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Building a Content Marketing Machine

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Kapost
Kapost

Presented by Toby Murdock, CEO & Founder at Kapost, during Content Marketing Bootcamp San Francisco. #contentcamp

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Building a Content Marketing Machine Toby Murdock Content Marketing Bootcamp February 21, 2013
Agenda: Building a Machine Team Strategic Structure Ideas Planning Production Distribution Top of the Funnel Middle of the Funnel Bottom of the Funnel Analysis
Agenda: Building a Machine Team Strategic Structure Ideas Planning Production Distribution Top of the Funnel Middle of the Funnel Bottom of the Funnel Analysis
Team
Idea Generators, Distribution / Subject Matter Experts "Customers" Content Producers & Approvers Top of Funnel Internal Managing Middle of Funnel Editors External Bottom of Funnel (Sales)
Strategic Structure
Your Sweet Spot The Buyer's Interests
Your Sweet Spot The Buyer's Interests Your Brand's Expertise
Your Sweet Spot Focus of Your Content
Content Strategic Structure Personas PersonaA PersonaB PersonaC Stage1 Buyer's Journey Stage2 Stage3
Ideas
Content Ideas Source Process Internal Voice of the Idea Submission & Customer: Sales, Follow-up Service, Support Social Listening Social Team Influencers Social Team Direct Voice of the Interviews, Surveys Customer
Planning
Internal Direct Voice of Social Voice of Customer Customer
4 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 18
Jan. Apr. Jul. Oct. Feb. May Aug. Nov. Mar. Jun. Sep. Dec.
Content Marketing Bootcamp February 21, 2013 San Francisco, California hosted by

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Building a Content Marketing Machine

  • 1. Building a Content Marketing Machine Toby Murdock Content Marketing Bootcamp February 21, 2013
  • 2.
  • 3. Agenda: Building a Machine Team Strategic Structure Ideas Planning Production Distribution Top of the Funnel Middle of the Funnel Bottom of the Funnel Analysis
  • 4. Agenda: Building a Machine Team Strategic Structure Ideas Planning Production Distribution Top of the Funnel Middle of the Funnel Bottom of the Funnel Analysis
  • 6. Idea Generators, Distribution / Subject Matter Experts "Customers" Content Producers & Approvers Top of Funnel Internal Managing Middle of Funnel Editors External Bottom of Funnel (Sales)
  • 8. Your Sweet Spot The Buyer's Interests
  • 9. Your Sweet Spot The Buyer's Interests Your Brand's Expertise
  • 10. Your Sweet Spot Focus of Your Content
  • 11. Content Strategic Structure Personas PersonaA PersonaB PersonaC Stage1 Buyer's Journey Stage2 Stage3
  • 12. Ideas
  • 13. Content Ideas Source Process Internal Voice of the Idea Submission & Customer: Sales, Follow-up Service, Support Social Listening Social Team Influencers Social Team Direct Voice of the Interviews, Surveys Customer
  • 15. Internal Direct Voice of Social Voice of Customer Customer
  • 16.
  • 17.
  • 18.
  • 19. 4 3
  • 20. 4 3 4 1 7 1 1 1 3
  • 21. 4 3 4 1 7 1 1 1 3
  • 22.
  • 23. 4 1 7 1 1 1 3 18
  • 24. Jan. Apr. Jul. Oct. Feb. May Aug. Nov. Mar. Jun. Sep. Dec.
  • 25. Content Marketing Bootcamp February 21, 2013 San Francisco, California hosted by