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DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing
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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.

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.

Published in: Technology, Business

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  • 1. How  to  Build  a  Content  Marke2ng  Machine  
  • 2. Your PresentersKeith Burrows – VP of Sales – KapostMarina Antestenis – Director of Demand Marketing inContactJason Stewart – Director of Demand Generation – Demandbase
  • 3. StrategyProcessTeamIdeationPlanningProductionDistribution
  • 4. Pillar #1 Strategy -Marketing is a Bad Date
  • 5. Pillar #1 - Strategic Structure –Framework for Coverage/CreationVertical/PersonaA Vertical/PersonaB Vertical/PersonaCProblemRecognitionSolutionEvaluationsValidationVertical/PersonasBuyersJourney
  • 6. Pillar #1 - Strategic Structure
  • 7. Pillar #2 – Process - Content MarketingIdeation Planning Production AnalysisDistribution
  • 8. Pillar #3 -Team Content Marketing ProcessIdeation Planning Production AnalysisDistributionCOLLABORATION
  • 9. Pillar #3 - Editorial Board
  • 10. Pillar #3 – Team - Managing Editor
  • 11. Pillar # 4 - Ideation
  • 12. Pillar # 4 - IdeationInternal   Listening   Direct  SalesServicesSupportSocialNetworksBlogsQ&AInterviewsSurveys
  • 13. Pillar #5 Planning – What type of Content
  • 14. Pillar #5 PlanningGreatBedrockContent
  • 15. Pillar #5 Planning
  • 16. Pillar #5 Planning
  • 17. Pillar #5 Planning
  • 18. Pillar #5 Planning
  • 19. Pillar # 6 – Production : Take Risks & Entertain
  • 20. Pillar #6 Production: Collaboration: Kill This
  • 21. Pillar #6 ProductionGreat Collaboration: Define Workflow
  • 22. Pillar # 7 - Distribution: Top of the Funnel
  • 23. Pillar # 7 - Distribution: Middle of the FunnelCirculateSubscribeCustomizeBuildTrustEarnValueExchangeRelevance!
  • 24. Pillar #7 - Distribution: Bottom of the Funnel
  • 25. Pillar # 7 Distribution: Retention
  • 26. Jason Stewart – Director of Marketing
  • 27. The Real-Time Targeting andPersonalization Platform for B2B
  • 28. Content Focus• Brand & Platform• Demand Generation• Sales Enablement• Website and SEO• Partners and Channels
  • 29. Content ThemesWhat 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
  • 30. B2B vs. B2C
  • 31. All Sales Touch the Website
  • 32. Buyer 2.0
  • 33. Account-Based Marketing
  • 34. Product and Platform
  • 35. Data-Driven Ideation
  • 36. Old-Fashioned Ideation
  • 37. Content Creation @• More Ungated Content• More Video Content• Bite Sized is Better• Drive Engagement in the Audiences ThatMatter• Fact is Better Than Feelings• Feelings Still Matter
  • 38. Marina AntestenisDirector of Demand Marketing
  • 39. A brief history and ourpersona / content story
  • 40. • Persona-based nurture• streams by job function / roleEmily  |  Contact  Center  Manager  Relevant & Personalized Content
  • 41. Train & evangelizeusage of nurtureflows & profiles ofpersonas
  • 42. Leveraging Technology• Content creation• Dynamic content• Demand generation strategy• Form optimization
  • 43. Ques2ons  and  Recap  
  • 44. Learn MoreStop by Booth for a DemoOur blog:http://marketeer.kapost.com/Our website:www.kapost.com