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PRESENTED BY

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The Anatomy of a Content Marketing Campaign

Mike Lewis, Kapost

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ABOUT ME

Mike Lewis Co-Founder President

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PROCESS

Ideation Planning Production Analysis Distribution

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TEAM

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Ideation Planning Production Analysis Distribution

COLLABORATION

Collaboration Across Process

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Managing Editor

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Editorial Board

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Example: Cengage

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IDEATION

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Develop Ideation Process

Internal   Listening   Direct  

Sales

Services

Support

Social Networks

Blogs

Q&A

Interviews

Surveys

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Example: AT&T

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PLANNING

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4

3

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4

4 1 7 1 1 3 1

3

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4

4 1 7 1 1 3 1

3

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Jan. Apr. Jul. Oct.

Feb. May Aug. Nov.

Mar. Jun. Sep. Dec.

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Example: Marketo

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PRODUCTION

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Meet Your Competition . . .

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Example: Kelly Services

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DISTRIBUTION

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site visitors

leads

opportunities

customers

Content Campaigns

TOP

BOTTOM

MIDDLE

SUCCESS

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Top of the Funnel

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Example: Eloqua

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Middle of the Funnel

Circulate

Subscribe

Customize

Build

Tru

st

Earn

Val

ue E

xcha

nge

Rele

vanc

e!

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Bottom of the Funnel

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Customers / Retention

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Learn More

kapost.com/resources

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Thanks!

kapost.com @kapost

@pescatello