building a content marketing machine

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

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

Idea Generators, Subject Matter Experts

Content Producers & Approvers

Distribution / "Customers"

Top of Funnel

Middle of Funnel

Bottom of Funnel (Sales)

Internal

External

Managing Editors

Strategic Structure

Your Sweet Spot

The Buyer's Interests

Your Sweet Spot

Your Brand's Expertise The Buyer's Interests

Your Sweet Spot

Focus of Your Content

Content Strategic Structure

PersonaA PersonaB PersonaC

Stage1

Stage2

Stage3

Personas

Buy

er's

Jou

rney

Ideas

Content Ideas

Source Process

Internal Voice of the Customer: Sales, Service, Support

Idea Submission & Follow-up

Social Listening Social Team

Influencers Social Team

Direct Voice of the Customer

Interviews, Surveys

Planning

Internal Voice of

Customer Social

Direct Voice of

Customer

4

3

4

4 1 7 1 1 3 1

3

4

4 1 7 1 1 3 1

3

4 1 7 1 1 3 1

18

Jan. Apr. Jul. Oct.

Feb. May Aug. Nov.

Mar. Jun. Sep. Dec.

Content Marketing Bootcamp February 21, 2013

San Francisco, California hosted by