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The 7 Steps to Successful Content Marketing: Toby Murdock - Marketo Summit 2013

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Kapost
Kapost

Toby Murdock, CEO of Kapost, presents on how to structure and implement a content marketing strategy within your organization.

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Page       ©  2013  Marketo,  Inc.     #mus13  Page       ©  2013  Marketo,  Inc.     #mus13   How to Build a Content Marketing Machine Toby  Murdock   Kapost    
Page       ©  2013  Marketo,  Inc.     #mus13   About Me Toby  Murdock   CEO,  Kapost  
Page       ©  2013  Marketo,  Inc.     #mus13   How to Build a Content Marketing Machine •  Strategy   •  Process   •  Team   •  Idea@on   •  Planning   •  Produc@on   •  Distribu@on  
Page       ©  2013  Marketo,  Inc.     #mus13   STRATEGY
Page       ©  2013  Marketo,  Inc.     #mus13   Marketing is a Bad Date
Page       ©  2013  Marketo,  Inc.     #mus13   "Behind Every Solution is a Problem"
Page       ©  2013  Marketo,  Inc.     #mus13   Strategic Structure PersonaA PersonaB PersonaC Stage1 Stage2 Stage3 Personas Buyer'sJourney
Page       ©  2013  Marketo,  Inc.     #mus13   PROCESS
Page       ©  2013  Marketo,  Inc.     #mus13   Content Marketing Process Ideation Planning Production AnalysisDistribution
Page       ©  2013  Marketo,  Inc.     #mus13   TEAM
Page       ©  2013  Marketo,  Inc.     #mus13   Content Marketing Process Ideation Planning Production AnalysisDistribution COLLABORATION
Page       ©  2013  Marketo,  Inc.     #mus13   Editorial Board
Page       ©  2013  Marketo,  Inc.     #mus13   Managing Editor
Page       ©  2013  Marketo,  Inc.     #mus13   IDEATION
Page       ©  2013  Marketo,  Inc.     #mus13   Ideation Internal   Listening   Direct   Sales Services Support Social Networks Blogs Q&A Interviews Surveys
Page       ©  2013  Marketo,  Inc.     #mus13   PLANNING
Page       ©  2013  Marketo,  Inc.     #mus13   Planning
Page       ©  2013  Marketo,  Inc.     #mus13   Planning 4 3
Page       ©  2013  Marketo,  Inc.     #mus13   Planning 4 4 1 7 1 1 31 3
Page       ©  2013  Marketo,  Inc.     #mus13   Planning 4 4 1 7 1 1 31 3
Page       ©  2013  Marketo,  Inc.     #mus13   Planning
Page       ©  2013  Marketo,  Inc.     #mus13   PRODUCTION
Page       ©  2013  Marketo,  Inc.     #mus13   Content: Take Risks, Entertain
Page       ©  2013  Marketo,  Inc.     #mus13   Collaboration: Define Workflow
Page       ©  2013  Marketo,  Inc.     #mus13   DISTRIBUTION
Page       ©  2013  Marketo,  Inc.     #mus13   Distribution: Top of the Funnel
Page       ©  2013  Marketo,  Inc.     #mus13   Distribution: Middle of the Funnel Circulate Subscribe Customize BuildTrust EarnValueExchangeRelevance!
Page       ©  2013  Marketo,  Inc.     #mus13   Distribution: Bottom of the Funnel
Page       ©  2013  Marketo,  Inc.     #mus13   Distribution: Retention
Page       ©  2013  Marketo,  Inc.     #mus13   Learn More kapost.com/resources  
Page       ©  2013  Marketo,  Inc.     #mus13   Thank  You!   @tobymurdock   @kapost   www.kapost.com  

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The 7 Steps to Successful Content Marketing: Toby Murdock - Marketo Summit 2013

  • 1. Page       ©  2013  Marketo,  Inc.     #mus13  Page       ©  2013  Marketo,  Inc.     #mus13   How to Build a Content Marketing Machine Toby  Murdock   Kapost    
  • 2. Page       ©  2013  Marketo,  Inc.     #mus13   About Me Toby  Murdock   CEO,  Kapost  
  • 3. Page       ©  2013  Marketo,  Inc.     #mus13   How to Build a Content Marketing Machine •  Strategy   •  Process   •  Team   •  Idea@on   •  Planning   •  Produc@on   •  Distribu@on  
  • 4. Page       ©  2013  Marketo,  Inc.     #mus13   STRATEGY
  • 5. Page       ©  2013  Marketo,  Inc.     #mus13   Marketing is a Bad Date
  • 6. Page       ©  2013  Marketo,  Inc.     #mus13   "Behind Every Solution is a Problem"
  • 7. Page       ©  2013  Marketo,  Inc.     #mus13   Strategic Structure PersonaA PersonaB PersonaC Stage1 Stage2 Stage3 Personas Buyer'sJourney
  • 8. Page       ©  2013  Marketo,  Inc.     #mus13   PROCESS
  • 9. Page       ©  2013  Marketo,  Inc.     #mus13   Content Marketing Process Ideation Planning Production AnalysisDistribution
  • 10. Page       ©  2013  Marketo,  Inc.     #mus13   TEAM
  • 11. Page       ©  2013  Marketo,  Inc.     #mus13   Content Marketing Process Ideation Planning Production AnalysisDistribution COLLABORATION
  • 12. Page       ©  2013  Marketo,  Inc.     #mus13   Editorial Board
  • 13. Page       ©  2013  Marketo,  Inc.     #mus13   Managing Editor
  • 14. Page       ©  2013  Marketo,  Inc.     #mus13   IDEATION
  • 15. Page       ©  2013  Marketo,  Inc.     #mus13   Ideation Internal   Listening   Direct   Sales Services Support Social Networks Blogs Q&A Interviews Surveys
  • 16. Page       ©  2013  Marketo,  Inc.     #mus13   PLANNING
  • 17. Page       ©  2013  Marketo,  Inc.     #mus13   Planning
  • 18. Page       ©  2013  Marketo,  Inc.     #mus13   Planning 4 3
  • 19. Page       ©  2013  Marketo,  Inc.     #mus13   Planning 4 4 1 7 1 1 31 3
  • 20. Page       ©  2013  Marketo,  Inc.     #mus13   Planning 4 4 1 7 1 1 31 3
  • 21. Page       ©  2013  Marketo,  Inc.     #mus13   Planning
  • 22. Page       ©  2013  Marketo,  Inc.     #mus13   PRODUCTION
  • 23. Page       ©  2013  Marketo,  Inc.     #mus13   Content: Take Risks, Entertain
  • 24. Page       ©  2013  Marketo,  Inc.     #mus13   Collaboration: Define Workflow
  • 25. Page       ©  2013  Marketo,  Inc.     #mus13   DISTRIBUTION
  • 26. Page       ©  2013  Marketo,  Inc.     #mus13   Distribution: Top of the Funnel
  • 27. Page       ©  2013  Marketo,  Inc.     #mus13   Distribution: Middle of the Funnel Circulate Subscribe Customize BuildTrust EarnValueExchangeRelevance!
  • 28. Page       ©  2013  Marketo,  Inc.     #mus13   Distribution: Bottom of the Funnel
  • 29. Page       ©  2013  Marketo,  Inc.     #mus13   Distribution: Retention
  • 30. Page       ©  2013  Marketo,  Inc.     #mus13   Learn More kapost.com/resources  
  • 31. Page       ©  2013  Marketo,  Inc.     #mus13   Thank  You!   @tobymurdock   @kapost   www.kapost.com