kapost's content marketing blog: the content marketeer

By Jean Spencer Jul 24, 2014 Leave a Comment
LinkedIn Acquires Bizo, Doubles Down on Content Marketing

Another week, another marketing acquisition.

This week, LinkedIn bought Bizo.

LinkedIn is not just a forum of professional resumes, it’s a marketing solutions platform, and Tuesday’s announcement of their acquisition of Bizo not only underscores the platform’s strategic positioning as a marketing solution but amplifies the value of content.

The announcement comes just weeks after research confirmed LinkedIn as the #1 source for professional content sharing, and supports their goal to become “the definitive professional publishing platform.

WHAT IS BIZO? Bizo is a software and data system that helps professionals find the “right…

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By Anne Murphy Jul 24, 2014 Leave a Comment
2 Visuals That Explain Kapost’s Content Marketing Strategy

For attracting a target audience and engaging your buyers, visual content is huge. But there’s another audience you need to think about when you’re creating a content marketing plan: Your internal stakeholders.

Content marketing is a team effort. That’s undeniable. It requires buy-in from executives, collaboration across units, and an understanding of responsibilities.

2 Visuals That Explain Kapost’s Content Marketing Strategy

The reasons that visual content is powerful to your external audience—we process visuals faster than text and they elicit stronger engagement—are the same reasons they’ll help you internally. Illustrating your organization’s strategies…

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By Andrew J. Coate Jul 23, 2014 Leave a Comment
12 Lessons from LinkedIn’s Largest Content Marketing Group

Recently the Content Marketing Academy LinkedIn Group turned 1 year old.

In that time, the group has not only become the largest content marketing group on LinkedIn (13,000 members and counting), but it’s among the most active of any group on LinkedIn, garnering praise from group members, marketing influencers, and even from LinkedIn team members along the way.

The success of the group didn’t happen overnight, however. It’s the result of trial and error. So in celebration of the group’s first birthday, here are 12 lessons we’ve learned in 12 months, and how…

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By Jean Spencer Jul 23, 2014 Leave a Comment
Comparative Analysis of 3 Companies Reveals the “List Post” Works

Science Daily reports that a full 90% of all the data in the world has been generated over the last two years, and advancements in mobile technology and self publishing tools continue to accelerate. Using this as a barometer for the information deluge of the next few years, you’d better buy an umbrella—it’s about to storm. 

Comparative Analysis of 3 Companies Reveals the “List Post” Works by @jeanwrites

To stand out from this content chaos, marketers and publishers invest hours into strategy and research to produce content that doesn’t inundate the consumer, but connects with them.

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Content Chaos Is Damaging Your Business

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Only 32% of marketers say they’re effectively executing enough content. Download this report from Aberdeen to find out how best-in-class companies overcome content chaos.

By Andrew J. Coate Jul 22, 2014 Leave a Comment
How to Pitch Executives [Graphic]

Content marketing is never a one-person operation—at least not when done right. There are always a wider number of stakeholders involved in everything from strategy to content creation to reporting on success.

How to Pitch Executives [Graphic] by @andrewjcoate

Imagine a play. Even a one-man show relies on help from others. There are collaborators in writing and editing the script, people to build the set, an audio visual crew to prepare lights and sound, people to market and advertise the show, a front-of-house staff to tend to audience needs, and let’s not forget the producers, who fund the whole project.

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By Liz O'Neill Jul 21, 2014 Leave a Comment
12 Questions You Must Ask Before Hiring a Content Marketer

Like in any new field, hiring for content marketing isn’t always intuitive. It’s hard to know exactly what skills to look for, and what questions to ask your candidates.

Recently, Kapost and LinkedIn’s head of content marketing, Jason Miller, tackled this topic head on in a content marketing hiring webinar.

Jason gave some great tips, and provided 12 questions you should ask applicants applying to be on your content marketing team. We loved those questions so much, we turned them into a SlideShare.

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By Anne Murphy Jul 21, 2014 Leave a Comment
Easy Ways to Personalize Content with Marketing Automation

In today’s digital world, content is at the center of marketing. And one of the most effective channels for content distribution is marketing automation.

We’ve talked about some of the most effective marketing automation features and how to implement them, including lead nurturing, segmentation, and lead scoring—both of which can have huge returns. Today, we’re going to talk about another tactic for getting the most out of your content and marketing automation investments: personalization.

Personalizing content means using information about a known user to serve up content that’s relevant to that person.

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By Liz O'Neill Jul 18, 2014 Leave a Comment
How Long Does It Take to Produce a Piece of Content?

“How long does it take to produce a piece of content?”

We hear this question a lot—from customers, prospects, people just starting out, and those in the thick of content marketing—and it’s easy to understand why. Building out a content marketing process requires an understanding of timelines and tasks, and the experiences of other companies can be valuable barometers for content production.

“How long does it take to produce a piece of content?” Ask @lizkoneill

But it’s a question that resists a single answer. The correct answer to this question really is: it depends! It depends on the topic and…

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Why You Need to Commit to Buyer-Centric Content

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This workbook explains how you can deliver the right content to the right people at the right time.

By Liz O'Neill Jul 17, 2014 Leave a Comment
What’s the ROI of a Content Operation? [Infographic]

If you want to see your content drive business for your organization, investing in its production is a must. But it’s not enough. You need to invest in building a content marketing operation.

What’s the ROI of a Content Operation? [Infographic]

A content operation—the process for producing, distributing, and analyzing content while increasing productivity, delivering measurable results, and reducing organizational friction—goes way beyond strategy. It treats content as the essential business asset it is.

Building such a process isn’t easy. But the ROI of doing so is unparalleled. Organizations who invest in a content operation see real business…

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By Jean Spencer Jul 17, 2014 Leave a Comment
Only 4% of B2B Content Marketers Are “Masters” [Study]

A new study by Forrester finds that only 4% of B2B content marketers are “true masters of content marketing.” The other 96% are “doing” content marketing, but not at an advanced level.

This stat reveals a disconcerting trend. Most B2B marketers think they are more advanced in content than they are in application.

As Forrester puts it, “Content marketing self-confidence outpaces actual capabilities.” 51% of those surveyed rate their content marketing as “very mature,” yet the vast majority (87%) feel challenged to produce content that actually engages. Moreover, the majority of marketers report creating content to…

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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.

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