how datavail built an efficient content engine with kapost
TRANSCRIPT
ENGINE The Marketing Content
Agenda
1. Why Efficiency Matters
2. How to Build an Efficient Engine for Your Marketing Content – The Datavail Story
3. Results of Efficient Processes
Why Efficiency Matters
Content for Efficiency Experts:
2x More
163% Faster
Same Resources
Current State of Marketing Content Operations
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.
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.
Why Efficiency Matters
Why Efficiency Matters to Datavail
• Content Chaos
• Team Struggling with Process
• Efficiency as Foundation for Measuring / Meeting KPIs (increase % and $ closed)
How to Build an Efficient Content Engine
Efficiency at Each Stage of Content Lifecycle
Today’s focus: Setting up an efficient content operation.
Plan Execute Distribute Optimize
PLAN > Personas & Buyer’s Journey
86% of Top Performers have target personas for content efforts vs. 60% avg. companies
Attract
Engage
Retain
Advocate
PLAN > Shared Calendar
85% of Top Performers manage a centralized calendar for content production vs. 44% avg.
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)
Datavail Results
• Smarter Planning
• More Relevant, Persona-Based Content
• Stronger Connection between Content and Business
EXECUTE > Campaigns
Grouping different types of content under a single campaign alleviates common content challenges
✓
✓ ✓
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
Datavail Execution Process More Efficient
• Shared Process with Workflows
• Increase Volume and Output, in Less Time
• Team Accountability and Visibility
Datavail Results
• 221 Content Assets Produced (avg 2.4 pieces per business day!)
• 30 Campaigns
• Decreased Production Time
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
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
Results of Efficiency
Efficiency Leads to Confidence
• Chaos Is Inefficient
• Empower Team with Clarity, Transparency
• Confidence to Reach Team Goals
What’s Next for Datavail?
Questions? Learn More!
bit.ly/datavailkapost bit.ly/MarketingInefficiency
Thank you!