1. #SDSummit
Blackbaud and Kapost:
Building a Content Operation
SiriusDecisions Summit

2. Toby Murdock
@tobymurdock | kapost.com
Co-Founder & CEO, Kapost

3. Agenda
Frank The Blackbaud Content Story: How We Got Here and The Challenges We
Found
Toby Building a Content Operation: The 7 Best Practices
Frank The Blackbaud Content Future: Where We’re Headed
Frank & Toby Q & A

4. Frank Barry
@franswaa | npengage.com
Director of Digital Marketing, Blackbaud

5. The Blackbaud
Content Story

6. How Blackbaud Got Started: 3 years ago…

7. How Blackbaud Got Started: Normal State

8. How Blackbaud Got Started: The “Aha!”
Ideation Activation Curation
67%
…of the buyer’s
journey is now
done digitally.
-- Sirius Decisions
It started with the SiriusDecisions framework!

9. “npEXPERTS” – 20 Industry experts came together to share
practical fundraising ideas and online marketing tips.
● Major content asset created by our corporate content
team in partnership with our internal agency and
business unit demand generation team.
● Pillar content w/ many derivatives:
• eBook w/ influencer strategy baked in
• 14 part webinar series
• Nurture emails
• Consistent blogging and social promotion
• Website presence
• Short version SlideShare
● We also had a very thought out promotion strategy.
• Email, website, social, blogging, paid ads, rented email lists,
influencer outreach, and more.
Making the Case: The 1st Campaign

10. ● Web Metrics
• 35,153 Visits (68% new)
• Over 1,400 Social Shares
● Business Results
• 7,336 Downloads
• 4915 Webinar attendees
• $150k in pipeline, $30k won and 4,255 new new names
added (~$20k value)
● Other important outcomes
• 1st page of Google Search for “fundraising ideas”
• 4th best traffic generating page on website in 1 year
• Led to us doing it again this year! Already over 5k
downloads in first 4 months.
Proving the Value

11. Proving the Value: #4 in 1st Year!

12. Proving the Value: Traffic Growing

13. After success of “npEXPERTS” we’re looking to improve and scale content effort.
• Company-wide and business unit leadership and content committees ramped up.
• Company-wide content calendar made more useful and kept updated.
• Increased focus on tracking, measurement and proving ROI.
Moving towards a “content-powered” strategy in demand-gen efforts.
• Business Units are leveraging pillar content in campaigns more regularly.
• Systems being put in place to help track and measure performance and results.
• More collaboration and teamwork happening between teams across the enterprise.
It’s a big operation:
• Creating what Pillar Content takes a lot of effort by a lot of people across a lot of teams.
• Copywriting, Editorial, Design, Web, Opps, Channel, Programs, Digital, Social, etc
• We could have as many as 15 people from 4-5 different teams spread across 2-3 business units involved.
From Experiment to Scale

14. From Experiment to Scale

15. The Challenges
Process:
No clearly defined
process around
creating top tier
content to serve
our industry.
Aligning
stakeholders
around a process -
Cooperation of
many groups
required.
Performance:
Pulling out
meaningful
insight around
demand-gen
efforts that
leverage content
has traditionally
been tricky. Plus,
we’re under high
pressure to
deliver
Knowledge:
Lack of knowledge
into how content
can serve as the
centerpiece of
demand-gen efforts
and a shift in
thinking as well as
behavior around
how to run demand-
gen campaigns
using content best
practices.
Visibility:
Hard to know about
all the activity going
on and all the ways
out
customers/prospect
s are being
“touched” as
campaigns are on
peoples calendars,
shared folders,
static pdfs, excel
files and more.
Inventory:
Content gets
“lost” in the
“black holes”
of shared
drives, the
intranet,
laptops, etc.

16. Building a Content
Operation: 7 Best
Practices

17. Builds collaboration across divergent teams
• Not about a re-org
Provides knowledge of what to do, process on how to do it
Single version of the truth
Drives accountability around new process
Visibility to enable cooperation
Insight into how to improve
Content Operation Outcomes

18. Content Operation Best Practices
The content marketing
platform for the world’s
best revenue
marketers.

19. Best Practice: Strategy
● Understand Buyer Personas,
Buying Journey
● Content Pulls Persona From
One Step to the Next
● Challenge:
• “Top of Funnel” Buyer-Centric
Content
• Operationalizing the Concept

22. Best Practice: Team
● Determine division-level
structure
● Organizing stakeholders
around roles and
responsibilities in the content
process
● Achieving unified content
effort across departments;
ending silos
● Forming Content Board

24. ● Producing steady stream of
content concepts
● Utilizing three potential
sources:
• Internal
(Sales, Support, etc.)
• Social
• Survey
Best Practice: Ideation

26. Best Practice: Planning
● Planning major content
campaigns in advance
● Leveraging Pillar content
assets (e.g. white paper,
eBook) to create derivative
assets via re-purposing

29. Best Practice: Production
● Creating repeatable
processes around content
production, approval &
distribution
● Increased content speed
of execution

30. Production: Full Array of Assets
The content marketing platform for the world’s best revenue marketers.
Audio Blog Campaign Crowdsource
Custom Content Type eBook Events
Email Landing Page
Photo Presentation Salesforce.com Asset
Social: Facebook, LinkedIn, Twitter Webinar
Whitepaper Video

32. Best Practice: Distribution
● Maximizing content impact
through distribution across
all 4 levels of the funnel and
across channels
● Amplifying content at top of
the funnel where Buyer is
least captive

33. The content marketing platform for the world’s best revenue marketers.
Audio & Video
CMS (18+)
CRM
Content Editing
& Sharing
Integration Options
via API, XML-RPC
Marketing
Automation
Social
Webinar

34. Best Practice: Analysis
● Internal analytics:
Understanding how
operation is performing in
development of best
practices
● Performance analytics:
Connecting dots between
content, buyers and
revenue

36. The Blackbaud
Content Future

37. The Blackbaud Content Operation
Many Involved
Buy-in from many
across 3 Business
units and Corporate:
• Corporate content (3)
• Internal agency (4)
• Web/Digital/Social (3)
• Marketing opps (2)
• Demand-gen (2)
The Board
Thought
leadership
committee up
and running in
late 2013 and
has made great
progress so far
in 2014.
Major thought
leadership program
methodology and
process defined and
being rolled out.
Pillar Campaign
Excitement
around the “all
access” unified
calendar and
performance
metrics at the
content level.
MetricsCalendar
Enterprise
wide content
calendar in
place with
efforts to roll
that into
business
units.

38. The Blackbaud Content Operation:
Group Roles & Responsibilities
INSIGHT
PROVIDERS COMMUNICATORS
TOP OF
FUNNEL
POST-SALE
BOTTOM OF
FUNNEL
MIDDLE OF
FUNNEL
LOGISTICIANS &
OPTIMIZERS
CUSTOMERS

39. The Kapost Impact
Forcing us to think about our people, process and technology.
Helping push us towards effectively scaling our Content Operation across the entire business.
Generating accountability among stakeholders.
Creating much needed visibility for the enterprise.
Helping us to take “content marketing” from isolated “incidents” to a company-wide driver of marketing success.
Building excitement around what’s possible and the future.

40. Get the Blueprint for
Your Next Campaign.
bit.ly/MMBlueprint