How To Build and
Operate a Content
Marketing Machine
Toby Murdock
Co- Founder and CEO
Kapost
Agenda: Machine Components

•
•
•
•
•
•
•

Strategic Structure
Team
Ideas
Planning
Production
Distribution
o Top of the Fu...
About Me

• Co-Founder and CEO of Kapost,
•

the leading content marketing
software platform
Prior to Kapost, I was the Co...
Today You Will Learn

•
•
•
•
•
•
•
•
•

How to produce your content marketing strategic plan
How to put together your con...
How Content Marketing
Strategic Structure
What Does Content Do?

•

Content pulls the Buyer from where they are today
through the Buyer's journey to a completed pur...
Your Sweet Spot

The Buyer's Interests
Your Sweet Spot

Brand's Expertise
Your Sweet Spot

Focus of Your Content
What is your Content Strategy?

•

Content Strategy outlines what content to deploy at
each stage of the Buyer's journey f...
Content Strategic Structure
Personas
PersonaA

Buyer's Journey

Stage1

Stage2

Stage3

PersonaB

PersonaC
Team
Idea Generators,
Subject Matter Experts

Distribution /
"Customers"
Content Producers &
Approvers

Internal

Managing
Edit...
Team: Idea Generation

•
•
•
•

Customers
Customer-facing: Sales, Service, Support
Influencers / thought leaders
Internal ...
Team: Production
•
•
•
•

Internal Producers
o (Creative) Marketing
o MarCom / PR
o Product Marketing
External Producers
o...
Team: Distribution / "Customers"

•
•
•

Top of the Funnel
o Influencers
o Social Media
o Website / SEO
Middle of the Funn...
Ideas
Content Ideas

•
•
•
•

Internal Voice of the Customer
o Sales, Support, Services
Influencers
Social Listening
Customer Su...
Content Ideas
Source

Process

Internal Voice of the
Customer: Sales,
Service, Support

Idea Submission &
Follow-up

Socia...
Planning
Internal
Voice of
Customer

Social

Direct
Voice of
Customer
4

3
4

3

4

1

7

1

1

1

3
4

3

4

1

7

1

1

1

3
4

3

4

1

7

1

1

1

3
4

1

7

1

1

1

3
4

1

7

1

18

1

1

3
Mon.

Tue.

52
104

Wed.

Thur.

104

2

18

Fri.

~

6

's / yr.
Jan.

Apr.

Jul.

Oct.

Feb.

May

Aug.

Nov.

Mar.

Jun.

Sep.

Dec.
Production
Get "Customer" Buy-in on Calendar

•
•

Content "Customers" = social / SEO / website team,
demand gen team, sales / sales ...
Define Processes and Workflows

•
•

Production of content requires lots of contributors,
approvers
Don't let logistics ru...
You are in competition for your Buyer's attention!

NO

YES
Distribution
site visitors
TOP

leads
Content
Campaigns

MIDDLE

BOTTOM

opportunities

customers
Distribution: Top of the Funnel
Top of the Funnel

•
•
•
•

Influencers
SEO
Paid Media
Syndication
Influencers

•
•
•

Influencers = those in your topic with lots of visitors,
followers
Your job: earn links from Influence...
SEO

•
•
•

Rules have changed: no longer a technical game
Heavy lifting: Influencers
Also must:
o Map out keywords
o Make...
Paid Media

•

Ads, email blasts: link to content, not product
Syndication

•

Put your content where your buyers are
Distribution: Middle of the Funnel
Middle of the Funnel: Visitor > Lead

•
•

•
•

Return to Site
o Email, Twitter, RSS
Circulate - Calls to Action
o Other C...
Middle of the Funnel: Lead Nurturing

•
•
•
•

Inbox
Identity = information
Marketing automation
Customize
o Demonstrated ...
Distribution: Bottom of the Funnel
Bottom of the Funnel: Sales Enablement

•

•

Successful sales rep
teach customers about
their issues
Thus Buyer-focused
c...
Analysis
Content Strategic Structure
Personas
PersonaA

Buyer's Journey

Stage1

Stage2

Stage3

PersonaB

PersonaC
Content Strategic Structure
Personas
PersonaA

Buyer's Journey

Stage1

Stage2

Stage3

PersonaB

PersonaC
What are the patterns
inside the numbers?

•
•
•
•

campaigns?
authors?
content types?
categories
Key Takeaways

• How to produce your content marketing strategic
plan
• How to put together your content marketing team
• ...
Thank you
toby@kapost.com
www.kapost.com
@kapost
Operate a Content Marketing Machine
Operate a Content Marketing Machine
Operate a Content Marketing Machine
Operate a Content Marketing Machine
Operate a Content Marketing Machine
Operate a Content Marketing Machine
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Operate a Content Marketing Machine

  1. 1. How To Build and Operate a Content Marketing Machine Toby Murdock Co- Founder and CEO Kapost
  2. 2. Agenda: Machine Components • • • • • • • Strategic Structure Team Ideas Planning Production Distribution o Top of the Funnel o Middle of the Funnel o Bottom of the Funnel Analysis
  3. 3. About Me • Co-Founder and CEO of Kapost, • the leading content marketing software platform Prior to Kapost, I was the CoFounder and CEO of Qloud, an online music application that grew to over 25MM users before being acquired by BuzzMedia
  4. 4. Today You Will Learn • • • • • • • • • How to produce your content marketing strategic plan How to put together your content marketing team How to develop a content ideation process How to develop a content ideation process How to plan and schedule your editorial calendar How to develop your content production process How to drive audience to your content How to use your content to fill the sales funnel How to measure your content success
  5. 5. How Content Marketing
  6. 6. Strategic Structure
  7. 7. What Does Content Do? • Content pulls the Buyer from where they are today through the Buyer's journey to a completed purchase
  8. 8. Your Sweet Spot The Buyer's Interests
  9. 9. Your Sweet Spot Brand's Expertise
  10. 10. Your Sweet Spot Focus of Your Content
  11. 11. What is your Content Strategy? • Content Strategy outlines what content to deploy at each stage of the Buyer's journey for each Buyer (Persona)
  12. 12. Content Strategic Structure Personas PersonaA Buyer's Journey Stage1 Stage2 Stage3 PersonaB PersonaC
  13. 13. Team
  14. 14. Idea Generators, Subject Matter Experts Distribution / "Customers" Content Producers & Approvers Internal Managing Editors External Top of Funnel Middle of Funnel Bottom of Funnel (Sales)
  15. 15. Team: Idea Generation • • • • Customers Customer-facing: Sales, Service, Support Influencers / thought leaders Internal Subject-matter experts
  16. 16. Team: Production • • • • Internal Producers o (Creative) Marketing o MarCom / PR o Product Marketing External Producers o Agencies o Freelancers o Influencers Internal Approvers o Executives o Legal o "Customers" Managing Editor
  17. 17. Team: Distribution / "Customers" • • • Top of the Funnel o Influencers o Social Media o Website / SEO Middle of the Funnel o Demand Generation o Marketing Automation Bottom of the Funnel o Sales o Field Marketing / Sales Enablement
  18. 18. Ideas
  19. 19. Content Ideas • • • • Internal Voice of the Customer o Sales, Support, Services Influencers Social Listening Customer Surveys & Interviews
  20. 20. Content Ideas Source Process Internal Voice of the Customer: Sales, Service, Support Idea Submission & Follow-up Social Listening / Influencers Social Team Direct Voice of the Customer Interviews, Surveys
  21. 21. Planning
  22. 22. Internal Voice of Customer Social Direct Voice of Customer
  23. 23. 4 3
  24. 24. 4 3 4 1 7 1 1 1 3
  25. 25. 4 3 4 1 7 1 1 1 3
  26. 26. 4 3 4 1 7 1 1 1 3
  27. 27. 4 1 7 1 1 1 3
  28. 28. 4 1 7 1 18 1 1 3
  29. 29. Mon. Tue. 52 104 Wed. Thur. 104 2 18 Fri. ~ 6 's / yr.
  30. 30. Jan. Apr. Jul. Oct. Feb. May Aug. Nov. Mar. Jun. Sep. Dec.
  31. 31. Production
  32. 32. Get "Customer" Buy-in on Calendar • • Content "Customers" = social / SEO / website team, demand gen team, sales / sales enablement team Share calendar early and often
  33. 33. Define Processes and Workflows • • Production of content requires lots of contributors, approvers Don't let logistics ruin your content efforts
  34. 34. You are in competition for your Buyer's attention! NO YES
  35. 35. Distribution
  36. 36. site visitors TOP leads Content Campaigns MIDDLE BOTTOM opportunities customers
  37. 37. Distribution: Top of the Funnel
  38. 38. Top of the Funnel • • • • Influencers SEO Paid Media Syndication
  39. 39. Influencers • • • Influencers = those in your topic with lots of visitors, followers Your job: earn links from Influencers to your content How: o Map influencers o Develop relationships o Engage: ideas, content production o Mini-marketing campaign per asset
  40. 40. SEO • • • Rules have changed: no longer a technical game Heavy lifting: Influencers Also must: o Map out keywords o Make sure content covers keywords o Make sure content optimized for keywords o Track page rank progress
  41. 41. Paid Media • Ads, email blasts: link to content, not product
  42. 42. Syndication • Put your content where your buyers are
  43. 43. Distribution: Middle of the Funnel
  44. 44. Middle of the Funnel: Visitor > Lead • • • • Return to Site o Email, Twitter, RSS Circulate - Calls to Action o Other Content o Build to Gated Content Build Trust Value Exchange
  45. 45. Middle of the Funnel: Lead Nurturing • • • • Inbox Identity = information Marketing automation Customize o Demonstrated interests o Level of purchase intent / lead scoring
  46. 46. Distribution: Bottom of the Funnel
  47. 47. Bottom of the Funnel: Sales Enablement • • Successful sales rep teach customers about their issues Thus Buyer-focused content needs to be made available to sales teams
  48. 48. Analysis
  49. 49. Content Strategic Structure Personas PersonaA Buyer's Journey Stage1 Stage2 Stage3 PersonaB PersonaC
  50. 50. Content Strategic Structure Personas PersonaA Buyer's Journey Stage1 Stage2 Stage3 PersonaB PersonaC
  51. 51. What are the patterns inside the numbers? • • • • campaigns? authors? content types? categories
  52. 52. Key Takeaways • How to produce your content marketing strategic plan • How to put together your content marketing team • How to develop a content ideation process • How to develop a content ideation process • How to plan and schedule your editorial calendar • How to develop your content production process • How to drive audience to your content • How to use your content to fill the sales funnel • How to measure your content success
  53. 53. Thank you
  54. 54. toby@kapost.com www.kapost.com @kapost

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