demandcon 2013: kapost, incontact and demandbase on content marketing
Post on 21-Oct-2014
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How to Build a Content Marke2ng Machine
Your Presenters
Keith Burrows – VP of Sales – Kapost Marina Antestenis – Director of Demand Marketing inContact Jason Stewart – Director of Demand Generation – Demandbase
Strategy Process
Team Ideation
Planning
Production
Distribution
Pillar #1 Strategy -Marketing is a Bad Date
Pillar #1 - Strategic Structure – Framework for Coverage/Creation
Vertical/PersonaA Vertical/PersonaB Vertical/PersonaC
Problem Recognition
Solution Evaluations
Validation
Vertical/Personas
Buy
er's
Jou
rney
Pillar #1 - Strategic Structure
Pillar #2 – Process - Content Marketing
Ideation Planning Production Analysis Distribution
Pillar #3 -Team Content Marketing Process
Ideation Planning Production Analysis Distribution
COLLABORATION
Pillar #3 - Editorial Board
Pillar #3 – Team - Managing Editor
Pillar # 4 - Ideation
Pillar # 4 - Ideation Internal Listening Direct
Sales
Services
Support
Social Networks
Blogs
Q&A
Interviews
Surveys
Pillar #5 Planning – What type of Content
Pillar #5 Planning
Great Bedrock Content
Pillar #5 Planning
Pillar #5 Planning
Pillar #5 Planning
Pillar #5 Planning
Pillar # 6 – Production : Take Risks & Entertain
Pillar #6 Production: Collaboration: Kill This
Pillar #6 Production Great Collaboration: Define Workflow
Pillar # 7 - Distribution: Top of the Funnel
Pillar # 7 - Distribution: Middle of the Funnel
Circulate
Subscribe
Customize
Build
Tru
st
Earn
Val
ue E
xcha
nge
Rele
vanc
e!
Pillar #7 - Distribution: Bottom of the Funnel
Pillar # 7 Distribution: Retention
Jason Stewart – Director of Marketing
The Real-Time Targeting and Personalization Platform for B2B
Content Focus
• Brand & Platform • Demand Generation • Sales Enablement • Website and SEO • Partners and Channels
Content Themes
What We Believe To Be True • B2B is Different Than B2C • All Sales Go Through the Website • Buyer Behaviors Have Changed • Account-Based Marketing is Key
B2B vs. B2C
All Sales Touch the Website
Buyer 2.0
Account-Based Marketing
Product and Platform
Data-Driven Ideation
Old-Fashioned Ideation
Content Creation @
• More Ungated Content • More Video Content • Bite Sized is Better • Drive Engagement in the Audiences That
Matter • Fact is Better Than Feelings • Feelings Still Matter
Marina Antestenis Director of Demand Marketing
A brief history and our persona / content story
• Persona-based nurture • streams by job function / role
Emily | Contact Center Manager
Relevant & Personalized Content
Train & evangelize usage of nurture flows & profiles of personas
Leveraging Technology
• Content creation • Dynamic content • Demand generation strategy • Form optimization
Ques2ons and Recap
Learn More
Stop by Booth for a Demo Our blog: http://marketeer.kapost.com/ Our website: www.kapost.com
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