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Kapost In the News: Toby Murdock on SEOMoz: How to Build and Operate a Content Marketing Machine

Last week, Toby had a very successful feature article on SEOMoz outlining the clear beginning-to-end steps on how to build a true, content marketing machine.

At Kapost, we believe strongly in content marketing and the act of pull, not push. This post outlines not just the dabbling in content marketing with a piece of content here or there, but a true “all-in” mentality that we continually see brands and agencies do, especially as Kapost customers.

Our designer, Jenny created an awesome infographic of the “machine” and there were almost 100 comments from readers sharing their feedback and ideas!

Here’s the intro to his post:

Content Marketing is hot. White hot. SEO and digital marketing thought leaders are declaring that Content Marketing is the next big thing. Even Rand is touting its importance.

The strategy of Content Marketing makes sense: instead of pushing messages about your product at prospects, pull prospects towards you by publishing content about your prospects’ interests. Search rank, traffic, leads and all sort of goodness flow from this approach.

So the conversation is no longer about if or why an organization should practice Content Marketing. But the still unanswered question is “How?” How does a brand actually become a publisher, produce great content, and attract traffic and generate conversions?

So if you’re wondering “How?”, fear not. This post will provide a guide on how to build and operate a Content Marketing Machine. But, to be clear, I’m not talking about dipping a toe in the water: doing some blog posts, busting out an infographic. I’m talking about a sustained effort to generate content excellence in your category. I’m talking about a machine that generates more traffic and leads at lower cost than all of your other channels combined.


You can check out the full post here.

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Grace is the Director of Sales at Kapost. Prior to joining the Kapost team, Grace helped to start, build and manage the Publisher Development team at Lijit (acquired by Federated Media) growing the network 5,000% to over 1 billion monthly network pageviews. As a blogger herself, she has geeky street cred, loves the process of content marketing, is Italian/Irish and digs food. You can follow Grace on her food blog (Grace(full) or on Twitter (@gracekboyle). Grace lives in downtown Boulder, Colorado