Your Martech Investments Should Reflect Your Customer Journey

By Kirsten Newbold-Knipp | October 30, 2017

Do you have a Martech Stack and Roadmap?  You probably do – and it’s likely grown up through a mix of inherited tools, opportunistic purchases and well-planned investments, resulting in something that sort of works, but which you often wish…


On Content Measurement and Vendors: CMWorld 2017

By Kirsten Newbold-Knipp | September 12, 2017

Conferences impressions are shaped by our biases and curiosities. Going into this years’ Content Marketing World, I was keen to hear what the best and brightest were doing – particularly when it comes to delivering ROI or at least clear…


Thought Leadership is Not Enough

By Kirsten Newbold-Knipp | August 24, 2017

Two marketers walk into a bar and sit down during Content Marketing World (here’s what I learned there last year). They’re chatting about their respective content programs and challenges. Marketer 1: What’s the primary goal of your content marketing program?…


Wanted: Compelling Experiences (AKA: How Your Ecommerce Brand Can Compete & Co-Exist with Amazon)

By Kirsten Newbold-Knipp | August 09, 2017

Not a week goes by without a conversation with a client trying to figure out how to play in the Amazon sandbox without cannibalizing their own revenue streams. It’s a reality. Today, to be where their prospects and customers are…


Failing to Manage Content as an Asset Puts Personalization Out of Reach of Most Marketers

By Kirsten Newbold-Knipp | July 19, 2017

Brands trying to attract and engage with customers using content – be it explicitly a content marketing strategy or more broadly all marketing content (which includes advertising, product and support content) – are facing an exponentially growing set of content needs. This…


Marketing content or content marketing?

By Kirsten Newbold-Knipp | April 26, 2017

Every day I get to talk with clients about content. All sorts of content. How do you build a content strategy? How can we hire great content marketers? What tools should we use to streamline content creation and store it…


Future of Content Goes Beyond Storytelling (Attributes, AI, Engineers – oh my!)

By Kirsten Newbold-Knipp | April 03, 2017

Great storytelling is at the heart of any meaningful content marketing effort – so this won’t be a post where the machines take over.  But, what I can say with confidence is that in an era of content shock and…


Attributes, My Marketing Buzzword for 2020

By Kirsten Newbold-Knipp | March 16, 2017

Some interesting conversations ensue during SXSW in Austin. Though I didn’t have time to attend much this year, I did meet several interesting folks.  I was talking to a marketer from YEXT about information like location, hours of operation, social…