taming the content chaos: solving the $958m marketing problem by mary dalton

All Rights Reserved Kapost © 2015 All Rights Reserved Kapost © 2016

Taming Content Chaos: Solving the $958M Marketing ProblemMary DaltonAssistant Vice President, Content StrategistZurich North America

All Rights Reserved Kapost © 2015

The $958M Marketing ProblemThe Situation•  $958 million each year in excessive spend for mid-to-large B2B US

businesses •  1/4 of every dollar spent on content marketing is wasted •  52% of firms miss deadlines due to approval delays, inefficient

collaboration and content production chaosThe Solution•  More efficiency to manage the content production process •  Spend less time putting out fires and more time building and

tracking strategic activities •  Implement integrated marketing campaigns that drive awareness

and consideration

2

CUSTOMER EXPERIENCE


CHALLENGE•  Many non-Marketing people create

content •  Confusion between teams on

internal jargon •  Slow, misguided delivery of content

•  Fill the gaping void of content with consistent, quality content!

SOLUTION•  Establish common language around

content development

•  Use Kapost to build a content operation for each moving piece

•  Utilize the Kapost Calendar for a holistic view of deadlines, projects and tasks

•  Use workflows to streamline and clarify production processes

3All Rights Reserved Kapost © 2016

Launched 137 campaigns

All done in 6 monthsContent production time decreased

Created1,700 pieces

of content

Increased visibility in planning process


Change the Conversation5 Content Strategies

Illustrate the Bigger Picture

Do More By Doing Less

Change the Language

Set the Content Free!


Keys to Success•  Make sure everyone who creates content uses the same

language

•  “Deploy,” “content development”… water cooler talk

•  Consistent workflow tasks help everyone use the same language

Change the Language


Keys to Success•  Use words like “planning” and “looking forward”

instead of retrospective

•  Set internal language guidelines

Change the Conversation


Keys to Success•  Let people see how they play into the bigger picture

•  Show your team’s calendar

•  Implement guardrails

•  Give people topics to focus on in each quarter

•  Provide a purposeful, planful way to direct peopleView of Kapost Calendar

Illustrate the Bigger Picture


Keys to Success •  Don’t create content for the sake of content

•  Create to promote your brand!

•  Create content kits

•  Give any creator access to derivative assets that will help promote the topic

Integrated Marketing enables quantity to go down

while efficiency goes up

Do More By Doing Less

Horizontal Marketing serves a broader set of

marketing needs


Keys to Success •  Create a home for all published content

•  No more content living on someone’s computer!

•  Implement with a content repository like Kapost Gallery

Set the Content Free!

Increase shareability of content

Improve discoverability of content

Views inside Kapost gallery