how datavail built an efficient content engine with kapost
TRANSCRIPT
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ENGINE The Marketing Content
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Agenda
1. Why Efficiency Matters
2. How to Build an Efficient Engine for Your Marketing Content – The Datavail Story
3. Results of Efficient Processes
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Why Efficiency Matters
Content for Efficiency Experts:
2x More
163% Faster
Same Resources
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Current State of Marketing Content Operations
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Marketers Are Settling for Inefficient Operations
52% of firms frequently miss deadlines from approval delays, collaboration, and “general chaos” in content production processes.
“Managing the overall content process” is the top challenge for B2B marketers.
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Inefficiency Defined
Inefficient mid-large B2B companies waste $120K/year to produce the same volume of content as an efficient company.
These companies are 240% slower in content production and produce 300% less content then efficient companies.
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Why Efficiency Matters
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Why Efficiency Matters to Datavail
• Content Chaos
• Team Struggling with Process
• Efficiency as Foundation for Measuring / Meeting KPIs (increase % and $ closed)
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How to Build an Efficient Content Engine
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Efficiency at Each Stage of Content Lifecycle
Today’s focus: Setting up an efficient content operation.
Plan Execute Distribute Optimize
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PLAN > Personas & Buyer’s Journey
86% of Top Performers have target personas for content efforts vs. 60% avg. companies
Attract
Engage
Retain
Advocate
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PLAN > Shared Calendar
85% of Top Performers manage a centralized calendar for content production vs. 44% avg.
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Datavail’s Planning Evolution
• More Integrated Marketing Campaigns
• Focus on Personas and Identifying Content Gaps
• Collaboration vs. Status Checks (Kill the 2-Hour Status Meeting)
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Datavail Results
• Smarter Planning
• More Relevant, Persona-Based Content
• Stronger Connection between Content and Business
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EXECUTE > Campaigns
Grouping different types of content under a single campaign alleviates common content challenges
✓
✓ ✓
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EXECUTE > Workflows
80% of top performers use workflows or templates to replicate the production of similar assets vs. 45% of avg. companies.
• No Visibility into Content Status
• Team Expectations • Timeline Confusion • Starting from Scratch
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Datavail Execution Process More Efficient
• Shared Process with Workflows
• Increase Volume and Output, in Less Time
• Team Accountability and Visibility
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Datavail Results
• 221 Content Assets Produced (avg 2.4 pieces per business day!)
• 30 Campaigns
• Decreased Production Time
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Efficiency at Each Stage of Content Lifecycle
Plan and Execute are your foundational stages. You need to have a strong, process-driven foundation to scale and optimize.
Plan Execute Distribute Optimize
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Efficiency at Each Stage of Content Lifecycle
Implementation of a marketing tool is the hidden stage underneath the content lifecycle. Your marketing engine should deliver value quickly; to do so, keep things simple: Start small. Streamline workflows. Expose content. Do more with less.
Plan Execute Distribute Optimize
Ease of Implementation
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Results of Efficiency
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Efficiency Leads to Confidence
• Chaos Is Inefficient
• Empower Team with Clarity, Transparency
• Confidence to Reach Team Goals
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What’s Next for Datavail?
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Questions? Learn More!
bit.ly/datavailkapost bit.ly/MarketingInefficiency
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Thank you!