5 takeaways from Kapost's new book, "Mastering One Voice"

Written by: Chuck Leddy

Celebrating the launch of Kapost’s new book, Mastering One Voice.

Members of the Boston Content community came together on February 27th to network and hear about content operations, the subject of Kapost’s new book, Mastering One Voice, written by Toby Murdock and Zoe Randolph. The authors were interviewed at More Than Words Bookstore (in the South End) by Boston Content Executive Director, Sarah Dudley.

If you weren't able to make it to this event, here are five key takeaways for content marketers:

1. Content operations, defined - The authors championed the idea of content operations, which means organizational alignment around content strategy, content creation, and content distribution. As Mastering One Voice co-author, and CEO of Kapost (a content operations platform), Toby Murdock shared, “there needs to be in large organizations some function that’s keeping everything [around content] coordinated, and that’s what gave birth to this notion of content operations.”  

2. Row the [content] boat, together - Murdock explained the impetus for writing the book: too many brands are generating too much content that’s disconnected from a single, core strategic message. The result? Content cacophony and customer confusion. Before any content gets created or shared externally, said Murdock, “brands need to take a deep breath and first figure out what they’re doing internally to ensure they’re all rowing in the same direction, talking the same language to their customers.”  

3. Storytelling matters - While Murdock and Randolph acknowledged the importance of technology in content operations, they championed content creativity as a key competitive advantage for brands. “Human beings are story-consuming creatures, and we really learn things through stories,” said Murdock. Data doesn’t engage hearts and minds, but stories always have and always will.  

4. Less (content) is often more - The authors also talked less about the pure volume or cadence of content and more about content’s focus and consistency across channels and formats. “Make less matter more,” recommended Murdock. “Take the time to be organized internally, even if that means producing less content. But that [less] content will matter more because we’re all on the same page internally and can be more effective externally.” As carpenters like to say, measure twice and cut once.  

5. Internal alignment required - Much of the content chaos the authors described on Thursday night comes from siloed internal functions, systems, and stakeholders. Alignment won’t happen by accident, but is the result of systematic, structured (and sometimes less-structured) internal communication. As Randolph explained, “One of the things that’s really useful when people are talking about content operations is getting a bunch of different perspectives [in the room], because the way that a CMO is thinking about this is so different than the way a content creator is thinking about it.”

To learn even more about "Mastering One Voice," visit the book's website.

For more info about content operations and Kapost, see: https://kapost.com/kpstdm/

To view (former BCG Executive Director) Katie Martell's Facebook Live interview with Toby and Zoe (it's on-demand), click here.

Meet Sarah Dudley, Boston Content's New Executive Director

It’s an exciting new chapter for Boston Content!

Sarah Dudley will be stepping in as the organization’s new Executive Director to oversee continued growth for New England’s largest organization for content professionals.

Get to know Sarah here:

Her career to-date and today at IBM:

I’ve spent the last 6 years at IBM working across a variety of roles spanning content marketing, communications, social media, and product marketing. In these various functions, I’ve been able to work on exciting technologies that shape and change how we live and work like the cloud, blockchain and the Internet of Things (IoT).

Right now, I’m in IoT working on solutions for smart buildings. This means helping real estate and facilities managers understand how to best use their spaces, create environments for their employees to improve collaboration and productivity,  and make sure everything runs smoothly while balancing the rising cost of real estate. We actually have a virtual assistant for buildings named Sarah that we take around to tradeshows. She looks oddly like me too so we tell people she was created in my likeness. It’s my claim to fame. 

View fullsize

Before IBM, I worked at both GE Aviation and Hasbro as I was working towards my MBA. With limited marketing experience up to that point, I spent my extra time volunteering with the American Marketing Association running their social media accounts. Doing this while I was in grad school was a key element of building my resume to set me up for the career I wanted! It’s why I find communities like Boston Content SO important.

In 2016, I was named a Top Millennial in Marketing to Follow by LinkedIn. I’ve always been a huge advocate of using social media to grow your personal brand and had spent the years prior doing so. Today, beyond my work at IBM, I have my own blog and podcast where I talk personal development across many areas of life. 

The role of content played in her career journey:

I was (and still am) a huge book nerd so I have always appreciated and recognized a good story. Character plots fascinate me and I love digging into why certain stories work and others don’t. So I’ve always been drawn to the content/creative side of marketing. But when I got started in marketing 9 years ago, content marketing wasn’t really a discipline yet. 

I remember my first few years at IBM when the title of content marketing manager didn’t even exist yet but there was this ill-defined role emerging around it. So I put myself at the forefront of it and have been able to watch it transform into the practice it is today.

Only 6 years later it’s now an entire discipline with specified career paths, best practices, and top-tier marketers. I’ve actually recently moved into a product marketing role because I want to expand my skill set but it was a hard move to shift from the core content function that has shaped so much of my career. But luckily I can get all the content love again with the Boston Content community!

Why content is so important now for all brands:

No matter what your title is, people are people. We have emotions, challenges, aspirations, and fears. When we are buying something for ourselves or as a decision-maker for our organization, we don’t want to feel sold to.

People want to feel connected to the brands they engage with and buy from.

They want to buy from brands that care about building a relationship. They want a company that shares their values. And they want to be entertained. Posting consistent, engaging content in the places that your audience lives is critical to staying competitive. 

What’s special about the Boston Content community:

I’ve said it before and I’ll say it again...this community has a unique energy. Think of how much creativity is in the room when 100 Boston Content members get together! And this group of marketers is eager for the opportunity to talk to other content peeps and hear about how they are addressing similar challenges. It’s still a relatively new discipline but it’s growing rapidly and there is so much opportunity to share best practices, make new connections and friends, and get free pizza. 

Her hopes for the future of this group:

I want this to be the coolest, most resourceful community for content marketers in Boston. 

Since it already is that, I’d really like to give people even more opportunities for connection. This may be in the form of an online community or forum where members can share ideas, ask questions, or we can host live Q&As. Many of our members are storytellers in some way, shape or form. I’d love to highlight more of the work our members are doing and spotlight who they are. And ultimately continue to provide more resources and education for members in various stages of their careers or those seeking content jobs. This could also be in the form of creating opportunities for mentorship between members.   

What she does outside her day job:

I’m a personal development dork. I’ve seen in real life how powerful it is to have a mindset of positivity, growth, and self-awareness and I just love talking about it, reading about it, and implementing new ideas.

I have a podcast with one of my friends from college called the Entry Level Podcast and we talk about navigating the first 10 years of your career. And my blog, Flourish to Conquer,  is all about different areas of personal development including spirituality, relationships, fitness, finances, etc.

I grew up in a pretty different world than the one I occupy today and it’s inspired in me a deep respect for our ability to craft the lives we want. But it requires a dedication to lifelong learning and growing - so if you ever want to get me yammering on forever, just ask me what I’m reading about personal development these days.

Her one piece of advice to anyone in marketing as we head into 2020.

Join TikTok to see what the kids are up to. And remember that you really don’t need that many buzzwords in one paragraph. Talk to your audience like you’re talking to a human...because you are!

 The one quote she lives by:

“Change can be scary but you know what’s scarier? Allowing fear to stop you from growing, evolving and progressing.” - Mandy Hale  

Call for volunteers!

If you’re interested in helping grow any of the initiatives mentioned above, or expand your social, digital or event planning skills, we’d love to have you join us as a volunteer.

Email bostoncontent @ gmail.com if you’re interested!

To learn more about Sarah, follow her on Twitter @sarahdudley3

Content 2020 Survey Results

Katie Martell, former Executive Director, Boston Content

In late November, we surveyed Boston’s growing community of content professionals to understand more about our city, this industry, and what’s top of mind heading into 2020. Here’s what we learned.

About this community

The majority of content professionals surveyed are in marketing (86%) with other representation from producers, creatives, analysts, and operations. We see strong representation from brand-side marketers working in manager-level roles (42%).

Q: Job Level

Proving the ubiquity of content, our survey revealed a large number of industries represented, though the majority of content professionals here are fueling Software / SaaS organizations (38%):

• Software / SaaS

• IT

• Advertising / PR

• Business Services

• Construction

• Doctor/Dentist

• Healthcare

• ECommerce

• Banking/Insurance

• College/University

• Retail

• Telecom

• Transportation

• Staffing

• Private Equity

• Med Device

• Media

• Manufacturing

• Nonprofit

• Pharma

Content outsourcing

A majority of content professionals (56%) currently outsource content creation to contractors and/or freelancers, with an additional 8% planning to in 2020. The remaining 36% manage content creation in-house.

Q: Do you outsource any content to contractors and/or freelancers?

Top content challenges in 2020

When asked what content challenges they foresee for 2020, a majority (69%) of our survey responded that scaling content creation would be their #1 challenge.

56% felt that the quality of content produced posed the top challenge, while just over half of businesses say proving the value of content will be a challenge next year.

In addition, 45% of respondents expect to struggle to find writers with subject-matter expertise.

Q: What content challenges do you foresee for 2020? Check all that apply

Other challenges expected include:

• Content operations

• Adapting to new publishing tools (e.g. CMS)

• Chasing after writers to meet their deadlines (….as a writer, I feel this.)

• Meeting demand gen demands for content that is just a vehicle for keyword stuffing (ouch)

• SEO

• Writing content that converts leads organically

• Breaking through the noise since so many companies create similar content (Amen)

• Securing creative resources for video and design work

• Proving the value of related technology (web analytics, marketing automation, etc.)

Content-related spending for 2020

Where are most teams INCREASING their content-related spending next year?

On content creation, mostly, according to 56% of our respondents. The rest of the pack will spend more in design (36%), marketing staff (34%), and marketing technology (30%) than this year. Paid distribution will see more investment from 23% of our respondents, while other teams expect to increase their spend on:

• SEO consultants

• UX writing staff

• Freelancers

• New website design

Q: Where do you anticipate increasing your content-related spend in 2020? Check all that apply.

Content goals

Why invest in content and content marketing?

According to our respondents, for brand awareness (57%), thought leadership (50%), and building trust with audiences (45%).

Q: What are your top goals for content in 2020?

Other stated goals for content in 2020 include:

• Customer retention / renewal (42%) showing the impact of content after the initial sale

• Site traffic (40%)

• Driving net-new names to our marketable database (38%)

• Accelerate sales process (34%)

• Engage target accounts (ABM) (31%)

Thank you to everyone who participated in our Content 2020 survey!

About the Survey

The survey was conducted by Boston Content between November 20th - 27th, 2019. 77 individuals completed the study, the majority based in Boston Massachusetts, US, and surrounding communities.

About Boston Content

Boston Content is the city's largest non-profit community for content marketers, producers, and strategists offering tips, tools, networking, workshops, job opportunities, and events to cultivate a fast-growing profession in a city of innovation. Join here.

About the Author

Katie Martell is the former Executive Director of Boston Content, and is known as an “unapologetic marketing truth-teller” and “one of the most interesting people in B2B marketing.” With a distinct opinion and independent perspective, Katie is a frequent speaker and emcee at marketing, technology, business, and digital conferences in the US and internationally. Follow her on Twitter @KatieMartell and subscribe to The World’s Best Newsletter at Katie-Martell.com.