kapost's content marketing blog: the content marketeer

By Ryan Law Apr 24, 2015 Leave a Comment
What You Need to Know about the Changing B2B Buying Process

Understanding the B2B buying process is an essential part of creating effective sales and marketing strategies. To help you identify, engage, and nurture potential customers in an increasingly competitive space, I’m taking a look at the four crucial ways the B2B buying process is changing.

1. The Buying Process Is Growing More Complex

Technology is developing at a rapid pace, especially within the B2B sector. Decision makers are faced with increasingly complex problems, and they often need to decide between growing numbers of potential vendors to solve them. B2B buyers engage with these vendors through an average of…

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By Barry Dyke Apr 23, 2015 Leave a Comment
The Must-Attend Digital Conferences of 2015

I still remember the first marketing conference I attended—I was just a young whippersnapper back then (five years ago). It was a little event in New York City called “Rainmaker,” sponsored by a company specializing in real estate blogging. It was a bit of an odd experience, being surrounded by people wearing suits who were twice or triple my age, in some fancy hotel that I still probably can’t afford to stay in.

I’ve been to many conferences since, and they’re always great learning experiences. But why pay all the money and travel expenses for a conference when there’s so…

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By Katrina Pfannkuch Apr 22, 2015 Leave a Comment
Empowering Your Team Members by Giving Credit to Good Ideas

“So many ideas are great but get lost along the way”

-Jessica Bergmann, Demandware

Quality ideas are a marketing lifeline, but it takes the support of a good team to bring them into reality. Yet with the fast, crazy pace of the marketing cycle, team members can feel like they’re on a never-ending wheel of idea generation with little payoff.

Why not give the members of your team the reward they secretly (or not so secretly) desire, while also pumping up morale and infusing their work with a sense of personal ownership?

This may sound like a tall order, but…

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By Ryan Law Apr 22, 2015 Leave a Comment
The 5 Best Online Sales Enablement Assets

The B2B sales process is growing more and more complicated, with potential customers engaging with vendors through a diverse range of touchpoints, platforms, and assets. In order to help sales teams effectively engage leads in this increasingly challenging environment, it’s essential that businesses provide them with the necessary tools and assets for the job.

Because of this, the process of sales enablement is an increasingly integral part of B2B sales strategies. But what is it, exactly?

To help your business enact an effective sales enablement strategy, I’ve compiled five of the web’s best enablement assets.

1. Sales Enablement… What…

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Content Marketing Leaders Save Over $12k Per Customer Acquisition

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How are these companies cutting costs and increasing revenue? Aberdeen Group conducted a study to find out. Get your free copy of the results.

By Todd Cameron Apr 21, 2015 Leave a Comment
Why Brands Need to Own Their Mistakes and Be Honest with Customers

I was recently invited to speak at a conference on content marketing trends and insights. It was the final session of the day, it was 80 degrees (in February), and there were ice cream bars available outside when the session kicked off. I didn’t hold out a lot of hope for a high level of attendance.

I was pleasantly surprised when a number of people wandered in as the doors were closing—perhaps they were hot or looking for some shade so their ice cream didn’t melt. After finishing my presentation, I walked over to the evening reception…

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By Ritika Puri Apr 21, 2015 Leave a Comment
3 Collaboration Tips for Innovative Product Marketers

It’s great to be a product marketer. You’re at the center of your company: you have a direct lens into multiple teams, operations, and initiatives. You’re also your customers’ chief empathizer, and you have an arsenal of data to learn about their most pressing needs.

But at any given time, you’re probably walking a fine line between “lots of great detail” and “information overload.” The biggest challenge you’re likely facing is how to distill your wealth of knowledge into a cohesive set of resources for your team.

These three collaboration tips can help:

1. Rely On Content in Your…

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By Anna Washenko Apr 20, 2015 Leave a Comment
4 Brands That Make Relationships Central to Content

Being in a relationship signifies a long-term, loyal commitment. The same rules apply in business. Relationship marketing is a way to cultivate ties between a brand and a company.

Relationship marketing is usually much easier in channels that have a one-on-one element. But what about in your broader content initiatives? How can you continue to foster brand loyalty and fan excitement from a blog or video series?

Well, who’s to say that relationship marketing and content marketing can’t go hand in hand? Here are four brands that nailed the combination.

1. Lay’s

For years, Lay’s has been…

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By Jesse Noyes Apr 19, 2015 Leave a Comment
B2B Marketing Number of the Week: 67

How much wood can a woodchuck chuck? How many licks does it take to get to the center of a Tootsie Pop?

Add to these eternal questions one for the B2B marketing crowd: how many ideas do marketers need to be successful? Now, we’ve got an answer. It’s 67.

That’s how many ideas per quarter B2B marketers estimate they need to be successful, according to the first-ever research on B2B marketing ideation, published this month. Clearly, ideas drive creativity and innovation. And the good ones lead to the content that fuels marketing.

But to get 67 fresh ideas,…

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Become a SlideShare Master

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Here’s a step-by-step look at how we created our most successful SlideShare presentation—ever.

By Danny Ashton Apr 17, 2015 Leave a Comment
Why You Need to Care about Visual Content

Do you remember when you had to wait 20 seconds to download an image from a website? I do, and it sucked big time.

The web before broadband was a major headache. If you wanted to share information with other users you had to keep the number of images to a minimum and rely mainly on text, which was much quicker to load.

Behold, the first website on the Internet.

Thankfully, Internet connections have improved dramatically, and now it’s normal to have over 10MB/s—even on mobile.

What Does This Mean for Marketing?

Pre-broadband, the…

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By Ritika Puri Apr 16, 2015 Leave a Comment
3 Types of Content that Product Marketers Need to Craft

As a product marketer, you have three responsibilities:

Connect your company’s value proposition to your customers Ensure that your customers are empowered Help your entire organization learn as much as possible from the communities you influence

It’s an exhilarating role that requires you to cultivate powerful, 1:1 relationships. By getting to know your customers, prospects, and stakeholders, you’ll create a feedback loop that helps your company grow. As your company scales, however, a new challenge will arise—you’ll have very little time and will need to rely on marketing automation to reach people 1:1.

Content is an integral…

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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.

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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.

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