kapost's content marketing blog: the content marketeer

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…

Continue reading

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…

Continue reading

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…

Continue reading

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…

Continue reading

Optimize Your Content Factory

Learn more

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 15, 2014 Leave a Comment
Content Analytics for the Revenue Marketer

You may have heard the term “revenue marketer,” but do you really know what it means?

The term “revenue marketer” was coined by The Pedowitz Group in 2010 to describe a modern B2B marketer who is held responsible for revenue and the top of the sales funnel.

A revenue marketer is different from a brand marketer. While both marketers aim to increase brand sentiment, brand awareness, and the number of customers who purchase a product, only the revenue marketer is accountable for actual growth in sales or revenue of a business.

“The role of the new CMO has changed,” said Lee…

Continue reading

By Andrew J. Coate Apr 14, 2014 Leave a Comment
10 Essential Content Marketing Lessons for Modern Marketers

I fell into marketing quite by accident. I was going to be a tour manager, watching over band members and tweeting pics of performances.

Instead, now I’m watching over brand mentions and tweeting pics of sad puppies.

While the skills I honed in the music industry translated fluidly into marketing, I still had a lot to learn.

As recent research from the Content Marketing Hiring Handbook shows, marketing hiring managers are looking beyond candidates with marketing and PR degrees for content marketing positions. While these graduates and aspiring professionals may have translatable skills such as…

Continue reading

By Jean Spencer Apr 14, 2014 Leave a Comment
How to Get a Job in Content Marketing: An Interview with LinkedIn’s Jason Miller

If you’re looking for a job in content marketing, the time is ripe.

Content marketing is the top hiring priority for marketing departments, beating out social media, design, lead generation, and executive staff. And new research shows that 78% of surveyed companies are looking to hire 1-3 content team members in the next year.

For our recent hiring handbook, we interviewed Jason Miller, global content marketing lead for LinkedIn Marketing Solutions, to find out what makes quality candidates stand out.

Miller provided some actionable advice for aspiring content marketers, which are too great not to share. Below…

Continue reading

By Jean Spencer Apr 11, 2014 Leave a Comment
How a $1.6B Company Is Building Their Content Marketing Machine

We interviewed Jonathan Singer of Akamai twice. Once in January 2014 and once in March 2014.

The goal of these interviews was to understand the real processes that large companies go through when pulling together a content team—for the first time.

In our first interview, Singer had zero people on his content team at Akamai—a $1.6B company specializing in Internet technologies. He also lacked marketing automation software, and an organizational foundation for a “content department.”

But in two short months, Singer had made a major dent in the content department overhaul. He had an eBook in review,

Continue reading

Don’t Be a Bad Date

Learn more

Marketers need to be more attentive to the wants and needs of their buyers. But how? Find out in this 30 minute session presented by Jesse Noyes, Senior Director of Content Marketing at Kapost.

By Garrett Mann Apr 11, 2014 Leave a Comment
Why (and What) You’re Selling with Content Marketing

Let me start by stating that I’m a content marketer. I was also a philosophy major, so bear with me as I dig a little deeper on content marketing.

Content marketing fills the pages of this blog. It is what I live and breathe every day. At some point these two words—”content” and “marketing”—came together to form a single term. And they make a lot of sense together. Why?

Let’s take a look at their definitions.

Con·tent [kon-tent]: Something that is to be expressed through some medium, as speech, writing, or any of various arts.

Mar·ket·ing [mahr-kit-ing]: The activities that…

Continue reading

By Anne Murphy Apr 10, 2014 Leave a Comment
25 Bay Area Marketers You Should Follow

As content marketers, we talk a lot about the importance of building trust and connections in the digital world.

Joining online communities, reading articles, and sharing best practices are convenient ways to gather information. But offline communities still have a powerful place in our professional growth.

That’s why we’re dedicating an entire afternoon to discuss—face-to-face—content marketing with Bay Area professionals at content.San Francisco, a free half-day event focused on actionable ways to improve your content strategy.

To further celebrate communities, both offline and online, we compiled a list of 25 Bay Area marketers who are saying and doing innovative…

Continue reading

Explore
close

Explore

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