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The Content Marketing Platform: Why Kapost is Critical to Content Marketing Success
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The Content Marketing Platform: Why Kapost is Critical to Content Marketing Success

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A resource for new Kapost customers about the evolution of content marketing and how Kapost helps marketers manage their efforts.

A resource for new Kapost customers about the evolution of content marketing and how Kapost helps marketers manage their efforts.

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  • 1. THE CONTENT MARKETING PLATFORM: WHY KAPOST IS CRITICAL TO CONTENT MARKETING SUCCESS
  • 2. THE BUYER’S JOURNEY HAS CHANGED. The BUYER IS NOW IN CONTROL of their own path to purchase. In fact, SiriusDecisons estimates that 70% of the purchase journey is complete by the time a sales person is contacted. People research information online, not necessarily products and solutions. They want VALUABLE INSIGHTS AND EDUCATION, NOT A PITCH.
  • 3. CONTENT MARKETING DELIVERS RESULTS. ü  Year-over-year growth in unique site traffic is 7.8X HIGHER for content marketing leaders compared to followers (19.7% vs. 2.5%) ü  For content marketing adopters, the website conversion rate is nearly 6X HIGHER than for non-adopters (2.9% vs. 0.5%). ü  The conversion rate from marketing response to MQL is 7.6X HIGHER for adopters versus non-adopters (7.6% vs. 1.0%). ü  Year-over-year growth in marketing’s contribution to revenue is more than 6X HIGHER for leaders compared to followers (10.2% vs. 1.6%) *Aberdeen, Crossing the Chaos, Sept. 2013
  • 4. “ The PRIMARY CHALLENGE to success in content marketing is one of PROCESS: Organizing the teams and participants involved so that they can collaborate effectively. The SOLUTION to this challenge is to engineer an optimized, cross-functional CONTENT FACTORY. ” -Erin Estep, SiriusDecisions  MARKETING NEEDS TO BUILD A CONTENT FACTORY.
  • 5. ESTABLISHED PROCESSES DELIVER RESULTS. “The PERFORMANCE of firms with well-defined content marketing processes FAR SURPASSES that of other companies in several key areas.” ü  Average website conversion for companies with defined processes is MORE THAN TWICE that of companies without (5.9% vs. 3.8%) ü  Average email click-through rate is 30% HIGHER than companies without (4.5% vs. 3.4%). *Aberdeen, Crossing the Chaos, Sept. 2013
  • 6. You are the operators, THE CONTENT SPECIALISTS, responsible for: ü  Defining Your Content Marketing Goals and KPIs ü  Building Your Personas and Buying Stages ü  Generating New, Innovative Content Ideas ü  Producing High Quality Content ü  Identifying Key Distribution Channels ü  Creating a Culture of Content in Your Organization “Marketers who are most successful at sustaining a rapid pace of high quality content creation are the ones who have fostered a content culture within their organizations.” –HubSpot
  • 7. Kapost is the THE MACHINE that allows your content factory to run smoothly, so you can focus on the big stuff. With Kapost, you can: ü  Establish Efficient Content Marketing Processes ü  Map Content to Personas and Campaigns ü  Visualize Timelines on Your Editorial Calendar ü  Collaborate on Content Assets ü  Organize Contributors and Workflow Tasks ü  Distribute Content Across Multiple Channels ü  Analyze Results to Generate More Traffic, Leads, and Revenue “To be introduced to a software that marries archival systems with publishing and adds metrics on top of it was kind of a dreamy situation. To that point, we’ve had success almost immediately.” -Cengage Learning, Kapost Customer “Kapost is a solution designed for organizations seeking to align content ideas and assets to the buyer’s purchase process, gain efficiency and control over the content production process, and optimize content performance.” –SiriusDecisions Vendor Profile
  • 8. ULTIMATELY, A MACHINE IS NOTHING WITHOUT THE PEOPLE WHO OPERATE IT. LET’S BUILD A CONTENT FACTORY. QUESTIONS? ACCOUNTS@KAPOST.COM

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