Introduction to Content Marketing

Course details

There are tens of thousands of content marketing jobs being advertised on LinkedIn. These roles have never been in more demand. That’s why adding content marketing to your skill set is such a smart career move. In this course, expert Colleen Jones introduces you to the fundamentals. Discover what content marketing is—and what it isn't. Then learn how develop a smart content marketing strategy. Find out how to correctly identify an audience, create a unique brand point-of-view, and build out your content. Finally, Colleen shares how to build a content calendar, track the performance of campaigns, and leverage cutting-edge technology to make scaling programs easier. Using these basic techniques, you can build effective content marketing programs that drive traffic, engagement, sales, and more.

Learning objectives
Defining content
What is content marketing?
Goals of content marketing
Delivering content experiences
Developing a winning content marketing strategy
Creating effective content
Setting up a content calendar
Tracking content performance
Developing a content technology strategy
Scaling content marketing

Concepts

0. Introduction

01 - Win customers with content marketing

1. Defining Content

02 - Content is more than copy
03 - Content is more than a blog
04 - Content is more than a cost

2. Defining Content Marketing

05 - What is content marketing
06 - History of content marketing
07 - Typical goals of content marketing
08 - Advanced goals of content marketing

3. Elements of Successful Content Marketing

09 - Growing a niche content audience
10 - Defining a unique brand viewpoint
11 - Delivering content experiences
12 - Actively promoting content

4. Develop a Winning Content Marketing Strategy

13 - Asking three game-changer questions
14 - Selecting the right audience
15 - Conducting competitive analysis
16 - Defining your unique right to win

5. Create and Source Effective Content

17 - Mapping content to the customer journey
18 - Choosing content marketing formats and channels
19 - Inhouse vs. outsourcing
20 - Making content effective

6. Grow Content Operations

21 - Setting up a content calendar
22 - Defining a content process
23 - Clarifying roles and responsibilities
24 - Maturing content operations

7. Establish Content Intelligence

25 - Selecting content KPIs
26 - Collecting and tracking content KPI data
27 - Optimizing content performance

8. Maximizing Content Technology

28 - Getting content technology basics
29 - Considering advanced content technology
30 - Developing a stack strategy for content technology

9. Content Marketing Opportunities

31 - Scaling content marketing
32 - Winning as a small business
33 - Winning as a large or enterprise business

Conclusion

34 - Next steps