Kristin Kovner, the Founding Principal of K-Squared Strategies, is an expert contributor and columnist for leading digital media and marketing publications, including Mashable & ClickZ. You can follow her @kristinkovner.

Seven Mistakes Killing Your Content Marketing

In the past few years, “content marketing” has gone from buzzword to sophisticated marketing practice, and the NewsCred #ThinkContent Summit has grown along with it – from 150 attendees three years ago to more than 2,000 registrants for this week’s event in New York City.

12 best practices for using LinkedIn groups as a marketing tool

Last winter, I shared my tried-and-true 30-day B2B social media launch plan. While LinkedIn was already a focus, over the past nine months, LinkedIn groups have become an increasingly important content marketing and demand generation channel for many of my clients. LinkedIn groups are great for building brand awareness and engagement with your target audience.

6 More Best Practices for a Great B2B Website

Readers and clients alike continue to ask me for help crafting their B2B websites. Last year, I shared five of my favorite best practices: Get users the info they came for quickly Provide clear user pathing Treat advertisers like consumers Build your site to scale Keep the content fresh But with the growth in content marketing as a means to grow traffic and sales, and mobile’s increasing role in the vendor decision-making process, the old rules aren’t enough.

6 Digital Metrics You Should Be Watching

for ClickZ Many of us track page views, unique visitors, followers and fan counts. We obsess over click-through rates, bounce rates, cart abandonment rates and load times – and with good reason. These are key metrics that serve as proxies for brand health and can aid or impede business growth.

6 marketing lessons learned in Argentina

for ClickZ One of my favorite parts of being a marketing strategy consultant is getting to work with brands in different industries, stages of growth, and geographies. I recently had the opportunity to spend time in South America, including Argentina, Chile, Brazil, and Uruguay.

To Succeed With Millennials, Content Marketing Must Be Authentic, Personal & Inspired

As POPSUGAR Insights found in its “Sight, Sound, & Emotion” report, women seek video that “entertains,” “informs,” and “inspires.” Millennial women are no exception. For marketers trying to connect with this younger female subgroup, getting the tone, environment, and message right is even more important. Millennials seek video content that does the following: Entertains .