Kevin Cain

Kevin Cain is a content and communications strategist based in Sydney, Australia, and has more than a decade or experience working in the financial services and consulting industries and helping expansion-stage software companies develop their content strategies. To learn more, follow him on Twitter @kevinrcain or check out his blog on language, content, communication and strategy.
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Recent Posts

How to measure, evaluate, and improve your content marketing program

Posted by Kevin Cain on Apr 29, 2014 1:00:00 PM

One of the biggest mistakes that many content marketers make is thinking that once their content is published and promoted their work is done.

In fact, there’s still a very important job for them to tackle after that: They need to measure how each piece of content performed, reflect on what worked and what didn’t, and try to use any insights that they glean from the process to improve the next time.

It’s really important to get into a consistent rhythm of examining how your content performs on a regular — at least weekly, but potentially even daily — basis.

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Topics: Content Marketing

Content effectiveness: How to make your content work hard for you

Posted by Kevin Cain on Apr 22, 2014 11:00:00 AM

Considering the amount of time and resources it takes to create content, it’s always in your best interest to do everything that you can to maximize your return on investment.

That means ensuring that each piece of content is optimized to have the greatest possible impact so that it not only resonates with your audience, but also helps drive your business objectives. When you do so, your content will have a much greater chance of paying the kinds of dividends that you are after.

Successful content generally has several qualities in common that you should try to emulate in whatever you create. For example, it’s typically:

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Topics: MSP Marketing

MSPs: Here’s how to develop an effective content strategy

Posted by Kevin Cain on Apr 15, 2014 11:00:00 AM

With your team in place, the next step to building a content marketing program is to start framing out a strategy.

That strategy should be built upon four primary pillars, including your understanding of your target audience, the actual content that you are going to create, the actions that you want your audience to take as a result of consuming your content, and the methods or tactics that you will use to deliver it.

Let’s take a closer look at each one of these areas by answering the following questions:

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Topics: Content Marketing

How to build a small content marketing team that has a big impact

Posted by Kevin Cain on Apr 8, 2014 10:30:00 AM

One of the main objections many companies have to starting a content marketing program is the perceived cost.

They assume that they need to hire numerous people to get a successful program off the ground, and fear that doing so will be cost prohibitive.

In reality, while having a large team is often necessary for big companies with oversized content goals, the average MSP can start reaping the benefits of content marketing just by making one key hire: a managing editor.

The key to success, however, is ensuring that person has access to the right resources.

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Topics: Content Marketing

Why every MSP should be using content marketing to grow their business

Posted by Kevin Cain on Apr 1, 2014 1:05:00 PM

As an MSP, chances are that one of your biggest goals is pretty simple. You want to get more customers. In fact, you probably want to get a lot more customers. But, let’s be honest, that’s a lot easier said than done.

The reality is that many companies struggle to find the most efficient and cost-effective way of getting more customers and, as a result, they often don’t do a great job of selling their products and services.

The problem is that rather than figuring out which sales and marketing tactics are best suited to attract and influence their customers, many of them opt for a spray-and-pray approach instead.

Unfortunately, that’s usually a mistake. Sure, they may get good results every once in a while, but it’s certainly not the way to dominate a market.

A much better approach is to design a holistic go-to-market strategy that’s built around the most effective tool for shepherding customers and prospects down the path to purchase: High-impact content.

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Topics: Content Marketing