Planning a Content Strategy for Every Situation

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Jesse Noyes of Kapost explains how to build an efficient content marketing operation in your organization, and the key processes necessary for every situation.

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Planning a Content Strategy for Every Situation

  1. 1. PLANNING A CONTENT STRATEGY FOR EVERY SITUATION
  2. 2. Jesse Noyes Senior Director of Content Marketing Kapost @noyesjesse
  3. 3. Brand Awareness Customer Acquisition Lead Generation Retention 2013   Thought Leadership 2012   Engagement 2011   Web Traffic Nurturing Sales 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% NO ONE GOAL FOR CONTENT Source: CMI B2B Benchmarking Report
  4. 4. 52% Have process to align content with sales stage 38% 27% Leaders Followers Have process to align content with buyer personas 20% Leaders Followers MARKETERS FALLING INTO GAPS Source: Aberdeen Group
  5. 5. 70% to 80% of B2B content goes unused CONTENT LANDFILLS PILING UP Source: SiriusDecisions
  6. 6. WHAT ARE THE BASIC ELEMENTS OF A STRONG CONTENT STRATEGY? PEOPLE IDEAS PROCESS
  7. 7. ASSEMBLE YOUR TEAM
  8. 8. CONTENT OPERATIONS WEB/SOCIAL PRODUCT MARKETING MAR COM / CORPORATE MARKETING SUBJECT MATTER EXPERTISE POLISH & COMMUNICATIONS MARKETING OPS SALES CUSTOMER SUCCESS DISTRIBUTION
  9. 9. WHO’S THE BOSS?
  10. 10. FORM AN EDITORIAL BOARD
  11. 11. UNLOCK IDEAS
  12. 12. GREAT PEOPLE = GREAT IDEAS
  13. 13. CONTENT STARTS WITH QUESTIONS
  14. 14. SEARCH…
  15. 15. …AND SOCIAL
  16. 16. PUT IN A PROCESS
  17. 17. USE EVERY PART OF THE BUFFALO
  18. 18. PERFORM AN AUDIT
  19. 19. BUILD CONTENT ON PILLARS
  20. 20. ASK “WHO” AND “WHEN”
  21. 21. GET ON THE SAME SCHEDULE
  22. 22. WHAT WHO WHEN CUT THE RED TAPE
  23. 23. ANALYZE, RINSE, REPEAT.
  24. 24. #CONTENTSF

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