1. 10 STEPS
TO A UNIFIED
CONTENT MARKETING
OPERATION
TOBY MURDOCK
CEO & CO-FOUNDER, KAPOST
@TOBYMURDOCK

2. TOBY MURDOCK
CEO & CO-FOUNDER, KAPOST
@TOBYMURDOCK

3. CONTENT MARKETING HAS
A PROCESS PROBLEM.

4. BUSINESS UNITS ESTABLISH
CREATION & DISTRIBUTION
PROCESSES INDEPENDENTLY.
WEB/
SOCIAL
SALES CUSTOMER
SUCCESS
PRODUCT
MARKETING
MARCOM MARKETING
OPS

5. 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

6. LEADING TO INEFFICIENT,
INEFFECTIVE, & INCOHERENT
CONTENT ACROSS THE
ORGANIZATION
WEB/
SOCIAL
SALES CUSTOMER
SUCCESS
PRODUCT
MARKETING
MARCOM MARKETING
OPS

7. THE SOLUTION?
ORGANIZE A SINGLE, TRANSPARENT PROCESS
WEB/SOCIAL
MARKETING
OPS
SALES
CUSTOMER
SUCCESS
PRODUCT
MARKETING
MARCOM

8. STEP ONE

9. 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

10. STEP TWO

11. IDENTIFY IMPORTANT ROLES
CONTENT OPERATIONS
WEB/SOCIAL
MARKETING
OPS
SALES
CUSTOMER
SUCCESS
MAR COM /
CORPORATE
MARKETING
PRODUCT
MARKETING
SUBJECT
MATTER
EXPERTISE
POLISH &
COMMUNICATIONS
DISTRIBUTION

12. STEP THREE

13. 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.

14. STEP FOUR

15. 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

16. STEP FIVE

17. 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

18. STEP SIX

19. PLAN CAMPAIGNS BY YEAR &
QUARTER
FOCUS ON FOUR MAIN AREAS
• THEMES
• PRODUCT & FEATURE
RELEASES
• MAJOR EVENTS
• CONTENT PILLARS
(MORE ON THAT IN A
MINUTE…)

20. BUT HOW?
PLAN CAMPAIGNS BY YEAR &
QUARTER
• SCHEDULE ACROSS
QUARTERLY CALENDAR
• START 3-4 QUARTERS
AHEAD
• 90 DAYS BEFORE
LAUNCH, FILL IN THE
DETAILS

21. STEP SEVEN

22. FILL THE MONTHLY CALENDAR
USING THE CONTENT PILLAR APPROACH
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM OF FUNNEL
BELOW THE FUNNEL

25. 4
3

26. 4
4 1 7
1
1
3
1
3

27. 4
4 1 7
1
1
3
1
3

29. 4 1 7
1
1
3
1
18

30. SCHEDULE ASSETS ACROSS THE
MONTHLY CALENDAR

31. STEP EIGHT

32. MANAGE WORKFLOW
ASSIGNING RESPONSIBILITIES & TIMELINES
• COMMUNICATION &
VISIBILITY
• FOR EACH TASK,
ESTABLISH A:
• WHAT?
• WHO?
• WHEN?
WHO
WHAT
WHEN

33. STEP NINE

34. DISTRIBUTE CONTENT ACROSS
THE FUNNEL
WEB & SOCIAL
MARKETING OPS
SALES
CUSTOMER SUCCESS

35. STEP TEN

36. 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

37. LET’S REVIEW

38. 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

39. THANK YOU!
TOBY MURDOCK
CEO & FOUNDER
@TOBYMURDOCK
WWW.KAPOST.COM