Content Marketing Foundations

Course details

A well-crafted content marketing strategy can greatly increase visibility of your brand, help build credibility, and create an enduring relationship with your audience. Expert marketing consultant Brian Honigman explains content marketing concepts and benefits, then explores a step-by-step approach for organizations of all sizes to succeed with this strategic marketing approach. Brian covers how to create a content plan, choose content types, and develop an editorial calendar. He then explores how to write, edit, and design content, as well as how to choose the right mix of content and curate it for maximum impact.

Learning objectives
What is content marketing?
Creating a content strategy
Selecting the right type of content
Producing content
Tips for successful storytelling
Promoting with owned and shared media
Promoting with earned and paid media
Innovating with content
Conveying thought leadership with content

Concepts

0. Introduction

01 - What is content marketing

1. Creating a Content Strategy

02 - Setting strategic goals
03 - Defining your audience

2. Choosing the Right Topics

04 - Finding relevant topic ideas
05 - Organizing topics into categories

3. Producing Content

06 - Tips for successful storytelling
07 - Selecting the right type of content

4. Optimizing Content

08 - Formatting content for a frictionless experience
09 - Formatting content for distribution

5. Distributing Content

10 - Promoting with owned and shared media
11 - Promoting with earned and paid media

6. Integrating Content

12 - Integrating content across departments
13 - Repurposing content to earn more benefits

7. Measuring Content

14 - Attributing content actions to results

8. Innovating with Content

15 - Conveying thought leadership with content
16 - The key to the quality versus quantity debate
17 - Experimenting beyond best practices

Conclusion

18 - Staying updated on content marketing