Hacking your content maturity [webinar]

THE B2B MARKETING OPERATING SYSTEM © 2016

Three B2B companies share insights into why content maturity is important and how you can evaluate it today.

Hacking Your Content Maturity


Meet our presenters!

Danielle is driven by a passion for enhancing the customer

experience and understanding psychology to influence change and create more effective work

environments.

Danielle PeotterDirector of Consulting Services,

Kapost

ICON / IMAGE

Kimbe MacMasterManager, Content Marketing,

Vidyard

ICON / IMAGE

Dan TrefethenContent Marketing Manager,

SnapApp

ICON / IMAGE

Dan is the Content Manager at SnapApp, and editor of the

SnapApp blog. He’s an advocate for exploring new narratives in

B2B marketing.

Kimbe loves all aspects of content marketing and has a special place in her heart for

using video to drive real business results.


Agenda→ Content Land: An Interactive Request [SnapApp]

→ Assessing your Video Marketing Maturity [Vidyard]

→ Measure your Maturity with People, Process, and Technology [Kapost]

→ Q & A


A content experience that creates a dialogue.

SNAPAPP

Content Land: An Interactive Quest


● An interactive experience

● In the infographic family

● Try it out!snapp.to/content-land

What Is Content Land?








● Educating with research

● Hitting multiple stages in the funnel

● Exhibit SnapApp platform

● Provide some unique B2B entertainment

Planning – Setting Goals


● Nostalgia

● Something you’d want to share

● Gamification & CTAs

Planning – Our Theme


● Content and Demand Gen teams● Sales alignment● Qualifying criteria – what makes a great MQL?

Planning – Departmental Alignment


● Research, recycle, & design● Interactive platform: animation & personalization● Marketing automation

Building – Creation Stages


● Email campaign to specific nurture streams

● Paid media

● Scheduled social promotion

● Website homepage callout

● Blog posts

● Follow up email campaign

Promotion – Multichannel


How’d we do?● 55% Click rate

● 37% Question completion rate

● 49% Lead conversion

● 70% Mouse-over rate

Results

Beyond metrics● Evergreen content

● Sales enablement for prospects & demos

● Customer inspiration

● More shares and exposure


Measuring your video marketing maturity

VIDYARD

The Path to Video Marketing Mastery


● SEO - 53x greater likelihood of a front-page Google result

● Email - adding video splash screen to email increases click-through rates by 50%

● Conversion - 71% of marketers say video conversion rates outperform other marketing content

“50% of your content mixture shouldn’t be text. It should be video.”

- Brian Halligan, CEO of Hubspot

Content Needs Video


So how do you move past the “Post and Pray” approach?


Assess your own Video Marketing Maturity &

understand where you can go next.


It can be helpful for any marketer who:

● Wants to build or improve a video marketing program, but doesn’t know where to start

● Wants to know what other tools and resources can help them achieve results

● Wants to generate names, leads, and sales using video

● Wants to build a sustainable, results driven, video marketing road map

A guide to help you figure out where to start, how you can improve, and how you stack up against some of the best video marketers.

Why do you need a Video Marketing Maturity Model?


1. Beginner

2. Intermediate

3. Professional

4. Master

4 Stages:

The 4x4 Components to the Video Maturity Model

4 Categories:

1. Strategy

2. Technology

3. Creation & Collaboration

4. Measurement & ROI


1. Beginner Stage

Strategy Inconsistent or non-existent video strategy, generally using a “post-and-cross-your-fingers” methodology

Technology Using YouTube, Vimeo, Facebook, and other social platforms only

Creation & Collaboration

Inconsistent branding and themes and somewhat undefined production schedules

Measurement & ROI Using only video views to measure success


2. Intermediate Stage

StrategyAligning video to buyer stages, creating new budgets specifically for video with executive sponsorship and buy-in, and starting to see marketing and sales alignment on video ideation

TechnologyUsing a Video Marketing Platform, utilizing video in email, and tracking video metrics through marketing automation platforms and CRM systems


Producing high quality, consistent video content and utilizing a production house

Measurement & ROI

Tracking video views as well as viewership behavior (like who’s watching what) and new leads from video


3. Professional Stage

Strategy Have a dedicated video marketing budget, starting to use personalized video, and seeing full executive support and buy-in

TechnologyFully immersed in the use of a Video Marketing Platform, using Video Hubs or a YouTube-esque video channel on their website, A/B testing video splash screens, and using in-video CTAs


Producing mostly in-house with occasional support from a video agency, also have a full branding style guide for video in particular

Measurement & ROI

Tracking video views as well as viewership behavior (like who’s watching what) and new leads from video


4. Advanced Stage

StrategyThe CMO or others in the company have experienced career advancement due to video and marketing and sales work together to build a video strategy from the start

TechnologyMaximizing the use of their Video Marketing Platform, mastering their video SEO, and making the most of customized account-based video marketing


Using both an internal team and an agency that are highly in sync, plus multiple departments are now creating and managing video content

Measurement & ROI

Still tracking the main metrics as well as cost per lead, viewer exit points, and ROI


Take a 2-minute assessment to find out.

Are you a video marketing master?

vidyard.com/video-maturity-assessment

https://www.vidyard.com/video-maturity-assessment


A mature content operation isn’t just about your technology stack. It’s about how the tools you have align to a broader strategy.

KAPOST

Measuring your Maturity with People, Process, and Technology


The whole picture:

● Vision, alignment, & people process change

● Benchmarking maturity through the content operations lifecycle

● Getting the right content, to the right customer, at the right time

A content operation succeeds when you can assess your maturity,

define a clear vision, and execute a plan to deliver content in context.


Vision, Alignment, & People Process Change

Establishing a Vision

● Be leader initiatedBe comprehensive & detailedHave reachBe positive & inspiringBe shared by everyone


Kubler-Ross Change Curve


Knowing your content maturity is the first step.


Benchmarking Maturity in the 4 PhasesNovice Practitioner Intermediate Expert

ALIGN

→ No shared vision→ Priorities are chaotic or non-existent→ Siloed teams→ Ad hoc content→ No inter-team communication

→ Identified roadblocks→ Content production is still reactive→ Frameworks for personas, buying stages, and planning

→ Content Governance or Editorial Board established, but not standard→ Established vision and priorities

→ Content Governance Board→ Standard process for prioritization→ Unified strategy across teams→ Detailed plans visible for all stakeholders→ Teams work cross functionally

EXECUTE→ Process is managed in multiple tools, email threads, and spreadsheets→ No defined workflow

→ Teams work together for small projects→ Few established workflows

→ Some established workflows→ Defined content objectives

→ Clear roles and responsibilities→ Standard workflows exist→ Formalized escalation process leads to resolution

DISTRIBUTE

→ Content is created and never used→ Teams don’t know where to find existing content

→ Content is shared in multiple spreadsheets and tools→ No system for tagging

→ Central repository for content→ Teams still can’t find what they need

→ Defined publication channels→ Content is tagged and shared in a central repository

ANALYZE→ No access to detailed metrics→ Content never reviewed for effectiveness

→ Collections of spreadsheets, dashboards, and reports→ No established review sessions

→ Content Governance Board reviews content performance irregularly→ Content rarely gets repurposed

→ Content scoring is in place→ Regular Content Governance Board sessions→ Content data reviewed for performance and repurposing






It’s what you do with that knowledge that matters...

...while assessing your maturity in the context of your business goals.


Thank You! Q&A

Danielle PeotterDirector of Consulting Services,

Kapost

ICON / IMAGE

Kimbe MacMasterManager, Content Marketing,

Vidyard

ICON / IMAGE

Dan TrefethenContent Marketing Manager,

SnapApp

ICON / IMAGE