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Building a Content Marketing Machine

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Presented by Toby Murdock, CEO & Founder at Kapost, during Content Marketing Bootcamp San Francisco. #contentcamp

Presented by Toby Murdock, CEO & Founder at Kapost, during Content Marketing Bootcamp San Francisco. #contentcamp

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  • 1. Building a ContentMarketing Machine Toby Murdock Content Marketing Bootcamp February 21, 2013
  • 2. Agenda: Building a MachineTeamStrategic StructureIdeasPlanningProductionDistribution Top of the Funnel Middle of the Funnel Bottom of the FunnelAnalysis
  • 3. Agenda: Building a MachineTeamStrategic StructureIdeasPlanningProductionDistribution Top of the Funnel Middle of the Funnel Bottom of the FunnelAnalysis
  • 4. Team
  • 5. Idea Generators, Distribution /Subject Matter Experts "Customers" Content Producers & Approvers Top of Funnel Internal Managing Middle of Funnel Editors External Bottom of Funnel (Sales)
  • 6. Strategic Structure
  • 7. Your Sweet Spot The Buyers Interests
  • 8. Your Sweet Spot The Buyers Interests Your Brands Expertise
  • 9. Your Sweet Spot Focus of Your Content
  • 10. Content Strategic Structure Personas PersonaA PersonaB PersonaC Stage1Buyers Journey Stage2 Stage3
  • 11. Ideas
  • 12. Content Ideas Source Process Internal Voice of the Idea Submission & Customer: Sales, Follow-up Service, Support Social Listening Social Team Influencers Social Team Direct Voice of the Interviews, Surveys Customer
  • 13. Planning
  • 14. Internal Direct Voice of Social Voice ofCustomer Customer
  • 15. 4 3
  • 16. 4 34 1 7 1 1 1 3
  • 17. 4 34 1 7 1 1 1 3
  • 18. 4 1 7 1 1 1 3 18
  • 19. Jan. Apr. Jul. Oct.Feb. May Aug. Nov.Mar. Jun. Sep. Dec.
  • 20. Content Marketing Bootcamp February 21, 2013 San Francisco, Californiahosted by

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