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Toby Murdock, CEO of Kapost, presents on how to structure and implement a content marketing strategy within your organization.
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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
