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

1. How Brands
Become Publishers
Toby Murdock
CEO, Kapost
Content Marketing Strategies
May, 2012

2. Content
is King

6. Beyond Experiments

7. Customer Interests

8. Social v. Content

9. Preparation

10. Hire a
Journalist

11. Personas &
Stages

12. Positioning

13. Key Takeaways
● Hire a Journalist
● Map Content to Personas, Stages
● Find the White Space Niche

14. Operating the Machine

15. Ideas
Production
Distribution
Audience Development
Conversion

16. Listen to the
Customer

17. Build the Assembly
Line

18. Key Takeaways
● Listen to the Customer to Generate Ideas
● Engage Your Organization
● Prepare the Way

19. Connect with the
Influencers

20. Conversion

21. Measure
Performance

22. Ideas
Production
Distribution
Audience Development
Conversion

23. Key Takeaways
● Mini Marketing Campaign per Post
● Engage the Influencers
● Move Prospects Down the Funnel
● Learn What is / is not Working

24. It's Not a Campaign

25. Thanks!
toby@kapost.com @tobymurdock
www.kapost.com @kapost
marketeer.kapost.com @tcmarketeer