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How to Build a Content Marke2ng Machine

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Your PresentersKeith Burrows – VP of Sales – KapostMarina Antestenis – Director of Demand Marketing inContactJason Stewart – Director of Demand Generation – Demandbase

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StrategyProcessTeamIdeationPlanningProductionDistribution

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Pillar #1 Strategy -Marketing is a Bad Date

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Pillar #1 - Strategic Structure –Framework for Coverage/CreationVertical/PersonaA Vertical/PersonaB Vertical/PersonaCProblemRecognitionSolutionEvaluationsValidationVertical/PersonasBuyersJourney

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Pillar #1 - Strategic Structure

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Pillar #2 – Process - Content MarketingIdeation Planning Production AnalysisDistribution

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Pillar #3 -Team Content Marketing ProcessIdeation Planning Production AnalysisDistributionCOLLABORATION

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Pillar #3 - Editorial Board

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Pillar #3 – Team - Managing Editor

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Pillar # 4 - Ideation

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Pillar # 4 - IdeationInternal Listening Direct SalesServicesSupportSocialNetworksBlogsQ&AInterviewsSurveys

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Pillar #5 Planning – What type of Content

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Pillar #5 PlanningGreatBedrockContent

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Pillar #5 Planning

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Pillar #5 Planning

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Pillar #5 Planning

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Pillar #5 Planning

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Pillar # 6 – Production : Take Risks & Entertain

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Pillar #6 Production: Collaboration: Kill This

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Pillar #6 ProductionGreat Collaboration: Define Workflow

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Pillar # 7 - Distribution: Top of the Funnel

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Pillar # 7 - Distribution: Middle of the FunnelCirculateSubscribeCustomizeBuildTrustEarnValueExchangeRelevance!

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Pillar #7 - Distribution: Bottom of the Funnel

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Pillar # 7 Distribution: Retention

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Jason Stewart – Director of Marketing

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The Real-Time Targeting andPersonalization Platform for B2B

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Content Focus• Brand & Platform• Demand Generation• Sales Enablement• Website and SEO• Partners and Channels

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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

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B2B vs. B2C

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All Sales Touch the Website

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Buyer 2.0

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Account-Based Marketing

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Product and Platform

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Data-Driven Ideation

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Old-Fashioned Ideation

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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

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Marina AntestenisDirector of Demand Marketing

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A brief history and ourpersona / content story

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• Persona-based nurture• streams by job function / roleEmily | Contact Center Manager Relevant & Personalized Content

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Train & evangelizeusage of nurtureflows & profiles ofpersonas

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Leveraging Technology• Content creation• Dynamic content• Demand generation strategy• Form optimization

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Ques2ons and Recap

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Learn MoreStop by Booth for a DemoOur blog:http://marketeer.kapost.com/Our website:www.kapost.com