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PLANNING A CONTENT
STRATEGY FOR EVERY
SITUATION
Jesse Noyes
Senior Director of
Content Marketing
Kapost
@noyesjesse
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
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
70% to 80% of
B2B content
goes unused

CONTENT LANDFILLS PILING UP
Source: SiriusDecisions
WHAT ARE THE BASIC ELEMENTS OF
A STRONG CONTENT STRATEGY?

PEOPLE
IDEAS
PROCESS
ASSEMBLE YOUR
TEAM
CONTENT OPERATIONS
WEB/SOCIAL

PRODUCT
MARKETING

MAR COM /
CORPORATE
MARKETING

SUBJECT
MATTER
EXPERTISE

POLISH &
COMMUNICATIONS

MARKETING
OPS

SALES

CUSTOMER
SUCCESS

DISTRIBUTION
WHO’S THE
BOSS?
FORM AN
EDITORIAL BOARD
UNLOCK IDEAS
GREAT PEOPLE =
GREAT IDEAS
CONTENT STARTS
WITH QUESTIONS
SEARCH…
…AND SOCIAL
PUT IN A
PROCESS
USE EVERY PART
OF THE BUFFALO
PERFORM AN AUDIT
BUILD CONTENT
ON PILLARS
ASK “WHO” AND
“WHEN”
GET ON THE SAME
SCHEDULE
WHAT

WHO

WHEN

CUT
THE
RED
TAPE
ANALYZE,
RINSE,
REPEAT.
#CONTENTSF

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Planning a Content Strategy for Every Situation