how datavail built an efficient content engine with kapost

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ENGINE The Marketing Content

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Page 1: How Datavail Built an Efficient Content Engine with Kapost

ENGINE The Marketing Content

Page 2: How Datavail Built an Efficient Content Engine with Kapost
Page 3: How Datavail Built an Efficient Content Engine with Kapost

Agenda

1.  Why Efficiency Matters

2.  How to Build an Efficient Engine for Your Marketing Content – The Datavail Story

3.  Results of Efficient Processes

Page 4: How Datavail Built an Efficient Content Engine with Kapost

Why Efficiency Matters

Content for Efficiency Experts:

2x More

163% Faster

Same Resources

Page 5: How Datavail Built an Efficient Content Engine with Kapost

Current State of Marketing Content Operations

Page 6: How Datavail Built an Efficient Content Engine with Kapost

Marketers Are Settling for Inefficient Operations

52% of firms frequently miss deadlines from approval delays, collaboration, and “general chaos” in content production processes.

“Managing the overall content process” is the top challenge for B2B marketers.

Page 7: How Datavail Built an Efficient Content Engine with Kapost

Inefficiency Defined

Inefficient mid-large B2B companies waste $120K/year to produce the same volume of content as an efficient company.

These companies are 240% slower in content production and produce 300% less content then efficient companies.

Page 8: How Datavail Built an Efficient Content Engine with Kapost

Why Efficiency Matters

Page 9: How Datavail Built an Efficient Content Engine with Kapost

Why Efficiency Matters to Datavail

•  Content Chaos

•  Team Struggling with Process

•  Efficiency as Foundation for Measuring / Meeting KPIs (increase % and $ closed)

Page 10: How Datavail Built an Efficient Content Engine with Kapost

How to Build an Efficient Content Engine

Page 11: How Datavail Built an Efficient Content Engine with Kapost

Efficiency at Each Stage of Content Lifecycle

Today’s focus: Setting up an efficient content operation.

Plan Execute Distribute Optimize

Page 12: How Datavail Built an Efficient Content Engine with Kapost

PLAN > Personas & Buyer’s Journey

86% of Top Performers have target personas for content efforts vs. 60% avg. companies

Attract

Engage

Retain

Advocate

Page 13: How Datavail Built an Efficient Content Engine with Kapost

PLAN > Shared Calendar

85% of Top Performers manage a centralized calendar for content production vs. 44% avg.

Page 14: How Datavail Built an Efficient Content Engine with Kapost

Datavail’s Planning Evolution

•  More Integrated Marketing Campaigns

•  Focus on Personas and Identifying Content Gaps

•  Collaboration vs. Status Checks (Kill the 2-Hour Status Meeting)

Page 15: How Datavail Built an Efficient Content Engine with Kapost

Datavail Results

•  Smarter Planning

•  More Relevant, Persona-Based Content

•  Stronger Connection between Content and Business

Page 16: How Datavail Built an Efficient Content Engine with Kapost

EXECUTE > Campaigns

Grouping different types of content under a single campaign alleviates common content challenges

✓ ✓

Page 17: How Datavail Built an Efficient Content Engine with Kapost

EXECUTE > Workflows

80% of top performers use workflows or templates to replicate the production of similar assets vs. 45% of avg. companies.

•  No Visibility into Content Status

•  Team Expectations •  Timeline Confusion •  Starting from Scratch

Page 18: How Datavail Built an Efficient Content Engine with Kapost

Datavail Execution Process More Efficient

•  Shared Process with Workflows

•  Increase Volume and Output, in Less Time

•  Team Accountability and Visibility

Page 19: How Datavail Built an Efficient Content Engine with Kapost

Datavail Results

•  221 Content Assets Produced (avg 2.4 pieces per business day!)

•  30 Campaigns

•  Decreased Production Time

Page 20: How Datavail Built an Efficient Content Engine with Kapost

Efficiency at Each Stage of Content Lifecycle

Plan and Execute are your foundational stages. You need to have a strong, process-driven foundation to scale and optimize.

Plan Execute Distribute Optimize

Page 21: How Datavail Built an Efficient Content Engine with Kapost

Efficiency at Each Stage of Content Lifecycle

Implementation of a marketing tool is the hidden stage underneath the content lifecycle. Your marketing engine should deliver value quickly; to do so, keep things simple: Start small. Streamline workflows. Expose content. Do more with less.

Plan Execute Distribute Optimize

Ease of Implementation

Page 22: How Datavail Built an Efficient Content Engine with Kapost

Results of Efficiency

Page 23: How Datavail Built an Efficient Content Engine with Kapost

Efficiency Leads to Confidence

•  Chaos Is Inefficient

•  Empower Team with Clarity, Transparency

•  Confidence to Reach Team Goals

Page 24: How Datavail Built an Efficient Content Engine with Kapost

What’s Next for Datavail?

Page 25: How Datavail Built an Efficient Content Engine with Kapost

Questions? Learn More!

bit.ly/datavailkapost bit.ly/MarketingInefficiency

Page 26: How Datavail Built an Efficient Content Engine with Kapost

Thank you!