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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 #contentnow
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How Brands Become Publishers
Toby MurdockCEO, KapostContent Marketing StrategiesMay, 2012
Content is King
Beyond Experiments
Customer Interests
Social v. Content
Preparation
Hire a Journalist
Personas & Stages
Positioning
Key Takeaways
● Hire a Journalist● Map Content to Personas, Stages● Find the White Space Niche
Operating the Machine
Ideas
Production
Distribution
Audience Development
Conversion
Listen to the Customer
Build the Assembly Line
Key Takeaways
● Listen to the Customer to Generate Ideas● Engage Your Organization● Prepare the Way
Connect with the Influencers
Conversion
Measure Performance
Ideas
Production
Distribution
Audience Development
Conversion
Key Takeaways
● Mini Marketing Campaign per Post● Engage the Influencers● Move Prospects Down the Funnel● Learn What is / is not Working
It's Not a Campaign
