1.
PLANNING A CONTENT
STRATEGY FOR EVERY
SITUATION

2.
Jesse Noyes
Senior Director of
Content Marketing
Kapost
@noyesjesse

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.
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.
70% to 80% of
B2B content
goes unused
CONTENT LANDFILLS PILING UP
Source: SiriusDecisions

6.
WHAT ARE THE BASIC ELEMENTS OF
A STRONG CONTENT STRATEGY?
PEOPLE
IDEAS
PROCESS

7.
ASSEMBLE YOUR
TEAM

8.
CONTENT OPERATIONS
WEB/SOCIAL
PRODUCT
MARKETING
MAR COM /
CORPORATE
MARKETING
SUBJECT
MATTER
EXPERTISE
POLISH &
COMMUNICATIONS
MARKETING
OPS
SALES
CUSTOMER
SUCCESS
DISTRIBUTION

9.
WHO’S THE
BOSS?

10.
FORM AN
EDITORIAL BOARD

11.
UNLOCK IDEAS

12.
GREAT PEOPLE =
GREAT IDEAS

13.
CONTENT STARTS
WITH QUESTIONS

14.
SEARCH…

15.
…AND SOCIAL

16.
PUT IN A
PROCESS

17.
USE EVERY PART
OF THE BUFFALO

18.
PERFORM AN AUDIT

19.
BUILD CONTENT
ON PILLARS

20.
ASK “WHO” AND
“WHEN”

21.
GET ON THE SAME
SCHEDULE

22.
WHAT
WHO
WHEN
CUT
THE
RED
TAPE

23.
ANALYZE,
RINSE,
REPEAT.

24.
#CONTENTSF