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How to Enable Sales & Share Content Internally with Kapost Gallery

91% percent of B2B marketers use content marketing, but 65% of the content created goes unused.

This growing gap between content creation and content discoverability is causing marketing nightmares—especially when it comes to locating, aligning, and distributing content.

Learn how to empower your sales people with content and drive marketing results with a content repository that is accessible, relevant, and trackable. Download the webinar http://bit.ly/1LOYsAb

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How to Enable Sales & Share Content Internally with Kapost Gallery

  1. 1. Tuesday, August 19 | 2 pm EST / 11 am PST
  2. 2. With Your Hosts… Kevin Goldberg Senior Content Marketing Manager at AppDynamics Jesse Noyes VP of Product and Content at Kapost
  3. 3. •  Help internal stakeholders find and use content •  Organize content by persona, sales stage, and more •  Reduce redundant content •  Track content reach Today’s Agenda How Kapost Gallery can help you to:
  4. 4. “The most important factor in succeeding as a content marketer is to acknowledge that your content is a business asset and worth managing efficiently and effectively.” Scott Abel, The Content Wrangler Co-founder, Information Development World
  5. 5. Why does internal content distribution matter?
  6. 6. 91% of B2B marketers use content marketing. But, 65% of B2B content goes unused
  7. 7. Questions aren’t being answered. Where do I find the content? What content should I use? What’s working?
  8. 8. Why internal content distribution matters to AppDynamics §  Executive mandate §  Huge spike in inbound content requests §  Lack of transparency and communication internally 90%of inbound requests were for content that already existed.
  9. 9. How to Build an Intuitive Content Repository in Kapost
  10. 10. A content repository enables marketing to: §  Empower internal stakeholders with easy-to-find content §  Provide teams with content relevant to customer challenges §  Create a closed-loop content cycle
  11. 11. And, when done right, content management becomes ART: ccessible     elevant     rackable    
  12. 12. Your content is ART. Invite your team to the Gallery.
  13. 13. is for accessible     Where do I find the content?
  14. 14. House and organize content in a single, central location.
  15. 15. Get started: CONDUCT AN AUDIT Understand where all of your content currently resides.
  16. 16. What content should I use? is for relevant    
  17. 17. Tagging and filtering by content type, persona, sales stage, product line, etc.
  18. 18. Get started: SURVEY THE SEARCHERS Understand how everyone in your organization searches for content
  19. 19. What’s working? is for trackable  
  20. 20. Marketers struggle to determine which assets actually provide value.
  21. 21. Kapost Gallery helps marketers tie content to revenue by tracking: §  Internal views and downloads §  How content is distributed by internal teams to external audiences §  The traffic content receives as a result of employee shares
  22. 22. How to track internal views and downloads in Kapost Gallery
  23. 23. How content is distributed by internal teams to external audiences
  24. 24. How to track the traffic content receives as a result of employee shares
  25. 25. Get started: Measurement Matters Establish quantifiable content goals
  26. 26. AppDynamics Results §  70% decrease in inbound requests from sales §  Sales has content, and knows where to find it §  Marketing has metrics to measure the impact of their content 500 views/month within the first two months of implementation
  27. 27. “Now when I get content requests, it’s for assets that need to be created.”
  28. 28. “Prior to Kapost, our content was held in various repositories without any simple way to filter and find a specific asset by persona, vertical, product, etc… Having a single place for sales to go to means it’s much easier for sales to find relevant content, and a greater number of assets are being shared.” Tom Levey, Senior Director of Sales Enablement, AppDynamics
  29. 29. “It’s f*#%ing great.” Tom Levey, Senior Director of Sales Enablement, AppDynamics
  30. 30. Q & A
  31. 31. For more information http://bit.ly/contentrepos

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