Three B2B companies share insights into why content maturity is important and how you can evaluate it today.

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Three B2B companies share insights into why
content maturity is important and how you can
evaluate it today.
Hacking Your Content
Maturity

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Meet our presenters!
Danielle is driven by a passion for
enhancing the customer experience
and understanding psychology to
influence change and create more
effective work environments.
Danielle Peotter
Director of Consulting Services, Kapost
ICON / IMAGE
Kimbe MacMaster
Manager, Content Marketing, Vidyard
ICON / IMAGE
Dan Trefethen
Content Marketing Manager, SnapApp
ICON / IMAGE
Dan is the Content Manager at
SnapApp, and editor of the SnapApp
blog. He’s an advocate for exploring
new narratives in B2B marketing.
Kimbe loves all aspects of content
marketing and has a special place in
her heart for using video to drive
real business results.

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Agenda
→ Content Land: An Interactive Request [SnapApp]
→ Assessing your Video Marketing Maturity [Vidyard]
→ Measure your Maturity with People, Process, and Technology [Kapost]
→ Q & A

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A content experience that creates a
dialogue.
SNAPAPP
Content Land:
An Interactive Quest

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● An interactive experience
● In the infographic family
● Try it out!
snapp.to/content-land
What Is Content Land?

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What Is Content Land?

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What Is Content Land?

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What Is Content Land?

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● Educating with research
● Hitting multiple stages in the funnel
● Exhibit SnapApp platform
● Provide some unique B2B
entertainment
Planning – Setting Goals

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● Nostalgia
● Something you’d want to share
● Gamification & CTAs
Planning – Our Theme

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● Content and Demand Gen teams
● Sales alignment
● Qualifying criteria – what makes a great MQL?
Planning – Departmental Alignment

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● Research, recycle, & design
● Interactive platform: animation & personalization
● Marketing automation
Building – Creation Stages

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● Email campaign to specific
nurture streams
● Paid media
● Scheduled social promotion
● Website homepage callout
● Blog posts
● Follow up email campaign
Promotion – Multichannel

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How’d we do?
● 55% Click rate
● 37% Question completion
rate
● 49% Lead conversion
● 70% Mouse-over rate
Results
Beyond metrics
● Evergreen content
● Sales enablement for
prospects & demos
● Customer inspiration
● More shares and exposure

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Measuring your video marketing maturity
VIDYARD
The Path to Video
Marketing Mastery

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● SEO - 53x greater likelihood of a front-page Google result
● Email - adding video splash screen to email increases click-through rates by 50%
● Conversion - 71% of marketers say video conversion rates outperform other
marketing content
“50% of your content mixture shouldn’t be text. It should be video.”
- Brian Halligan, CEO of Hubspot
Content Needs Video

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So how do you move past the
“Post and Pray” approach?

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Assess your own
Video Marketing Maturity &
understand where you can go next.

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It can be helpful for any marketer who:
● Wants to build or improve a video marketing program, but doesn’t know where to start
● Wants to know what other tools and resources can help them achieve results
● Wants to generate names, leads, and sales using video
● Wants to build a sustainable, results driven, video marketing road map
A guide to help you figure out where to start, how you can improve, and how
you stack up against some of the best video marketers.
Why do you need a Video Marketing Maturity Model?

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1. Beginner
2. Intermediate
3. Professional
4. Master
4 Stages:
The 4x4 Components to the Video Maturity Model
4 Categories:
1. Strategy
2. Technology
3. Creation & Collaboration
4. Measurement & ROI

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1. Beginner Stage
Strategy
Inconsistent or non-existent video strategy, generally using a “post-and-
cross-your-fingers” methodology
Technology Using YouTube, Vimeo, Facebook, and other social platforms only
Creation &
Collaboration
Inconsistent branding and themes and somewhat undefined production
schedules
Measurement &
ROI
Using only video views to measure success

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2. Intermediate Stage
Strategy
Aligning video to buyer stages, creating new budgets specifically for video
with executive sponsorship and buy-in, and starting to see marketing and
sales alignment on video ideation
Technology
Using a Video Marketing Platform, utilizing video in email, and tracking
video metrics through marketing automation platforms and CRM systems
Creation &
Collaboration
Producing high quality, consistent video content and utilizing a production
house
Measurement &
ROI
Tracking video views as well as viewership behavior (like who’s watching
what) and new leads from video

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3. Professional Stage
Strategy
Have a dedicated video marketing budget, starting to use personalized
video, and seeing full executive support and buy-in
Technology
Fully immersed in the use of a Video Marketing Platform, using Video Hubs
or a YouTube-esque video channel on their website, A/B testing video
splash screens, and using in-video CTAs
Creation &
Collaboration
Producing mostly in-house with occasional support from a video agency,
also have a full branding style guide for video in particular
Measurement &
ROI
Tracking video views as well as viewership behavior (like who’s watching
what) and new leads from video

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4. Advanced Stage
Strategy
The CMO or others in the company have experienced career advancement
due to video and marketing and sales work together to build a video
strategy from the start
Technology
Maximizing the use of their Video Marketing Platform, mastering their video
SEO, and making the most of customized account-based video marketing
Creation &
Collaboration
Using both an internal team and an agency that are highly in sync, plus
multiple departments are now creating and managing video content
Measurement &
ROI
Still tracking the main metrics as well as cost per lead, viewer exit points,
and ROI

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Take a 2-minute assessment to find out.
Are you a video marketing master?
vidyard.com/video-maturity-assessment

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A mature content operation isn’t just about your technology stack. It’s about
how the tools you have align to a broader strategy.
KAPOST
Measuring your Maturity with
People, Process, and
Technology

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The whole picture:
● Vision, alignment, & people process change
● Benchmarking maturity through the content operations lifecycle
● Getting the right content, to the right customer, at the right time
A content operation succeeds when you can assess your maturity, define a
clear vision, and execute a plan to deliver content in context.

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Vision, Alignment, & People Process Change
Establishing a Vision
● Be leader initiated
Be comprehensive & detailed
Have reach
Be positive & inspiring
Be shared by everyone

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Kubler-Ross Change Curve

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Knowing your content maturity is the first
step.

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Benchmarking Maturity in the 4 Phases
Novice Practitioner Intermediate Expert
ALIGN
→ No shared vision
→ Priorities are chaotic or
non-existent
→ Siloed teams
→ Ad hoc content
→ No inter-team communication
→ Identified roadblocks
→ Content production is still
reactive
→ Frameworks for personas,
buying stages, and planning
→ Content Governance or
Editorial Board
established, but not standard
→ Established vision and
priorities
→ Content Governance Board
→ Standard process for
prioritization
→ Unified strategy across teams
→ Detailed plans visible for all
stakeholders
→ Teams work cross functionally
EXECUTE
→ Process is managed in
multiple tools, email threads,
and spreadsheets
→ No defined workflow
→ Teams work together for
small projects
→ Few established workflows
→ Some established workflows
→ Defined content objectives
→ Clear roles and
responsibilities
→ Standard workflows exist
→ Formalized escalation process
leads to resolution
DISTRIBUTE
→ Content is created and never
used
→ Teams don’t know where to
find existing content
→ Content is shared in multiple
spreadsheets and tools
→ No system for tagging
→ Central repository for content
→ Teams still can’t find what
they need
→ Defined publication channels
→ Content is tagged and shared
in a central repository
ANALYZE
→ No access to detailed metrics
→ Content never reviewed for
effectiveness
→ Collections of spreadsheets,
dashboards, and reports
→ No established review sessions
→ Content Governance Board
reviews content performance
irregularly
→ Content rarely gets
repurposed
→ Content scoring is in place
→ Regular Content Governance
Board sessions
→ Content data reviewed for
performance and repurposing

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It’s what you do with that knowledge that matters...
...while assessing your maturity in the context of your
business goals.

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Thank You! Q&A
Danielle Peotter
Director of Consulting Services, Kapost
ICON / IMAGE
Kimbe MacMaster
Manager, Content Marketing, Vidyard
ICON / IMAGE
Dan Trefethen
Content Marketing Manager, SnapApp
ICON / IMAGE