content2conversion 2013: mike lewis on the anatomy of a modern marketing campaign
Post on 21-Oct-2014
1.412 views
DESCRIPTION
Mike Lewis, President of Kapost, presents the Anatomy of a Modern Marketing Campaign at Content2Conversion.TRANSCRIPT
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PRESENTED BY
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The Anatomy of a Content Marketing Campaign
Mike Lewis, Kapost
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ABOUT ME
Mike Lewis Co-FounderPresident
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PROCESS
Ideation Planning Production AnalysisDistribution
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TEAM
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Ideation Planning Production AnalysisDistribution
COLLABORATION
Collaboration Across Process
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Managing Editor
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Editorial Board
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Example: Cengage
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IDEATION
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Develop Ideation Process
Internal Listening Direct
Sales
Services
Support
Social Networks
Blogs
Q&A
Interviews
Surveys
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Example: AT&T
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PLANNING
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3
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4 1 7 1 1 31
3
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Jan. Apr. Jul. Oct.
Feb. May Aug. Nov.
Mar. Jun. Sep. Dec.
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Example: Marketo
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PRODUCTION
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Meet Your Competition . . .
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Example: Kelly Services
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DISTRIBUTION
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site visitors
leads
opportunities
customers
Content Campaigns
TOP
BOTTOM
MIDDLE
SUCCESS
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Top of the Funnel
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Example: Eloqua
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Middle of the Funnel
Circulate
Subscribe
Customize
Build
Tru
stEa
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alue
Exc
hang
eRe
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Bottom of the Funnel
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Customers / Retention
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Learn More
kapost.com/resources
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Thanks!
kapost.com@kapost
@pescatello