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

Thanks!

toby@kapost.comwww.kapost.com

@tobymurdock@kapost

marketeer.kapost.com @tcmarketeer