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How to Build a Content Marketing Machine Toby  Murdock  Kapost    

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About Me

Toby  Murdock  CEO,  Kapost  

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How to Build a Content Marketing Machine

•  Strategy  •  Process  •  Team  •  Idea@on  •  Planning  •  Produc@on  •  Distribu@on  

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STRATEGY

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Marketing is a Bad Date

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"Behind Every Solution is a Problem"

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Strategic Structure

PersonaA PersonaB PersonaC

Stage1

Stage2

Stage3

Personas

Buy

er's

Jou

rney

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PROCESS

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Content Marketing Process

Ideation Planning Production Analysis Distribution

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TEAM

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Content Marketing Process

Ideation Planning Production Analysis Distribution

COLLABORATION

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Editorial Board

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Managing Editor

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IDEATION

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Ideation

Internal   Listening   Direct  

Sales

Services

Support

Social Networks

Blogs

Q&A

Interviews

Surveys

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PLANNING

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Planning

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Planning

4

3

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Planning

4

4 1 7 1 1 3 1

3

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Planning

4

4 1 7 1 1 3 1

3

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Planning

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PRODUCTION

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Content: Take Risks, Entertain

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Collaboration: Define Workflow

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DISTRIBUTION

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Distribution: Top of the Funnel

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Distribution: Middle of the Funnel

Circulate

Subscribe

Customize

Build

Tru

st

Earn

Val

ue E

xcha

nge

Rele

vanc

e!

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Distribution: Bottom of the Funnel

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Distribution: Retention

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Learn More

kapost.com/resources  

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Thank  You!  

@tobymurdock  @kapost  

www.kapost.com