How to Streamline Workflows for Cross-Functional Content

Wednesday, February 8, 2017
By: Katrina Pfannkuch Katrina Pfannkuch
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Influencing a savvy, educated B2B customer requires more than watchable, readable “stuff.” It takes cross-functional content that builds confidence in how an organization does business as a whole. There’s a better shot at wooing a customer with content that reflects all perspectives of expertise available across all teams. A “one team mentality” approach to content creation makes it easier to …

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3 Brilliant Content Marketing Tactics to Try

Monday, February 6, 2017
By: Ritika Puri
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Like any marketing discipline, success from content comes from precisely crafted, repeatable processes. But sometimes, the “magic” of a campaign remains hidden behind the scenes. Why is that some content marketing strategies are more effective than others? The answer comes down to simple mechanics. Here are three tactics to make your content marketing strategy more cost-effective, impactful, and valuable to …

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Why Relevance Outsmarts Personalization in B2B Marketing

Friday, February 3, 2017
By: Sean Schroeder Sean Schroeder
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Personalization is all the rage in marketing, and for good reason. In a B2C context like e-commerce, it can dramatically improve shopping experiences by suggesting items based on a user’s purchase history. Personalization in the B2B world is a completely different animal. Marketers must focus on delivering relevance over an extended period of time to answer the questions that ultimately define the buyer’s …

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Content Operations: A Focus on Maturing Capabilities

Wednesday, February 1, 2017
By: Ardath Albee
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Content operations is still an immature function as a formal department within a B2B organization. Let’s be honest; content marketing has a lot of moving parts that can be difficult to orchestrate to a graceful and productive outcome. Establishing a content operations function requires process design and development. This function is built on the foundation of a documented strategy—which research …

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Shedding Light on Modern Marketing Needs

Tuesday, January 31, 2017
By: Laura Schwecherl Laura Schwecherl
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We’ve said it once, and we’ll say it again: Marketers are living in content chaos. Whether it’s content that isn’t optimized for the right customer at the right time, stays unused, or is too hard to track and measure—there’s a genuine need to pull content marketing out of the dark and into the light. Now, don’t get us wrong: Marketing has made …

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Learn from 2016’s Best-in-Class B2B Marketing Teams [On-Demand Webinar]

Thursday, January 26, 2017
By: Laura Schwecherl Laura Schwecherl
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Last week, we sat down with three marketing rockstars from our Kapost 50 awards—Rafi Kretchmer from Panaya, James Furbush from AthenaHealth, and Dylan Press from Kroll—and took a deep dive into how they implemented world-class B2B marketing campaigns on their teams. Whether you were there or not, make sure to re-watch the webinar here. Here’s a quick synopsis of what went …

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Writing Tips for B2B Content to Break the “Will They Engage?” Barrier

Wednesday, January 25, 2017
By: Katrina Pfannkuch Katrina Pfannkuch
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Using a unique mix of writing tips for B2B content helps organizations accomplish some very important things in a highly competitive digital space. Well-written, dynamic, interesting content: Builds interest and sustainable engagement with target audiences Sets an organization apart from the competition in meaningful ways Keeps clients moving through the buyer’s journey towards purchase, seamlessly …and much more. However, it …

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Hack Your Content Plan: Here’s How to Document Your Content Marketing Strategy

Tuesday, January 24, 2017
By: Ritika Puri
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Times of change for organizations are times of celebration. As your company begins to expand, so will your content marketing team—as your organization evolves, so will your need for more editors, storytellers, consultants, and freelancers. But growth is a double-edged sword. It’s well known that as companies grow, knowledge management and internal communication become a challenge. As Ron Ashkenas, partner …

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What’s the Future of Content Marketing and Paid Advertising

Friday, January 20, 2017
By: Ritika Puri
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There’s no doubt about it: the content-meets-paid advertising ecosystem is more competitive than ever—and that competition is only going to increase. The reasons why are clear: As a timeless, powerful marketing asset, content can persuade audiences in key decision-making moments. From launching Facebook ads that reach new audiences to retargeting your website visitors, micro-moments are what make content marketing successful. …

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How to Build the Perfect B2B Social Media Strategy

Wednesday, January 18, 2017
By: Lux Narayan Lux Narayan
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B2B marketing on social media might seem like a tough challenge. After all, how many of your clients are using your products out of necessity rather than because they want to? When faced with such a consumer, building that evangelism or desirability that comes naturally to many B2C brands, can be a gargantuan task for many B2B brands. Yet, the …

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