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
SiriusDecision Summit 2017
DEVELOPING NEW
GO TO MARKET
STRATEGY
NO SINGLE
REPOSITORY FOR
CONTENT
MARKETING WAS
GROWING
MINIMAL CONTENT
MEASUREMENT
NEW CONTENT
TEAM
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
SiriusDecision Summit 2017
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We Had Room to Improve
SiriusDecision Summit 2017
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
SiriusDecision Summit 2017
Time To Pivot
Relaunch Approach
SiriusDecision Summit 2017
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
10
CONTENTTEAM TOSEO/DESIGN:Where is it?!?!
PUBLICATIONTEAM (JESS/MEGTEAMS) ANDDEMAND GEN(INBOUND/OUTBOUND)TO CONTENT:Where is it?!?!
We went from this…
SiriusDecision Summit 2017
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To This! Content Team and Demand Gen
Alignment
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Now Managed in Kapost
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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
eBook
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
SiriusDecision Summit 2017
Core Asset Derivative Assets Microcontent
eBook
Video
Blog Post (Long)
Mini-Graphic
One-Minute Read
Tweets
Proving Out a Content Pillar Approach
Infographic
Video
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
SiriusDecision Summit 2017
What’s Next
18
Future Focus Areas
Scale Across Teams Expand Integrations to Gain Insight
Continue to Grow Content Base
Explore Canvas Planning
Functionality
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We’ve Come a Long Way
SiriusDecision Summit 2017
Q A
SiriusDecision Summit 2017
Thank You
Follow me on Twitter
@LGertz