toby murdock content marketing now conf _2012_content management_day1
DESCRIPTION
Toby Murdock, CEO & Co-founder, Kapost, will dive into the in’s and out’s of developing a Content Marketing operation, from hiring to idea generation to content production to audience development. Content Marketing Strategies Conference - May 2012. http://ContentMarketingNow.com #contentnowTRANSCRIPT
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How Brands Become Publishers
Toby MurdockCEO, KapostContent Marketing StrategiesMay, 2012
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Content is King
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Beyond Experiments
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Customer Interests
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Social v. Content
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Preparation
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Hire a Journalist
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Personas & Stages
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Positioning
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Key Takeaways
● Hire a Journalist● Map Content to Personas, Stages● Find the White Space Niche
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Operating the Machine
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Ideas
Production
Distribution
Audience Development
Conversion
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Listen to the Customer
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Build the Assembly Line
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Key Takeaways
● Listen to the Customer to Generate Ideas● Engage Your Organization● Prepare the Way
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Connect with the Influencers
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Conversion
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Measure Performance
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Ideas
Production
Distribution
Audience Development
Conversion
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Key Takeaways
● Mini Marketing Campaign per Post● Engage the Influencers● Move Prospects Down the Funnel● Learn What is / is not Working
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It's Not a Campaign