Operate a Content Marketing Machine

How To Build and Operate a Content Marketing Machine

Toby MurdockCo- Founder and CEO

Kapost

Agenda: Machine Components

• Strategic Structure

• Team

• Ideas

• Planning

• Production

• Distributiono Top of the Funnelo Middle of the Funnelo Bottom of the Funnel

• Analysis

• Co-Founder and CEO of Kapost, the leading content marketing software platform

• Prior to Kapost, I was the Co-Founder and CEO of Qloud, an online music application that grew to over 25MM users before being acquired by BuzzMedia

About Me

Today You Will Learn

• How to produce your content marketing strategic plan

• How to put together your content marketing team

• How to develop a content ideation process


• How to plan and schedule your editorial calendar

• How to develop your content production process

• How to drive audience to your content

• How to use your content to fill the sales funnel

• How to measure your content success

How Content Marketing

Strategic Structure

What Does Content Do?

• Content pulls the Buyer from where they are today through the Buyer's journey to a completed purchase

Your Sweet Spot

The Buyer's Interests

Your Sweet Spot

Brand's Expertise

Your Sweet Spot

Focus of Your Content

What is your Content Strategy?

• Content Strategy outlines what content to deploy at each stage of the Buyer's journey for each Buyer (Persona)

Content Strategic Structure

PersonaA PersonaB PersonaC

Stage1

Stage2

Stage3

Personas

Bu

yer'

s Jo

urn

ey

Content Producers & Approvers

Idea Generators, Subject Matter Experts

Distribution / "Customers"

Top of Funnel

Middle of Funnel

Bottom of Funnel(Sales)

Internal

External

ManagingEditors

Team: Idea Generation

• Customers

• Customer-facing: Sales, Service, Support

• Influencers / thought leaders

• Internal Subject-matter experts

Team: Production• Internal Producers

o (Creative) Marketingo MarCom / PRo Product Marketing

• External Producerso Agencieso Freelancerso Influencers

• Internal Approverso Executiveso Legalo "Customers"

• Managing Editor

Team: Distribution / "Customers" • Top of the Funnel

o Influencerso Social Mediao Website / SEO

• Middle of the Funnelo Demand Generationo Marketing Automation

• Bottom of the Funnelo Saleso Field Marketing / Sales Enablement

Content Ideas• Internal Voice of the Customer

o Sales, Support, Services

• Influencers

• Social Listening

• Customer Surveys & Interviews

Content Ideas

Source Process

Internal Voice of the Customer: Sales, Service, Support

Idea Submission & Follow-up

Social Listening / Influencers

Social Team

Direct Voice of the Customer

Interviews, Surveys

Planning

Internal Voice of

CustomerSocial

Direct Voice of

Customer

4

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Mon. Tue. Wed. Thur. Fri.

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104 18 6~ 's / yr.

Jan. Apr. Jul. Oct.

Feb. May Aug. Nov.

Mar. Jun. Sep. Dec.

Production

Get "Customer" Buy-in on Calendar

• Content "Customers" = social / SEO / website team, demand gen team, sales / sales enablement team

• Share calendar early and often

Define Processes and Workflows

• Production of content requires lots of contributors, approvers

• Don't let logistics ruin your content efforts

You are in competition for your Buyer's attention!

NO YES

Distribution

site visitors

leads

opportunities

customers

Content Campaigns

TOP

BOTTOM

MIDDLE

Distribution: Top of the Funnel

Top of the Funnel

• Influencers

• SEO

• Paid Media

• Syndication

Influencers

• Influencers = those in your topic with lots of visitors, followers

• Your job: earn links from Influencers to your content

• How: o Map influencerso Develop relationshipso Engage: ideas, content productiono Mini-marketing campaign per asset

SEO

• Rules have changed: no longer a technical game

• Heavy lifting: Influencers

• Also must: o Map out keywordso Make sure content covers keywordso Make sure content optimized for keywordso Track page rank progress

Paid Media

• Ads, email blasts: link to content, not product

Syndication

• Put your content where your buyers are

Distribution: Middle of the Funnel

Middle of the Funnel: Visitor > Lead

• Return to Siteo Email, Twitter, RSS

• Circulate - Calls to Actiono Other Contento Build to Gated Content

• Build Trust

• Value Exchange

Middle of the Funnel: Lead Nurturing

• Inbox

• Identity = information

• Marketing automation

• Customizeo Demonstrated interestso Level of purchase intent / lead scoring

Distribution: Bottom of the Funnel

Bottom of the Funnel: Sales Enablement

• Successful sales rep teach customers about their issues

• Thus Buyer-focused content needs to be made available to sales teams

Analysis

Content Strategic Structure

PersonaA PersonaB PersonaC

Stage1

Stage2

Stage3

Personas

Bu

yer'

s Jo

urn

ey

What are the patterns inside the numbers?

• campaigns?

• authors?

• content types?

• categories

• How to produce your content marketing strategic plan

• How to put together your content marketing team



• How to plan and schedule your editorial calendar

• How to develop your content production process

• How to drive audience to your content

• How to use your content to fill the sales funnel

• How to measure your content success

Key Takeaways

Thank you

[email protected]

www.kapost.com

@kapost

Operate a Content Marketing Machine

Marketing

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