Learn How... To reduce waste by only creating assets that impact revenue To successfully drive strategic change in your organization SCIEX went from reactive to proactive to win Content Operation of the Year in the 2018 Kapost Awards

1. 1
Aligning Content to Strategy
Lessons from the Content Operation of the Year
Featuring Becky Monk, Senior Manager, Global Marketing @ SCIEX
Hold tight! The webinar will begin shortly.
#KapostWebinar

2. 2
Aligning Content to Strategy
Lessons from the Content Operation of the Year
Featuring Becky Monk, Senior Manager, Global Marketing @ SCIEX
#KapostWebinar

3. Meet Your Presenters
Zoë Randolph
Manager, Content Strategy
and Messaging
Kapost
Becky Monk
Senior Manager
Global Marketing
SCIEX
linkedin.com/in/zoerandolph linkedin.com/in/rebeccamonk/

4. → Housekeeping
- Recording and slides will be emailed
- How to ask questions
→ What is a content operation? (And how does it help marketers
stay strategic?)
→ How SCIEX aligned content to strategy
→ Q&A
Agenda

5. 5
What is a Content Operation?

6. Helping Teams Work Together In New Ways
6
Reactive
Confusion
New
Ad Hoc
More
Proactive
Visibility
Reuse
Planned
Less

7. 7
Becky Monk
SCIEX

8. 8
Today We’ll Discuss
● Evaluating your current content organization
● Where you are in your content journey
● How to start your content optimization journey today

9. 9
Why Focus on Content?
● The buyer’s journey has changed, and will continue to
change
● Even with change, content will always be a constant need
● We have to be everywhere our customers are
● Gone is the one-size-fits-all model

10. We’ve Got to Work Smarter, Not Harder
B2B companies invest 30%-55% of their entire marketing budget in content - including
salaries, agency, and software. Yet, with all this investment, results aren’t matching:
%
65Is Wasted
— Accenture Digital
Only 1 in 5 marketers
manage content efficiently
4 in 5 marketers are unclear on
content objectives
%
80
80% will spend more time on
operational detail in 2 years.
IN
1 5 IN
4 5

11. 11
Let’s Take a Second - What Does Your Team Look Like?
● What tools are you using today to create content, track
content creation, publish content, and/or optimize
content?
● Can you find your content and filter it to understand gaps
in your content creation?
● Are you measuring the success of your content?

12. 12
And if We’re Honest, it Might be Ugly

13. 13
How Did SCIEX Start?
● We needed something to help us create and optimize our
content creation
● We were wasting time on too many rounds of edits, lost
edits, searching for edit details, etc.
● We needed a repository for content
● We knew we needed to align

14. 14
It Didn’t Just Happen in a Day - It Takes Time
Content Optimization
Strategy to
Initiatives
Sales
Visibility
Optimization

15. 15
Content
● Start aligning on the content you already create
● Don’t let the details overwhelm you
● You can’t optimize until you can evaluate and see where
you are today
Content Optimization
Strategy to
Initiatives
Sales
Visibility
Optimization

16. 16
Content Creation
● What do your
customers want to
see?
● How do they see it?
● How can you
optimize your
processes?
Webinars Emails Flyers Social
Training Blogs Whitepapers Product Page
ContentYou
Create
Taggedto
WhoYouWill
SenditTo

17. 17
Optimize your Process, Start Working Smarter
• Get out of constant reactive content production
• Move into strategic campaign planning
• Ensure all resources allocated to content align to our
strategic campaigns
• Customer-centric go-to-market strategies > storytelling
Content Optimization
Strategy to
Initiatives
Sales
Visibility
Optimization

18. 18
Working Towards the Same Goal
Content Optimization
Strategy to
Initiatives
Sales
Visibility
Optimization
You can have campaigns and projects that align
Your content rolls up to ensure you’re creating the
content to reach your goals, and you’ve tagged each
piece of content to fill in your gaps
Ensure the content you’re creating matches your
goals for the year, your main initiatives
Global Initiative
Strategic Campaign Project
Content
Content
Content
Content
Content
Content
Content

19. 19
Align Marketing and Sales
● Outbound marketing
won’t hit all your
customers
● Allow your sales team
to tell the same story,
because they
understand and are on
the same page as you
Content Optimization
Strategy to
Initiatives
Sales
Visibility
Optimization

20. 20
Combine Content Creation with Strategy
● Search and optimize the
content you already have
● Create the content you
need
● Align your content to your
strategy
● Fill in your gaps
Content Optimization
Strategy to
Initiatives
Sales
Visibility
Optimization

21. 21
%
100Of your time is
Effective 5 of 5 marketers manage
content efficiently
5 of 5 marketers are clear on
content objectives
%
20
20% of your time is spent on
needed operational detail in 2
years.
of
5 5 of
5 5
Imagine the Day When

22. Questions?