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"While it would be easy for me to say that technology is the silver bullet for marketing operations, neglecting people and processes will cause the entire operation to collapse in on itself."
BOULDER, CO, October 09, 2018 /24-7PressRelease/ -- Kapost, partner to marketers building their content operation, today launched its tools for content operations. This first-of-its-kind resource kit includes the Content Operations Self-Assessment and Workshop Facilitation Cards.
In addition to Kapost's platform to support marketing teams, Kapost created its tools for content operations to help these teams solve the people and process challenges of content creation and management. The tools for content operations are based on the collective experience and insights from Kapost's marketing and services teams, who over years identified patterns and similarities in the obstacles their customers faced at midmarket and enterprise organizations.
"I'm confident in these two intertwined truths: Technology alone isn't the answer to marketers' problems, and content operations is the future of content marketing—which is a grown-up content marketing framework that delivers value across the entire organization, not just the marketing team," said Toby Murdock, CEO and co-founder of Kapost. "We're committed to providing not just technology but also support for the people and processes which enable marketers to get the right content to their customers at the right time."
A content operation is the people, processes and technology involved in planning, creating, distributing and analyzing marketing content. Within a content operation, the processes that govern the customer journey enable people to have visibility and collaborate effectively during the content lifecycle.
"While it would be easy for me to say that technology is the silver bullet for marketing operations, neglecting people and processes will cause the entire operation to collapse in on itself," said Murdock. "A content operation with fully integrated people, process and technology is how organizations can more judiciously target strategic contexts that actually move the needle on buying decisions—without creating excessive content to pollute an already congested marketplace."
The tools in detail are:
A 10-minute Content Operations Self-Assessment that benchmarks the current state of an organization's content operation and identifies the root causes of present challenges. The results provide in-depth analysis and actionable next steps to improve the maturity of the content operation.
The Workshop Facilitation Cards is a downloadable card deck of activities and conversation prompts to break down silos and facilitate discussions that help frame how an organization approaches their content operation.
These tools are inspired by lessons learned from the content operation workshops Kapost delivers for customers who are investing in building and managing their content operation.
"At the Kapost workshop, I saw my team work together to land in smarter, stronger places. We realized how much we could accomplish beyond just having a MarTech platform," said Holly Osborne, VP of Brand and Marketing Programs at Ciena, a Kapost customer. "Kapost helped us jump about 10 steps past where we were and partners with us all the way through while we execute our plan. This isn't about content and assets. This is about creating a maturity and level of sophistication in our marketing practice."
The assessment and deck are available at https://kapost.com/content-operation-tools/.
Kapost partners with marketers as they build and manage a content operation that produces and delivers the right content to the right customer at the right time at scale. Kapost offers benchmarked, expert consulting services and a comprehensive software platform to support marketers as they apply a new operating model to the processes and software with which they plan, produce, distribute and analyze marketing content. Marketing teams at IBM, GE, FedEx, Ciena, Salesforce, AT&T, Extreme Networks, DatAvail and more are investing in a content operation. Join the content operation conversation on Twitter and LinkedIn.
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