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