How Commvault Conquered Content ROI [Video]

Friday, February 17, 2017
By: Kelsey Loughman Kelsey Loughman
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How does your content strategy map to revenue? Do you know the ROI of the content you create? For most marketers, the answer is no. The future of marketing is driven by metrics—and the most important metric is revenue. Measuring ROI is key. Without ROI, even high-performing teams risk losing out on people and budget. More importantly, ROI builds confidence …

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B2B Marketing Strategy: The Art of Saying No

Wednesday, November 2, 2016
By: Kelsey Loughman Kelsey Loughman
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No. How does that word make you feel? Seriously, I want to know. Because I’m guessing that most people view the word “no” with a negative connotation. Poor no. Brandished as a word only used by feisty toddlers, resistant to sharing, or perhaps stringent parents, hell-bent on ensuring their teenager never has any fun. However, maybe no has just gotten …

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Ask the Experts: On Creating Content at Scale

Wednesday, October 19, 2016
By: Kelsey Loughman Kelsey Loughman
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Scalable. As in, “Will this scale?” Perhaps one of my favorite cheeky questions from 10 Tricks to Appear Smarter in Meetings—followed closely by encouraging everyone to “take a step back.” But in all seriousness, scale is a major concern for many organizations because true scale is more than just growth—scale means a process can be optimized, shared across teams, and, …

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Ask the Experts: Making the Most of Full-Funnel Marketing—and Avoiding Content Waste

Wednesday, October 12, 2016
By: Kelsey Loughman Kelsey Loughman
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There are few things more annoying to a content marketer than content waste. When a team puts time, effort, and creative energy into a piece of content, there’s an expectation all the hard work was worth it. And yet, marketing inefficiency in the form of unused content seems to continue—that’s the estimated $958M in wasted spend we like to “forget” …

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Ask the Experts: How to Achieve Cross-Team Marketing Alignment

Wednesday, October 5, 2016
By: Kelsey Loughman Kelsey Loughman
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One of the most essential competencies of a successful modern marketing organization also happens to be the most difficult: cross-functional alignment. Achieving cross-functional alignment requires internal agreement on set priorities—be they for a week, month, quarter, or year. Then, these priorities must be highly visible across an organization, to ensure people are accountable. That means each and every person on …

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Ask the Experts: Delivering a Consistent Customer Experience

Wednesday, September 28, 2016
By: Kelsey Loughman Kelsey Loughman
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Customer experience. The two words that haven’t stop buzzing in our ears since 2015 with no signs of slowing down. Because when it comes to delivering world-class B2B businesses, an on-point customer experience is a cornerstone of both customer acquisition and retention. What does marketing have to do with effective CX? With digitally consumable content driving the customer experience—content created …

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Ask the Experts: Implementing Change to Foster a Culture of Content and Collaboration

Wednesday, September 21, 2016
By: Kelsey Loughman Kelsey Loughman
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“I love undergoing large-scale organizational changes,” said no one ever. Why? Because organizational change, at both mid-size and enterprise companies, is often complicated and painful. Even dealing with small levels of change management can cause difficulties. Nevertheless, many content operations need to change. With disjointed customer experiences, confused messaging, and misaligned teams, restructuring the content operation can be marketing’s answer to …

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Ask the Experts: Managing the Content Lifecycle

Wednesday, September 14, 2016
By: Kelsey Loughman Kelsey Loughman
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The content lifecycle. It’s the foundation to a successful content marketing operation. And while specific language on exactly what to call each stage of the lifecycle varies based on who you talk to, the principals are the same: align, execute, distribute, and analyze. Align is your planning stage, ensuring all stakeholders are aware and aligned on campaign and content progress Execution involves the …

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Ask the Experts: The Content Operation and Marketing Success

Friday, September 9, 2016
By: Kelsey Loughman Kelsey Loughman
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Ineffective management of the content operation has led to an estimated $958M per year in inefficient and ineffective content marketing spend for mid-to-large B2B organization. And we’re obsessed with finding a solution. Enter Modern Marketing at Scale: A Framework for B2B Content Operation. In building this new process for content operations at scale, we needed help and guidance from the best, …

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Content at Scale: Your Guide to Content Operations

Wednesday, September 7, 2016
By: Kelsey Loughman Kelsey Loughman
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We keep talking about it: B2B marketing organizations are drowning under the burden of managing content. We’re stuck in tactical operations, spinning on the hamster wheel of creating more and more content, and lost as to what to do next. All the latest research keeps pointing to our content problem, with only 1 in 5 marketers feeling their organization manages …

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