By Anne Murphy Apr 10, 2015 1 comment
The 415 Guide to Marketo Summit

San Francisco. The 415. The City by the Bay. Birthplace of the Beat Generation. Hearth to the Hippies.

Home of Marketo Summit 2015.

Note: Please excuse the over-the-top adjectives I’m about to employ to describe San Francisco—I grew up there, still have a 415 area code on my phone, and am therefore biased.

If you’re a marketer heading to this golden, glorious city perched on the Pacific for Marketo Summit, you’re probably prepping for some serious marketing learning and mingling. And while you’re there, why not gather your colleagues, invite that client, or woo that prospect…

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By Anne Murphy Apr 2, 2015 Leave a Comment
“Questionable”: Not the Word You Want Describing Your Marketing Data

“Remember, great marketing starts with great data.” —The State of Marketing Data 2015

Digital marketing is continually evolving, and B2B marketing teams are becoming more sophisticated with every passing year. With access to new data and streamlined technology investments, marketers can now track results and leverage buyer behavior to optimize content, personalize communications, tie their activity to revenue, and accelerate deal velocity.

The future of marketing technology and data analysis is bright, and the present is leaps and bounds ahead of where we were just a few years ago—but there’s still a long way to go, baby.

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By Anne Murphy Mar 29, 2015 Leave a Comment
ROI or Bust: Why Marketers Need to Show ROI in 2015 [Infographic]

If you’re not showing marketing ROI, chances are, your CEO isn’t happy. And you’re the one feeling the pressure.

“Robust analysis is the key to understanding engagement by persona and buying stage. Without it, content marketing will never achieve the status is deserves.” —Sheila Miklos, VP of Integrated Marketing at 2nd Beach Strategy

But how can you prove the value of your marketing efforts? Just as sales teams have moved out of spreadsheets and into software to tie activity to revenue, marketers are making the shift to integrated technology to show true ROI.

Learn more by checking out the infographic…

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By Anne Murphy Mar 27, 2015 Leave a Comment
Your Guide to Eating, Drinking, and Making Friends at Oracle’s Modern Marketing Experience

Vegas, baby! Here we come.

Now, the conference crowd can get crazy. But you’re not heading to Oracle’s Modern Marketing Experience in Las Vegas to relive your cousin Gary’s bachelor party. You’re heading there to see James Franco. Oh, and to learn about all things marketing from the best in the business.

Conferences can be a lot to handle. You don’t know where to eat, you don’t know who to talk to, and you’re there for a specific purpose—like meeting James Franco. That’s a lot to process.

Let me ease your anxiety, marketers. How? By helping you…

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Templates for Process-Driven Content Creation

Learn more

Use these 6 workflow templates to create your landing pages, eBooks, blog posts, paid social ads, emails, and webinars.

By Anne Murphy Mar 20, 2015 Leave a Comment
3 Formulas to Drive Your Content Pillar Strategy

Have you heard of the content pillar approach?

As we cover in The Multi-Channel Content Distribution Guide, it’s a content-centered marketing strategy that fuels your distribution channels with original, buyer-centric content. We use it here at Kapost—and so do our customers.

Recently, we expanded the content pillar approach to more effectively focus on each stage of the funnel. Now, instead of simply creating only one major asset, we create three, closely aligned assets to engage, drive action, and propel purchase: the Appetizer, Entree, and Dessert.

The goal of these three assets is to efficiently fuel every marketing…

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By Anne Murphy Mar 19, 2015 Leave a Comment
[SlideShare] Marketing Stats That’ll Knock Your Socks Off

Digging into data is a powerful way to understand the current state of an industry or field, to set benchmarks for your efforts, and to see how you’re doing compared to your peers. But some of my favorite research reports, surveys, and data-driven content assets make me question my current processes and challenge me to rethink the ways we market to our buyers.

Why not let these stats inspire questions about your own marketing efforts? And if none of these do the trick, check out our exhaustive Marketing Statistics page.

Digital marketing spend is estimated to rise…

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By Anne Murphy Mar 4, 2015 Leave a Comment
Words of Wisdom for Content Creators from Famous Writers

Content marketers write—or, at least, appreciate good writing.

With 37.5% of B2B companies looking for English or journalism majors when hiring content staff, most content marketers by day can probably name a favorite author or two they read by night.

As an English major, I draw inspiration for my business and creative writing from the authors I read in school. After all, we content professionals have made this our trade. The practical advice from the people we studied—on how to write and capture the attention of our readers—still holds true, novella or whitepaper, poem or tweet, novel or…

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By Anne Murphy Feb 27, 2015 Leave a Comment
CMOs Under Even More Pressure in 2015 [New Research]

CMOs are in a precarious position in 2015. More budget is going toward digital marketing, but they can’t quantify the business impact—and CEOs are losing faith.

Duke University’s Fuqua School of Business released the findings from their CMO survey, a biannual report on the budgets, strategies, and opinions of marketing executives.

The three stats below reflect the current challenges facing CMOs this year, when the pressure to deliver quantifiable results is higher than ever.

Digital marketing spend is estimated to rise by 14.7%, the highest figure in at least 3 years.

Traditional advertising spend is projected to decrease by…

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Hiring People for Your Content Team?

Learn more

Get job description templates for your most in-demand positions—including Director of Content Marketing, Managing Editor, Videographer, and more.

By Anne Murphy Feb 22, 2015 Leave a Comment
Two Financial Services Brands Creating Engaging Content

Marketers worry that “sexy” industries have a leg up, so to speak, in the content game. They cite clever Super Bowl commercials, controversial social media campaigns, funny Tumblr accounts…

Sure. There may be more examples out there of consumer-focused products and businesses pushing the limits and seeing returns, but risqué ads and controversy aren’t the only ways to get creative with marketing content.

Take, for example, financial services marketers.

Despite dealing with compliance and regulation issues, many financial services brands are taking up the content banner to engage their target audiences.

The key to effective…

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By Anne Murphy Feb 15, 2015 Leave a Comment
10 Stats on the Business Impact of Marketing and Sales Alignment

Marketing and sales alignment is more important than ever.

Nowadays, buyers expect a seamless brand experience across channels. And as more brands invest in delivering fluid customer experiences, the delight of receiving the right message at the right time becomes more than a nice-to-have; it becomes an expectation.

In B2B, one of the critical moments in a buyer’s journey—and a hard one for brands to nail down— is when a prospect is passed from marketing to sales.

Sure, we can have a sense of humor about it, but the stats below provide some insight into…

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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