By Anne Murphy Jun 2, 2015 Leave a Comment
[INFOGRAPHIC] The State of B2B Product Marketing

What does product marketing look like in 2015? Well, as The Blueprint of Modern Product Launch Marketing explains, adoption is high, content is key, channels are diverse, and measurement is increasingly important.

But one of the most critical components of modern product marketing is indicative of a shift across marketing: the importance of buyer-centricity.

For example, the content that today’s marketers create is not the business-centered, product-focused content often associated with B2B product launches.

Sure, the data sheets and FAQs are still critical; you need your sales team to be equipped with content that explains what the heck your…

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By Anne Murphy May 28, 2015 Leave a Comment
[INFOGRAPHIC] Your Marketing Team’s $958 Million Problem

We’re always trying to be more efficient.

We download the newest time-saving app, read the latest articles on budgeting for both necessities or nice-to-haves, and prioritize our days based on the things we value the most.

But in marketing—particularly in producing and managing content—we fail to be efficient with both our time and resources. And it’s costing us.

Check out the infographic below to see just how much these inefficiencies are costing marketing teams, and download the full report to learn what the most efficient marketers do to curb the content chaos.

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By Anne Murphy May 19, 2015 Leave a Comment
Need Content Ideas? Ask These 5 Questions.

Most marketers understand how important content is to their marketing efforts. In fact, 99% of marketers say that a steady stream of ideas is central to their success.

But a recent Kapost survey revealed that only half of marketers feel like they have enough ideas to fuel their marketing content. Lack of visibility, process, and time were the major reasons behind anemic idea generation.

Sourcing ideas from within your company is a great way to establish a steady drumbeat of content throughout the quarter and the year to come. Below are five questions to get you pointed…

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By Anne Murphy May 6, 2015 1 comment
[NEW RESEARCH] 10 Stats on the True Cost of Marketing Inefficiency

Inefficiency is a major pain point for B2B marketers, but just how big is the problem?

Turns out, marketing inefficiency is a $958 million problem.

In a survey of more than 3,400 marketers, Gleanster Research gained startling insight into just how broken content creation processes affect marketing teams—particularly at mid-to-large B2B companies.

Here are some of the key findings from their recent report. (Download the full report here.)

1. Inefficiency in content production results in an estimated $958 million each year in excessive spend for mid-to-large B2B companies. (Tweet This!) 2….

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For All You Comic Book Fans…

Learn more

Download the content marketing comic book, complete with superhero insights from the likes of Joe Chernov, Joe Pulizzi, Todd Wheatland, Jill Rowley and more.

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 1 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

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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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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.


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