Brand & Capture

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Pro Tips for Riding Today’s Programmatic Marketing High-Growth Wave

Karen Taylor
Posted by Karen Taylor

A mash-up of a Jimmy Kimmel joke and an Ad Age article delivered the most insightful commentary on programmatic marketing.

“ ‘Programmatic buying is the gluten of advertising,’ Kimmel quipped during ABC’s network roast. Like gluten, ‘programmatic’ has become a buzzword that many people use but few really understand. They just know it’s important. For some reason.”

Beyond #BlackFriday: What B2B Marketers Can Learn About Driving Urgency

Annie Zelm
Posted by Annie Zelm

It's a familiar scene. Before Thanksgiving dinner has even settled, hundreds of people are huddled together, lined up outside the doors. Some are even shoving each other, trying to push their way to the front. They can't miss their chance to be one of the first 100 people to snag an exclusive deal: 75 percent off your state-of-the-art industrial light fixtures. 

OK, let's be real. 

It's tough for B2B marketers to create the same excitement and urgency as retailers. Their sales cycles tend to be much longer, and there's not a lot of impulse buying. That doesn't mean they can't learn a few things from the Black Friday madness.

3 Lessons Technology Marketers Can Learn from Successful Startups

Carrie Dagenhard
Posted by Carrie Dagenhard

Living in Austin, Texas, you can barely turn around without running into a 20-something technology entrepreneur poised to be the next Mark Zuckerberg or Jack Dorsey. Everyone wants a piece of that sweet, sweet venture capital seed money. And we’ve heard enough rags-to-riches (or, more accurately, geek-to-billionaire) stories to know that it’s entirely possible.

The Internet of Things: How Digital Marketing Is Shaping the Future

Kuno Creative
Posted by Kuno Creative

Decades after the first computers were introduced, microprocessors have become so powerful and widespread that the boundaries between physical and digital are starting to blur. Examining how our civilization is absorbing this new and enhanced reality is fascinating and has occasioned the convergence of many independent fields. From philosophy and futurism to engineering and robotics and further on to information technology and digital marketing, we are all contributing to the emergence of this brave new human dimension. We call it the Internet of Things (IoT).

How to Report Inbound Marketing Success for Manufacturing Companies

Kuno Creative
Posted by Kuno Creative

The key to inbound marketing success is providing high-value content consistently throughout the buying journey. There’s no shortage of analytical tools available today to assess what is working in the process and what isn’t. Google Analytics or HubSpot’s reports, insights provided by the various social media platforms, and your own company’s CRM will give you a mountain of data.

But your manager or CEO really doesn’t want to wade through all of that data. How do you select the treasure from the trinkets to formulate your report?

5 Silly SEO Mistakes that Cause Big Problems

Carrie Dagenhard
Posted by Carrie Dagenhard

9 Inbound Marketing Wins We All Need to Celebrate

Annie Zelm
Posted by Annie Zelm

I don’t know about you, but sometimes I get tired of reading about marketing fails. It seems like I see daily posts about the latest social media snafu, tone-deaf remarks or campaign flops. The victories seem fewer and farther between.

I know a lot of this is just how the news business works. If I had a dollar for every time someone called the newspaper asking why we never wrote “positive” stories, I’d have a fully funded 401K. Of course, the feel-good community stories we did cover usually yielded just a fraction of the views and shares the more scandalous stuff earned.

So believe me, I get it. It’s just that, well, part of the reason I moved into marketing was to get away from some of the anxiety and discontent that came from reading one sad story after another.

In the world of B2B marketing, there are moments when we all need to be reminded of why we do what we do. It’s not glamorous, and it doesn’t usually give us warm, fuzzy feelings. It makes for strange dinner conversations sometimes. (My parents and many of my friends still don’t really know what I do at work all day, and for the most part, they’ve just stopped asking.)

And let’s face it—there are moments when it can be incredibly frustrating. Moments when you find yourself on the tenth version of copy for a website that should have been launched three months ago or wondering if anyone is reading your blog.

It’s time we started celebrating small victories. Here are nine marketing victories to remember the next time you need some encouragement.

How to Create Irresistible Health and Wellness Content

Carrie Dagenhard
Posted by Carrie Dagenhard

Do you make a mad dash for the Internet every time you encounter a sniffle or cough? Google says you’re not alone.

One in 20 searches on the site is for health-related information, the search giant reports. Given there are more than 1 billion searches performed on Google each day, that means there are about 200 million health-related searches entered every 24 hours.

Let’s marinate on that for a moment. ... 200 million. That’s more than the number of dollars Beyonce made in 2014.

Optimize Your Inbound Budget Mix for Content Creation and Distribution

Lara Berendt
Posted by Lara Berendt

So your organization is ready to jump into the content marketing game. Time to develop some delightful, helpful content, wait for the Internet to freak out, then pat yourself on the back when your sales team is bombarded with qualified leads, right? Well, not exactly.

Creating content that solves people’s problems and generates good vibes for your brand is half the task. Paying to distribute that content is the oft-underestimated—but critical—other half. Unfortunately, people aren’t hanging out on your website all day waiting for you to publish your latest nuggets of expertise. They’re busy, and they’re drowning in information. You have to find out where your audience spends time online and invest in placing your content in their line of sight. Otherwise you risk having those great assets go unseen and having to explain to stakeholders why your investment isn’t generating results.

So how do you budget effectively for both sides of the content coin, creation and distribution?


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