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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
MARKE...
SOUNDS GREAT, BUT…
•  60-70% OF CONTENT GOES UNUSED* (IT’S
TOO PRODUCT-CENTRIC)
•  BRANDS STRUGGLE TO CREATE ENOUGH
BUYER-...
LEADING TO INEFFICIENT,
INEFFECTIVE, & INCOHERENT
CONTENT ACROSS THE
ORGANIZATION
WEB/
SOCIAL
SALES CUSTOMER
SUCCESS
PRODU...
THE SOLUTION?
ORGANIZE A SINGLE, TRANSPARENT PROCESS
WEB/SOCIAL
MARKETING
OPS
SALES
CUSTOMER
SUCCESS
PRODUCT
MARKETING
MAR...
STEP ONE
DEFINE STRATEGY
BEHIND EVERY SOLUTION IS A PROBLEM
•  IDENTIFY TARGET
PERSONAS
•  MAP THE INTERESTS &
NEEDS AT EACH STAGE
...
STEP TWO
IDENTIFY IMPORTANT ROLES
CONTENT OPERATIONS
WEB/SOCIAL
MARKETING
OPS
SALES
CUSTOMER
SUCCESS
MAR COM /
CORPORATE
MARKETING
...
STEP THREE
CREATE AN EDITORIAL BOARD
•  STAKEHOLDER FROM
EACH DEPARTMENT
•  MEET QUARTERLY TO
DISCUSS INITIATIVES
•  REVIEW SHARED
CA...
STEP FOUR
HIRE A MANAGING EDITOR
MANAGING EDITOR IS TO CONTENT, WHAT PRODUCT
MANAGER IS TO PRODUCT
•  “OWNS” CONTENT
•  ORGANIZES TH...
STEP FIVE
GENERATE CONTENT IDEAS
COMING UP WITH THE CONTENT IDEAS
•  ALL BOARD MEMBERS
BRING CONTENT IDEAS
TO THE TABLE
•  IDENTIFY ...
STEP SIX
PLAN CAMPAIGNS BY YEAR &
QUARTER
FOCUS ON FOUR MAIN AREAS
•  THEMES
•  PRODUCT & FEATURE
RELEASES
•  MAJOR EVENTS
•  CONTE...
BUT HOW?
PLAN CAMPAIGNS BY YEAR &
QUARTER
•  SCHEDULE ACROSS
QUARTERLY CALENDAR
•  START 3-4 QUARTERS
AHEAD
•  90 DAYS BEF...
STEP SEVEN
FILL THE MONTHLY CALENDAR
USING THE CONTENT PILLAR APPROACH
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM OF FUNNEL
BELOW THE FUNN...
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:
•  WHA...
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
•  T...
LET’S REVIEW
HOW TO CREATE A UNIFIED
CONTENT PROCESS
IN TEN STEPS
1.  DEFINE YOUR STRATEGY
2.  IDENTIFY IMPORTANT ROLES
3.  CREATE AN E...
THANK YOU!
TOBY MURDOCK
CEO & FOUNDER
@TOBYMURDOCK
WWW.KAPOST.COM
Funnelholic Webinar: 10 Steps to a Unified Content Marketing Operation
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

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

  1. 1. 10 STEPS TO A UNIFIED CONTENT MARKETING OPERATION TOBY MURDOCK CEO & CO-FOUNDER, KAPOST @TOBYMURDOCK
  2. 2. TOBY MURDOCK CEO & CO-FOUNDER, KAPOST @TOBYMURDOCK
  3. 3. CONTENT MARKETING HAS A PROCESS PROBLEM.
  4. 4. BUSINESS UNITS ESTABLISH CREATION & DISTRIBUTION PROCESSES INDEPENDENTLY. WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
  5. 5. 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
  6. 6. LEADING TO INEFFICIENT, INEFFECTIVE, & INCOHERENT CONTENT ACROSS THE ORGANIZATION WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
  7. 7. THE SOLUTION? ORGANIZE A SINGLE, TRANSPARENT PROCESS WEB/SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM
  8. 8. STEP ONE
  9. 9. 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
  10. 10. STEP TWO
  11. 11. IDENTIFY IMPORTANT ROLES CONTENT OPERATIONS WEB/SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS MAR COM / CORPORATE MARKETING PRODUCT MARKETING SUBJECT MATTER EXPERTISE POLISH & COMMUNICATIONS DISTRIBUTION
  12. 12. STEP THREE
  13. 13. 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.
  14. 14. STEP FOUR
  15. 15. 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
  16. 16. STEP FIVE
  17. 17. 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
  18. 18. STEP SIX
  19. 19. PLAN CAMPAIGNS BY YEAR & QUARTER FOCUS ON FOUR MAIN AREAS •  THEMES •  PRODUCT & FEATURE RELEASES •  MAJOR EVENTS •  CONTENT PILLARS (MORE ON THAT IN A MINUTE…)
  20. 20. BUT HOW? PLAN CAMPAIGNS BY YEAR & QUARTER •  SCHEDULE ACROSS QUARTERLY CALENDAR •  START 3-4 QUARTERS AHEAD •  90 DAYS BEFORE LAUNCH, FILL IN THE DETAILS
  21. 21. STEP SEVEN
  22. 22. FILL THE MONTHLY CALENDAR USING THE CONTENT PILLAR APPROACH TOP OF FUNNEL MIDDLE OF FUNNEL BOTTOM OF FUNNEL BELOW THE FUNNEL
  23. 23. 4 3
  24. 24. 4 4 1 7 1 1 3 1 3
  25. 25. 4 4 1 7 1 1 3 1 3
  26. 26. 4 1 7 1 1 3 1 18
  27. 27. SCHEDULE ASSETS ACROSS THE MONTHLY CALENDAR
  28. 28. STEP EIGHT
  29. 29. MANAGE WORKFLOW ASSIGNING RESPONSIBILITIES & TIMELINES •  COMMUNICATION & VISIBILITY •  FOR EACH TASK, ESTABLISH A: •  WHAT? •  WHO? •  WHEN? WHO WHAT WHEN
  30. 30. STEP NINE
  31. 31. DISTRIBUTE CONTENT ACROSS THE FUNNEL WEB & SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS
  32. 32. STEP TEN
  33. 33. 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
  34. 34. LET’S REVIEW
  35. 35. 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
  36. 36. THANK YOU! TOBY MURDOCK CEO & FOUNDER @TOBYMURDOCK WWW.KAPOST.COM
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