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Building a Content Marketing Machine
 

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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    Building a Content Marketing Machine Building a Content Marketing Machine Presentation Transcript

    • Building a ContentMarketing Machine Toby Murdock Content Marketing Bootcamp February 21, 2013
    • Agenda: Building a MachineTeamStrategic StructureIdeasPlanningProductionDistribution Top of the Funnel Middle of the Funnel Bottom of the FunnelAnalysis
    • Agenda: Building a MachineTeamStrategic StructureIdeasPlanningProductionDistribution Top of the Funnel Middle of the Funnel Bottom of the FunnelAnalysis
    • Team
    • Idea Generators, Distribution /Subject Matter Experts "Customers" Content Producers & Approvers Top of Funnel Internal Managing Middle of Funnel Editors External Bottom of Funnel (Sales)
    • Strategic Structure
    • Your Sweet Spot The Buyers Interests
    • Your Sweet Spot The Buyers Interests Your Brands Expertise
    • Your Sweet Spot Focus of Your Content
    • Content Strategic Structure Personas PersonaA PersonaB PersonaC Stage1Buyers Journey Stage2 Stage3
    • Ideas
    • 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
    • Planning
    • Internal Direct Voice of Social Voice ofCustomer Customer
    • 4 3
    • 4 34 1 7 1 1 1 3
    • 4 34 1 7 1 1 1 3
    • 4 1 7 1 1 1 3 18
    • Jan. Apr. Jul. Oct.Feb. May Aug. Nov.Mar. Jun. Sep. Dec.
    • Content Marketing Bootcamp February 21, 2013 San Francisco, Californiahosted by