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Two weeks ago I headed to Chicago for DMA 2013. If you aren’t familiar with the Direct Marketing Association, it bills itself as “the premier trade association for marketing leaders who want to advance and protect responsible data-driven marketing” and their annual conference is one of the biggest marketing trade shows around. My goal was […]

If you’re like me, you spend a lot of time ripping through your Netflix queue because you’re lame and waiting for Season 4 of Game of Thrones to premiere in “the first half of 2014,” whatever that means. In a fit of nostalgia, I recently re-watched a few of my childhood faves, including such renowned […]

One of the most direct ways B2B marketers can improve SEO, PPC, and ultimately lead generation initiatives is through the development of landing pages, designed to showcase individual content marketing assets. Basically, every content marketing asset can serve as an opportunity to be found in search results. As such, they need a unique place online, […]

One of the biggest struggles B2B marketers (and marketers in general) face is in making sure that leadership is on board with key initiatives and campaigns throughout the year. It can often be difficult to find the proper goals or reporting methods that will make everyone happy with the results and actions being taken. This can lead to more interference and […]

Oh, sure. We all remember the kinds of things that Mom told us growing up. Don’t judge a book by its cover. Don’t cry over spilled milk. If you can’t say something nice, don’t say anything at all. She may have gotten you to eat two more bites of your veggies before you moved on […]

During a recent client meeting, we spent some time talking about the idea of content marketing as a solution to a problem. Our client, preparing to launch their new website and in the middle of editorial calendar development and execution, made the point that they want their content to be solutions-focused – as in, starting […]

“Pivot” is a word typically used in the literal sense, “The dancers pivoted on their toes and changed direction” or “The quarterback pivoted and threw the ball to the running back.” So what does it have to do with B2B marketing strategy? Nothing at all – and basically everything. If you’re in the business of […]

I recently spoke with author and senior content marketing manager Liz Bedor about her views on the discipline of content marketing. Liz is a frequent speaker on the topic of content marketing ROI, and in 2015 published a book with co-author Michael Brenner about how to measure content marketing success in business terms. Titled “The […]

If you’re a child of the 80’s, you grew up with the classics: ET, Goonies, Alien, Close Encounters of the Third Kind, etc.  You know…the type of stuff you rented at the video store and watched at sleepovers when you were hyped up on Pepsi, Reese’s Pieces, and Doritos. Chances are you’ve watched these old […]

KoMarketing has been writing about the value of content marketing for years. It is always reassuring to read when other colleagues in the broader industry share a similar perspective. In CMI/MarketingProf’s latest B2B Content Marketing Report, 89 percent of B2B marketers surveyed indicated that they are currently using content marketing tactics. Sixty-two percent believe that their current content marketing approach is more […]

Before it’s possible for B2B marketers to implement successful social media tactics and tools, it is essential to understand what exactly social media is and how it supports your overarching business objectives. While social media marketing can be explained in a number of ways, at the most basic level, it can be defined as follows: Social media marketing […]

User-generated content (UGC) is one of the best forms of content: your users create it for you, and all it takes on your end is simply to organize and publish it on your website or other online platforms. UGC may conjure up visions of social media sweepstakes or photo contests, and while that may work […]

Marketers are investing more in content creation, but research suggests that they do not always use sophisticated methods to measure the impact of their efforts. The “2017 Content Insights from Tech Marketing Execs” report from 10Fold and Dimensional Research discovered that 32 percent of marketers are releasing content daily or hourly. However, 56 percent are […]

Personalization is a content marketing tactic that can help reel in customers and prospects, but how many marketers are actually utilizing this method? According to the “2018 Connectivity Report” from Widen, 28 percent of marketers claim that personalizing the customer experience is what their organization is most focused on this year. For more insight into […]

You wanted to increase conversion rates. So, you started testing all the basic, obvious things. You split-test headlines, calls to action, hero shots, and copy. You split-test form fields and a couple of different layouts. You tested whether adding a testimonial or a trust certificate might help. Maybe you even did some multivariate testing. Hopefully, […]

B2B marketing has hit a wall. Audiences are getting harder to reach, campaigns are fractured across channels and, for many brands, performance is flatlining. Whatever audiences want, they want it now. We already know that the B2B journey is powered by content as prospects want to self-educate. Which is why so many B2B companies are […]