Author: Scott Severson

Scott Severson is the president of Brandpoint, a leading content marketing services and software company. They provide content strategy, writing and design services, marketing automation content, sponsored content, and native advertising solutions. BrandpointHUB is their award-winning content marketing software platform. Sign up for a Free Trial of BrandpointHUB Content Marketing Platform here. Scott is a passionate advocate for content marketing tactics, measurement and optimization, and has employed his digital expertise to a wide range of businesses. Follow him on Twitter @scottseverson.

By scott-severson published February 2, 2017

Marketing Automation: Batteries Not Included

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The sales pitch for investing in marketing-automation software is hard to resist. It goes something like this: “Our software will help you generate leads and then automatically nurture them along their journeys until they become your customers.” It sounds wonderful – a happy prospect skipping along a path paved by magical software.

Every business is looking for more effective ways to acquire new customers, and the promise of marketing automation presents a compelling solution. As a result, marketing automation is exploding as the tool of choice for marketers. As of this writing, the 10 most popular marketing-automation platforms are Infusionsoft, HubSpot, Eloqua, iContact, IBM Marketing Cloud, Marketo, Pardot, Teradata, ActOn, and SimplyCast. Over 83,000 companies are using these platforms alone.Continue Reading

By scott-severson published February 5, 2016

Content Marketing’s Secret Sauce? Good Workflow

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Have you found the secret sauce to managing your content? Or do you operate with a cobbled-together system that gets the job done?

If you’re just getting the job done, you’re not alone. In a recent survey with our clients, we learned that almost 86% manage their content marketing with a combination of Microsoft Word, Excel, and email.Continue Reading

By scott-severson published June 14, 2015

A Simple Method to Measure Content Marketing ROI

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If you search online for “content marketing ROI,” you get close to 10 million results. The majority don’t provide anything particularly useful or actionable for typical marketers trying to justify their content marketing expenses to the CFO. So when I came across David Meerman Scott’s article on basing content marketing ROI on a Google AdWords equivalency, I was intrigued. I decided to run an analysis across our clients at Brandpoint.

First off, let’s get down our vocabulary. Many tactics make up the concept of content marketing, but we’ll leave that for another article. For the purpose of this analysis, we’re focused on the tactic of developing “on-site” content. Simply put, that means developing great content that lives on your website to attract, educate, and convert your audience. This content most commonly takes the form of a blog.Continue Reading

By scott-severson published November 25, 2013

3 Content Creation Tips to Win the Battle for Attention

guy with megaphone-grab attentionIn the not-too-distant past, it was relatively easy to win the battle for attention. Win a few key media placements and you could build instant awareness and attention.

It’s not so easy today. In a world where everyone is a publisher, it’s not just your brand vs. your competitors; it’s your brand against every funny cat video, every must-read “listicle,” and every celebrity meltdown. It’s your brand competing against my friends’ latest Facebook posts for attention.

The signal-to-noise ratio is going to increase, unabated, for the foreseeable future. Every day we’re exposed to hundreds, if not thousands, of brand messages, and it’s growing more difficult to rise above the clutter.Continue Reading