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How	  to	  Build	  a	  Content	  Marke2ng	  Machine	  
Your PresentersKeith Burrows – VP of Sales – KapostMarina Antestenis – Director of Demand Marketing inContactJason Stewart...
StrategyProcessTeamIdeationPlanningProductionDistribution
Pillar #1 Strategy -Marketing is a Bad Date
Pillar #1 - Strategic Structure –Framework for Coverage/CreationVertical/PersonaA Vertical/PersonaB Vertical/PersonaCProbl...
Pillar #1 - Strategic Structure
Pillar #2 – Process - Content MarketingIdeation Planning Production AnalysisDistribution
Pillar #3 -Team Content Marketing ProcessIdeation Planning Production AnalysisDistributionCOLLABORATION
Pillar #3 - Editorial Board
Pillar #3 – Team - Managing Editor
Pillar # 4 - Ideation
Pillar # 4 - IdeationInternal	   Listening	   Direct	  SalesServicesSupportSocialNetworksBlogsQ&AInterviewsSurveys
Pillar #5 Planning – What type of Content
Pillar #5 PlanningGreatBedrockContent
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 ProductionGreat Collaboration: Define Workflow
Pillar # 7 - Distribution: Top of the Funnel
Pillar # 7 - Distribution: Middle of the FunnelCirculateSubscribeCustomizeBuildTrustEarnValueExchangeRelevance!
Pillar #7 - Distribution: Bottom of the Funnel
Pillar # 7 Distribution: Retention
Jason Stewart – Director of Marketing
The Real-Time Targeting andPersonalization Platform for B2B
Content Focus• Brand & Platform• Demand Generation• Sales Enablement• Website and SEO• Partners and Channels
Content ThemesWhat We Believe To Be True• B2B is Different Than B2C• All Sales Go Through the Website• Buyer Behaviors Hav...
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...
Marina AntestenisDirector of Demand Marketing
A brief history and ourpersona / content story
• Persona-based nurture• streams by job function / roleEmily	  |	  Contact	  Center	  Manager	  Relevant & Personalized Co...
Train & evangelizeusage of nurtureflows & profiles ofpersonas
Leveraging Technology• Content creation• Dynamic content• Demand generation strategy• Form optimization
Ques2ons	  and	  Recap	  
Learn MoreStop by Booth for a DemoOur blog:http://marketeer.kapost.com/Our website:www.kapost.com
DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing
DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing
DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing
DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing
DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing
DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing
DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing
DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing
DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing
DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing
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.

Published in: Technology, Business

Transcript of "DemandCon 2013: Kapost, inContact and Demandbase on Content Marketing"

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