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Funnelholic Webinar: 10 Steps to a Unified Content Marketing Operation
 

Funnelholic Webinar: 10 Steps to a Unified Content Marketing Operation

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Funnelholic Webinar: 10 Steps to a Unified Content Marketing Operation Funnelholic Webinar: 10 Steps to a Unified Content Marketing Operation Presentation Transcript

  • 10 STEPS TO A UNIFIED CONTENT MARKETING OPERATION TOBY MURDOCK CEO & CO-FOUNDER, KAPOST @TOBYMURDOCK
  • TOBY MURDOCK CEO & CO-FOUNDER, KAPOST @TOBYMURDOCK
  • CONTENT MARKETING HAS A PROCESS PROBLEM.
  • BUSINESS UNITS ESTABLISH CREATION & DISTRIBUTION PROCESSES INDEPENDENTLY. WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
  • SOUNDS GREAT, BUT… •  60-70% OF CONTENT GOES UNUSED* (IT’S TOO PRODUCT-CENTRIC) •  BRANDS STRUGGLE TO CREATE ENOUGH BUYER-CENTRIC CONTENT •  INCONSISTENT MESSAGING IS DELIVERED TO BUYERS AT DIFFERENT STAGES OF THE FUNNEL •  THERE’S NO VISIBILITY INTO OVERARCHING INITIATIVES *SIRIUSDECISIONS, MAY 2013
  • LEADING TO INEFFICIENT, INEFFECTIVE, & INCOHERENT CONTENT ACROSS THE ORGANIZATION WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
  • THE SOLUTION? ORGANIZE A SINGLE, TRANSPARENT PROCESS WEB/SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM
  • STEP ONE
  • DEFINE STRATEGY BEHIND EVERY SOLUTION IS A PROBLEM •  IDENTIFY TARGET PERSONAS •  MAP THE INTERESTS & NEEDS AT EACH STAGE OF THE FUNNEL •  WHAT IS THE PROBLEM YOUR SOLUTION SOLVES? SOLUTION PROBLEM
  • STEP TWO
  • IDENTIFY IMPORTANT ROLES CONTENT OPERATIONS WEB/SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS MAR COM / CORPORATE MARKETING PRODUCT MARKETING SUBJECT MATTER EXPERTISE POLISH & COMMUNICATIONS DISTRIBUTION
  • STEP THREE
  • CREATE AN EDITORIAL BOARD •  STAKEHOLDER FROM EACH DEPARTMENT •  MEET QUARTERLY TO DISCUSS INITIATIVES •  REVIEW SHARED CALENDAR & RESPONSIBILITIES GIVE EVERYONE A SEAT AT THE TABLE. LITERALLY.
  • STEP FOUR
  • HIRE A MANAGING EDITOR MANAGING EDITOR IS TO CONTENT, WHAT PRODUCT MANAGER IS TO PRODUCT •  “OWNS” CONTENT •  ORGANIZES THE MAIN IDEAS INTO CAMPAIGNS •  QUALITY & CONSITENCY CONTROL •  DISTRIBUTES CONTENT TO RELEVANT BUSINESS UNITS
  • STEP FIVE
  • GENERATE CONTENT IDEAS COMING UP WITH THE CONTENT IDEAS •  ALL BOARD MEMBERS BRING CONTENT IDEAS TO THE TABLE •  IDENTIFY OVERLAP & COMPLEMENTARY THEMES •  ESTABLISH ONGOING COMMUNICATION CHANNELS FOR IDEA GENERATION
  • STEP SIX
  • PLAN CAMPAIGNS BY YEAR & QUARTER FOCUS ON FOUR MAIN AREAS •  THEMES •  PRODUCT & FEATURE RELEASES •  MAJOR EVENTS •  CONTENT PILLARS (MORE ON THAT IN A MINUTE…)
  • BUT HOW? PLAN CAMPAIGNS BY YEAR & QUARTER •  SCHEDULE ACROSS QUARTERLY CALENDAR •  START 3-4 QUARTERS AHEAD •  90 DAYS BEFORE LAUNCH, FILL IN THE DETAILS
  • STEP SEVEN
  • FILL THE MONTHLY CALENDAR USING THE CONTENT PILLAR APPROACH TOP OF FUNNEL MIDDLE OF FUNNEL BOTTOM OF FUNNEL BELOW THE FUNNEL
  • 4 3
  • 4 4 1 7 1 1 3 1 3
  • 4 4 1 7 1 1 3 1 3
  • 4 1 7 1 1 3 1 18
  • SCHEDULE ASSETS ACROSS THE MONTHLY CALENDAR
  • STEP EIGHT
  • MANAGE WORKFLOW ASSIGNING RESPONSIBILITIES & TIMELINES •  COMMUNICATION & VISIBILITY •  FOR EACH TASK, ESTABLISH A: •  WHAT? •  WHO? •  WHEN? WHO WHAT WHEN
  • STEP NINE
  • DISTRIBUTE CONTENT ACROSS THE FUNNEL WEB & SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS
  • STEP TEN
  • MEASURE RESULTS DISCOVER WHAT’S WORKING (AND WHAT’S NOT) 12 21 35 68 142 MAR 2012 JUN 2012 SEP 2012 DEC 2012 MAR 2013 •  TRACK THE RIGHT METRICS FOR YOUR BUSINESS GOALS •  INCREASE BUY-IN & BUDGET •  USE DATA TO INFORM FUTURE CONTENT DECISIONS
  • LET’S REVIEW
  • HOW TO CREATE A UNIFIED CONTENT PROCESS IN TEN STEPS 1.  DEFINE YOUR STRATEGY 2.  IDENTIFY IMPORTANT ROLES 3.  CREATE AN EDITORIAL BOARD 4.  HIRE SOMONE WHO WILL “OWN” CONTENT 5.  GENERATE CONTENT IDEAS 6.  PLAN QUARTERLY THEMES & CAMPAIGNS 7.  CREATE A CONTENT PILLAR & ADD ASSETS TO MONTHLY CALENDAR 8.  MANAGE WORKFLOW & RESPONSIBILITIES 9.  DISTRIBUTE CONTENT ASSETS AT ALL STAGES OF THE FUNNEL 10.  MEASURE THE RESULTS
  • THANK YOU! TOBY MURDOCK CEO & FOUNDER @TOBYMURDOCK WWW.KAPOST.COM