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Content Marketing Strategy
Introduction
Learning Objectives & Expectations
Introducing Your Guides
Section 1: Introduction to Content Marketing
Course Housekeeping
Your Workbook
What Is Content Marketing, and How Can You Use Content Across Your Company? (4:11)
Terms & Definitions
Section 1 Quiz
Section 1 Assignment
Section 2: Understanding Your Content Strategy Goals
The Elements of a Documented Content Strategy and Why You Need One
Identifying Your Content Strategy Goal
Content Goal: Thought Leadership
Content Goal: Lead Generation
Content Goal: SEO
Content Goal: Sales Enablement
What Happens When Your Goals Change
Section 2 Quiz
Section 2 Assignment
Section 3: Internal & External Research
Introduction to Research
Your Company's Place in the Industry
Competitor Content Marketing Research
Who Is Your Audience?
Analysis of Your Buyer's Journey and Conversion Funnel
Review Website Analytics and Past Performance
The Basics of a Keyword Analysis
How to Do a Keyword Analysis (10:57)
What Is a Content Audit?
How to Conduct a Content Audit
Digging Deep Into Publications
Section 3 Quiz
Section 3 Assignment
Section 4: Content Marketing Assessment & Knowledge Bank
Content Marketing Assessment (16:50)
What Is a Knowledge Bank?
Setting Up Your Knowledge Bank (4:34)
Section 4 Quiz
Section 4 Assignment
Section 5: Team Roles and Responsibilities
Identifying Team Roles and Responsibilities
Creating a Workflow and Approval Process
What Is a Subject Matter Expert, and How Should You Choose One?
Getting Information From Your Subject Matter Experts
Section 5 Quiz
Section 5 Assignment
Section 6: Types of Content and Creating a Distribution Plan
Having Diverse Content Types in Your Strategy
The Benefits of Repurposing Content
How Different Content Types Work in the Content Funnel
Guest Posting and How It Fits With Your Content Goals
How to Begin Guest Posting
LinkedIn and Medium: Owned but Off-Site Content (1:24)
Using Press Mentions as Part of Your Content Strategy
Getting Started With Press Mentions
Getting Started With Blogging
Blogging V.2: Pillar Blog Posts and Topic Clusters
Creating Blog Guidelines
The Power of Gated Content
Including Webinars in Your Content Strategy
How Video Can Boost Your Content Marketing Strategy
Including Email Newsletters in Your Content Strategy
Including Drip Campaigns in Your Content Strategy
Social Media Is Vital to Your Content Marketing Strategy
Using Social Media to Share Your Content
Maximizing Your Content Through Distribution (6:33)
Section 6 Quiz
Section 6 Assignment
Section 7: Creating An Editorial Calendar
What Is an Editorial Calendar, and Why Does Your Content Strategy Need One? (3:42)
Setting Up an Editorial Calendar
Building Content Around an Industry Event
Creating a Process for Inspiration
Mapping Out an Editorial Calendar That Can Scale
How to Use a Single Topic Idea to Fill Multiple Slots in Your Editorial Calendar
Section 7 Quiz
Section 7 Assignment
Section 8: Identifying Benchmarks and KPIs for Measuring Success
How to Define Success for Content Marketing
Identifying Benchmarks and KPIs
Keeping Tabs on Metrics and Expectations
Giving Your Content a Boost
Section 8 Quiz
Section 8 Assignment
Section 9: Setting Expectations for Scale
Getting Started With a Small Team
The Roles and Technologies Needed to Scale (6:02)
Timeframe Needed to Scale
Section 9 Quiz
Section 9 Assignment
Thank you (and more resources)
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Your Company's Place in the Industry
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