Colby Horton

Articles by Colby All articles by Colby

• To Improve Content Marketing, Put KPIs Into Strategy in Content Marketing Insider on 11/14/2014
  

  According to the Content Marketing Institute's 2015 report, demand for content strategists has skyrocketed. However, content strategists are only as competent as their understanding of what success actually looks like in their company's eyes. The trash bin is the richest place in many offices, filled with ideas that have been shot down. Content strategists can boost their campaigns by formulating and addressing KPIs ahead of time, during the initial stage of idea creation.

• How To Improve Content ROI in Content Marketing Insider on 10/31/2014
  

  I recently reviewed the "2015 B2B Content Marketing" report by the Content Marketing Institute and was astounded to read that 70% of B2B marketers create more content year over year, yet most inadequately track results. Nearly half of B2B marketers (48%) do not even have a clear, documented plan of attack. How can marketers invest invaluable time, energy and resources in content marketing without first setting and tracking metrics for ROI? It made me wonder if marketers are setting the bar too low for content marketing ROI, and are unaware of the consequences. Creating content without having any goals in place or a system for evaluating results is like firing a shot in the dark: it's dangerous.

• How B2B Marketers Can Save The Moribund Webinar in Content Marketing Insider on 10/10/2014
  

  The Internet lets people living several time zones apart teach each other as if they're in the same room, spreading information quicker than ever before. This sharing of ideas should be huge for the business word, but in many cases, it's not leveraged properly. The webinar, the most common type of business-to-business remote learning, fails to evoke much excitement. While they make great educational and marketing platforms, webinars have been largely misused, a matter that needs to be resolved.

• Content Marketing Tips For Small-To-Mid-Size Companies  in Content Marketing Insider on 09/19/2014
  

  Many small business marketers dismiss content marketing as something they simply can't afford to do. It is viewed as a buzzword -- a marketing trend that only huge global brands like Red Bull, United Airlines and General Electric have the budgets to use. That perception is far from the truth. The beauty of content marketing is its scalability in our current digitally savvy, low-cost content-distribution era.

• Why Should Businesses Care About Content Marketing?  in Content Marketing Insider on 08/29/2014
  

  Content marketing gives small and medium-sized companies a momentous opportunity to fight the status quo, leveling the playing field between big corporations and start-ups, Ma and Pa suppliers and blue-chip investments. Gone are the days where businesses were only providers of tangible products and services. Today, successful businesses compete through the lens of their content as well, and the strength of their wit, humor and insight all play major roles in how their brands are received.

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