TAMING THE CONTENT BEAST WITH KAPOST
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TAMING THE CONTENT BEAST WITH KAPOST
Describing the Content Beast
About Kapost and Datavail
Why Kapost
Key ResultsTaming the Beast in
Four StepsWhat’s Next
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WE ALL KNOW “CONTENT IS KING”
Content still a driving force for lead
generation
Content, when done right, improves
branding and shows thought leadership
Sales relies on relevant content to engage
prospects
Relevant content can improve website traffic
to improve search results
Content proves subject matter expertise
Predictive analytics enable “next best” content delivery
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BUT CONTENT CAN FEEL MORE LIKE A BEAST THAN A KING…
Cumbersome content creation process
• Inconsistent planning, creation, production and distribution processes
• Recreating the wheel, every time.
Content tracking chaos = email hell and lots of missed deadlines
Siloed departments and unclear priorities create resource bottlenecks
Content planning not strategic, nor tied to revenue results – more ad hoc
Difficult to scale
And approvals are…challenging.
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TAKING A MORE STRATEGIC APPROACH TO CONTENTWITH KAPOST
Collaboration Accessibility Insight
StudioGallery &
Publishing EngineAnalytics
Revenue Acceleration
Right Content, Right Customer, Right time
Alignment
Repurposing-driven Content Operation
Canvas
Tagging
Business Outcomes
People Process
Kapost
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THE CONTENT PROCESS – TAMED
Content
AlignAnalyze
ExecuteDistribute
Analyze
Distribute Execute
Align
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TAMING THE CONTENT BEAST | FIRST STEP - ALIGNMENT
Planning for cross campaign
content alignment
Effective idea creation and planning
around priorities
Opportunity for collaboration between teams and stakeholders
Align content to buyers personasand journey steps
Handling and processing
ideas/requestsfrom each
department effectively Conten
t
Align
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TAMING THE CONTENT BEST | SECOND STEP - EXECUTE
Standarize processes for initiatives and content
types
Assign task roles and responsibilities
With visibility of complete development process, you can adjust
resources and priorities
Dashboard enables individual real time daily “to-do” lists, while enabling
big picture view of constraints and obstacles
Develop editorial calendar dependent
upon “hard” or “smart” deadlines
Content
Execute
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TAMING THE CONTENT BEAST | THIRD STEP: DISTRIBUTE
Manage content distribution through one
source
Make accessible to sales –your “content concierges”
via tab in Salesforce
Kapost gallery enables filtering by category and searching by key word
Distribute to social, website, third party
publications from Kapost
Content
Distribute
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TAMING THE CONTENT BEAST | FOURTH STEP - ANAYZE
Track content impact on individual deals as well as
aggregate bookings/revenue
Create line of site into content inventory and
performance, and gaps within each persona and
their buyers’ journey
Better use of resources –concentrate on high performing types of
content and reuse of existing content
Determine where bottlenecks are in
content development
Content
Analyze
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THE CONTENT BEAST, TAMED AT DATAVAIL
Clear visibility into personal tasks via
dashboard
Support of full funnel content
operations
Easily accessible views of team tasks for better planning and
team alignment of priorities via calendars and task views
Easily accessible library for SalesForce
users
Ability to ensure alignment of tactics
and strategy
Feeding executive dashboards and marketing
insights/attribution
Identify gaps in strategy and context coverage to inform
planning process and content strategy
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THE CONTENT BEAST, TAMED AT DATAVAIL
Before Kapost After Kapost
Email hell – hundreds a day 75% reduction in email within team
Serial and singular content development60 initiatives, 400 pieces of content in development
Attempts at project planning via Sharepoint, Gira, Excel
One project planning tool for all team members and vendors/writers
Limited visibility to content contribution to revenue bookings
Know exactly which pieces of content are contributing and what isn’t
Limited awareness of what content used by which persona at what stage
Visibility of content at MEL through closed deal stages of funnel
Wasted time and effortExtraordinary improvement in productivity, by all measurements
Employee frustration Employee satisfaction
Marketing employees have said they will never work anywhere again without Kapost.
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RESULTS THAT MATTER: REVENUE
Of revenue bookings at Datavail come from
marketing-generated leads
Majority of leads come from content-focused search, advertising and events
Datavail has grown at a CAGR clip over the past five years
75% 80% 50%
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WHAT’S NEXT?
Better use of Kapost planning tool – Canvas
Integrating predictive analytics – both account
based marketing and persona based marketing –
into Kapost
Focus on “next best” personalized content
distribution through the buyers’ journey
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Dashboard
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Initiatives In Progress
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All Content In Development
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White Papers in Development
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Calendar: Campaigns
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Calendar: Blogs
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Task List: Designer
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Initiative: Trade Show
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Content: White Paper