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

Introduction

Scaling content marketing success

Building Message Architecture

Creating a message that resonates
Testing messages quantitatively

Creating Compelling Stories

Architecting storylines
Making your customer the hero
Making your employees the heroes
Using persuasive techniques
Experimenting with story formats

Creating Effective Thought Leadership

Choosing thought leadership topics
Answering the so what question
Experimenting with thought leadership formats

Growing and Engaging Your Audience

Growing your email list
Finding lookalike audiences
Improving your content SEO
Expanding your content distribution

Personalizing Content Experiences

Understanding content personalization elements
Creating personalized wow moments

Scaling Content Marketing Operations

Managing a content marketing team
Repackaging your content
Creating a content supply chain

Assessing Content Marketing

Evaluating content marketing impact
Using content optimization testing
Calculating content marketing ROI

Conclusion

Next steps