Advanced Content Marketing

Course details

Taking content marketing to the next level requires you to approach your strategy with a robust framework. In this course, Kelli Schutrop, vice president of sales and marketing at Madecraft, shows you how to scale up your content marketing strategy with message architectures, a storytelling model, and thought leadership. Learn how to manage a team, repackage content, and develop a supply change. From growing your audience, to personalizing content experiences, to scaling operations, this advanced course covers content marketing in depth.

Concepts

0. Introduction

01 - Scaling content marketing success

1. Building Message Architecture

02 - Creating a message that resonates
03 - Testing messages quantitatively

2. Creating Compelling Stories

04 - Architecting storylines
05 - Making your customer the hero
06 - Making your employees the heroes
07 - Using persuasive techniques
08 - Experimenting with story formats

3. Creating Effective Thought Leadership

09 - Choosing thought leadership topics
10 - Answering the so what question
11 - Experimenting with thought leadership formats

4. Growing and Engaging Your Audience

12 - Growing your email list
13 - Finding lookalike audiences
14 - Improving your content SEO
15 - Expanding your content distribution

5. Personalizing Content Experiences

16 - Understanding content personalization elements
17 - Creating personalized wow moments

6. Scaling Content Marketing Operations

18 - Managing a content marketing team
19 - Repackaging your content
20 - Creating a content supply chain

7. Assessing Content Marketing

21 - Evaluating content marketing impact
22 - Using content optimization testing
23 - Calculating content marketing ROI

Conclusion

24 - Next steps

Advanced Content Marketing

Authors

Madecraft

Kelli Schutrop