Webinar - Content Marketing: Why It Works & What You Need to Get Started
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Transcript of Webinar - Content Marketing: Why It Works & What You Need to Get Started
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Jesse NoyesSenior Director of Content Marketing, Kapost
https://twitter.com/noyesjessehttp://marketeer.kapost.com/
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Content Marketing: Everybody’s Doing it
Source: Content Marketing Institute
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Spending Is On the Rise
Source: Webmarketing123
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Buyers Don’t Need You
Source: CBE
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Moving Marketing from Push to Pull
Our craft needs to evolve from primarily pushing product to pulling people towards our brand, people, products and services.
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Leaping Without Looking?
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Content Landfills
Source: SiriusDecisions
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1. A Definition
Content marketing is the practice of producing and distributing content to educate, inform and/or entertain buyers.
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2. A StrategyBrand Awareness
Customer AcquisitionLead Generation
RetentionThought Leadership
EngagementWeb Traffic
NurturingSales
10% 30% 50% 70% 90%
201120122013
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3. A Structure
PRODUCT MARKETING
MARCOM WEB/SOCIAL MARKETING OPS
SALES CUSTOMER SUCCESS
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PRODUCT MARKETING
MARCOM WEB/SOCIAL MARKETING OPS
SALES CUSTOMER SUCCESS
CONTENT
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4. A Content Boss
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5. An Editorial Board
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6. A Content Audit
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7. Buyer Personas
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8. Ideas
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9. A Process
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10. Clear Workflows
WHO
WHAT
WHEN
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11. An Editorial Calendar
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12. Intelligent Reporting
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Rinse and Repeat
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A Word on Tools
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Q&A Session
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