Blog Archives: Content Marketing

October 21, 2014: With Halloween fast approaching, I find myself taking a walk down memory lane, back to the days of trick-or-treating with friends from my neighborhood, lugging around pillow cases filled with candy that would usually last until early spring.

Halloween Candy

During one of these waves of nostalgia, I made a connection between Halloween and my job as a content marketer…and then another…and another. In fact, some of my fondest Halloween memories have a direct correlation with content marketing best practices. While I had a number of connections that came to mind, I’ve narrowed it down to five. Hopefully, some of my memories will help you draw some connections between Halloween and your career, as well!

October 14, 2014: scary-bootcamp-manLast week, I had the pleasure of attending MarketingProfs’ Content Creation Boot Camp, a pre-conference workshop kicking off the 2014 B2B Marketing Forum. Led by brand strategist, speaker, and writer Nick Westergaard, the workshop brought together novice and veteran content marketers for a no-holds-barred training session designed to help attendees create bigger, stronger, and better content.

No, Nick did not resemble this scary drill sergeant man. But he did offer up an afternoon of discourse about some of the biggest challenges content marketers face today – and offered tips and suggestions of how to overcome them.

October 6, 2014: According to B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America,  the latest benchmark report released by the Content Marketing Institute and MarketingProfs, there is more to content strategy than just implementation. While the adoption of content marketing has certainly become prevalent across B2B organizations, the separation between good and great organizations revolved around one key theme: documentation.

Report findings showed that that only 35% of survey respondents had a documented content marketing strategy, which in turn has led to more effective content marketing programs. 60% of respondents who had actual documentation rated their strategy as highly effective, versus only 32% of those who had no documented strategy (or no strategy at all).

September 25, 2014: back-to-schoolI am not a native New Englander. But, with six years of living in the Boston area under my belt, I’ve pretty much become accustomed to the parking lot that is any of the major highways during rush hour.

Traffic gets especially bad around this time of year, when school buses start popping up around every corner. I’ll be the first to admit that my road rage has a tendency to flare (hey, if you can’t beat ‘em, join ‘em), but spending excessive amounts of time in my car can actually be a good thing because it provides the opportunity to brainstorm blog topics (really!).

September 22, 2014: The collaboration of Inbound 2014 and FutureM brought together over 10,000 marketers and “tech geeks” from around the world. As you can imagine, the Boston Convention and Exhibition Center was oozing creativity and eagerness to exchange knowledge.

Inbound 2014 - A Marketer's Rock Concert! #Inbound14 #Marketing

This three-day extravaganza explored every topic from marketing strategies to leadership to data and analytics. While not every session related directly to B2B marketing, I couldn’t help but think of the link of these intriguing concepts and their application in the space.

September 11, 2014: As a content marketer, I often times have to switch my brain from news writing (journalism) to blogging, and vice versa. While both types of content creation fall under the “copywriting” umbrella, there are a number of fundamental differences that shape the two. For those that don’t write news or blog posts (or both) on a daily or weekly basis, the fine line that separates these two writing processes can easily become blurred.

Confused Writer

Let’s take a look at some of these differences as we attempt to help bloggers and journalists stay on track and deliver the type of content they intend to their audience.

August 28, 2014: B2B marketing isn’t a perfect industry (what industry is?), but the main arguments against B2B marketing, like unoriginality, competition, and boring products, are also the areas where a company can stand out most online. The following are some of the biggest problems with B2B marketing and how you can make your campaigns stand out.

It’s Not Original

b2b problemsBecause they aren’t forced to be innovative since their audience is so much smaller than the B2C market, B2B marketers (and usually their executive supervisors) may be used to just pushing the same postcards, email blasts, and online promotions over and over. However, it’s important to remember that those you are trying to reach from a B2B perspective are consumers as well, just in a business sense.

August 19, 2014: If you’re an online quiz junkie like me, you’ve likely, at some point, taken a psychology test to determine whether you’re right- or left-brained. We all know we lean more to one side than the other, but isn’t it fun to tally up the points and find out for sure?

left-and-right-brained

As a writer, I’m of the mind that being right-brained is critical to the job (I’m not saying this just because my math skills are limited to basic arithmetic, but also because good writing involves a flair for the creativity). As a marketing writer, I’m convinced that it takes both the creative and the logical sides in order to execute an effective content strategy. Why? Because successful content marketing involves striking a certain degree of balance between campaigns that are both inspired and results-oriented.

August 14, 2014: Any time we bring on a new team member here at KoMarketing, one of the first things we do is get them up to speed on our clients, their products/services, industries, and much more. As a content marketer, fully understanding the ins-and-outs of these organizations and the industries they’re a part of is an essential step to take before the content strategy can take shape.

Content Strategy

July 24, 2014: We’ve all heard it: “If a tree falls in the forest and nobody is around, does it still make a sound?” While you may be thinking to yourself, “Yeah, I have. Why is this the leading sentence in a marketing blog?” think of it this way: “If a content marketer writes an outstanding piece but fails to consider promotion and their target audience, does anybody notice?”

Falling Tree

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