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Top 10 Problems Marketers Face in Building their Content Operations
 

Top 10 Problems Marketers Face in Building their Content Operations

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"Brands must become publishers!" is the rallying cry of the content marketing revolution. More and more marketing departments are joining in the movement and are creating content focused on their ...

"Brands must become publishers!" is the rallying cry of the content marketing revolution. More and more marketing departments are joining in the movement and are creating content focused on their customers' interests instead of their own products.

But as brands make this transformation, they get stuck in the many operational challenges of being a publisher. That’s where Kapost comes in: our software platform manages the content marketing operation from end to end.

I spend most of my time talking to marketers and learning about their challenges in being publishers. Below I’ve compiled the Top 10 Problems Marketers Face in
Building Their Content Operations as well as the solutions that Kapost offers to these problems.

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    Top 10 Problems Marketers Face in Building their Content Operations Top 10 Problems Marketers Face in Building their Content Operations Document Transcript

    • Top 10 ProblemsMarketers Face in Building TheirContent Operations1. Your Strategy Is Not Connected to Your Content Operation 2. You Don’t Have Enough Content Ideas3. You Can’t Stop Bouncing Between Platforms 4. Your Team Is Drowning In Spreadsheets5. You Can’t Expand or Scale Your Content Operation Because 6. Your Content Is Regularly Stuck In The Approval Process Collaboration Is Too Hard7. You Don’t Know Where All The Content Is 8. You Struggle to Schedule a Steady Flow of Content9. You Are Publishing Content, but Your Traffic Is Low 10. You Can’t Tell What Is Working and What Is Not © 2012
    • “Brands must become publishers!”is the rallying cry of the content marketing revolution. More and more marketingdepartments are joining in the movement, and are creating content focused on theircustomers’ interests instead of their own products. They are finding, of course, thatthis is a much better way to attract prospects and move them towards becomingnew customers.But as brands make this transformation, they get stuck in the many operationalchallenges of being a publisher. That’s where Kapost comes in: our softwareplatform manages the content marketing operation from end to end.I spend most of my time talking to marketers and learning about their challengesin being publishers. Below I’ve compiled the Top 10 Problems Marketers Face inBuilding Their Content Operations as well as the solutions that Kapost offers tothese problems. aboutKapost is the world’s leading provider of content marketing software, that enablesbrands to produce the content they need to generate and nurture leads. TheKapost system organizes content marketing into a structure business process—including planning, production, distribution and analysis—for the full range ofcontent types—blogs, white papers, video, social media, landing pages, emails(including integration with leading marketing automation systems.Kapost software enables its customers to generate more and better content, moretraffic, more leads and more revenue. Kapost serves the world’s leading brands,including Intel, Cisco, Verizon, Allstate and Eloqua.To learn more, visit www.kapost.com. © 2012 Kapost www.kapost.com 2
    • 1. Your Strategy Is Not Connected to Your Content OperationThe best practice for crafting a Content Marketing strategy is well known:identify your personas, identify your buying stages, understand what the persona’sconcerns and interests are at each stage, and develop content that addressesthose concerns. In this way your content pulls in prospects and carries them all theway to customer.But after these strategic content plans are created, they most often then sit in apower point on a shelf, gathering dust. Kapost’s platform enables you to make yourstrategic plan part of your day-to-day operation, with all content collaboratorsstaying on plan, making sure your content engages your buyers according to yourstrategy. © 2012 Kapost www.kapost.com 3
    • 2. You Don’t Have Enough Content IdeasMany marketers who jump into content marketing get stuck on a fundamentalquestion: “What content am I going to create, day after day? What will we say?”The best practice for generating ideas is to listen to the voice of the customer.After all, in content marketing, the content you produce will be about theirinterests and concerns, not your product. The specific best practice is to establisha process where by your entire organization--particularly your Sales, Servicesand Support teams, the folks who are interacting with customers every day--cansubmit ideas into your content operation.Kapost’s software manages just that process, enabling colleagues to submit ideasvia web-based forms or email, and enabling marketers to easily process thosesubmissions in a queue. With the platform managing the process, the contentideas start rolling in, thus unlocking your organization. © 2012 Kapost www.kapost.com 4
    • 3. You Can’t Stop Bouncing Between PlatformsTo succeed as a modern content marketer, you need to produce many types ofcontent, including:• eBooks / White Papers• Blog Posts• Emails• Landing Pages• Videos• Images / Infographics• Presentations• Podcasts• Webinars• Social Media PostsAnd these different content types need to be distributed to:• One or more company Content Management Systems (e.g. WordPress)• YouTube / Brightcove• Slideshare• Eloqua, Marketo• ReadyTalk / WebEx / Adobe / GoToWebinar• Facebook / Twitter / LinkedIn / Tumblr / etc., etc. © 2012 Kapost www.kapost.com 5
    • A successful content marketer is then forced to be dancing daily between a dozenor more systems to upload content, cut and paste, review metrics, etc. Add to thecomplexity different logins across an organization with different access rights, andsoon the content team quickly loses sanity.Kapost however integrates all of these different content destinations into a singlecontent hub. From just Kapost, all the different content types can be managed,all of the different destinations can be published to, and all the metrics can becollected in a central location. Marketing teams can meet the challenge of manycontent types and destinations head on, and—with Kapost—they can win.“ To succeed as a modern content marketer, you need to produce many ” types of content and distribute them to many destinations. © 2012 Kapost www.kapost.com 6
    • 4. Your Team Is Drowning In SpreadsheetsAt Kapost, we’ve seen numerous content marketing spreadsheets. Ourcustomers give us their spreadsheets when they make the switch to Kapost so thatwe can import their existing data into our system.And have we seen some epic efforts! Spreadsheets with dozens and dozens ofcolumns. Multiple worksheets. Color-coordinated. You name it. We’ve seen it.But the keepers of these spreadsheet often come to us mumbling and drooling.They had it all set up perfectly. But they needed the whole team to collaborate onthe spreadsheet. And then a few users came in, changed things around, and nowit’s ruined. And that’s the sixth time it has happened. “Help me,” they beg, “Helpme! I can’t take it anymore!”Fear not, intrepid spreadsheet dare-devils. You’ve tried your best, but as yourcontent marketing operation scales, spreadsheet technology can only go so far.Kapost’s system was built for some of the world’s most power media publishingorganizations (e.g. Time Inc., Mashable, CBS, Gannett), so there’s no contentoperation it can’t handle. With Kapost’s content table, calendar, campaignsand custom field functionality, your content operation will run like a well-oiledmachine. © 2012 Kapost www.kapost.com 7
    • 5. You Can’t Expand or Scale Your Content Operation Because Collaboration Is Too HardContent marketing has to be coordinated. Different components ofmarketing—e.g. demand gen, social, design, retention, PR--need to be involved.For some companies, collaboration needs to cross product lines, geographies,even divisions. External freelancers and agencies are often included. Contentsucceeds when all groups can work together.But as more and more stakeholders are included, collaboration breaks down.It becomes harder and harder to keep everyone on the same page in terms ofplans and deadlines. Information can’t be filtered effectively to meet the needs ofparticular groups of stakeholders. So groups pull back into silos, and the contenteffort fails the gain the scale and collaboration in needs to truly succeed.Kapost however can coordinate the content marketing activities of large sets ofstakeholders. The biggest Kapost installations involve hundreds of collaborators.Information can be partitioned and filtered by any attribute (e.g. product line,geography) so that users see the view that matters to them. Kapost breaks downthe silos, enables collaboration across groups, and gives your content marketingthe scale and coordination it needs to succeed. © 2012 Kapost www.kapost.com 8
    • 6. Your Content Is Regularly Stuck In The Approval ProcessFor content to go from idea to published and out-the-door, it often has to getlots of approvals. Copy Editors have to make sure the text is sufficient. SEO expertsneed to give it the search green light. Legal must weigh in to be sure it presents nolegal complications. Or, most often, senior Marketing managers need to give it thethumbs up before it is published.And all of these steps in the process can clog up a content marketing operationand prevent it from achieving the velocity it needs to succeed.Kapost’s content marketing workflow engine can streamline your approvalprocesses. We set up custom workflows for each of your content types, basedoff your needs and operation. As tasks are completed, automatic notifications goout to the appropriate parties to let them know whose task is next. The Kapostdashboard always displays what task (and what assignee) each content piece iscurrently on so there’s no confusion.With Kapost, all of your collaborators are well notified, your approval bottlenecksare broken up, and your content marketing operates as the speed you need to win. © 2012 Kapost www.kapost.com 9
    • 7. You Don’t Know Where All The Content IsSuccessful content operations publish high volumes of content to manydifferent locations—blog posts on your site, eBooks on slideshare, syndicated postson others’ sites, videos on YouTube, etc.But this success produces another challenge—where is all of that content?! Inparticular, as content is produced, it needs to be re-used in other formats—thevideo needs to be embedded in a landing page, the white paper broken downinto a few blog posts, etc.—or by other groups—PR wants to use a presentation in arelease; Sales needs a White Paper to close a deal.Kapost serves as the single content repository that can your team can use to findthe content they need. With no file storage limit, Kapost holds all of your differenttypes of content: blog posts, eBooks, White Papers, Case Studies, Videos, etc.And users can search through the repository through a text search (a la Google) orthrough filtering different facets (like Content Type or Product Line, a la Amazon). © 2012 Kapost www.kapost.com 10
    • 8. You Struggle to Schedule a Steady Flow of ContentSuccessful content marketing operations publish a steady rhythm of content.To attract prospects at the top of the funnel, you need a regular flow of contentpublished to your website and on to your social channels. To nurture leads throughyour funnel, you need to provide a regular cadence of new content for yourdemand generation operation.Managing this cadance—coordinating the production and timing of dozens ofpieces of content on a non-stop basis—is a challenge for most marketers. Oftentimes content spews forth in bursts, leaving gaps for your audiences. Web trafficsuffers. Demand generation team are stuck will stale content, and lead gendeclines.Kapost manages and schedules your content operation at three levels, ensuringa steady flow of content. At the highest level, Kapost schedules your campaigns,the broad themes of content that you produce across longer periods of timein coordination with your other marketing activities. At the next level, Kapostschedules your individual pieces of content, tracking both the due date (of draftsubmission) and publish date. At the lowest level, Kapost schedules the individualtasks required to produce and publish your content pieces.All of these level are viewable on Kapost’s editorial calendar, along with the abilityto filter by level or by any content attribute (e.g. category, content type, persona,etc.). Color-coded, the Kapost editorial calendar puts marketers in control of theircontent schedule, ensuring a steady flow of content to power your marketing. © 2012 Kapost www.kapost.com 11
    • 9. You Are Publishing Content, but Your Traffic Is LowFor many marketers, becoming a regular publisher of customer-facing content istheir major content marketing focus. But they soon realize that publishing is onlyhalf the battle. Content only succeeds if it generates traffic. And generating trafficfor your content is the other half of the battle.The best practice for generating traffic is to earn links from Influencers. Influencersare people or organizations in your topic that have lots of audience: site visitors,twitter followers, etc. Links from these influencers can send traffic your directionand can improve your search rank, which sends more traffic.But how do you manage these Influencer relationships? Kapost’s AudienceDevelopment functionality allows you to track who your influencers are, howinfluential they are, and how many links and how much traffic they are sending yourway. The functionality enables you to manage your Influencer relationships, earn © 2012 Kapost www.kapost.com 12
    • valuable links, grow traffic, and win on the second half of the content marketing battle: growing your audience. a steady flow of content. At the highest level, Kapost schedules your campaigns, the broad themes of content that you produce across longer periods of time in coordination with your other marketing activities. At the next level, Kapost schedules your individual pieces of content, tracking both the due date (of draft submission) and publish date. At the lowest level, Kapost schedules the individual tasks required to produce and publish your content pieces. All of these level are viewable on Kapost’s editorial calendar, along with the ability to filter by level or by any content attribute (e.g. category, content type, persona, etc.). Color-coded, the Kapost editorial calendar puts marketers in control of their content schedule, ensuring a steady flow of content to power your marketing.“ Publishing is only half the battle. Content only succeeds if it generates traffic. And generating traffic for your content is the other half of the battle. ” © 2012 Kapost www.kapost.com 13
    • 10. You Can’t Tell What Is Working and What Is NotContent marketing involves lots of steps: creating a strategy; generating ideas;scheduling, producing, and distributing content; engaging influencers; generatingan audience. If you’ve come that far, congratulations.But few content marketing operations are overnight successes. Rather they requirecontinuous improvement that over time yields success. And that improvementrequires insight into what’s working and what’s not.Using typical analytics tools, marketers can track their overall web traffic as theyalways have. But content marketing requires deeper insight in order to see thetrends that point to success. Insight that can answer such questions as:• Whose ideas are creating the successful content?• Are you producing a good distribution of content across your different personas?• Which channels that you publish your content to are providing the best results?• Are you producing enough content for each of your product lines?• Which influencers are providing the most traffic?• What authors of yours are winning the most links?• What types of content are attracting new visitors?• What content is keeping them around and moving them down the funnel? © 2012 Kapost www.kapost.com 14
    • Only Kapost’s analytics can answer these questions, because only Kapost knowsall of the deep meta-data around our content: who submitted the idea; who is theauthor; what persona is targeted; what campaign is it part of; what product linedoes it relate to.And it is only through these deeper insights that marketers can see the patternsaround what content is succeeding and what content is not, so that they can refinetheir content strategy, improve their performance, and win at the new rules ofmarketing: content.“ Few content marketing operations are overnight successes. Rather they require continuous improvement that over time yields success. And that ” improvement requires insight into what’s working and what’s not. © 2012 Kapost www.kapost.com 15
    • fin.Brought to you by kapostContent Marketing expertise provided by Toby MurdockDesign and illustrations by jennifer gunther (@yennygunther) © 2012