat. Why, though? Most likely, the culprit stems back to misalignment with your company’s conversion funnel. …

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Why the Customer Experience Starts with Internal Alignment

Friday, November 18, 2016
By: Erica Lindberg Erica Lindberg
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The dust from the content marketing storm has settled. Content marketing is no longer the next big tactic, or the go-to buzzword. It now enjoys a stable spot in the marketing mix, and marketers embrace content as a critical component in their strategies. But, as these things go, a new buzzword has taken its place: customer experience. The reality is that …

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Conduct a Content Analysis in 3 Easy Steps

Wednesday, November 16, 2016
By: Ritika Puri
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One of the biggest challenges that content marketers face is reporting ROI. Very rarely is success easy to measure: your blog readers will often take numerous twists and turns before becoming buyers—not to mention, content is also a valuable tool to bring existing buyers back to your website. It’s tough to distill the value of content marketing into a few …

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Tactics to Improve Content Creation

Monday, November 14, 2016
By: Katrina Pfannkuch Katrina Pfannkuch
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With any large organization there is a bit of scattered thinking and energy. Perhaps not everyone is on the same page due to lack of internal content sharing tools. Maybe teams are targeting specific parts of the sales funnel with content rather than taking a full-funnel approach. In some cases, there is simply a lack of clear strategy from top …

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The 3 Rules for Marketing Alignment with Content

Friday, November 11, 2016
By: Ritika Puri
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When it comes to strategic marketing alignment with content, the right path forward is often challenging to uncover. First of all, every company is different; the “growth hacks” that work for some companies may not be the right solution for others. Fortunately, there are a universal set of steps—no matter what type of company you have or what industry you …

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