This document summarizes a presentation about mastering content marketing operations through the use of technology. The presentation discusses: 1) How content marketing has become more complex with many types of content, contributors, and channels that currently exist in silos. 2) The opportunity to take control through a "hub and spoke" model that connects people, processes and technology to streamline content creation and distribution across channels. 3) How a digital asset management system can act as the "hub" to facilitate collaboration, automate workflows, and provide analytics to optimize content marketing efforts.

1. Public
www.bynder.com

2. Take Back Control of Your Content:
How to master content marketing operations
to be competitive in 2017
Thursday, October 20, 2016 1:00 EDT (10:00 PT)
Speakers:
Arnie Kuenn, CEO, Vertical Measures
Brian Kavanaugh, U.S. Marketing Strategist, Bynder

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4. Today’s Presenters
Arnie Kuenn,
CEO,
Vertical Measures
Brian Kavanaugh,
U.S. Marketing Strategist,
Bynder

5. Brief History of Content Marketing

6. Google It

7. Tweet: @ArnieK’s Complete
Content Marketing book is FREE at
http://vert.ms/cmworks

8. What is Content Marketing?

9. Where we are today

10. Many Types of Content

11. Many Contributors & Touchpoints
Crescendo Content

12. That are All in Silos

13. Audiences of All Sizes and Types
Clearvoice

14. Must Promote it Too!
BigTheme

15. Visual: Hub and Spoke
Repurpose it!

16. It Got Really Complicated

17. Big Ass Strategy

18. Let’s Outsource It

19. 1. Workshop
2. Coaching
3. Agile strategy
4. Deep Ideation
5. Train how to write
6. Hub & spoke model
7. Optimize (SEO)
8. Promote the content
9. Set up lead nurturing
10. Measure
Where We are Today

20. Content Hub & Spoke

21. Process Improvement
Process Improvement

22. DAMs and CMSs are Critical
Captum Technologies

23. Overwhelmed with Solutions

24. What is the Opportunity?

25. What is in Store for the Future?
The companies that truly
understand and embrace
these principles are the
ones that are going to win
over the next 10+ years

26. The Role of Technology
• “Digital marketing is redundant” – Salesforce
• “MarTech spending has eclipsed advertising spending” – Gartner Research
Source: Salesforce 2016 State of Marketing Report
Source: Gartner CMO Spend Survey 2015-16

27. No Shortage of Options

28. Consider the Image
• Lifecycle: Idea to Publish to Storage
• Goal: Fewer Actions, Fewer People

29. Connected Technology Ecosystem

30. Inputs vs. Outputs
Outputs
• Amount published
• Engagements
• Reach
• Leads
Inputs
• Hours per piece
• Average Project Duration
• Approval Rounds
• Asset Usage
Sources: HubSpot.com & Moz.com

31. Inputs vs. Outputs
• Internal Analytics
• Platform-specific
• Sync with GA
• Treating Adoption Like Marketing
• Adoption à Collaboration

32. Collaboration
Types
• Internal
• Agencies
• Partners
• Packaging
• Franchises
• Resellers
Vs.

33. Take the People Out of It!
• Reliant on a system (vs. a person)
• Less follow ups
• More overseeing, less oversight
• “Request” functions

34. Functionality – Marketers’ Wish List
• Search & Find
• Filter
• Share
• Edit
• Approve
• Publish

35. Templatization
Do your designers and project managers love working through the
night on every little revision?

36. Review
• Inputs vs Outputs
• Connected Ecosystem à Collaboration
• Take the People Out of it!
• Think About the Marketers’ Wish List
• Templatization

37. 4 Goals for Your Technology System

38. 5 Requirements
1. Team-Wide Buy In
2. Permissions and Sharing
3. Empower More People
4. Drill Down on the Nitty-Gritty
5. Investing in Improvement

39. Thank You!...
And good luck…
And stay in touch...
@btkav
@bynder

40. www.martechconf.com
Thank You! Questions?
www.bynder.com