Date post: | 21-Oct-2014 |
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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