how to enable sales & share content internally with kapost gallery

Tuesday, August 19 | 2 pm EST / 11 am PST

With Your Hosts… Kevin GoldbergSenior Content Marketing Managerat AppDynamics

Jesse NoyesVP of Product and Content

at Kapost

•  Help internal stakeholders find and use content

•  Organize content by persona, sales stage, and more

•  Reduce redundant content•  Track content reach

Today’s Agenda

How Kapost Gallery can help you to:

“The most important factor in succeeding as a content marketer is to

acknowledge that your content is a business asset and worth managing

efficiently and effectively.” Scott Abel, The Content Wrangler

Co-founder, Information Development World

Why does internal content distribution matter?

91% of B2B marketers use content marketing. But, 65% of B2B content goes unused

Questions aren’t being answered.

Where do I find the content?What content should I use?

What’s working?

Why internal content distribution matters to AppDynamics

§  Executive mandate §  Huge spike in inbound content requests§  Lack of transparency and communication

internally

90% of inbound requests were for content that already existed.

How to Build an Intuitive Content Repository in Kapost

A content repository enables marketing to:

§  Empower internal stakeholders with easy-to-find content

§  Provide teams with content relevant to customer challenges

§  Create a closed-loop content cycle

And, when done right, contentmanagement becomes ART:

ccessible    

elevant    

rackable    

Your content is ART.Invite your team to the Gallery.

is for accessible    

Where do I find the content?

House and organize content in asingle, central location.

Get started:

CONDUCT AN AUDIT Understand where all of your

content currently resides.

What content should I use?

is for relevant    

Tagging and filtering by content type, persona, sales stage, product line, etc.

Get started:

SURVEY THE SEARCHERSUnderstand how everyone in your organization searches for content

What’s working?

is for trackable  

Marketers struggle to determine which assets actually provide value.

Kapost Gallery helps marketers tie content to revenue by tracking:

§  Internal views and downloads§  How content is distributed by internal

teams to external audiences§  The traffic content receives as a result of

employee shares

How to track internal views and downloads in Kapost Gallery

How content is distributed by internal teams to external audiences

How to track the traffic content receives as a result of employee shares

Get started:

Measurement MattersEstablish quantifiable content

goals

AppDynamics Results

§  70% decrease in inbound requests from sales§  Sales has content, and knows where to find it§  Marketing has metrics to measure the impact of

their content

500 views/month within the first two months of implementation

“Now when I get content requests, it’s for assets that need to be created.”

“Prior to Kapost, our content was held in various repositories without any simple way to filter and find a specific asset by

persona, vertical, product, etc… Having a single place for sales to go to means it’s much easier for sales to find relevant content, and a greater number

of assets are being shared.” Tom Levey, Senior Director of Sales Enablement, AppDynamics

“It’s f*#%ing great.” Tom Levey, Senior Director of Sales Enablement, AppDynamics

Q & A

For more information

http://bit.ly/contentrepos