The Derivative Content Model: How to Produce the Right Content for the Right Context at Scale


Currently, marketing is going content crazy. According to SiriusDecisions, the average B2B marketer is spending about half of their time creating content, yet 70% of that content typically goes unused*.

Plus, in the new digital era, marketers are under more pressure than ever before to deliver strategic content that is relevant across the entire buyer journey. Delivering the right content to the right buyer at the right time means being conscious of the multiple contexts that affect your messaging: customer journey, persona, channel, geography, and a whole lot more. 

How can marketing win? By changing the rules and producing less content.

Yes, you heard right. Less content.

In this white paper, journey into Securita's content operation, a (fictitious) company that experiences the many real-life challenges marketers face when trying to deliver optimally tailored content across many spectrums. See how they repurpose content—versus constantly starting from scratch—to cover all of their necessary contexts with an aligned message.

About Kapost

Kapost is a B2B marketing operating system that enables marketers to manage the marketing function amid the complexity of the digital age. Kapost aligns your organization's teams, tools, and channels, so you can effectively execute, distribute, and analyze content across your buyer's journey.