[Case Study] Streamlining the Content Lifecycle - Dun & Bradstreet

transcript

Streamlining the Content Lifecycle

Liz Gertz

VP, Marketing Operations

Our Journey

Agenda

Where We Were / Challenges

Resolution

Early Success

Where We’re Going Next

Who’s been in this situation?

SiriusDecision Summit 2017

New Team Lacking Insight I Need a Tool

DEVELOPING NEW

GO TO MARKET

STRATEGY

NO SINGLE

REPOSITORY FOR

CONTENT

MARKETING WAS

GROWING

MINIMAL CONTENT

MEASUREMENT

NEW CONTENT

Where We Were

BRAND RELAUNCH

LACKED CONTENT

STRATEGY

DISPARATE

PROCESSES FOR

CONTENT

DEVELOPMENT

We Selected Kapost to Help Solve Our Content Challenges

– Single repository

– Content and demand gen planning

– Centralized calendars

– Collaboration capabilities

– Multi-content creation

– Organization: tagging, searching

– Integrate where possible

– Support “Customer Stories”

– Content gaps across buyers journey

– Performance data

We Had Room to Improve

We Learned a Lot from our Initial Launch

ImplementationSupport and TrainingPower User EngagementStreamlined Content ProcessesBeginning of Content RepositoryEvent Management Use Case

WHAT WENT

WELLLEARNINGS

We launched too soon - further maturity of strategy was neededMandate use of KapostOver customizedAlign to OperationsRelaunch necessary to find value

WHAT DIDN’T

Inconsistent Use Across TeamsNo TractionIncomplete View of ContentNo Single OwnerLimited Governance

Time To Pivot

Relaunch Approach

Started with a full audit of existing tool

Gathered feedback from power users

Defined plan to relaunch Kapost (not all capabilities or integrations)

Operations and Content worked side by side to ensure design supported

goals of Content Strategy and Demand Generation

Defined relaunch principles (simplicity, follow best practices, keep

what works, mandate adoption)

Chose a specific persona team to pilot and provide feedback

Retrain marketing team

CONTENTTEAM TOSEO/DESIGN:Where is it?!?!

PUBLICATIONTEAM (JESS/MEGTEAMS) ANDDEMAND GEN(INBOUND/OUTBOUND)TO CONTENT:Where is it?!?!

We went from this…

To This! Content Team and Demand Gen

Alignment

Now Managed in Kapost

Early Success

Sample Content Theme Activation

Derivative Assets from Core Narrative Fuels Other Marketing Content and Initiatives

Microcontent

Twitter Poll

Microcontent

Mini-Graphic

Core Asset

Derivative Asset

Podcast

News Story

Derivative Asset

Blog Post (Long)

Speaking Engagement

Microcontent

One-Minute Read

Ambassador Byline

Partner Content

Sales Enablement

Content

Customer Story

Core Asset Derivative Assets Microcontent

Blog Post (Long)

Mini-Graphic

One-Minute Read

Tweets

Proving Out a Content Pillar Approach

Infographic

Short-Form

Gated Study

30% of Total Perspectives Finance,

Credit & Risk Traffic Over Past 6 Months

70% of Total Perspectives Finance,

Credit & Risk Inbound Leads Over Past 6

Months

2x Avg Conversion Rate, with a 20% Conversion Rate on the Gated Asset

Blog Posts

Results from Reimagining Risk Content Pillar

What’s Next

Future Focus Areas

Scale Across Teams Expand Integrations to Gain Insight

Continue to Grow Content Base

Explore Canvas Planning

Functionality

We’ve Come a Long Way

Thank You

Follow me on Twitter

@LGertz

[Case Study] Streamlining the Content Lifecycle - Dun & Bradstreet

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