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Eloqua and Kapost / “Content has minimal value in absolute, but tremendous value when mapped to the right stage in the funnel”

Eloqua, provider of Revenue Performance Marketing (RPM) solutions, has announced a “technology integration” with Kapost in a move to help marketers create, publish and promote marketing-relevant content.

According to the firm, the integration is the “first ever” between a marketing automation and content marketing platform. By installing the Kapost App from the Eloqua AppCloud, customers can connect leads in their database to individual pieces of content published through the Kapost platform.

Heidi Melin, CMO at Eloqua, said: “I care about two things: the funnel and content marketing.

Why? Because content is the fuel that drives prospects from one stage to the next. Our Kapost integration not only allows marketers to build a high performance content marketing machine, but it also gives them visibility into which leads are digesting their content. This is truly an industry first.”

Toby Murdock, CEO and co-Founder of Kapost, said: “Content is all the rage, but for many marketers it’s proven unwieldy. By bringing our workflow and distribution platform together with the most powerful marketing automation solution out there, we’re giving marketers an unprecedented view into their content’s impact all the way down the chain, from awareness to social to how leads are responding.

To mark their partnership, Eloqua and Kapost released a free eBook that calculates the return on investment for content marketing. Content Marketing ROI: Why Content Marketing Can Become Your Most Productive Channel explores the investment required to run a strategic content marketing program and identifies benefits marketers can expect to realize from that investment. The eBook compares the ROI of content marketing to paid search, which boasts the highest return of all digital marketing tactics.

For information on the Eloqua and Kapost partnership, visit the Eloqua AppCloud. For more information on Eloqua’s content marketing program, view its popular “From Content to Customer” presentation.

About Kapost

The Kapost Content Marketing Platform enables companies to efficiently produce more compelling content that grows web traffic and increases sales leads. Kapost’s platform features the ability to generate quality content ideas, effectively manage the content production and distribution process, drive traffic through influencer relationships and make better decisions from insightful analytics. Learn more at www.kapost.com and follow on Twitter @Kapost.

About Eloqua

Eloqua provides solutions to help its customers accelerate revenue growth through Revenue Performance Management. Eloqua provides powerful business insight to inform marketing and sales decisions today that drive revenue growth tomorrow. The company’s mission is to make its customers the fastest growing companies on Earth. More than 1,000 clients rely on the marketing automation power of Eloqua to improve demand generation and lead management while driving more qualified leads.

Eloqua’s customers include Adobe, AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments. The company is headquartered in Vienna, Virginia, with offices in Cambridge, San Francisco, Austin, Toronto, London, Brussels, Frankfurt and Singapore. For more information, visit www.eloqua.com, subscribe to the It’s All About Revenue blog, call 866-327-8764, or email demand@eloqua.com.

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