Keith Burrows of Kapost, Marina Antestenis of inContact, and Jason Stewart of Demandbase discuss how to implement a content marketing strategy that drives results for B2B marketers.

1. How
to
Build
a
Content
Marke2ng
Machine

2. Your Presenters
Keith Burrows – VP of Sales – Kapost
Marina Antestenis – Director of Demand Marketing inContact
Jason Stewart – Director of Demand Generation – Demandbase

3. Strategy
Process
Team
Ideation
Planning
Production
Distribution

4. Pillar #1 Strategy -Marketing is a Bad Date

5. Pillar #1 - Strategic Structure –
Framework for Coverage/Creation
Vertical/PersonaA Vertical/PersonaB Vertical/PersonaC
Problem
Recognition
Solution
Evaluations
Validation
Vertical/Personas
Buyer'sJourney

6. Pillar #1 - Strategic Structure

7. Pillar #2 – Process - Content Marketing
Ideation Planning Production AnalysisDistribution

8. Pillar #3 -Team Content Marketing Process
Ideation Planning Production AnalysisDistribution
COLLABORATION

9. Pillar #3 - Editorial Board

10. Pillar #3 – Team - Managing Editor

11. Pillar # 4 - Ideation

12. Pillar # 4 - Ideation
Internal
Listening
Direct
Sales
Services
Support
Social
Networks
Blogs
Q&A
Interviews
Surveys

13. Pillar #5 Planning – What type of Content

14. Pillar #5 Planning
Great
Bedrock
Content

15. Pillar #5 Planning

16. Pillar #5 Planning

17. Pillar #5 Planning

18. Pillar #5 Planning

19. Pillar # 6 – Production : Take Risks & Entertain

20. Pillar #6 Production: Collaboration: Kill This

21. Pillar #6 Production
Great Collaboration: Define Workflow

22. Pillar # 7 - Distribution: Top of the Funnel

23. Pillar # 7 - Distribution: Middle of the Funnel
Circulate
Subscribe
Customize
BuildTrust
EarnValueExchangeRelevance!

24. Pillar #7 - Distribution: Bottom of the Funnel

25. Pillar # 7 Distribution: Retention

26. Jason Stewart – Director of Marketing

27. The Real-Time Targeting and
Personalization Platform for B2B

28. Content Focus
• Brand & Platform
• Demand Generation
• Sales Enablement
• Website and SEO
• Partners and Channels

29. 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

30. B2B vs. B2C

31. All Sales Touch the Website

32. Buyer 2.0

33. Account-Based Marketing

34. Product and Platform

35. Data-Driven Ideation

36. Old-Fashioned Ideation

37. 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

38. Marina Antestenis
Director of Demand Marketing

39. A brief history and our
persona / content story

48. • Persona-based nurture
• streams by job function / role
Emily
|
Contact
Center
Manager
Relevant & Personalized Content

49. Train & evangelize
usage of nurture
flows & profiles of
personas

53. Leveraging Technology
• Content creation
• Dynamic content
• Demand generation strategy
• Form optimization

54. Ques2ons
and
Recap

55. Learn More
Stop by Booth for a Demo
Our blog:
http://marketeer.kapost.com/
Our website:
www.kapost.com