Overview
Content marketing is a long-term strategy encompassing all marketing formats that involve creating and sharing content to acquire and engage customers. This content marketing training course discusses how to build a business by leveraging the existing content while creating new content for marketing, updating the search engine optimization to enable people to find the content being posted, eventually leading to increased leads, more sales and better customer relationships. The course enables participants to understand why people share information how they share it and how it would benefit them.
What You'll Learn
- How to track results properly – both success and failure
- What is content marketing and how to incorporate it into the business
- How to publish content and incorporate SEO into the strategy
- How to increase traffic to the website
- How to engage customers with the content
- How to optimize the existing content and create GREAT content
- How to develop a strategy to create content for what customers want – not what one thinks they want
- How content marketing can be a cohesive blend with other marketing tactics, not competition
- Which channels work, why and how to incorporate them into the marketing plan
- How to use social media to communicate better and more efficiently in the network
Curriculum
- Definition
- Evolution of marketing
- Messaging
- Devices
- Attention span
- Permission marketing
- Don Draper vs. Seth Godin
- Share of mind
- Thought leadership
- Hubspot
- Contrast to paid advertising
- Ad blindness
- Never ending cost
- Attention spans and distractions
- Content types
- Blog posts
- Video
- Web seminars
- Publications
- Events
- Public speaking
- Published works
- Other
- Importance of headlines
- Content curation
- Content creation
- Activity: Where do you stand? What do you currently have as content marketing?
- Content is king – it’s finally official
- Gaming the system gets harder everyday
- Algorithm updates to squash spam
- Panda
- Penguin
- Hummingbird
- Google rewards great content
- Knowing what customers want
- Author rank
- Biggest SEO mistakes
- Anatomy of a landing page
- Content/sharing drop-off
- Industry leaders drop-off in SEO
- Check drop-off of class sites in SEO
- Best practices – tips and tricks for good SEO
- Tools and resources
- Activity: Review the tools that can be used to improve SEO strategy
- Activity: Where do you rank in SEO among your competitors? What are the top five keywords you want to be known for, and what is your rank? What improvements can you make now?
- Stop selling, start helping
- Consistency is key
- Success takes time
- Whiteboard Friday
- Freezerburns
- The ‘My product/service isn’t exciting enough’ excuse
- Best Made Co.
- Real time and real resources
- Quilting all the content you have ever created
- Activity: Determine the content you already have and create ways to re-use but not repeat
- Who is your content for?
- What is the purpose of your content?
- Show, don’t tell
- What is the lifecycle of the content?
- Become a published author – the easy way
- Giving information away
- When and why to charge for your content
- Creating opportunities
- Real-world examples
- Anatomy of a landing page
- Activity: Create a persona of your typical client/customer. Why do they want or need your content? How will they find your content? At what point in the lifecycle and buying cycle will they see your content?
- Activity: What is your ideal landing page? What elements are on that page? What will your headlines and copy body look like?
- The value of questions and answers
- Using lists
- Sharing is the new Super Bowl ad for small businesses
- You don’t need to go viral
- 1000 true fans
- Connecting with the target audience
- Where to share for maximum impact
- Video
- Is it right for your company?
- Pros and cons of YouTube
- Activity: What are content marketing elements that you can integrate in your overall marketing strategy now? What is relevant and unique about you?
- Activity: Brainstorm three blog posts relevant to your company
- Who and what you need to sustain your strategies
- Measuring your success and failures
- Using in-house resources
- Questions to ask vendors if you choose to go out-of-house
Who should attend
The course is highly recommended for –
- Marketing managers
- Marketing specialists
- Product marketing managers
- Product managers
- CMOs
- Web content managers
- Web content editors
- Web developers
- SEO specialists
- Copywriters
- Freelance writers
- Brand managers
- Product managers
- Communication specialists
Prerequisites
There are no prerequisites for this course.
