0 to 60: How a VC Firm Integrated Content into its Entire Organization

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0 to 60: How a VC Firm Integrated Content into its Entire

Organization

Kevin Cain and Amanda MaksymiwOpenView Venture Partners

@kevinrcain @amandamaks• #cmworld

#cmworld

@kevinrcain @amandamaks

Who We Are

Strategic consulting

arm that provides operational support

to portfolio companies

Sales Support

Marketing

Research & Analytics

Recruiting

• Boston VC founded in 2006

• $440 million in assets under management

• Focused on expansion-stage technology companies

• 20 portfolio companies

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@kevinrcain @amandamaks

Getting in Gear

How a VC Came to Embrace Content Marketing

Breaking the Sound Barrier

Running a Content Factory at Full Throttle

Pit Crew

Promoting Content, Working with Influencers, Building a Brand

Off to the Races

How Your Company Can Get Started

Today’s Agenda

#cmworld

@kevinrcain @amandamaks

Getting in Gear

How a VC Came to Embrace Content Marketing

Breaking the Sound Barrier

Running a Content Factory at Full Throttle

Pit Crew

Promoting Content, Working with Influencers, Building a Brand

Off to the Races

How Your Company Can Get Started

Today’s Agenda

#cmworld

The Problem OpenView Faced

@kevinrcain @amandamaks

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What We Hoped to Achieve

@kevinrcain @amandamaks

Increased brand differentiation and awareness

Additional functional support for our portfolio companies

Engagement with the broader entrepreneurial universe

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Evolving into a Content Factory

@kevinrcain @amandamaks

2009

Launched Corporate Blog

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Evolving into a Content Factory

@kevinrcain @amandamaks

20102009

Launched Newsletter & Content Hub

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Evolving into a Content Factory

@kevinrcain @amandamaks

Began publishing eBooks & reports

20102009 2011

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Evolving into a Content Factory

@kevinrcain @amandamaks

• New content types

• More targeted distribution

• Revamped site

• Greater depth and quality

20102009 2011 2012

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@kevinrcain @amandamaks

Today’s Agenda

Getting in Gear

How a VC Came to Embrace Content Marketing

Breaking the Sound Barrier

Running a Content Factory at Full Throttle

Pit Crew

Promoting Content, Working with Influencers, Building a Brand

Off to the Races

How Your Company Can Get Started

#cmworld

Operating at Full Throttle: What it Looks Like

@kevinrcain @amandamaks

Curated content5 per day

eBooks2 per quarter

Original videos

1 per day

Case Studies

2 per quarter

Podcast1 per week

Infographics1 per quarter

Blogs15-20 per week

Original or guest articles

1 per day

Newsletter1 per week

Reports2 per quarter

i

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@kevinrcain @amandamaks

Operating at Full Throttle: What it Takes

Clear goals based on marketing objectives and content needs

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@kevinrcain @amandamaks

Operating at Full Throttle: What it Takes

Timeliness & Relevance

Searchability

Convertability

Customization

Vibrance

A clear understanding

of what constitutes great content…

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@kevinrcain @amandamaks

Operating at Full Throttle: What it TakesKnowledge of what content types are best for B2B marketing and how to create them

VideosBylinesReportsInfographicsBlogsGamesPodcastsCollateralNewsletterseBooksGamesThought Leadership

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@kevinrcain @amandamaks

Director of Content Strategy

Managing

Editor

Freelancer

Freelancer

Freelancer

OVP Staff

Social Media / InfluencerMarketing

The right people, roles, and responsibilities

Operating at Full Throttle: What it Takes

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@kevinrcain @amandamaks

Operating at Full Throttle: What it Takes

1. Editorial Calendar

2. Process Documents

3. Style Guide

4. Content ManagementSystem

The right tools

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@kevinrcain @amandamaks

Operating at Full Throttle: What it Takes

Track and Measure Progress

Leverage Resources

Repurpose & Reuse Content

Distribute and Promote Content

The ability to:

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Operating at Full Throttle: Results

Today, people know who we are.

Increased traffic to our websites by over 600%, with approximately 45,000 hits per month

Grew our opt-in newsletter database to nearly 14,000

Collaborated with more than 100 influencers on over 300 pieces of content

@kevinrcain @amandamaks

#cmworld

@kevinrcain @amandamaks

Today’s Agenda

Getting in Gear

How a VC Came to Embrace Content Marketing

Breaking the Sound Barrier

Running a Content Factory at Full Throttle

Pit Crew

Promoting Content, Working with Influencers, Building a Brand

Off to the Races

How Your Company Can Get Started

@kevinrcain @amandamaks

Fueling the Fire: The Distribution Strategy

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#cmworld

@kevinrcain @amandamaks

Fueling the Fire: The Distribution Strategy

1-2/day

3-5/day

10/day

1/day

1-2/mo.

1/mo.

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@kevinrcain @amandamaks

Fueling the Fire: The Distribution Strategy

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@kevinrcain @amandamaks

Fueling the Fire: The Distribution Strategy

#cmworld

@kevinrcain @amandamaks

Fueling the Fire: The Distribution Strategy

#cmworld

@kevinrcain @amandamaks

Today’s Agenda

Getting in Gear

How a VC Came to Embrace Content Marketing

Breaking the Sound Barrier

Running a Content Factory at Full Throttle

Pit Crew

Promoting Content, Working with Influencers, Building a Brand

Off to the Races

How Your Company Can Get Started

Off to the Races: Getting Started

One key driver to our success is our team.

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Off to the Races: Getting Started

From the Top Down

@kevinrcain @amandamaks

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Off to the Races: Getting Started

@kevinrcain @amandamaks

Engagethe Team

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Off to the Races: Getting Started

Commitments and Accountability

@kevinrcain @amandamaks

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Off to the Races: Getting Started

Starting Small to Scale Big

@kevinrcain @amandamaks

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Questions?

@kevinrcain @amandamaks