how to build and operate a content marketing machine
DESCRIPTION
Kapost presentation helping marketers understand how they can become publishers.TRANSCRIPT
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HOW TO Build & Operate
- A -
Content Marketing Machine
Marketing Must generate Leads & OppOrtunities
The Internet has put the Buyer in control.
70% of the Buying Cycle is complete before Sales is contacted.
Marketing must generate leads and nurture them into opportunities.
CONTENT MARKETING IS CRITICAL TO LEAD & OPPORTUNITY GENERATION
CONTENT MARKETING GENERATES
3XMORE LEADSTHAN TRADITIONAL MARKETING
SEO Social Media
Robust Content
Marketers
Assessing /Improving
Content Marketing
Not on agenda
20%
40%
60%
But most Marketers struggLe with cOntent Marketing
All Marketers know that they need to become publishers, but few are doing it well.
– Source: Aberdeen
86% than
LAGGARD MARKETERS
(Bottom 30% of Performers)
(Top 20% of Performers)
more likely to use Content Marketing Tools, Processes, & Best Practices
BEST - IN - CLASS MARKETERS are
– SOURCE: ABERDEEN
cOntent Marketing takes prOcess, tOOLs, practices tO succeed
Like any business operation (e.g. CRM for Sales), content marketing requires processes, best practices & tools
TheContent Marketing Machine
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1 Plan
2 Team
3 ideas
4 Production
5 audience development
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aUdIenCE dEvEloPmEnt
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6 Conversion
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7 analysis
t
Thanks!
@tobymurdock@kapost
marketeer.kapost.com @tcmarketeer