This document summarizes a presentation given by Toby Murdock of Kapost and Frank Barry of Blackbaud about building a content operation. It discusses Blackbaud's initial content experiments, how they proved the value of content marketing, and the challenges they faced scaling their efforts. The presentation outlines Kapost's seven best practices for building a successful content operation, including having a strategy, organizing teams, planning content ideation and production, distribution, and analysis. It describes Blackbaud's growing content operation and how Kapost has helped push them to effectively scale content across the entire business.