Advanced Content Marketing (2020)

Course details

Taking content marketing to the next level requires approaching your strategy with a robust framework. In this course, you can learn how to scale up your content marketing strategy with message architectures, a storytelling model, and well-developed thought leadership. Content marketing expert, and former Mailchimp VP, Colleen Jones explores all this and more. Viewers can learn how to manage a team, repackage content, and develop a supply chain. From growing your audience, to personalizing content experiences, to scaling operations, this advanced course covers content marketing at its deepest level.

Topics include:
Creating messaging that resonates
Testing messaging
Architecting storylines
Experimenting with story formats
Choosing and addressing thought leadership topics
Answering questions
Growing and engaging your audience
Personalizing for content discovery and engagement
Managing a content marketing team
Reusing and repackaging content
Creating a content supply chain
Evaluating your impact

Concepts

0. Introduction

01 - Scaling content marketing success

1. Building Message Architecture

02 - Creating a message that resonates
03 - Assembling a group of messages
04 - Testing messages qualitatively
05 - Testing messages quantitatively

2. Creating Compelling Stories

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

3. Creating Effective Thought Leadership

11 - Choosing thought leadership topics
12 - Covering thought leadership topics well
13 - Answering the So what question
14 - Borrowing techniques from instructional design
15 - Experimenting with thought leadership formats

4. Growing and Engaging Your Audience

16 - Growing your email list
17 - Finding look-alike audiences
18 - Improving your content SEO
19 - Expanding your content distribution

5. Personalizing Content Experiences

20 - Understanding elements of content personalization
21 - Personalizing for content discovery
22 - Personalizing for content engagement
23 - Creating personalized wow moments

6. Scaling Content Marketing Operations

24 - Managing a content marketing team
25 - Using advanced content technology
26 - Maturing content roles
27 - Reusing and repackaging content
28 - Establishing global content marketing
29 - Creating a content supply chain

7. Assessing Content Marketing

30 - Evaluating content marketing impact
31 - Using content optimization testing
32 - Calculating content marketing ROI

Conclusion

33 - Next steps