HOW TO BUILD AND OPERATE A CONTENT MARKETING MACHINE
Here’s a description of the different components of the machine:
•Production and Distribution
•Conversion & Nurture
•Measure & Optimize
Now we’ll review each component in detail, starting with the Plan. More
The Marketing World has been turned upside down. It was not many years ago that marketers were still focused on interruption marketing: trying to place their product message in front of prospects’ attention to generate leads and customers. But through the Internet, this has quickly changed, and marketers recognize they must practice the opposite. Now, in order to create the relationship and earn the permission to sell to prospects, companies must produce relevant thought leadership content, not only content about their own product.The critical ingredient to creating engagement, trust, and thought leadership positioning is content. Content is what attracts prospects at the top of the funnel and content is what nurtures leads down the funnel. Marketers now understand that brands must become publishers. The “why” of content marketing is no longer in question. But marketers are still asking “how?” How can marketing departments generate the high quality and quantity of content necessary to succeed in the new marketing era? This eBook will explain how marketers can build and operate a Content Marketing Machine that outputs compelling, relevant content that attracts leads at the top of the funnel and leads them down it. The eBook outlines a Content Marketing Machine framework developed by Kapost, the leading provider of content marketing software. It then profiles how Marketo, one of the pioneers of content marketing and one of its leading practitioners, operates its own content marketing both at the top of the funnel and moving down it, using its own marketing automation software to promote content and nurture leads. The eBook also provides perspectives from other content marketing leaders on the different stages. Lastly, the eBook concludes with worksheets that walk step-by-step through the process of building and running your own Content Marketing Machine.
Available ebook formats: