Articles by Kevin Cain

If you’ve ever taken the time to create a high-quality piece of B2B content, then you know that there’s nothing more frustrating than when it doesn’t get properly promoted. I mean, what’s the point of creating great content that never gets consumed? And yet, effective content promotion seems to be a recurring challenge plaguing many…

Psst… want to know a secret? You don’t need to hire dozens of writers and editors to be successful at content marketing! In fact, here at OpenView, our content marketing team consists of just three people — not a heck of a lot considering the considerable volume of blog posts, eBooks, articles, and more that our…

There are many factors that determine how successful a website is, such as its navigation, searchability, and design. For B2B businesses, another make-or-break factor is whether or not their sites are set up for customer segmentation. In other words, those sites need to encourage visitors to self-select into specific groups based on who they are…

Unlike modern art, B2B communications are pretty cut and dry. Whereas artists will always find ways to argue the virtues of a hanging a toilet bowl in a museum (I’m looking at you Marcel Duchamp, because for the life of me I can’t figure out why “The Fountain,” pictured here, is so widely heralded as…

If you think building a content factory is as simple as hiring a writer to crank out a series of articles or eBooks, you’ve got another thing coming. The truth is that it takes a diverse team of talented professionals to produce the kind of high-quality content that will help drive your business forward. Admittedly,…

If you’ve read my blog before, you know that I am writing a series of posts about why every company needs a content factory. This week, I’m picking up the topic again to explain the important role a content factory can play in your company’s go-to-market strategy. The basic pitch is familiar: Companies need high-quality…

Is Triberr all that and a bag of chips or just another flash in the pan? Find out the pros and cons of this community-building platform for bloggers and decide for yourself whether or not it’s worth your time.

Want to take your marketing efforts to the next level so that they really drive business? If so you, you’d probably benefit from creating a marketing action plan to guide you and help ensure that you’re focused on the right stuff. Find out how to do so in this post.

Over the past few months, I’ve worked with a handful of OpenView’s portfolio companies. One thing I’ve noticed in that time is that they don’t always recognize how important content targeting is to their content marketing efforts. photo: Rob Ellis’ It turns out that a lot of companies struggle with personalizing their content so that…

Before you spend another second thinking about choosing a PR agency, make sure that you really need one. The fact of the matter is that they are expensive — typically costing a minimum of $8,000 to $12,000 a month — so you had better be sure that what you hope to achieve justifies the expense.