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#B2BContentEvent
PRESENTED BY
Insert Title Here
Insert Subtitle Here
#B2BContentEvent
The Anatomy of a Content
Marketing Campaign
Mike Lewis, Kapost
#B2BContentEvent#B2BContentEvent
ABOUT ME
Mike Lewis
Co-Founder
President
#B2BContentEvent#B2BContentEvent
PROCESS
Ideation Planning Production AnalysisDistribution
#B2BContentEvent#B2BContentEvent
TEAM
#B2BContentEvent#B2BContentEvent
Ideation Planning Production AnalysisDistribution
COLLABORATION
Collaboration Across Process
#B2BContentEvent#B2BContentEvent
Managing Editor
#B2BContentEvent#B2BContentEvent
Editorial Board
#B2BContentEvent#B2BContentEvent
Example: Cengage
#B2BContentEvent#B2BContentEvent
IDEATION
#B2BContentEvent#B2BContentEvent
Develop Ideation Process
Internal	
   Listening	
   Direct	
  
Sales
Services
Support
Social Networks
Blogs
Q&A
Interviews
Surveys
#B2BContentEvent#B2BContentEvent
Example: AT&T
#B2BContentEvent#B2BContentEvent
PLANNING
#B2BContentEvent
#B2BContentEvent
4
3
#B2BContentEvent
4
4 1 7 1 1 31
3
#B2BContentEvent
4
4 1 7 1 1 31
3
#B2BContentEvent
#B2BContentEvent
Jan. Apr. Jul. Oct.
Feb. May Aug. Nov.
Mar. Jun. Sep. Dec.
#B2BContentEvent
Example: Marketo
#B2BContentEvent#B2BContentEvent
PRODUCTION
#B2BContentEvent
Meet Your Competition . . .
#B2BContentEvent
Example: Kelly Services
#B2BContentEvent#B2BContentEvent
DISTRIBUTION
#B2BContentEvent
site visitors
leads
opportunities
customers
Content
Campaigns
TOP
BOTTOM
MIDDLE
SUCCESS
#B2BContentEvent#B2BContentEvent
Top of the Funnel
#B2BContentEvent
Example: Eloqua
#B2BContentEvent#B2BContentEvent
Middle of the Funnel
Circulate
Subscribe
Customize
BuildTrust
EarnValueExchangeRelevance!
#B2BContentEvent#B2BContentEvent
Bottom of the Funnel
#B2BContentEvent#B2BContentEvent
Customers / Retention
#B2BContentEvent#B2BContentEvent
Learn More
kapost.com/resources
#B2BContentEvent#B2BContentEvent
Thanks!
kapost.com
@kapost
@pescatello

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