1.
Streamlining the Content Lifecycle
Liz Gertz
VP, Marketing Operations
Our Journey

2.
Agend
a
Where We Were / Challenges
Resolution
Early Success
Where We’re Going Next

3.
Who’s been in this situation?
SiriusDecision Summit 2017
New Team Lacking Insight I Need a Tool

4.
SiriusDecision Summit 2017
DEVELOPING NEW
GO TO MARKET
STRATEGY
NO SINGLE
REPOSITORY FOR
CONTENT
MARKETING WAS
GROWING
MINIMAL CONTENT
MEASUREMENT
NEW CONTENT
TEAM
Where We Were
BRAND RELAUNCH
LACKED CONTENT
STRATEGY
DISPARATE
PROCESSES FOR
CONTENT
DEVELOPMENT

5.
We Selected Kapost to Help Solve Our Content Challenges
– Single repository
– Content and demand gen planning
– Centralized calendars
– Collaboration capabilities
– Multi-content creation
– Organization: tagging, searching
– Integrate where possible
– Support “Customer Stories”
– Content gaps across buyers journey
– Performance data
SiriusDecision Summit 2017

6.
6
We Had Room to Improve
SiriusDecision Summit 2017

7.
We Learned a Lot from our Initial Launch
Implementation
Support and Training
Power User Engagement
Streamlined Content Processes
Beginning of Content Repository
Event Management Use Case
WHAT WENT
WELL
LEARNINGS
We launched too soon - further
maturity of strategy was needed
Mandate use of Kapost
Over customized
Align to Operations
Relaunch necessary to find value
WHAT DIDN’T
Inconsistent Use Across Teams
No Traction
Incomplete View of Content
No Single Owner
Limited Governance
SiriusDecision Summit 2017

8.
Time To Pivot

9.
Relaunch Approach
SiriusDecision Summit 2017
 Started with a full audit of existing tool
 Gathered feedback from power users
 Defined plan to relaunch Kapost (not all capabilities or integrations)
 Operations and Content worked side by side to ensure design supported
goals of Content Strategy and Demand Generation
 Defined relaunch principles (simplicity, follow best practices, keep
what works, mandate adoption)
 Chose a specific persona team to pilot and provide feedback
 Retrain marketing team

10.
10
CONTENT
TEAM TO
SEO/DESIGN:
Where is it?!?!
PUBLICATION
TEAM (JESS/MEG
TEAMS) AND
DEMAND GEN
(INBOUND/OUTBOUND)
TO CONTENT:
Where is it?!?!
We went from this…
SiriusDecision Summit 2017

11.
11
To This! Content Team and Demand Gen
Alignment
SiriusDecision Summit 2017

12.
12
Now Managed in Kapost
SiriusDecision Summit 2017

13.
Early Success

14.
Sample Content Theme Activation
Derivative Assets from Core Narrative Fuels Other Marketing Content and Initiatives
Microcontent
Twitter Poll
Microcontent
Mini-Graphic
Core Asset
eBook
Derivative Asset
Podcast
News
Story
Derivative
Asset
Blog Post (Long)
Speaking
Engagement
Microcontent
One-Minute Read
Ambassador
Byline
Partner
Content
Sales
Enablement
Content
Customer
Story

15.
SiriusDecision Summit 2017
Core Asset Derivative Assets Microcontent
eBook
Video
Blog Post (Long)
Mini-Graphic
One-Minute Read
Tweets

16.
Proving Out a Content Pillar Approach
Infographic
Video
Short-Form
Gated Study
30% of Total Perspectives Finance,
Credit & Risk Traffic Over Past 6 Months
70% of Total Perspectives Finance,
Credit & Risk Inbound Leads Over Past 6
Months
2x Avg Conversion Rate, with a 20%
Conversion Rate on the Gated Asset
Blog Posts
+
Results from Reimagining Risk Content Pillar
SiriusDecision Summit 2017

17.
What’s Next

18.
18
Future Focus Areas
Scale Across Teams Expand Integrations to
Gain Insight
Continue to Grow
Content Base
Explore Canvas
Planning
Functionality
SiriusDecision Summit 2017

19.
19
We’ve Come a Long Way
SiriusDecision Summit 2017

20.
Q A
SiriusDecision Summit 2017

21.
Thank You
Follow me on Twitter
@LGertz