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0 to 60: How a VC Firm Integrated            Content into its Entire                     Organization            Kevin Cai...
Who We Are• Boston VC founded in 2006• $440 million in assets under                         Strategic  management         ...
Today’s Agenda     Getting in Gear     How a VC Came to Embrace Content Marketing     Breaking the Sound Barrier     Runni...
Today’s Agenda     Getting in Gear     How a VC Came to Embrace Content Marketing     Breaking the Sound Barrier     Runni...
The Problem OpenView Faced                         @kevinrcain @amandamaks                                          #cmworld
What We Hoped to Achieve       Increased brand differentiation       and awareness       Additional functional support for...
Evolving into a Content FactoryLaunchedCorporate Blog2009                              @kevinrcain @amandamaks            ...
Evolving into a Content Factory   Launched   Newsletter   & Content Hub2009         2010                              @kev...
Evolving into a Content Factory                         Began publishing                         eBooks & reports2009     ...
Evolving into a Content Factory                      • New content types                      • More targeted distribution...
Today’s Agenda     Getting in Gear     How a VC Came to Embrace Content Marketing     Breaking the Sound Barrier     Runni...
Operating at Full Throttle: What it Looks Like Original or       Podcast         Original        Curated        Newsletter...
Operating at Full Throttle: What it TakesClear goals based onmarketing objectives andcontent needs                        ...
Operating at Full Throttle: What it Takes                            Timeliness & Relevance        A clear             Cus...
Operating at Full Throttle: What it TakesKnowledge of what content types are best for B2Bmarketing and how to create them ...
Operating at Full Throttle: What it TakesThe right people, roles,and responsibilities                                     ...
Operating at Full Throttle: What it TakesThe right tools   1. Editorial Calendar   2. Process Documents   3. Style Guide  ...
Operating at Full Throttle: What it TakesThe ability to:           Track and Measure Progress           Leverage Resources...
Operating at Full Throttle: ResultsToday, people know who we are.     Increased traffic to our websites by over 600%, with...
Today’s Agenda     Getting in Gear     How a VC Came to Embrace Content Marketing     Breaking the Sound Barrier     Runni...
Fueling the Fire: The Distribution Strategy                               @kevinrcain @amandamaks                         ...
Fueling the Fire: The Distribution Strategy       1-2/day                                           1/mo.   3-5/day       ...
Fueling the Fire: The Distribution Strategy                               @kevinrcain @amandamaks                         ...
Fueling the Fire: The Distribution Strategy                               @kevinrcain @amandamaks                         ...
Fueling the Fire: The Distribution Strategy                                @kevinrcain @amandamaks                        ...
Today’s Agenda     Getting in Gear     How a VC Came to Embrace Content Marketing     Breaking the Sound Barrier     Runni...
Off to the Races: Getting StartedOne key driverto our successis our team.
Off to the Races: Getting StartedFrom theTop Down                              @kevinrcain @amandamaks                    ...
Off to the Races: Getting StartedEngagethe Team                              @kevinrcain @amandamaks                      ...
Off to the Races: Getting StartedCommitments and Accountability                                 @kevinrcain @amandamaks   ...
Off to the Races: Getting StartedStarting Smallto Scale Big                              @kevinrcain @amandamaks          ...
Questions?       @kevinrcain @amandamaks                        #cmworld
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VC Marketing: How a VC Integrated Content Marketing into its Entire Organization

Presentation from Content Marketing World 2012 that shares how OpenView Venture Partners built its national brand using content marketing.

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VC Marketing: How a VC Integrated Content Marketing into its Entire Organization

  1. 0 to 60: How a VC Firm Integrated Content into its Entire Organization Kevin Cain and Amanda Maksymiw OpenView Venture Partners @kevinrcain @amandamaks• #cmworld #cmworld
  2. Who We Are• Boston VC founded in 2006• $440 million in assets under Strategic management consulting arm that provides• Focused on expansion-stage operational support technology companies to portfolio• 20 portfolio companies companies Sales Support Marketing Research Recruiting & Analytics @kevinrcain @amandamaks #cmworld
  3. Today’s Agenda Getting in Gear How a VC Came to Embrace Content Marketing Breaking the Sound Barrier Running a Content Factory at Full Throttle Pit Crew Promoting Content, Working with Influencers, Building a Brand Off to the Races How Your Company Can Get Started @kevinrcain @amandamaks #cmworld
  4. Today’s Agenda Getting in Gear How a VC Came to Embrace Content Marketing Breaking the Sound Barrier Running a Content Factory at Full Throttle Pit Crew Promoting Content, Working with Influencers, Building a Brand Off to the Races How Your Company Can Get Started @kevinrcain @amandamaks #cmworld
  5. The Problem OpenView Faced @kevinrcain @amandamaks #cmworld
  6. What We Hoped to Achieve Increased brand differentiation and awareness Additional functional support for our portfolio companies Engagement with the broader entrepreneurial universe @kevinrcain @amandamaks #cmworld
  7. Evolving into a Content FactoryLaunchedCorporate Blog2009 @kevinrcain @amandamaks #cmworld
  8. Evolving into a Content Factory Launched Newsletter & Content Hub2009 2010 @kevinrcain @amandamaks #cmworld
  9. Evolving into a Content Factory Began publishing eBooks & reports2009 2010 2011 @kevinrcain @amandamaks #cmworld
  10. Evolving into a Content Factory • New content types • More targeted distribution • Revamped site • Greater depth and quality2009 2010 2011 2012 @kevinrcain @amandamaks #cmworld
  11. Today’s Agenda Getting in Gear How a VC Came to Embrace Content Marketing Breaking the Sound Barrier Running a Content Factory at Full Throttle Pit Crew Promoting Content, Working with Influencers, Building a Brand Off to the Races How Your Company Can Get Started @kevinrcain @amandamaks #cmworld
  12. Operating at Full Throttle: What it Looks Like Original or Podcast Original Curated Newsletterguest articles 1 per week videos content 1 per week 1 per day 1 per day 5 per day i Blogs Infographics Case eBooks Reports15-20 per week 1 per quarter Studies 2 per quarter 2 per quarter 2 per quarter @kevinrcain @amandamaks #cmworld
  13. Operating at Full Throttle: What it TakesClear goals based onmarketing objectives andcontent needs @kevinrcain @amandamaks #cmworld
  14. Operating at Full Throttle: What it Takes Timeliness & Relevance A clear Customization understanding Vibrance of what constitutes great content… Convertability Searchability @kevinrcain @amandamaks #cmworld
  15. Operating at Full Throttle: What it TakesKnowledge of what content types are best for B2Bmarketing and how to create them Videos Bylines Reports Infographics Blogs Games Podcasts Collateral Newsletters eBooks Games Thought Leadership @kevinrcain @amandamaks #cmworld
  16. Operating at Full Throttle: What it TakesThe right people, roles,and responsibilities OVP Staff Director of Freelancer Content Strategy Managing Freelancer Editor Social Media / Freelancer Influencer Marketing @kevinrcain @amandamaks #cmworld
  17. Operating at Full Throttle: What it TakesThe right tools 1. Editorial Calendar 2. Process Documents 3. Style Guide 4. Content Management System @kevinrcain @amandamaks #cmworld
  18. Operating at Full Throttle: What it TakesThe ability to: Track and Measure Progress Leverage Resources Repurpose & Reuse Content Distribute and Promote Content @kevinrcain @amandamaks #cmworld
  19. Operating at Full Throttle: ResultsToday, people know who we are. Increased traffic to our websites by over 600%, with approximately 45,000 hits per month Grew our opt-in newsletter database to nearly 14,000 Collaborated with more than 100 influencers on over 300 pieces of content @kevinrcain @amandamaks #cmworld
  20. Today’s Agenda Getting in Gear How a VC Came to Embrace Content Marketing Breaking the Sound Barrier Running a Content Factory at Full Throttle Pit Crew Promoting Content, Working with Influencers, Building a Brand Off to the Races How Your Company Can Get Started @kevinrcain @amandamaks #cmworld
  21. Fueling the Fire: The Distribution Strategy @kevinrcain @amandamaks #cmworld
  22. Fueling the Fire: The Distribution Strategy 1-2/day 1/mo. 3-5/day 1/day 10/day 1-2/mo. @kevinrcain @amandamaks #cmworld
  23. Fueling the Fire: The Distribution Strategy @kevinrcain @amandamaks #cmworld
  24. Fueling the Fire: The Distribution Strategy @kevinrcain @amandamaks #cmworld
  25. Fueling the Fire: The Distribution Strategy @kevinrcain @amandamaks #cmworld
  26. Today’s Agenda Getting in Gear How a VC Came to Embrace Content Marketing Breaking the Sound Barrier Running a Content Factory at Full Throttle Pit Crew Promoting Content, Working with Influencers, Building a Brand Off to the Races How Your Company Can Get Started @kevinrcain @amandamaks #cmworld
  27. Off to the Races: Getting StartedOne key driverto our successis our team.
  28. Off to the Races: Getting StartedFrom theTop Down @kevinrcain @amandamaks #cmworld
  29. Off to the Races: Getting StartedEngagethe Team @kevinrcain @amandamaks #cmworld
  30. Off to the Races: Getting StartedCommitments and Accountability @kevinrcain @amandamaks #cmworld
  31. Off to the Races: Getting StartedStarting Smallto Scale Big @kevinrcain @amandamaks #cmworld
  32. Questions? @kevinrcain @amandamaks #cmworld

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