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Take Back Control of Your Content: How to master content marketing operations to be competitive in 2017

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Take Back Control of Your Content: How to master content marketing operations to be competitive in 2017

  1. 1. Public www.bynder.com
  2. 2. Take Back Control of Your Content: How to master content marketing operations to be competitive in 2017 Thursday, October 20, 2016 1:00 EDT (10:00 PT) Speakers: Arnie Kuenn, CEO, Vertical Measures Brian Kavanaugh, U.S. Marketing Strategist, Bynder
  3. 3. üTurn Off pop-up blockers üTechnical difficulties? vClick on “Help?” link vUse Q+A box üSubmitting questions to speaker vQ+A session at end of webcast vUse “Ask a Question” box to submit questions vSend questions at any time v#Martechwc Viewing Tips
  4. 4. Today’s Presenters Arnie Kuenn, CEO, Vertical Measures Brian Kavanaugh, U.S. Marketing Strategist, Bynder
  5. 5. Brief History of Content Marketing
  6. 6. Google It
  7. 7. Tweet: @ArnieK’s Complete Content Marketing book is FREE at http://vert.ms/cmworks
  8. 8. What is Content Marketing?
  9. 9. Where we are today
  10. 10. Many Types of Content
  11. 11. Many Contributors & Touchpoints Crescendo Content
  12. 12. That are All in Silos
  13. 13. Audiences of All Sizes and Types Clearvoice
  14. 14. Must Promote it Too! BigTheme
  15. 15. Visual: Hub and Spoke Repurpose it!
  16. 16. It Got Really Complicated
  17. 17. Big Ass Strategy
  18. 18. Let’s Outsource It
  19. 19. 1. Workshop 2. Coaching 3. Agile strategy 4. Deep Ideation 5. Train how to write 6. Hub & spoke model 7. Optimize (SEO) 8. Promote the content 9. Set up lead nurturing 10. Measure Where We are Today
  20. 20. Content Hub & Spoke
  21. 21. Process Improvement Process Improvement
  22. 22. DAMs and CMSs are Critical Captum Technologies
  23. 23. Overwhelmed with Solutions
  24. 24. What is the Opportunity?
  25. 25. What is in Store for the Future? The companies that truly understand and embrace these principles are the ones that are going to win over the next 10+ years
  26. 26. The Role of Technology • “Digital marketing is redundant” – Salesforce • “MarTech spending has eclipsed advertising spending” – Gartner Research Source: Salesforce 2016 State of Marketing Report Source: Gartner CMO Spend Survey 2015-16
  27. 27. No Shortage of Options
  28. 28. Consider the Image • Lifecycle: Idea to Publish to Storage • Goal: Fewer Actions, Fewer People
  29. 29. Connected Technology Ecosystem
  30. 30. Inputs vs. Outputs Outputs • Amount published • Engagements • Reach • Leads Inputs • Hours per piece • Average Project Duration • Approval Rounds • Asset Usage Sources: HubSpot.com & Moz.com
  31. 31. Inputs vs. Outputs • Internal Analytics • Platform-specific • Sync with GA • Treating Adoption Like Marketing • Adoption à Collaboration
  32. 32. Collaboration Types • Internal • Agencies • Partners • Packaging • Franchises • Resellers Vs.
  33. 33. Take the People Out of It! • Reliant on a system (vs. a person) • Less follow ups • More overseeing, less oversight • “Request” functions
  34. 34. Functionality – Marketers’ Wish List • Search & Find • Filter • Share • Edit • Approve • Publish
  35. 35. Templatization Do your designers and project managers love working through the night on every little revision?
  36. 36. Review • Inputs vs Outputs • Connected Ecosystem à Collaboration • Take the People Out of it! • Think About the Marketers’ Wish List • Templatization
  37. 37. 4 Goals for Your Technology System
  38. 38. 5 Requirements 1. Team-Wide Buy In 2. Permissions and Sharing 3. Empower More People 4. Drill Down on the Nitty-Gritty 5. Investing in Improvement
  39. 39. Thank You!... And good luck… And stay in touch... @btkav @bynder
  40. 40. www.martechconf.com Thank You! Questions? www.bynder.com

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