demandcon 2013: kapost, incontact and demandbase on content marketing

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How to Build a Content Marke2ng Machine

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Keith Burrows of Kapost, Marina Antestenis of inContact, and Jason Stewart of Demandbase discuss how to implement a content marketing strategy that drives results for B2B marketers.

TRANSCRIPT

Page 1: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

How  to  Build  a  Content  Marke2ng  Machine  

Page 2: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Your Presenters

Keith Burrows – VP of Sales – Kapost Marina Antestenis – Director of Demand Marketing inContact Jason Stewart – Director of Demand Generation – Demandbase

Page 3: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Strategy Process

Team Ideation

Planning

Production

Distribution

Page 4: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #1 Strategy -Marketing is a Bad Date

Page 5: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #1 - Strategic Structure – Framework for Coverage/Creation

Vertical/PersonaA Vertical/PersonaB Vertical/PersonaC

Problem Recognition

Solution Evaluations

Validation

Vertical/Personas

Buy

er's

Jou

rney

Page 6: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #1 - Strategic Structure

Page 7: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #2 – Process - Content Marketing

Ideation Planning Production Analysis Distribution

Page 8: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #3 -Team Content Marketing Process

Ideation Planning Production Analysis Distribution

COLLABORATION

Page 9: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #3 - Editorial Board

Page 10: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #3 – Team - Managing Editor

Page 11: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar # 4 - Ideation

Page 12: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar # 4 - Ideation Internal   Listening   Direct  

Sales

Services

Support

Social Networks

Blogs

Q&A

Interviews

Surveys

Page 13: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #5 Planning – What type of Content

Page 14: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #5 Planning

Great Bedrock Content

Page 15: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #5 Planning

Page 16: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #5 Planning

Page 17: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #5 Planning

Page 18: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #5 Planning

Page 19: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar # 6 – Production : Take Risks & Entertain

Page 20: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #6 Production: Collaboration: Kill This

Page 21: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #6 Production Great Collaboration: Define Workflow

Page 22: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar # 7 - Distribution: Top of the Funnel

Page 23: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar # 7 - Distribution: Middle of the Funnel

Circulate

Subscribe

Customize

Build

Tru

st

Earn

Val

ue E

xcha

nge

Rele

vanc

e!

Page 24: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar #7 - Distribution: Bottom of the Funnel

Page 25: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Pillar # 7 Distribution: Retention

Page 26: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Jason Stewart – Director of Marketing

Page 27: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

The Real-Time Targeting and Personalization Platform for B2B

Page 28: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Content Focus

• Brand & Platform • Demand Generation • Sales Enablement • Website and SEO • Partners and Channels

Page 29: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Content Themes

What We Believe To Be True • B2B is Different Than B2C • All Sales Go Through the Website • Buyer Behaviors Have Changed • Account-Based Marketing is Key

Page 30: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

B2B vs. B2C

Page 31: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

All Sales Touch the Website

Page 32: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Buyer 2.0

Page 33: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Account-Based Marketing

Page 34: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Product and Platform

Page 35: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Data-Driven Ideation

Page 36: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Old-Fashioned Ideation

Page 37: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Content Creation @

• More Ungated Content • More Video Content • Bite Sized is Better • Drive Engagement in the Audiences That

Matter • Fact is Better Than Feelings • Feelings Still Matter

Page 38: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Marina Antestenis Director of Demand Marketing

Page 39: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

A brief history and our persona / content story

Page 40: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing
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• Persona-based nurture • streams by job function / role

Emily  |  Contact  Center  Manager  

Relevant & Personalized Content

Page 49: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Train & evangelize usage of nurture flows & profiles of personas

Page 50: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing
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Page 53: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Leveraging Technology

• Content creation • Dynamic content • Demand generation strategy • Form optimization

Page 54: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Ques2ons  and  Recap  

Page 55: DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing

Learn More

Stop by Booth for a Demo Our blog: http://marketeer.kapost.com/ Our website: www.kapost.com