Tuesday, August 19 | 2 pm EST / 11 am PST
With Your Hosts… Kevin GoldbergSenior Content Marketing Managerat AppDynamics
Jesse NoyesVP of Product and Content
at Kapost
• Help internal stakeholders find and use content
• Organize content by persona, sales stage, and more
• Reduce redundant content• Track content reach
Today’s Agenda
How Kapost Gallery can help you to:
“The most important factor in succeeding as a content marketer is to
acknowledge that your content is a business asset and worth managing
efficiently and effectively.” Scott Abel, The Content Wrangler
Co-founder, Information Development World
Why does internal content distribution matter?
91% of B2B marketers use content marketing. But, 65% of B2B content goes unused
Questions aren’t being answered.
Where do I find the content?What content should I use?
What’s working?
Why internal content distribution matters to AppDynamics
§ Executive mandate § Huge spike in inbound content requests§ Lack of transparency and communication
internally
90% of inbound requests were for content that already existed.
How to Build an Intuitive Content Repository in Kapost
A content repository enables marketing to:
§ Empower internal stakeholders with easy-to-find content
§ Provide teams with content relevant to customer challenges
§ Create a closed-loop content cycle
And, when done right, contentmanagement becomes ART:
ccessible
elevant
rackable
Your content is ART.Invite your team to the Gallery.
is for accessible
Where do I find the content?
House and organize content in asingle, central location.
Get started:
CONDUCT AN AUDIT Understand where all of your
content currently resides.
What content should I use?
is for relevant
Tagging and filtering by content type, persona, sales stage, product line, etc.
Get started:
SURVEY THE SEARCHERSUnderstand how everyone in your organization searches for content
What’s working?
is for trackable
Marketers struggle to determine which assets actually provide value.
Kapost Gallery helps marketers tie content to revenue by tracking:
§ Internal views and downloads§ How content is distributed by internal
teams to external audiences§ The traffic content receives as a result of
employee shares
How to track internal views and downloads in Kapost Gallery
How content is distributed by internal teams to external audiences
How to track the traffic content receives as a result of employee shares
Get started:
Measurement MattersEstablish quantifiable content
goals
AppDynamics Results
§ 70% decrease in inbound requests from sales§ Sales has content, and knows where to find it§ Marketing has metrics to measure the impact of
their content
500 views/month within the first two months of implementation
“Now when I get content requests, it’s for assets that need to be created.”
“Prior to Kapost, our content was held in various repositories without any simple way to filter and find a specific asset by
persona, vertical, product, etc… Having a single place for sales to go to means it’s much easier for sales to find relevant content, and a greater number
of assets are being shared.” Tom Levey, Senior Director of Sales Enablement, AppDynamics
“It’s f*#%ing great.” Tom Levey, Senior Director of Sales Enablement, AppDynamics
Q & A
For more information
http://bit.ly/contentrepos