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…
If you’ve worked in content marketing land for a bit, you’ve probably heard Michael Brenner’s name. He’s the Vice President of Marketing and Content Strategy at SAP, author of the B2B Marketing Insider blog and a turned-to source for expertise.
And one reason people keep turning to Michael is his demonstrated knowledge of SlideShare based on the presentations he’s created for SAP. We asked for some wisdom as part of our Masters of SlideShare project, and he obliged. Here’s the full interview with Michael.
When did you first start using SlideShare and what drew you to it?
There are a couple of reasons this is happening. First, many marketing teams still produce product-focused content instead of quality, buyer-centric assets. Prospects aren’t looking for a rundown on product features (at least not at first). They’re looking for insights, best practices, and ways to be more successful. If your content doesn’t address those topics, your sales team won’t use it.
But if you’re already creating quality content that focuses on buyer needs, then there’s something else going on. Which brings…
91% of B2B marketers use content marketing. The most successful of these marketers (those showing the highest returns) have an established process, align content to personas and buying stages, and track content performance across channels.
This shouldn’t be a surprise. After all, we often think of technology as supporting a strategy. For example, if part of your marketing strategy is to engage with key influencers on Twitter, you’ll probably invest in a social media platform to monitor and manage those interactions.
Let’s circle back to my initiative here. I was tasked with producing some clear-thinking, needs-based messaging that integrates with our content team’s centralized goal of providing impactful thought leadership that fits within the strategic framework of our standardized quality benchmarks. Okay, Coate. Time to take it to the next level.
If you followed that babble above, you’ve obviously spent time in a corporate environment.
Buzzwords are common occurrences in office exchanges. They’re also one of the most annoying and mocked elements of office life. A discussion that asked “
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.