demandcon 2013: kapost, incontact and demandbase on content marketing

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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.

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How to Build a Content Marke2ng Machine

Your Presenters

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

Strategy Process

Team Ideation

Planning

Production

Distribution

Pillar #1 Strategy -Marketing is a Bad Date

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

Pillar #1 - Strategic Structure

Pillar #2 Process - Content Marketing

Ideation Planning Production Analysis Distribution

Pillar #3 -Team Content Marketing Process

Ideation Planning Production Analysis Distribution

COLLABORATION

Pillar #3 - Editorial Board

Pillar #3 Team - Managing Editor

Pillar # 4 - Ideation

Pillar # 4 - Ideation Internal Listening Direct

Sales

Services

Support

Social Networks

Blogs

Q&A

Interviews

Surveys

Pillar #5 Planning What type of Content

Pillar #5 Planning

Great Bedrock Content

Pillar #5 Planning

Pillar #5 Planning

Pillar #5 Planning

Pillar #5 Planning

Pillar # 6 Production : Take Risks & Entertain

Pillar #6 Production: Collaboration: Kill This

Pillar #6 Production Great Collaboration: Define Workflow

Pillar # 7 - Distribution: Top of the Funnel

Pillar # 7 - Distribution: Middle of the Funnel

Circulate

Subscribe

Customize

Build

Tru

st

Earn

Val

ue E

xcha

nge

Rele

vanc

e!

Pillar #7 - Distribution: Bottom of the Funnel

Pillar # 7 Distribution: Retention

Jason Stewart Director of Marketing

The Real-Time Targeting and Personalization Platform for B2B

Content Focus

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

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

B2B vs. B2C

All Sales Touch the Website

Buyer 2.0

Account-Based Marketing

Product and Platform

Data-Driven Ideation

Old-Fashioned Ideation

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

Marina Antestenis Director of Demand Marketing

A brief history and our persona / content story

Persona-based nurture streams by job function / role

Emily | Contact Center Manager

Relevant & Personalized Content

Train & evangelize usage of nurture flows & profiles of personas

Leveraging Technology

Content creation Dynamic content Demand generation strategy Form optimization

Ques2ons and Recap

Learn More

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