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0 to 60: How a VC Firm Integrated Content into its Entire Organization

Kevin Cain and Amanda Maksymiw's presentation at Content Marketing World 2012 describes how OpenView Venture Partners has made content marketing a part of its business strategy.

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0 to 60: How a VC Firm Integrated Content into its Entire Organization

  1. 1. 0 to 60: How a VC Firm Integrated Content into its Entire Organization Kevin Cain and Amanda Maksymiw OpenView Venture Partners @kevinrcain @amandamaks• #cmworld #cmworld
  2. 2. Who We Are • Boston VC founded in 2006 • $440 million in assets under management • Focused on expansion-stage technology companies • 20 portfolio companies Sales Support Strategic consulting arm that provides operational support to portfolio companies Marketing Research & Analytics Recruiting @kevinrcain @amandamaks #cmworld
  3. 3. Today’s Agenda Getting in Gear How a VC Came to Embrace Content Marketing Breaking the Sound Barrier Running a Content Factory at Full Throttle Pit Crew Promoting Content, Working with Influencers, Building a Brand Off to the Races How Your Company Can Get Started @kevinrcain @amandamaks #cmworld
  4. 4. Today’s Agenda Getting in Gear How a VC Came to Embrace Content Marketing Breaking the Sound Barrier Running a Content Factory at Full Throttle Pit Crew Promoting Content, Working with Influencers, Building a Brand Off to the Races How Your Company Can Get Started @kevinrcain @amandamaks #cmworld
  5. 5. The Problem OpenView Faced @kevinrcain @amandamaks #cmworld
  6. 6. What We Hoped to Achieve Increased brand differentiation and awareness Additional functional support for our portfolio companies Engagement with the broader entrepreneurial universe @kevinrcain @amandamaks #cmworld
  7. 7. Evolving into a Content Factory Launched Corporate Blog 2009 @kevinrcain @amandamaks #cmworld
  8. 8. Evolving into a Content Factory Launched Newsletter & Content Hub 2009 2010 @kevinrcain @amandamaks #cmworld
  9. 9. Evolving into a Content Factory Began publishing eBooks & reports 2009 2010 2011 @kevinrcain @amandamaks #cmworld
  10. 10. Evolving into a Content Factory • New content types • More targeted distribution • Revamped site • Greater depth and quality 2009 2010 2011 2012 @kevinrcain @amandamaks #cmworld
  11. 11. Today’s Agenda Getting in Gear How a VC Came to Embrace Content Marketing Breaking the Sound Barrier Running a Content Factory at Full Throttle Pit Crew Promoting Content, Working with Influencers, Building a Brand Off to the Races How Your Company Can Get Started @kevinrcain @amandamaks #cmworld
  12. 12. Operating at Full Throttle: What it Looks Like Original or guest articles 1 per day Podcast 1 per week Original videos 1 per day Curated content 5 per day Newsletter 1 per week Case Studies 2 per quarter eBooks 2 per quarter Reports 2 per quarter i Blogs 15-20 per week Infographics 1 per quarter @kevinrcain @amandamaks #cmworld
  13. 13. Operating at Full Throttle: What it Takes Clear goals based on marketing objectives and content needs @kevinrcain @amandamaks #cmworld
  14. 14. Operating at Full Throttle: What it Takes Timeliness & Relevance A clear understanding of what constitutes great content… Customization Vibrance Convertability Searchability @kevinrcain @amandamaks #cmworld
  15. 15. Operating at Full Throttle: What it Takes Knowledge of what content types are best for B2B marketing and how to create them Videos Bylines Reports Infographics Blogs Games Podcasts Collateral Newsletters eBooks Games Thought Leadership @kevinrcain @amandamaks #cmworld
  16. 16. Operating at Full Throttle: What it Takes The right people, roles, and responsibilities OVP Staff Director of Content Strategy Freelancer Managing Editor Freelancer Social Media / Influencer Marketing Freelancer @kevinrcain @amandamaks #cmworld
  17. 17. Operating at Full Throttle: What it Takes The right tools 1. Editorial Calendar 2. Process Documents 3. Style Guide 4. Content Management System @kevinrcain @amandamaks #cmworld
  18. 18. Operating at Full Throttle: What it Takes The ability to: Track and Measure Progress Leverage Resources Repurpose & Reuse Content Distribute and Promote Content @kevinrcain @amandamaks #cmworld
  19. 19. Operating at Full Throttle: Results Today, people know who we are. Increased traffic to our websites by over 600%, with approximately 45,000 hits per month Grew our opt-in newsletter database to nearly 14,000 Collaborated with more than 100 influencers on over 300 pieces of content @kevinrcain @amandamaks #cmworld
  20. 20. Today’s Agenda Getting in Gear How a VC Came to Embrace Content Marketing Breaking the Sound Barrier Running a Content Factory at Full Throttle Pit Crew Promoting Content, Working with Influencers, Building a Brand Off to the Races How Your Company Can Get Started @kevinrcain @amandamaks #cmworld
  21. 21. Fueling the Fire: The Distribution Strategy @kevinrcain @amandamaks #cmworld
  22. 22. Fueling the Fire: The Distribution Strategy 1-2/day 3-5/day 10/day 1/mo. 1/day 1-2/mo. @kevinrcain @amandamaks #cmworld
  23. 23. Fueling the Fire: The Distribution Strategy @kevinrcain @amandamaks #cmworld
  24. 24. Fueling the Fire: The Distribution Strategy @kevinrcain @amandamaks #cmworld
  25. 25. Fueling the Fire: The Distribution Strategy @kevinrcain @amandamaks #cmworld
  26. 26. Today’s Agenda Getting in Gear How a VC Came to Embrace Content Marketing Breaking the Sound Barrier Running a Content Factory at Full Throttle Pit Crew Promoting Content, Working with Influencers, Building a Brand Off to the Races How Your Company Can Get Started @kevinrcain @amandamaks #cmworld
  27. 27. Off to the Races: Getting Started One key driver to our success is our team.
  28. 28. Off to the Races: Getting Started From the Top Down @kevinrcain @amandamaks #cmworld
  29. 29. Off to the Races: Getting Started Engage the Team @kevinrcain @amandamaks #cmworld
  30. 30. Off to the Races: Getting Started Commitments and Accountability @kevinrcain @amandamaks #cmworld
  31. 31. Off to the Races: Getting Started Starting Small to Scale Big @kevinrcain @amandamaks #cmworld
  32. 32. Questions? @kevinrcain @amandamaks #cmworld

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