Archives for: Tag: Content marketing

What Campaign Gaffes Tell Us About Marketing Discipline

Author: Sarah Okey
9 / 28 / 2016

As the 2016 Presidential campaigns head into the final months, incidents from both campaigns stress the importance of message consistency. In early September, the GOP presidential nominee, Donald Trump, indicated that he would not be releasing his tax returns due to an ongoing audit by the Internal Revenue Service. On the contrary, the nominee’s son, […]

Getting the Most out of Your Content Marketing Budget

Author: Christy Kelly
6 / 8 / 2016

According to a recent research study conducted at Lenati, 92% of marketers note that even with content marketing growing in priority with senior leadership teams, it still only accounts for less than ¼ of their total marketing budget. As pressures rise to outperform growth metrics year over year, content marketers will have to become proactive […]

If Your Posts are Outdated Your Traffic Will Suffer

Author: Pam Spier
6 / 2 / 2016

The Importance of Keeping Your Links Refreshed for SEO   We all know the importance of Search Engine Optimization (SEO).  You want to be so relevant to a search that you show up on the 1st page of search results.  I bet your company is great at it – your metadata is flawless and you […]

Make Content Marketing Effective: Choose the right KPIs – Part 3

Author: Christy Kelly
3 / 23 / 2016

Make Content Marketing Effective: Choose the right KPIs – Part 3 Measuring content marketing effectiveness is a growing priority for many organizations as they try to justify increases in content marketing spend. With only 30% of marketers claiming their programs are effective, marketers need to ensure they are choosing KPIs that will align teams around […]

Recipe for Success: The 3 ingredients your content strategy must have

Author: Chris Sullivan
3 / 1 / 2016

Recipe for Success: The 3 ingredients your content strategy must have Imagine a company potluck. The table is packed end-to-end with the fruits of your colleagues’ labor – oh, Martha’s red velvet cake! Leon made his chili again! A bounty awaits, and surely nothing can go wrong. But, come to think of it, that salmon […]

Make Content Marketing Effective: Choose the Right KPIs – Part 2

Author: Christy Kelly
2 / 16 / 2016

In part two of this three-part series, I explore strategies and KPIs for experienced content marketing organizations. To find your content marketing maturity level, take this online assessment. In my first post, I argued that the reason so many organizations fail to prove content marketing effectiveness is because they choose the wrong Key Performance Indicators […]

Make Content Marketing Effective: Choose the Right KPIs

Author: Christy Kelly
1 / 29 / 2016

I’m worried about the future of Content Marketing. According to the 2016 Content Marketing Benchmark Study, only 30% of surveyed marketers consider their programs effective, down from 38% the year prior. Organizations are spending more of their marketing budgets on content marketing but aren’t proving its value. While some may claim technical inefficiencies or lack […]

The Black Box of B2B Content Marketing

Author: Evelyn Bozak
1 / 21 / 2016

Content marketing has officially turned the corner from trend to cornerstone of an effective marketing strategy. Most companies are doing some form of content marketing. Unfortunately without a clear view of what you are trying to accomplish and how you’ll measure the impact, this can often result in limited results and wasted investment. For B2B […]

Re-tuning the B2B Sales Role for 2016 and Beyond

Author: Dailah Lester
1 / 5 / 2016

Buyers today are informed, digitally savvy and squarely in the driver’s seat in terms of how and when they want to talk to sales. As we illustrated in The Death of the Sales Funnel Infographic, the game has changed.  If sellers want to remain in the running, they need to adjust their approach to the […]

It’s About Time Marketing Takes a Quota

Author: Carrie Holmes
11 / 10 / 2015

Yep.  That’s right.  It’s time marketing takes a quota. I’m not talking about moving everyone to comp plans.  I’m talking about committing to a quota for delivering marketing qualified, sales-ready leads.  Although it sounds fairly straight forward, the path to modern revenue marketing can be fraught with potholes. Before you can sign up for a […]