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[Webinar] Aligning Content to Strategy w/ SCIEX

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Learn How...
To reduce waste by only creating assets that impact revenue
To successfully drive strategic change in your organization
SCIEX went from reactive to proactive to win Content Operation of the Year in the 2018 Kapost Awards

Veröffentlicht in: Marketing
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[Webinar] Aligning Content to Strategy w/ SCIEX

  1. 1. 1 Aligning Content to Strategy Lessons from the Content Operation of the Year Featuring Becky Monk, Senior Manager, Global Marketing @ SCIEX Hold tight! The webinar will begin shortly. #KapostWebinar
  2. 2. 2 Aligning Content to Strategy Lessons from the Content Operation of the Year Featuring Becky Monk, Senior Manager, Global Marketing @ SCIEX #KapostWebinar
  3. 3. Meet Your Presenters Zoë Randolph Manager, Content Strategy and Messaging Kapost Becky Monk Senior Manager Global Marketing SCIEX linkedin.com/in/zoerandolph linkedin.com/in/rebeccamonk/
  4. 4. → Housekeeping - Recording and slides will be emailed - How to ask questions → What is a content operation? (And how does it help marketers stay strategic?) → How SCIEX aligned content to strategy → Q&A Agenda
  5. 5. 5 What is a Content Operation?
  6. 6. Helping Teams Work Together In New Ways 6 Reactive Confusion New Ad Hoc More Proactive Visibility Reuse Planned Less
  7. 7. 7 Becky Monk SCIEX
  8. 8. 8 Today We’ll Discuss ● Evaluating your current content organization ● Where you are in your content journey ● How to start your content optimization journey today
  9. 9. 9 Why Focus on Content? ● The buyer’s journey has changed, and will continue to change ● Even with change, content will always be a constant need ● We have to be everywhere our customers are ● Gone is the one-size-fits-all model
  10. 10. We’ve Got to Work Smarter, Not Harder B2B companies invest 30%-55% of their entire marketing budget in content - including salaries, agency, and software. Yet, with all this investment, results aren’t matching: % 65Is Wasted — Accenture Digital Only 1 in 5 marketers manage content efficiently 4 in 5 marketers are unclear on content objectives % 80 80% will spend more time on operational detail in 2 years. IN 1 5 IN 4 5
  11. 11. 11 Let’s Take a Second - What Does Your Team Look Like? ● What tools are you using today to create content, track content creation, publish content, and/or optimize content? ● Can you find your content and filter it to understand gaps in your content creation? ● Are you measuring the success of your content?
  12. 12. 12 And if We’re Honest, it Might be Ugly
  13. 13. 13 How Did SCIEX Start? ● We needed something to help us create and optimize our content creation ● We were wasting time on too many rounds of edits, lost edits, searching for edit details, etc. ● We needed a repository for content ● We knew we needed to align
  14. 14. 14 It Didn’t Just Happen in a Day - It Takes Time Content Optimization Strategy to Initiatives Sales Visibility Optimization
  15. 15. 15 Content ● Start aligning on the content you already create ● Don’t let the details overwhelm you ● You can’t optimize until you can evaluate and see where you are today Content Optimization Strategy to Initiatives Sales Visibility Optimization
  16. 16. 16 Content Creation ● What do your customers want to see? ● How do they see it? ● How can you optimize your processes? Webinars Emails Flyers Social Training Blogs Whitepapers Product Page ContentYou Create Taggedto WhoYouWill SenditTo
  17. 17. 17 Optimize your Process, Start Working Smarter • Get out of constant reactive content production • Move into strategic campaign planning • Ensure all resources allocated to content align to our strategic campaigns • Customer-centric go-to-market strategies > storytelling Content Optimization Strategy to Initiatives Sales Visibility Optimization
  18. 18. 18 Working Towards the Same Goal Content Optimization Strategy to Initiatives Sales Visibility Optimization You can have campaigns and projects that align Your content rolls up to ensure you’re creating the content to reach your goals, and you’ve tagged each piece of content to fill in your gaps Ensure the content you’re creating matches your goals for the year, your main initiatives Global Initiative Strategic Campaign Project Content Content Content Content Content Content Content
  19. 19. 19 Align Marketing and Sales ● Outbound marketing won’t hit all your customers ● Allow your sales team to tell the same story, because they understand and are on the same page as you Content Optimization Strategy to Initiatives Sales Visibility Optimization
  20. 20. 20 Combine Content Creation with Strategy ● Search and optimize the content you already have ● Create the content you need ● Align your content to your strategy ● Fill in your gaps Content Optimization Strategy to Initiatives Sales Visibility Optimization
  21. 21. 21 % 100Of your time is Effective 5 of 5 marketers manage content efficiently 5 of 5 marketers are clear on content objectives % 20 20% of your time is spent on needed operational detail in 2 years. of 5 5 of 5 5 Imagine the Day When
  22. 22. Questions?

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