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

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

Technology Business

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How to Build a Content Marketing
Machine
Toby
Murdock

Kapost

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2013
Marketo,
Inc.

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About Me
Toby
Murdock

CEO,
Kapost

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2013
Marketo,
Inc.

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How to Build a Content Marketing Machine
•  Strategy

•  Process

•  Team

•  Idea@on

•  Planning

•  Produc@on

•  Distribu@on

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STRATEGY

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Marketing is a Bad Date

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"Behind Every Solution is a Problem"

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Strategic Structure
PersonaA PersonaB PersonaC
Stage1
Stage2
Stage3
Personas
Buyer'sJourney

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PROCESS

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Content Marketing Process
Ideation Planning Production AnalysisDistribution

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TEAM

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Content Marketing Process
Ideation Planning Production AnalysisDistribution
COLLABORATION

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Editorial Board

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Managing Editor

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IDEATION

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Ideation
Internal
Listening
Direct

Sales
Services
Support
Social
Networks
Blogs
Q&A
Interviews
Surveys

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Inc.

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PLANNING

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Planning
4
3

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Planning
4
4 1 7 1 1 31
3

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PRODUCTION

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Content: Take Risks, Entertain

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Collaboration: Define Workflow

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DISTRIBUTION

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Distribution: Top of the Funnel

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Distribution: Middle of the Funnel
Circulate
Subscribe
Customize
BuildTrust
EarnValueExchangeRelevance!

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Distribution: Bottom of the Funnel

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Distribution: Retention

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Learn More
kapost.com/resources

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Thank
You!

@tobymurdock

@kapost

www.kapost.com

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In this "fireside chat" webinar, Kapost CEO Toby Murdock and SiriusDecisions Research Director in the Content Strategy and Operations service at SiriusDecisions Christine Polewarczyk team up to talk everything content operations – from marketing's greatest challenges to the actual execution of a successful strategy. They discuss: - What delivering the right content to the right person at the right time actually means and why you should care - What a successful content operation looks like in action - Common blockers and gaps that prevent organizations from building a successful content operation - Key strategies for building a content operation within your own organization YOUR HOSTS Christine Polewarczyk is a Research Director in the Content Strategy and Operations service at SiriusDecisions. She uses her nearly 20 years of experience in B2B marketing roles across a range of in-house, agency and consulting roles to help SiriusDecisions clients transform their B2B content ecosystems from into high-performing engines. Her areas of expertise include digital marketing, content strategy, content marketing, localization, SEO, lead generation, and content technology. Toby Murdock is the co-founder and CEO of Kapost, managing the strategy and messaging of Kapost. Toby co-founded Kapost in late 2009, after co-founding and successfully selling Qloud, a social music service that allowed 25M users to share their musical identity and discover music from friends. Toby has also worked at Ruckus and AOL. Toby lives in Boulder, CO with his wife and three daughters.

[Case Study] Streamlining the Content Lifecycle - Dun & Bradstreet

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A SiriusDecisions Summit 17 case study featuring Liz Gertz, VP of Marketing Operations at Dun & Bradstreet Summary: Unifying multiple marketing teams across multiple markets to one strategy requires some major hurdle jumping and silo breaking. Dun & Bradstreet broke through the chaos of spreadsheets and email chains and enabled their go-to-market strategy by prioritizing a strong foundation around strategic alignment and collaboration. Join Liz Gertz, VP of Marketing Operations at Dun & Bradstreet to discover how a global organization is uniting its marketing teams to deliver the right content to the right customer at the right time. Key Takeaways: - Best practices for building a solid strategic foundation that can scale when implementing new technologies - How to determine the right time to scale technology and strategy across a global organization - How a centralized content operation can increase engagement and efficiency at the same time

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