Here are the two truths I know about modern marketing. First, content has emerged as the best way to attract, compel, and close deals. Second, marketing is now being held accountable for driving real, quantifiable demand.
But while these are both truths, they haven’t always gotten along.
That’s because as the buyer’s journey has changed, marketing teams have had to own the top of the funnel, often holding a lead generation quota much as sales bears a revenue number.
And marketing automation has enabled marketers with the advent of lead scoring, which signifies whether a buyer has reached the point…
There are a lot of tips out there for using content to connect with your target buyer (there are 11, for example, in this eBook).
But I have an amazing way to connect when you’re not even there. And on top of that, a way you can feel even better about going on vacation. Let your content work for you while you’re out of the office.
It’s really easy, and the trick is in your email vacation settings.
I learned this from our Director of Content Marketing, Jesse Noyes. While specifically ignoring his instructions not to bother…
Marta Kagan isn’t just an early adopter of SlideShare, she’s a widely read and often imitated master of the platform. She’s created more than 500 presentations and collected more than 5 million views since 2008.
A quick look at her profile tells you why. Marta employs a skilled eye and pull-no-punches style in her presentations, creating work that both informs and entertains the masses.
We asked her to share some nuggets of wisdom for our Masters of SlideShare project. She provided so much wit and insight that we decided to share the whole interview here.
An important component of content planning is SEO—or Search Engine Optimization—and keyword planning.
Search Engine Optimization is the process of affecting the visibility of your site from search engines. Through strategic keyword planning, your business will not only become more visible through search engines, but attract the right kind of buyers.
A great way to get started is to perform a keyword audit. Audits identify keywords people actually use to search for your product, and illuminate which short- and long-tail phrases are most frequently searched. You want to identify keywords that maximize your visibility and also:
I recently grabbed dinner with a friend who happens to be a fellow marketer. Upon arrival, I could tell this person needed a beer. This friend is struggling to establish modern marketing practices at work. The technology exists, but implementation is seriously lagging. And it’s frustrating to know the incredible possibilities, then watch the days go by without any shift toward improvement.
For example, the company has wide-ranging CRM capabilities, but the salespeople don’t use it to its full potential. A good deal of money has been spent on marketing automation technology and the staff to wield it, yet…
The reason? Our digital universe is polluted with noise.
Yeah, I know. You’ve heard it before. And you’ve heard the solutions, which often revolve around making your content more useful, more compelling, more targeted. While these factors are important, they fail to pacify the fragmented feeling readers (myself included) get when consuming content online.
Apparently, I can thank my diminishing attention span to the devices on which I’m reading this content. They are, according…
For the past month, I’ve been buried in a pile of survey results—reading them, organizing them, interpreting them, and hoping that they’ll provide valuable insights that will drive my strategy, my products, and my tactics in the year to come.
I run this same survey each year over at my travel blog and each year I am impressed by how useful the results are, how easy it is to map them back to my strategy, and how much of an art it is to interpret them and use them well for the coming year.
Every day, we talk to marketers doubling down on content. They’re hiring content teams, testing new channels and formats, and building campaigns around major content assets. Organizing all of these moving pieces manually can be tricky. And as content marketing goals and operations expand, budgets for content marketing platforms are increasing.
But when’s the right time to invest in technology to manage your efforts? If these five signs hit home, you’re ready for content marketing software.
Sign #1. Complex Workflows
Process is one of those potentially frustrating, but insanely important things that enterprise marketers deal with on a…
I bet you thought I was going to say “marketing.” That’s a given; however, we never really think much about the important role our content plays in the sales process—other than getting prospects into the funnel. What our content communicates (and generates) can actually make or break the ability of our sales teams to make the shortlist and even close the deal.
Sometimes the most shocking data is the least expected.
Kapost recently completed our first industry-wide survey, a 21-question SurveyMonkey probe into the state of hiring within the B2B content marketing industry. The results were powerful, gathering insights from more than 500 marketers across the world.
But one of the most immediately interesting discoveries was not from the actual data collected. Rather, it came from data acquired during the administration of the survey.
Namely, survey completion rates are extremely low for non-customer surveys.
There are ample numbers reported for surveys administered to customers (usually 10%-40% as reported from this…
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.
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.