building a content marketing machine
DESCRIPTION
Presented by Toby Murdock, CEO & Founder at Kapost, during Content Marketing Bootcamp San Francisco. #contentcampTRANSCRIPT
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
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Content Marketing Bootcamp February 21, 2013
San Francisco, California hosted by