kapost's content marketing blog: the content marketeer

By Ryan Law Nov 28, 2014 Leave a Comment
10 B2B Businesses School Us in Long-Form Content Marketing

If you could use just one marketing tactic, for the rest of your life, what would it be?

For me, the answer’s simple: long-form content. Also called “fat-tail” content, it’s a one-stop-shop for achieving your business goals, simultaneously attracting visitors to your website, earning their trust, and proving your authority. Best of all, it’s a universal tool.

As these 10 examples illustrate, long-form content is effective in even the most niche and complicated of B2B industries. These actionable guides showcase content marketing at its most helpful, and most effective; they cover complicated topics in insane detail, and lay-out step-by-step…

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By Anne Murphy Nov 27, 2014 Leave a Comment
These Brands Don’t Add to the Holiday Marketing Drivel

Holiday marketing. Gross.

As consumers, we’re pretty skeptical of brands around this time of year. We all know they’re trying to get us in their stores and onto their websites with wallets open and credit cards out. We know they’re trying to capitalize on all the mixed up emotions that come with the holidays. Damn them.

Holiday marketing. Gross.

Often, holiday marketing efforts are easy to ignore; they’re cliche and uninteresting. The message doesn’t connect with us. It’s not funny. It doesn’t make us think—at least about something other than the fear of choosing gifts that prompt an awkward “Ooooh….

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By Anne Murphy Nov 26, 2014 Leave a Comment
4 Ways to Get Company-Wide Buy-In for Content

Content—if it’s going to be successful—can’t be created in vacuum. Alienated from sales, services, distribution and analysis teams, content creators have little insight into the needs of the organization or broader business objectives. Unfortunately, this disconnected model is how many enterprise organizations approach a content marketing strategy.

Within this flawed and isolated setup, scaling content in the enterprise is nearly impossible. And before a content operation has a chance to gain traction and prove value, it gets dissolved into another marketing group or disappears altogether.

“The content team doesn’t know what to create that will be valuable,” explains

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By Liz O'Neill Nov 25, 2014 Leave a Comment
3 Case Studies That Prove the Value of a Customer-Focused Content Strategy

The majority of B2B marketers believe in the value of content marketing. 93% have incorporated it into their strategy, and 51% rate their content marketing practices as “very mature.” But very few are seeing the return on their investment.

According to Forrester, an overwhelming 85% of marketers fail to connect content marketing activity to business value.

This major disconnect stems from the difficulty most marketers have shifting their messaging focus away from the product and toward the buyer.

“The majority of marketers find producing content that engages buyers to be a major challenge,”

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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 Jean Spencer Nov 25, 2014 Leave a Comment
2015 Content Marketing Predictions

Each year, as another Q4 comes to a halt, business people are forced to look back at what they did right and wrong over the past year, and start planning for the next.

It’s called professional reflection, and most of us do it while in a food coma after stuffing our faces with turkey, ham, and pie over the holidays.

This season, I urge you to consider some of the following content marketing predictions, based on a year’s worth of research. Hopefully they’ll help you sketch out your overarching 2015 content marketing strategy.

One thing’s for certain, it’s going…

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By Amanda Farmer Nov 24, 2014 Leave a Comment
The Definition of a Content Pillar

You might have never heard the term before, but if you’re running a content marketing program, chances are you’ve worked with content pillars in the past.

A content pillar is simply an in-depth piece of content, such as an eBook, whitepaper, video, or research report, that can be broken out into many smaller assets, such as blog posts, infographics, and emails.

The name is pretty appropriate, if you think about it.

Running a content program can be highly challenging at times, and if you don’t find ways to repurpose and reuse content, your program can easily collapse, burying…

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By Jean Spencer Nov 23, 2014 Leave a Comment
21 of the Best Twitter Blurbs for Marketers

How do marketers market themselves online? Well, some of our favorites find the perfect blend of flair and function. Check out what we mean below.

John Miller @ScribeMiller

Why We Chose Him: We love the play on “whose opinions.” Traditional reporters tend to express that their Twitter presence represents their personal thoughts, not the thoughts of their publication. This sentence shows that John is a credible news journalist, but has broken from that traditional landscape.

Advice: Get creative on old phrases to showcase your new digital media knowledge.

Scott Meis @ScottMeis

Why We Chose Him: We like…

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By Liz O'Neill Nov 21, 2014 Leave a Comment
Why a “Chief Marketing Technologist” Will Be Your Boss Soon

In an effort to track and engage an increasingly independent and tech-dependent consumer, marketers are starting to rely on technology more than ever before. And the amount of technology available to us is pretty astounding.

The challenge companies face now is how to pull all of these different channels, data, and tools together to provide a consistent and compelling experience for customers.

Why a “Chief Marketing Technologist” Will Be Your Boss Soon by @lizkoneill

Below read about what the marketing technology landscape looks like as we know it today, why the role of “Chief Marketing Technologist” is on the…

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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 Katrina Pfannkuch Nov 20, 2014 Leave a Comment
10 Stats on the Awesome Power of Corporate Blogging

There’s no way around it. Corporate blogging has a well-earned place in digital marketing strategy, and is one of the most effective ways to grab the attention of customers and build credibility for your brand.

Some businesses are still figuring out how to get more from blogging, but when consistently cultivated and mapped to larger business objectives, the benefits of corporate blogging are hard to ignore.

10 Stats on the Awesome Power of Corporate Blogging by @creativekatrina

Keep in mind, good corporate blogging isn’t posting once a month about the achievements of your business.

Real value derives from a consistent…

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By Amanda Farmer Nov 19, 2014 Leave a Comment
“InfoGIF” Is a Word Worth the Buzz

Who’s up for a new buzzword? All of us? Great, here we go: infoGIF.

Infographic + GIF = infoGIF.

Are you still there?

Even though the thought of yet another cutesy new marketing trend might make you want to cut the cable, throw out your Macbook, and join a monastery in Nepal (or is that just me?), infoGIFs have several logical and valuable applications that make them a worthwhile tool to consider.

Fact is, certain information is just easier to explain using motion, and the infoGIF offers a more succinct approach than video. For example:

1. Large Data Sets…

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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