Content2Conversion 2013: Mike Lewis on the Anatomy of a Modern Marketing Campaign

Seattle Interactive Conference

Mike Lewis, President of Kapost, presents the Anatomy of a Modern Marketing Campaign at Content2Conversion.

#B2BContentEvent
PRESENTED BY
Insert Title Here
Insert Subtitle Here
#B2BContentEvent
The Anatomy of a Content
Marketing Campaign
Mike Lewis, Kapost

#B2BContentEvent#B2BContentEvent
ABOUT ME
Mike Lewis
Co-Founder
President

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PROCESS
Ideation Planning Production AnalysisDistribution

#B2BContentEvent#B2BContentEvent
Ideation Planning Production AnalysisDistribution
COLLABORATION
Collaboration Across Process

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Managing Editor

#B2BContentEvent#B2BContentEvent
Editorial Board

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Example: Cengage

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IDEATION

#B2BContentEvent#B2BContentEvent
Develop Ideation Process
Internal Listening Direct
Sales
Services
Support
Social Networks
Blogs
Q&A
Interviews
Surveys

#B2BContentEvent#B2BContentEvent
Example: AT&T

#B2BContentEvent#B2BContentEvent
PLANNING

#B2BContentEvent
Jan. Apr. Jul. Oct.
Feb. May Aug. Nov.
Mar. Jun. Sep. Dec.

#B2BContentEvent#B2BContentEvent
PRODUCTION

#B2BContentEvent
Meet Your Competition . . .

#B2BContentEvent
Example: Kelly Services

#B2BContentEvent#B2BContentEvent
DISTRIBUTION

#B2BContentEvent
site visitors
leads
opportunities
customers
Content
Campaigns
TOP
BOTTOM
MIDDLE
SUCCESS

#B2BContentEvent#B2BContentEvent
Top of the Funnel

#B2BContentEvent#B2BContentEvent
Middle of the Funnel
Circulate
Subscribe
Customize
BuildTrust
EarnValueExchangeRelevance!

#B2BContentEvent#B2BContentEvent
Bottom of the Funnel

#B2BContentEvent#B2BContentEvent
Customers / Retention

#B2BContentEvent#B2BContentEvent
Learn More
kapost.com/resources

#B2BContentEvent#B2BContentEvent
Thanks!
kapost.com
@kapost
@pescatello

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