1. Customer Story Webinar | Workiva
April 22, 2015

2. Housekeeping
This webinar will be recorded
#marketingideas
@MeredithGiersch
Q&A

3. “
”
99% of marketers say that a constant
steady stream of ideas is key to
marketing success, but only half say
they have enough.

4. Today’s presenters
Meredith began her career
in software at IBM where
she leveraged her expertise
in strategy and operations
to roll out Unica marketing
automation globally. A New
Englander at heart, she’s a
proud alum of Middlebury
College and Dartmouth’s
Tuck Business School.
When not at the office,
you’ll find Meredith and
her lab, Tucker, skiing or
romping in the mountains.
Meredith Giersch
Strategy Director,
Kapost
Erin Wall
Marketing Director,
Workiva
Erin manages the
content and digital
teams at Workiva. To
support the company’s
overarching business
objectives, she and her
team work to develop
content marketing and
sales enablement
strategies and tactics.
Erin spends weekends
playing in the dirt and
racing cars down slides
with her two little boys.

5. How did you manage ideation
before Kapost?

6. Quantity amidst chaos makes it hard to
escalate ideas from thought leaders.

7. How did Kapost solve that?

8. #1: Workflow management:
tracking from ideation through
implementation
#2: Checks and balances for
optimization
Plus… Kapost acts as a central
repository for ease of access

9. Who is engaged in content
management at Workvia?

10. Ability to communicate fluidly
with an authentic voice
Working toward
concurrent goals
Thought
Leadership
Product
Marketing
Customer
and
Outbound
Marketing
Marketing
Operations
Other teams
and initiatives
Power Group Producing
Content

11. What does a day in the life for
ideation look like for you team?

12. Weekly Content
Editorial Meeting
• Writer-focused
show and tell
• What’s hot in
the outside
world
• Process
opportunities
Weekly Solution
Standup
• Cross-
functional
marketing
teams
• Status of
campaign
pieces
Monthly Working
Sessions
• Cross-
departmental
teams
• Sync on
external
messaging
Monthly Metrics
Sync
• What’s
working?
• What’s not?
• What do we
do about it?

13. Weekly Content Editorial Meetings:
Idea aligns with business strategy?
Yes
Let’s do it!
Attribute to a campaign
and begin workflow
No
Idea from Sales?
Connect with
“suggestor” on
purpose
Content already
exists to support
Doesn’t align with
business priorities
Idea from
Marketing?
Discuss in solution
standup
“Traffic Cop” enforcement

14. Let’s take a blog as an example…
1. Someone has an idea for a blog
2. Idea entered in Kapost Idea
catalogue
 Various levels of “baked”
 Goals still to be established
 Uncertain timing or audience
3. Idea associated with campaign
4. Once approved, content creation
kicks off

15. Events leverage campaign functionality

16. How to do you ensure you’re
producing quality content?

17. Sources
include:
Solution standups, thought leaders
What our customers need/want to know more about
What topics are hot in the industry
All content must be:
Helpful
Relevant
Useful

18. Content
Marketing
Evolution at
Workiva
Process
Voice
Quality
Emotion

19. “
”
Kapost saves our team a lot of time and
energy.
• Streamlined workflow
• Tagging for accessibility &
optimization
• Process efficiencies
• Alignment of ideas to business goals

20. What advice to you have for
fellow marketers?

21. “More
better”
Less is more
(no-write
November)
Enforce
useful and
relevant
Align to
goals and fill
gaps

22. Why is this approach working for
Workiva?

23. Ability to demonstrate impact and results
Process defined and
optimized
Direct impact on
domain authority
Driving metrics to
demonstrate impact

24. Questions?