Building a Content Marketing Machine

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

Building a Content Marketing Machine

  1. 1. Building a ContentMarketing Machine Toby Murdock Content Marketing Bootcamp February 21, 2013
  2. 2. Agenda: Building a MachineTeamStrategic StructureIdeasPlanningProductionDistribution Top of the Funnel Middle of the Funnel Bottom of the FunnelAnalysis
  3. 3. Agenda: Building a MachineTeamStrategic StructureIdeasPlanningProductionDistribution Top of the Funnel Middle of the Funnel Bottom of the FunnelAnalysis
  4. 4. Team
  5. 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. 6. Strategic Structure
  7. 7. Your Sweet Spot The Buyers Interests
  8. 8. Your Sweet Spot The Buyers Interests Your Brands Expertise
  9. 9. Your Sweet Spot Focus of Your Content
  10. 10. Content Strategic Structure Personas PersonaA PersonaB PersonaC Stage1Buyers Journey Stage2 Stage3
  11. 11. Ideas
  12. 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. 13. Planning
  14. 14. Internal Direct Voice of Social Voice ofCustomer Customer
  15. 15. 4 3
  16. 16. 4 34 1 7 1 1 1 3
  17. 17. 4 34 1 7 1 1 1 3
  18. 18. 4 1 7 1 1 1 3 18
  19. 19. Jan. Apr. Jul. Oct.Feb. May Aug. Nov.Mar. Jun. Sep. Dec.
  20. 20. Content Marketing Bootcamp February 21, 2013 San Francisco, Californiahosted by

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