TAMING THE CONTENT BEAST WITH KAPOST

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TAMING THE CONTENT BEAST WITH KAPOST

Describing the Content Beast

About Kapost and Datavail

Why Kapost

Key ResultsTaming the Beast in

Four StepsWhat’s Next

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WE ALL KNOW “CONTENT IS KING”

Content still a driving force for lead

generation

Content, when done right, improves

branding and shows thought leadership

Sales relies on relevant content to engage

prospects

Relevant content can improve website traffic

to improve search results

Content proves subject matter expertise

Predictive analytics enable “next best” content delivery

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BUT CONTENT CAN FEEL MORE LIKE A BEAST THAN A KING…

Cumbersome content creation process

• Inconsistent planning, creation, production and distribution processes

• Recreating the wheel, every time.

Content tracking chaos = email hell and lots of missed deadlines

Siloed departments and unclear priorities create resource bottlenecks

Content planning not strategic, nor tied to revenue results – more ad hoc

Difficult to scale

And approvals are…challenging.

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TAKING A MORE STRATEGIC APPROACH TO CONTENTWITH KAPOST

Collaboration Accessibility Insight

StudioGallery &

Publishing EngineAnalytics

Revenue Acceleration

Right Content, Right Customer, Right time

Alignment

Repurposing-driven Content Operation

Canvas

Tagging

Business Outcomes

People Process

Kapost

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THE CONTENT PROCESS – TAMED

Content

AlignAnalyze

ExecuteDistribute

Analyze

Distribute Execute

Align

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TAMING THE CONTENT BEAST | FIRST STEP - ALIGNMENT

Planning for cross campaign

content alignment

Effective idea creation and planning

around priorities

Opportunity for collaboration between teams and stakeholders

Align content to buyers personasand journey steps

Handling and processing

ideas/requestsfrom each

department effectively Conten

t

Align

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TAMING THE CONTENT BEST | SECOND STEP - EXECUTE

Standarize processes for initiatives and content

types

Assign task roles and responsibilities

With visibility of complete development process, you can adjust

resources and priorities

Dashboard enables individual real time daily “to-do” lists, while enabling

big picture view of constraints and obstacles

Develop editorial calendar dependent

upon “hard” or “smart” deadlines

Content

Execute

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TAMING THE CONTENT BEAST | THIRD STEP: DISTRIBUTE

Manage content distribution through one

source

Make accessible to sales –your “content concierges”

via tab in Salesforce

Kapost gallery enables filtering by category and searching by key word

Distribute to social, website, third party

publications from Kapost

Content

Distribute

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TAMING THE CONTENT BEAST | FOURTH STEP - ANAYZE

Track content impact on individual deals as well as

aggregate bookings/revenue

Create line of site into content inventory and

performance, and gaps within each persona and

their buyers’ journey

Better use of resources –concentrate on high performing types of

content and reuse of existing content

Determine where bottlenecks are in

content development

Content

Analyze

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THE CONTENT BEAST, TAMED AT DATAVAIL

Clear visibility into personal tasks via

dashboard

Support of full funnel content

operations

Easily accessible views of team tasks for better planning and

team alignment of priorities via calendars and task views

Easily accessible library for SalesForce

users

Ability to ensure alignment of tactics

and strategy

Feeding executive dashboards and marketing

insights/attribution

Identify gaps in strategy and context coverage to inform

planning process and content strategy

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THE CONTENT BEAST, TAMED AT DATAVAIL

Before Kapost After Kapost

Email hell – hundreds a day 75% reduction in email within team

Serial and singular content development60 initiatives, 400 pieces of content in development

Attempts at project planning via Sharepoint, Gira, Excel

One project planning tool for all team members and vendors/writers

Limited visibility to content contribution to revenue bookings

Know exactly which pieces of content are contributing and what isn’t

Limited awareness of what content used by which persona at what stage

Visibility of content at MEL through closed deal stages of funnel

Wasted time and effortExtraordinary improvement in productivity, by all measurements

Employee frustration Employee satisfaction

Marketing employees have said they will never work anywhere again without Kapost.

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RESULTS THAT MATTER: REVENUE

Of revenue bookings at Datavail come from

marketing-generated leads

Majority of leads come from content-focused search, advertising and events

Datavail has grown at a CAGR clip over the past five years

75% 80% 50%

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WHAT’S NEXT?

Better use of Kapost planning tool – Canvas

Integrating predictive analytics – both account

based marketing and persona based marketing –

into Kapost

Focus on “next best” personalized content

distribution through the buyers’ journey

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Dashboard

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Initiatives In Progress

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All Content In Development

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White Papers in Development

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Calendar: Campaigns

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Calendar: Blogs

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Task List: Designer

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Initiative: Trade Show

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Content: White Paper