10 STEPS TO A UNIFIED

CONTENT MARKETING OPERATION

TOBY MURDOCK CEO & CO-FOUNDER, KAPOST

@TOBYMURDOCK

TOBY MURDOCK CEO & CO-FOUNDER, KAPOST

@TOBYMURDOCK

CONTENT MARKETING HAS A PROCESS PROBLEM.

BUSINESS UNITS ESTABLISH CREATION & DISTRIBUTION PROCESSES INDEPENDENTLY.

WEB/ SOCIAL

SALES CUSTOMER SUCCESS

PRODUCT MARKETING

MARCOM MARKETING OPS

SOUNDS GREAT, BUT…

•  60-70% OF CONTENT GOES UNUSED* (IT’S TOO PRODUCT-CENTRIC)

•  BRANDS STRUGGLE TO CREATE ENOUGH BUYER-CENTRIC CONTENT

•  INCONSISTENT MESSAGING IS DELIVERED TO BUYERS AT DIFFERENT STAGES OF THE FUNNEL

•  THERE’S NO VISIBILITY INTO OVERARCHING INITIATIVES

*SIRIUSDECISIONS, MAY 2013

LEADING TO INEFFICIENT, INEFFECTIVE, & INCOHERENT CONTENT ACROSS THE ORGANIZATION

WEB/ SOCIAL

SALES CUSTOMER SUCCESS

PRODUCT MARKETING

MARCOM MARKETING OPS

THE SOLUTION? ORGANIZE A SINGLE, TRANSPARENT PROCESS

WEB/SOCIAL

MARKETING OPS

SALES

CUSTOMER SUCCESS

PRODUCT MARKETING

MARCOM

STEP ONE

DEFINE STRATEGY BEHIND EVERY SOLUTION IS A PROBLEM

•  IDENTIFY TARGET PERSONAS

•  MAP THE INTERESTS & NEEDS AT EACH STAGE OF THE FUNNEL

•  WHAT IS THE PROBLEM YOUR SOLUTION SOLVES?

SOLUTION PROBLEM

STEP TWO

IDENTIFY IMPORTANT ROLES

CONTENT OPERATIONS

WEB/SOCIAL

MARKETING OPS

SALES

CUSTOMER SUCCESS

MAR COM / CORPORATE MARKETING

PRODUCT MARKETING

SUBJECT MATTER

EXPERTISE

POLISH & COMMUNICATIONS DISTRIBUTION

STEP THREE

CREATE AN EDITORIAL BOARD

•  STAKEHOLDER FROM EACH DEPARTMENT

•  MEET QUARTERLY TO DISCUSS INITIATIVES

•  REVIEW SHARED CALENDAR & RESPONSIBILITIES

GIVE EVERYONE A SEAT AT THE TABLE. LITERALLY.

STEP FOUR

HIRE A MANAGING EDITOR MANAGING EDITOR IS TO CONTENT, WHAT PRODUCT MANAGER IS TO PRODUCT

•  “OWNS” CONTENT

•  ORGANIZES THE MAIN IDEAS INTO CAMPAIGNS

•  QUALITY & CONSITENCY CONTROL

•  DISTRIBUTES CONTENT TO RELEVANT BUSINESS UNITS

STEP FIVE

GENERATE CONTENT IDEAS COMING UP WITH THE CONTENT IDEAS

•  ALL BOARD MEMBERS BRING CONTENT IDEAS TO THE TABLE

•  IDENTIFY OVERLAP & COMPLEMENTARY THEMES

•  ESTABLISH ONGOING COMMUNICATION CHANNELS FOR IDEA GENERATION

STEP SIX

PLAN CAMPAIGNS BY YEAR & QUARTER FOCUS ON FOUR MAIN AREAS

•  THEMES

•  PRODUCT & FEATURE RELEASES

•  MAJOR EVENTS

•  CONTENT PILLARS (MORE ON THAT IN A MINUTE…)

BUT HOW?

PLAN CAMPAIGNS BY YEAR & QUARTER

•  SCHEDULE ACROSS QUARTERLY CALENDAR

•  START 3-4 QUARTERS AHEAD

•  90 DAYS BEFORE LAUNCH, FILL IN THE DETAILS

STEP SEVEN

FILL THE MONTHLY CALENDAR USING THE CONTENT PILLAR APPROACH

TOP OF FUNNEL

MIDDLE OF FUNNEL

BOTTOM OF FUNNEL

BELOW THE FUNNEL

4

3

4

4 1 7 1 1 3 1

3

4

4 1 7 1 1 3 1

3

4 1 7 1 1 3 1

18

SCHEDULE ASSETS ACROSS THE MONTHLY CALENDAR

STEP EIGHT

MANAGE WORKFLOW ASSIGNING RESPONSIBILITIES & TIMELINES

•  COMMUNICATION & VISIBILITY

•  FOR EACH TASK, ESTABLISH A:

•  WHAT?

•  WHO?

•  WHEN?

WHO

WHAT

WHEN

STEP NINE

DISTRIBUTE CONTENT ACROSS THE FUNNEL

WEB & SOCIAL

MARKETING OPS

SALES

CUSTOMER SUCCESS

STEP TEN

MEASURE RESULTS DISCOVER WHAT’S WORKING (AND WHAT’S NOT)

12 21

35

68

142

MAR 2012 JUN 2012 SEP 2012 DEC 2012 MAR 2013

•  TRACK THE RIGHT METRICS FOR YOUR BUSINESS GOALS

•  INCREASE BUY-IN & BUDGET

•  USE DATA TO INFORM FUTURE CONTENT DECISIONS

LET’S REVIEW

HOW TO CREATE A UNIFIED CONTENT PROCESS IN TEN STEPS

1.  DEFINE YOUR STRATEGY

2.  IDENTIFY IMPORTANT ROLES

3.  CREATE AN EDITORIAL BOARD

4.  HIRE SOMONE WHO WILL “OWN” CONTENT

5.  GENERATE CONTENT IDEAS

6.  PLAN QUARTERLY THEMES & CAMPAIGNS

7.  CREATE A CONTENT PILLAR & ADD ASSETS TO MONTHLY CALENDAR

8.  MANAGE WORKFLOW & RESPONSIBILITIES

9.  DISTRIBUTE CONTENT ASSETS AT ALL STAGES OF THE FUNNEL

10.  MEASURE THE RESULTS

THANK YOU!

TOBY MURDOCK CEO & FOUNDER

@TOBYMURDOCK WWW.KAPOST.COM