The document discusses how content marketing is critical for lead and opportunity generation. It notes that content marketing generates 3 times more leads than traditional marketing. However, most marketers struggle with content marketing and only 40% have a robust content marketing program. The document advocates using a systematic process and tools for content marketing, as best-in-class marketers are more likely to use such practices. It then presents the "Content Marketing Machine" framework which includes 7 steps: plan, team, ideas, production, audience development, conversion, and analysis.

1. HOW TO
Build & Operate
-A-
Content
Marketing
Machine
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2. Marketing Must Generate Leads & Opportunities
The Internet has put the Buyer in control.
70% of the Buying Cycle is complete before
Sales is contacted.
Marketing must generate leads
and nurture them into opportunities.

3. CONTENT MARKETING IS CRITICAL TO LEAD
OPPORTUNITY GENERATION
SEO Social Media CONTENT
MARKETING
GENERATES
3X
MORE
LEADS
THAN
TRADITIONAL
MARKETING

4. But most Marketers struggle with
content marketing
All Marketers know that they need to become publishers, but few are doing it well.
60%
40%
20%
Robust Assessing Not on
Content /Improving agenda
Marketers Content
Marketing
– Source: Aberdeen

5. Content Marketing Takes Process,
Tools, Practices to Succeed
Like any business operation (e.g. CRM for Sales), content marketing requires processes, best practices tools
(Top 20% of Performers)
BEST - IN - CLASS MARKETERS are
86% more likely to use Content Marketing
Tools, Processes, Best Practices
than LAGGARD MARKETERS
(Bottom 30% of Performers)
– SOURCE: ABERDEEN

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7. 1
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Submit Form
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8. 1
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Submit Form

9. 1
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12. 1
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13. 1
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Submit Form
Submit Form

14. 1
Plan

15. 2
Team

16. 3
Ideas

17. 4
Production

18. 5 Audience Development

19. 6
Conversion
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20. 7
Analysis
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21. Thanks!
toby@kapost.com @tobymurdock
www.kapost.com @kapost
marketeer.kapost.com @tcmarketeer