Post on 17-Oct-2014
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0 to 60: How a VC Firm Integrated Content into its Entire
Organization
Kevin Cain and Amanda MaksymiwOpenView Venture Partners
@kevinrcain @amandamaks• #cmworld
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@kevinrcain @amandamaks
Who We Are
Strategic consulting
arm that provides operational support
to portfolio companies
Sales Support
Marketing
Research & Analytics
Recruiting
• Boston VC founded in 2006
• $440 million in assets under management
• Focused on expansion-stage technology companies
• 20 portfolio companies
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@kevinrcain @amandamaks
Getting in Gear
How a VC Came to Embrace Content Marketing
Breaking the Sound Barrier
Running a Content Factory at Full Throttle
Pit Crew
Promoting Content, Working with Influencers, Building a Brand
Off to the Races
How Your Company Can Get Started
Today’s Agenda
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@kevinrcain @amandamaks
Getting in Gear
How a VC Came to Embrace Content Marketing
Breaking the Sound Barrier
Running a Content Factory at Full Throttle
Pit Crew
Promoting Content, Working with Influencers, Building a Brand
Off to the Races
How Your Company Can Get Started
Today’s Agenda
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The Problem OpenView Faced
@kevinrcain @amandamaks
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What We Hoped to Achieve
@kevinrcain @amandamaks
Increased brand differentiation and awareness
Additional functional support for our portfolio companies
Engagement with the broader entrepreneurial universe
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Evolving into a Content Factory
@kevinrcain @amandamaks
2009
Launched Corporate Blog
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Evolving into a Content Factory
@kevinrcain @amandamaks
20102009
Launched Newsletter & Content Hub
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Evolving into a Content Factory
@kevinrcain @amandamaks
Began publishing eBooks & reports
20102009 2011
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Evolving into a Content Factory
@kevinrcain @amandamaks
• New content types
• More targeted distribution
• Revamped site
• Greater depth and quality
20102009 2011 2012
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@kevinrcain @amandamaks
Today’s Agenda
Getting in Gear
How a VC Came to Embrace Content Marketing
Breaking the Sound Barrier
Running a Content Factory at Full Throttle
Pit Crew
Promoting Content, Working with Influencers, Building a Brand
Off to the Races
How Your Company Can Get Started
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Operating at Full Throttle: What it Looks Like
@kevinrcain @amandamaks
Curated content5 per day
eBooks2 per quarter
Original videos
1 per day
Case Studies
2 per quarter
Podcast1 per week
Infographics1 per quarter
Blogs15-20 per week
Original or guest articles
1 per day
Newsletter1 per week
Reports2 per quarter
i
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Operating at Full Throttle: What it Takes
Clear goals based on marketing objectives and content needs
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Operating at Full Throttle: What it Takes
Timeliness & Relevance
Searchability
Convertability
Customization
Vibrance
A clear understanding
of what constitutes great content…
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@kevinrcain @amandamaks
Operating at Full Throttle: What it TakesKnowledge of what content types are best for B2B marketing and how to create them
VideosBylinesReportsInfographicsBlogsGamesPodcastsCollateralNewsletterseBooksGamesThought Leadership
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@kevinrcain @amandamaks
Director of Content Strategy
Managing
Editor
Freelancer
Freelancer
Freelancer
OVP Staff
Social Media / InfluencerMarketing
The right people, roles, and responsibilities
Operating at Full Throttle: What it Takes
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Operating at Full Throttle: What it Takes
1. Editorial Calendar
2. Process Documents
3. Style Guide
4. Content ManagementSystem
The right tools
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@kevinrcain @amandamaks
Operating at Full Throttle: What it Takes
Track and Measure Progress
Leverage Resources
Repurpose & Reuse Content
Distribute and Promote Content
The ability to:
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Operating at Full Throttle: Results
Today, people know who we are.
Increased traffic to our websites by over 600%, with approximately 45,000 hits per month
Grew our opt-in newsletter database to nearly 14,000
Collaborated with more than 100 influencers on over 300 pieces of content
@kevinrcain @amandamaks
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@kevinrcain @amandamaks
Today’s Agenda
Getting in Gear
How a VC Came to Embrace Content Marketing
Breaking the Sound Barrier
Running a Content Factory at Full Throttle
Pit Crew
Promoting Content, Working with Influencers, Building a Brand
Off to the Races
How Your Company Can Get Started
@kevinrcain @amandamaks
Fueling the Fire: The Distribution Strategy
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@kevinrcain @amandamaks
Fueling the Fire: The Distribution Strategy
1-2/day
3-5/day
10/day
1/day
1-2/mo.
1/mo.
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@kevinrcain @amandamaks
Fueling the Fire: The Distribution Strategy
#cmworld
@kevinrcain @amandamaks
Fueling the Fire: The Distribution Strategy
#cmworld
@kevinrcain @amandamaks
Fueling the Fire: The Distribution Strategy
#cmworld
@kevinrcain @amandamaks
Today’s Agenda
Getting in Gear
How a VC Came to Embrace Content Marketing
Breaking the Sound Barrier
Running a Content Factory at Full Throttle
Pit Crew
Promoting Content, Working with Influencers, Building a Brand
Off to the Races
How Your Company Can Get Started
Off to the Races: Getting Started
One key driver to our success is our team.
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Off to the Races: Getting Started
From the Top Down
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Off to the Races: Getting Started
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Engagethe Team
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Off to the Races: Getting Started
Commitments and Accountability
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Off to the Races: Getting Started
Starting Small to Scale Big
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Questions?
@kevinrcain @amandamaks