Take Back Control of Your Content:How to master content marketing operations

to be competitive in 2017

Thursday, October 20, 2016 1:00 EDT (10:00 PT)

Speakers:Arnie Kuenn, CEO, Vertical Measures

Brian Kavanaugh, U.S. Marketing Strategist, Bynder

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Today’s Presenters

Arnie Kuenn,CEO,Vertical Measures

Brian Kavanaugh, U.S. Marketing Strategist, Bynder

Brief History of Content Marketing

Google It

Tweet: @ArnieK’s CompleteContent Marketing book is FREE at

http://vert.ms/cmworks

What is Content Marketing?

Where we are today

Many Types of Content

Many Contributors & Touchpoints

Crescendo Content

That are All in Silos

Audiences of All Sizes and Types

Clearvoice

Must Promote it Too!

BigTheme

Visual: Hub and SpokeRepurpose it!

It Got Really Complicated

Big Ass Strategy

Let’s Outsource It

1. Workshop2. Coaching3. Agile strategy4. Deep Ideation5. Train how to write6. Hub & spoke model7. Optimize (SEO)8. Promote the content9. Set up lead nurturing10. Measure

Where We are Today

Content Hub & Spoke

Process Improvement

Process Improvement

DAMs and CMSs are Critical

Captum Technologies

Overwhelmed with Solutions

What is the Opportunity?

What is in Store for the Future?

The companies that truly understand and embrace these principles are the

ones that are going to win over the next 10+ years

The Role of Technology

• “Digital marketing is redundant” – Salesforce• “MarTech spending has eclipsed advertising spending” – Gartner Research

Source: Salesforce 2016 State of Marketing ReportSource: Gartner CMO Spend Survey 2015-16

No Shortage of Options

Consider the Image

• Lifecycle: Idea to Publish to Storage• Goal: Fewer Actions, Fewer People

Connected Technology Ecosystem

Inputs vs. Outputs

Outputs• Amount published• Engagements• Reach• Leads

Inputs• Hours per piece• Average Project Duration• Approval Rounds• Asset Usage

Sources: HubSpot.com & Moz.com

Inputs vs. Outputs

• Internal Analytics• Platform-specific• Sync with GA

• Treating Adoption Like Marketing• Adoption à Collaboration

Collaboration

Types• Internal• Agencies• Partners• Packaging• Franchises• Resellers

Vs.

Take the People Out of It!

• Reliant on a system (vs. a person)• Less follow ups• More overseeing, less oversight• “Request” functions

Functionality – Marketers’ Wish List

• Search & Find• Filter• Share• Edit• Approve• Publish

Templatization

Do your designers and project managers love working through the night on every little revision?

Review

• Inputs vs Outputs• Connected Ecosystem à Collaboration • Take the People Out of it!• Think About the Marketers’ Wish List• Templatization

4 Goals for Your Technology System

5 Requirements

1. Team-Wide Buy In2. Permissions and Sharing3. Empower More People4. Drill Down on the Nitty-Gritty5. Investing in Improvement

Thank You!...

And good luck…

And stay in touch...

@btkav@bynder

www.martechconf.com

Thank You! Questions?

www.bynder.com