Why the Customer Experience Starts with Internal Alignment
NOVEMBER 18, 2016
The dust from the content marketing storm has settled. Content marketing is no longer the next big tactic, or the go-to buzzword. It now enjoys a stable spot in the marketing mix, and marketers embrace content as a critical component in their strategies. But, as these things go, a new buzzword has taken its place: customer experience. The reality is that content has saturated the market.
Viral Content: The Emotional Triggers That Make Us Click “Share”
JULY 13, 2016
Content marketing is no longer something entirely foreign to marketing teams. In fact, a quarter of marketers now devote more than 50 percent of their budget to content. It goes without saying then that there’s a ton of content out there, which means the most competitive brands are trying to figure out how they can break through the noise—ideally by going viral. So what’s the secret?
The Difference between Content Marketing and Marketing Content
MAY 2, 2016
There are a lot of ways to use content to market a product or service that barely scratch the surface of marketing content , but if you want to learn content marketing , training is just the beginning, grasshopper. Content marketing is a segment of marketing that focuses primarily on top-of-funnel marketing initiatives, such as thought leadership, brand awareness, and lead generation. Align.
3 Ways Agile Helps Scale Content Marketing
FEBRUARY 22, 2017
To an outsider looking in, a bigger content marketing program seems to be better. . Heftier budgets, growing teams, and a steadily increasing flow of content seemingly prove a department is doing its job. . But most content marketing job descriptions don’t include phrases like, “Keep producing more content every quarter indefinitely,” or “Hire as many content marketers as the budget will allow.” .
Lead Generation Checklist
What is a Content Governance Board—And Why You Need One
NOVEMBER 4, 2016
Wouldn’t it be great if your marketing leadership team was aligned across a concise set of priorities, who then rallied around them when planning and producing content? Of course it would! Many companies have tried to do this, but often with lackluster results. Other times, annual priorities are outlined by integrated plans, but quickly become outdated with no forum or process to adapt.
Great B2B Customer Experiences Require Customer-Centric Marketing
MAY 16, 2016
Only 12% of B2B marketers rate themselves as “very effective” at delivering a great customer experience. No, that’s not a typo. It’s a finding from the 2016 B2B Customer Experience Benchmark Report from Kapost. The report defines customer experience as: Customer experience encompasses each interaction between a customer and brand across channels (social media, website, email, sales, etc.) Why not?
10 New Year’s Resolutions to Improve Customer Experience
JANUARY 6, 2017
It’s that time of year again! After holiday work parties, family, food, more food, more drinks, even more food, and even more drinks…reality sets in. We’re all collectively over the hangover and ready for a fresh start. Enter New Year’s resolutions, because you don’t want to be left saying “I’m in the same place I was last year, not again!” next year. 10 Ways to Improve Customer Data. 1.
Better Content in Half the Time: Applying Scrum Principles to Content Marketing
DECEMBER 8, 2016
Let’s begin with a question: if someone told you they were, “moderately successful” or “minimally successful” at something, would you recommend that they do more of that thing in the near future? Probably not. Even more troubling, when asked what contributed to their stagnancy or decline in success, these marketers cited a lack of time and content-creation challenges as their primary hurdles.
Why Every Content Strategy Needs a Managing Editor
OCTOBER 24, 2016
Jane, a director of marketing at SaaS company, eagerly opens the email attachment. She is charged with designing and implementing a content strategy that will grow the startup’s user base, and she’s relieved to have this first draft—delivered on time—from Dan, a freelance writer she hired to develop blog posts and white papers. It’s been a long road to this first article. It flows.
Solving the Inbound vs. ABM Contest with Content
DECEMBER 12, 2016
We are marketers, so we’re used to ever-changing marketing “buzzwords.” ” However, one buzzword popped up in 2016—Account-based marketing (ABM)—and I believe, it’s here to stay. The Age of Inbound. Three years ago, when I joined Kapost we were out educating the marketplace on inbound marketing. So what have the companies who have mastered inbound really figured out?
The Lead Gen Mistakes Marketers Are Making
MAY 3, 2016
When it comes to lead generation, you may be unknowingly sabotaging your sales pipeline with these seven common lead generation mistakes. Pressed for time, better tools, and a focus on keeping up with the competition, organizations often fall back on a“checklist” of B2B tactics to keep skin in the game. Getting Real About Lead Generation . Let’s get started with a little clarification.
Yes, Virginia, Brand Awareness Really Does Increase Sales
JUNE 8, 2016
Once upon a time, a group of executives were listening to a presentation on what their marketing strategy should look like. The marketing director put together an integrated and comprehensive strategy that included content development, email, social media, and paid advertising. After she finished the presentation, she asked if there were any questions. One executive spoke up. The meeting concluded.
Strategy Before Tactics: 3 Simple Steps for More Effective Content
JULY 29, 2016
It’s not easy to know where and how to allocate funds to craft an effective content strategy. Between technology, resources, and implementing specific tactics, cobbling together a winning marketing mix can feel a bit like playing chess in the dark. Many companies continue to rely on guesswork guided by the latest trends or past successes. B2B Marketing Playbook. Align the budget with content goals.
Top 10 Takeaways from the B2B Customer Experience Report [Original Research]
MAY 10, 2016
Today, everything is connected. From the screen of your iPhone you can: control the heat of your home, monitor your bank account, play music, sync photos, send an email, etc. The advancements in technology over the past ten years have been pretty great—err, unless you’re a B2B marketer. Technology has completely changed the way we market. Adapting Tweet this! ). 2. Tweet this! ). 3.
10 Trends for B2B Marketing in 2017
DECEMBER 29, 2016
As the year rolls to a close, marketers are planning, preparing and strategizing based on new B2B marketing trends to expect in 2017. Is mobile a big contender for grabbing market share in the B2B space? Is content still relevant, and if so, how? Is marketing more targeted, driving clicks, likes, shares and purchase power towards a particular funnel not just “a sales funnel.”? All of the above?
Agile Marketing: 5 Critical Things You Need to Know
JUNE 15, 2016
If you ask five people to define agile marketing , you’ll probably get five different answers. But But the unifying principle of agile—across industries and fields—is prioritizing the right work to make an efficient and quantitative impact, and doing it even better next time. With agile, B2B marketers learn and iterate, moving toward key business objectives. Focus on What Matters.
Why Video Should Play a Vital Role in Your Content Marketing Strategy
JUNE 24, 2016
If long-form articles are the elder statesmen of content marketing, consider videos to be the up-and-coming whiz kids. Over the past few years—thanks to the rise of the smartphone and increasingly faster internet connections—a handful of smart, forward-thinking companies have embraced this engaging genre of content to leverage its potential. Now it’s time for more companies to follow suit. Simple.
Learn How to Prioritize with The Content Operations Maturity Model
OCTOBER 11, 2016
If we’ve said it once, we’ve said it a hundred times: the burden of managing the tactical operations of content production is crushing marketing teams and organizations everywhere. Marketers are running around creating ad hoc content and teams across the organization are creating their own renegade content because they need it now! So what can you do? Where would I even start?”
Who Cares If You Meet Your Marketing Content Goals?
JULY 11, 2016
Carter Stepanovsky cares. Carter’s a customer success mana ger at Kapost. Given the descriptive title, it’s fairly easy to deduce the job’s role and responsibilities. But it’s fascinating still to unravel the behind-the-scenes details of a function that might otherwise be taken for granted. Here’s what our conversion sounded like…. Barry Feldman (BF): Carter, what is a customer success manager?
Want to Generate More Leads? Try These 6 Tips
APRIL 20, 2016
As we continue to see improvements in marketing automation, demand generation, and analytics, marketers are being held more and more accountable for generating leads. No—that’s the job of the business development team. But we do have to pique their interest enough that they start to seriously make their way through their own buyer’s journey. Claim Your Local Business Listings. go crazy!
A Content Formula for Complex B2B Organizations
Ask the Experts: The Content Operation and Marketing Success
SEPTEMBER 9, 2016
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. Here’s what they had to say. How do you measure and report on this success? Marketing Strateg
Tips on Optimizing Buyer Personas to Make Content More Buyer-Centric
AUGUST 30, 2016
Creating buyer personas is not a one and done practice. In some ways, buyer personas are like a unique, fine wine that grows in-depth and flavor as it matures. Each unique customer profile needs refinement and shaping to really work their magic long-term. And even if organizations start with all the best information as a starting point, buyer personas are estimated “best guesses.”
Lead Gen Hacks: 3 Strategies to Improve Content Conversions
APRIL 22, 2016
In the world of content marketing, there are no shortcuts: you need high-quality storytelling to build a strong connection with your target audience. But what happens after you’ve built that bond? Do your readers move on to become customers? This is where conversion optimization comes into play. The key is to focus on missed opportunities with your audience. Here Before You Go” Pop-Ups.
Why Influencer Marketing Benefits Add Icing to a Content Marketing Cake
SEPTEMBER 1, 2016
Content marketing is now the standard for B2B, which means it’s time to shake up how you stand out by leveraging the power of influencer marketing benefits. Influencers are more than a face for a brand. They offer a legitimate boost of credibility through endorsements, and the ripple of engagement they spark can last way longer than the life of a single marketing campaign.
A Recipe for Social Selling: Social Selling Begins and Ends with Content
APRIL 8, 2016
Social selling is a lot like making the perfect chocolate soufflé; everybody wants to do it, but only a few know how to make it really work. I’m one of those few people who understand social selling. As part of the marketing team at Dynamic Signal, I manage all of our digital marketing and social media efforts. Little did I know that would include social selling. Social Media
4 Simple Secrets to Optimal Content Scheduling
JULY 20, 2016
How often do you see a commercial that you like (if anyone can like commercials at all) and think, “Do I like this commercial because it’s really good, or because I’ve seen it so many times that I just can’t get it out of my head?” It’s all about how you prepare and how far ahead you plan. Related: 8 Simple Marketing Templates for Planning Content. See how it fares.
Why B2B Content Marketers Are in Trouble: An Interview Carlos Hidalgo
MAY 5, 2016
Last week, Carlos Hidalgo, author and CEO at ANNUITAS, self-published an open letter on LinkedIn pleading B2B content marketers to STOP creating content: Dear B2B Content Marketer: First let me say that I am one of you. However, I need to write and ask you to stop! Wait, what? Creating content is what a content marketer does. Why would ever we stop? ” Well that’s insanity—literally!
The Customer Experience Success Triangle: A CEO’s Perspective on Why Companies Need to Invest in Customer Experience
AUGUST 3, 2016
A CEO’s job is to have an influence on every decision that impacts market growth, increased profitability, and cost savings. They focus on identifying action items that yield direct positive results, and choose where to allocate budgets effectively. In the past, customer-centric programs haven’t appeared to directly yield profits so CEOs passed on them in favor of other, more immediate solutions.
8 Ways to Create More Effective Lead Generation Programs
Content at Scale: Your Guide to Content Operations
SEPTEMBER 7, 2016
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. And this burden? We’ll it’s causing more than just internal headache—it’s affecting our bottom line. Poorly Ready to get started?
Tactics to Improve Content Creation
NOVEMBER 14, 2016
With any large organization there is a bit of scattered thinking and energy. Perhaps not everyone is on the same page due to lack of internal content sharing tools. Maybe teams are targeting specific parts of the sales funnel with content rather than taking a full-funnel approach. That’s right, do less. Take a Time Out to Dig Deeper into the Current B2B Content Creation Process. Marketing Strateg
Why Relevance Outsmarts Personalization in B2B Marketing
FEBRUARY 3, 2017
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. But these lightweight personalization tactics are merely conversation starters for a B2B buyer. Target Audiences in Context.
A Case for Agile: Why Agile Marketing Can Help You Realize Your Content Strategy
AUGUST 25, 2016
Agile Marketing and millennials have a lot more in common than you might think. Just as this new generation of workers replaces retiring baby boomers, agile, cross-functional teams are replacing the hierarchical, command and control organizations of the past. From capacity assessment to planned priorities, Agile has allowed us to say no, avoid ad hoc content, and focus on what matters. Priorities.