The Art & Science of Content Marketing

salesforce |kapost E ART (& SCIENCE • OF CONTENT MARKETING - Good content marketing lives at the intersection of art and science-and it falls short without input from both. Together, creative and analytical mindsets inspire content that drives connection, action, and revenue for organizations. Art taps into emotions and experiences through creative language, powerful visuals, integrated campaigns, and original ideas. Trying new things is part of the fun. Science is about building processes, analyzing performance, recognizing patterns in data, and strategizing accordingly. Facts are facts-focus on what works. 58% 30% 90% 94% 90% of information 94% of companies say writing and editing skills are the most important qualities in a content Companies with defined Best-in-class content transmitted to the brain is visual, and processed 60,000X faster in the brain than text. content processes see an average click-through rate that's 30% higher than companies without. marketing companies are 58% more likely to track how specific content is performing. marketer. MINDSET Both the artist and scientist want to create impactful content. Yet these two mindsets have different expectations for success. HOW WILL IT MAKE OUR AUDIENCE FEEL? WHAT IS OUR STRATEGY? ZIV WILL IT GENERATE WILL IT STAND OUT? LEADS & REVENUE? DOES IT TELL A STORY? llf HAS THIS WORKED IN THE PAST? IS IT TRULY INNOVATIVE? ARE WE ALIGNED WITH SALES? RESPONSIBILITY Acknowledge the strengths of creative and data-driven minds. TESTING SALES ENABLEMENT ANALYTICS STRATEGY TIMELINES MESSAGING SYMBOLS & VISUALS PRESENTATION INNOVATION STORYTELLING RIGHT BRAIN LEFT BRAIN A COMBINED EFFORT The best content marketers combine art and science to create strategic, game-changing content. But how? KNOW YOUR STRENGTHS COMMUNICATE Do you love analyzing blog performance, or churning out new posts? Figure out where you land on the art/science spectrum by reflecting on the roles that make you happiest. Make sure communication lines between creative and data-driven minds are open and active. Have conversations about tactics that have worked in the past, then brainstorm how fresh, new ideas can be incorporated into future content campaigns. 111111 PRACTICE TOOLS Push beyond your comfort zone to hone new skillsets. The right tools turn content ideas into serious business-driving assets. Here are a few key Enjoy designing infographics? Spend time reviewing performance. Love data? Think about the story those tools to drive better collaboration, creation, and success-for all content marketing minds. numbers tell. CREATION TOOLS CRM SOLUTIONS CONTENT PLATFORMS There is no shortage of tools for your creative mind to take advantage of. Software is democratizing the content creation process and content marketers now have access Integrating your content marketing with your CRM solution like salesforce.com allows you to make sure your content is supporting the overall strategy of your business. It also allows you to track campaign influence of content, all the way through to the revenue your content Content marketing software like Kapost supports both creative and analytical efforts. It allows marketers to develop, manage, and track content marketing campaigns all in one place. You can collaborate on new ideas, automate workflows, assign responsibilities, and analyze content performance. to free tools for just about everything from blogging to visual content creation. is driving for the business. Sources: salesforce Kapost HubSpot CREATIVE ANALYTICAL