Download - Building a Content Marketing Machine
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Building a Content Marketing Machine
Toby Murdock Content Marketing Bootcamp
February 21, 2013
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Agenda: Building a Machine Team Strategic Structure Ideas Planning Production Distribution
Top of the Funnel Middle of the Funnel Bottom of the Funnel
Analysis
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Team Strategic Structure Ideas Planning Production Distribution
Top of the Funnel Middle of the Funnel Bottom of the Funnel
Analysis
Agenda: Building a Machine
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Team
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Idea Generators, Subject Matter Experts
Content Producers & Approvers
Distribution / "Customers"
Top of Funnel
Middle of Funnel
Bottom of Funnel (Sales)
Internal
External
Managing Editors
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Strategic Structure
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Your Sweet Spot
The Buyer's Interests
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Your Sweet Spot
Your Brand's Expertise The Buyer's Interests
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Your Sweet Spot
Focus of Your Content
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Content Strategic Structure
PersonaA PersonaB PersonaC
Stage1
Stage2
Stage3
Personas
Buy
er's
Jou
rney
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Ideas
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Content Ideas
Source Process
Internal Voice of the Customer: Sales, Service, Support
Idea Submission & Follow-up
Social Listening Social Team
Influencers Social Team
Direct Voice of the Customer
Interviews, Surveys
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Planning
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Internal Voice of
Customer Social
Direct Voice of
Customer
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Jan. Apr. Jul. Oct.
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Content Marketing Bootcamp February 21, 2013
San Francisco, California hosted by