kapost's content marketing blog: the content marketeer

By Jean Spencer Sep 19, 2014 Leave a Comment
The Secret Sauce to Sidebar Success

The practitioners are Kyle Lacy and his team at Salesforce ExactTarget Marketing Cloud.

The bestowed title is Master of the Sidebar

The eBook is The Design Toolkit: Design Tips, Code, and Data for Better Email Design.

Here’s what this team of content marketers did to transform the sidebar—that awkward off-to-the-side space in an eBook—into valuable real estate.

What the Hell Are We Going to Put There?

When planning out your sidebars, you might not see the value right away. But that space—and what you do with it—is important to consider. Eye-tracking software confirms the sidebars are the…

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By Jean Spencer Sep 18, 2014 Leave a Comment
The 3 Twitter Features Every Marketer Should Know About [Whitepaper]

One of the hardest part of a marketer’s job is keeping up with the latest trends and techniques of social media. Those shifty, mercurial sites seems to change by the minute—and it’s tough for busy revenue marketers to keep up with all the updates.

But some are worth calling out, considering, and working into overarching strategies.

Such is the case for a couple of big changes coming out of Twitter. Namely:

Twitter Analytics (now available to the public), Twitter Cards (which have been around for a while), and Twitter Commerce (coming…

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By Anne Murphy Sep 18, 2014 Leave a Comment
Daily by Buffer: The Tinder of Content

Swipe right, you’re into it. Swipe left, you’re just not feeling it.

Daily by Buffer, a new app from one of our favorite social media tools, has become the Tinder of content.

Buffer’s new mobile app takes advantage of the thumb swipe design made famous by Tinder, an online dating app for connecting with potential partners within a 1-to-95-mile radius.

Daily by Buffer: The Tinder of Content by @amurphias

How does Tinder work? Someone’s picture, name, and age pops up on your phone.

If you swipe right and they swipe right, you can start chatting. Swipe left,…

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By Jean Spencer Sep 17, 2014 Leave a Comment
A Real Life Example of a Content Pillar

The content pillar approach to content marketing is the method of creating one very big piece of content, from which smaller assets can be derived.

This provides marketers with relevant material to support the ongoing promotion and distribution of the main piece, without having to create dozens of unique assets.

For instance, you could repurpose each chapter of a 7-chapter eBook into stand-alone blog posts, thereby creating 7 posts efficiently. The benefits include:

More relevant promotional assets Less overall work More overall content created for your brand

You may be familiar with our go-to diagram of a content…

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Want to Build Strategic Content Campaigns?

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Here’s your blueprint. Download this eBook and turn content marketing into a structured business process.

By Andrew J. Coate Sep 16, 2014 Leave a Comment
10 More Essential Content Marketing Lessons for Modern Marketers

Since I wrote 10 Essential Content Marketing Lessons for Modern Marketers, a new class of college graduates entered the workforce. We saw the annual cycle of articles for these budding professionals, with advice about nine-to-fives and entering specific fields.

Across marketing, too, industry experts and influencers were asked to share their wisdom. Some of the advice was short and sweet, some high-level, and some actionable:

I had the honor of speaking to a class of future marketers over the summer. On top of advice gleaned from experts and influencers, I pulled tips directly from the Kapost…

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By Liz O'Neill Sep 15, 2014 Leave a Comment
How to Schedule a Marketing Campaign

Scheduling a marketing campaign can be a daunting task. Especially at enterprise organizations with employees, teams, and offices around the world.

What’s the best way to keep everything on track? Let’s take a look.

Identify Your Deadlines

Publish dates aren’t the only thing you need to keep track of. You should be assigning deadlines for each task associated with your content and campaign workflow, including:

Submit deadline: Your content developer needs to know when he or she is responsible for submitting their work. Publish deadlines aren’t helpful for folks who need to incorporate edits and comments…

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By Jean Spencer Sep 13, 2014 Leave a Comment
Why Influencer Marketing Works & 5 Tips on Doing It Right

Last month, Guy Kawasaki tweeted a blog post I wrote for The Content Marketeer, and immediately that day became our single biggest traffic day in the entire year.

Then, two weeks ago, Buffer included a post that Jesse Noyes wrote about the best marketing cheat sheets in their recommendations—and that post became our biggest traffic day to date.

Specifically, the Guy Kawasaki tweet drove a 62% increase in traffic over our second biggest traffic day of 2014, and then Buffer’s endorsement of Jesse’s post gained another 2% increase on top of that.

I’m not saying this to flaunt that…

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By Carlos Hidalgo Sep 12, 2014 Leave a Comment
Why Processes Fail in B2B Organizations

Next week, I will be joining Kapost and Jennifer Mesenbrink from Motorola Solutions to discuss How to Distribute Content on a Global Scale. I’m excited to get into the details during the webinar, but after spending time thinking about and discussing this topic, I want to share with you the short answer: Establish a governance process that allows for consistency and repeatability across a global organization.

Why Processes Fail in B2B Organizations by @cahidalgo

Many organizations are not doing this effectively. And to be clear, it’s not that they haven’t tried or are unaware of the problem. They are…

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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 Sep 11, 2014 Leave a Comment
How We Screwed Up a Brilliant Marketing Campaign

It was supposed to be our major traffic driver of the quarter. An Internet viral sensation.

But it didn’t quite work out that way. This is the story of how we—the marketing team at Kapost—bombed one of our most brilliant, should-have-been-awesome marketing campaigns.

The Concept

The idea emerged earlier this year: A Star Wars vs. Star Trek-themed marketing campaign. We’d ask marketers, “Is your content more Star Wars or is it more like Star Trek?”

Both Trekkies and Star Wars fans are well-known, vocal, and dedicated to their causes on the interwebs. Members of our own team have loyal ties…

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By Liz O'Neill Sep 11, 2014 1 comment
11 Video Stats That Will Blow Your Content Marketing Mind

There’s no denying that video has exploded into the digital marketing landscape. From social tools like Vine and Instagram making creation and distribution fast and simple, to established news organizations like The Atlantic and The New York Times creating their own series, video is definitely the darling of the marketing world.

At the same time, it’s sometimes hard to know if the next big thing is just a fad, or if it’s truly worth investing in. Here are 11 stats to help you make the decision for yourself.

Videos increase people’s understanding of your product or service by 74%…

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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