Take Back Control of Your Content: How to master content marketing operations to be competitive in 2017

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This document summarizes a presentation about mastering content marketing operations through the use of technology. The presentation discusses: 1) How content marketing has become more complex with many types of content, contributors, and channels that currently exist in silos. 2) The opportunity to take control through a "hub and spoke" model that connects people, processes and technology to streamline content creation and distribution across channels. 3) How a digital asset management system can act as the "hub" to facilitate collaboration, automate workflows, and provide analytics to optimize content marketing efforts.

Marketing

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Today’s Presenters
Arnie Kuenn,
CEO,
Vertical Measures
Brian Kavanaugh,
U.S. Marketing Strategist,
Bynder

Tweet: @ArnieK’s Complete
Content Marketing book is FREE at
http://vert.ms/cmworks

Many Contributors & Touchpoints
Crescendo Content

Audiences of All Sizes and Types
Clearvoice

1. Workshop
2. Coaching
3. Agile strategy
4. Deep Ideation
5. Train how to write
6. Hub & spoke model
7. Optimize (SEO)
8. Promote the content
9. Set up lead nurturing
10. Measure
Where We are Today

DAMs and CMSs are Critical
Captum Technologies

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 Report
Source: Gartner CMO Spend Survey 2015-16

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

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

5 Requirements
1. Team-Wide Buy In
2. Permissions and Sharing
3. Empower More People
4. Drill Down on the Nitty-Gritty
5. Investing in Improvement

Thank You!...
And good luck…
And stay in touch...
@btkav
@bynder

www.martechconf.com
Thank You! Questions?
www.bynder.com

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