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[Webinar] Five Essential Steps to Building a Best-In-Class Content Operation

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Watch the webinar recording: http://resources.kapost.com/build-best-in-class-content-operation-webinar.html

As content becomes more important than ever for B2B marketers, it's easy to fall into the trap of thinking that the road to success is paved with more tools and increased content production.

But what marketers really need is a new model designed to make less matter more.

Over the course of this webinar, we covered the steps you can take to build a new approach, including how to:

Know your content
Build a taxonomy
Repurpose with pillars
Activate internal channels
Govern your content

Say goodbye to content chaos. Say hello to a content operation.

Published in: Marketing
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[Webinar] Five Essential Steps to Building a Best-In-Class Content Operation

  1. 1. 5 Essential Steps to Building a Best-In- Class Content Operation A webinar with Paralee Walls, Director of Digital Marketing & Content Operations @ Kapost
  2. 2. Meet the Presenter Paralee Walls Director of Digital Marketing & Content Operations @ Kapost Lead the brand and digital marketing efforts across content, marketing operations, and events to plan and execute marketing initiatives that drive revenue and accelerate growth. linkedin.com/in/paraleewalls @Paralee / @kapost kapost.com/resources-library
  3. 3. → Housekeeping: recording & slides will be emailed → Brief history of B2B marketing chaos → Five key steps to achieving agility, cohesion, & impact → Q&A Agenda
  4. 4. B2B Marketing Chaos Is Born
  5. 5. Content Is at the Heart of the Customer Journey ● Over half of the buyer’s journey is complete before speaking with sales. - Forrester ● By 2020, customers will manage 85% of their relationship with vendors without speaking to humans. - Gartner ● 54% of buyers say vendor websites were one of the first two resources that informed them about a product. - Demand Gen Report
  6. 6. But How Do you Know It’s the Right Content? Nearly all B2B marketers produce content. But are they random acts of content? Or part of a clear design?
  7. 7. More Teams, More Tools, More Content ≠ Success
  8. 8. Does This Look Familiar?
  9. 9. So What’s the Solution?
  10. 10. We call it a content operation To effectively compete and deliver the right content to the right customer at the right time, marketers need a new operating model. Def: The optimization of people, processes, and technology to strategically plan, produce, distribute and analyze content.
  11. 11. The Five Key Steps to Content Operations Success
  12. 12. It All Starts With An Audit
  13. 13. Repeat with Your Favorite Strategic Contexts
  14. 14. Key Content Audit Questions ● Which parts of your site generate the most traffic and which pages convert the most users? ● Are there pages or posts within your site that bounce users away? Why? ● Which content can be optimized to improve its ranking? ● Are there duplicate pieces of content that could be consolidated to minimize overlap? ● Which content lacks relevancy and could be unpublished altogether? ● Which content engages users the most?
  15. 15. What, Exactly, Is a Taxonomy? A content taxonomy provides a method of categorization and naming conventions to improve findability, help identify key strategic contexts, and align language across systems and teams. What Should Be In My Taxonomy?
  16. 16. Categorization, Gaps, and Coverage
  17. 17. Repurpose and Reuse
  18. 18. All Content Flows from a Central Core Asset
  19. 19. How Many Places are Marketers Storing Content?
  20. 20. Build a Single Source of Truth for Content 1. Agree on one centralized content repository 2. Build curated collections a. Internal b. Customer-facing c. Key strategic contexts 3. Audit (again!)
  21. 21. Appoint a Content Governance Board
  22. 22. Maintain Your Content Governance Board
  23. 23. Repeat!
  24. 24. Questions?
  25. 25. Thank You!

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