Strategic Content Marketing: Attract, Engage, and Retain

Course details

Getting started in the booming field of content marketing can be a confusing and jarring experience. How do you build a campaign that attracts, engages, and retains followers, developing a consistent, reliable brand as you go? In this course, content marketing expert Kelli Schutrop shares the fundamentals of understanding, scaling, and implementing a successful content marketing strategy. Explore what content marketing is as well as what it isn't, as you learn how to select goals for content marketing programs, correctly identify an audience, and create a strategic, brand-based point-of-view. Kelli offers insights on how to conduct a competitive analysis, map out your customer journey, build a content calendar, create KPIs, and optimize available technologies to scale programs smoothly and quickly with ease.

Concepts

0. Introduction

01 - Win customers with content marketing

1. Defining Content

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

2. Defining Content Marketing

04 - What is content marketing
05 - Typical goals of content marketing
06 - Advanced goals of content marketing

3. Elements of Successful Content Marketing

07 - Growing a niche content audience
08 - Defining a unique brand viewpoint
09 - Actively promoting content

4. Develop a Winning Content Marketing Strategy

10 - Selecting the right audience
11 - Conducting competitive analysis

5. Create and Source Effective Content

12 - Mapping content to the customer journey
13 - Choosing content marketing formats and channels
14 - In-house vs. outsourcing

6. Grow Content Operations

15 - Setting up a content calendar
16 - Defining a content process
17 - Clarifying roles and responsibilities

7. Establish Content Intelligence

18 - Selecting content KPIs
19 - Collecting and tracking content KPI data
20 - Optimizing content performance

8. Content Marketing Opportunities

21 - Scaling content marketing
22 - Succeeding as a small business
23 - Succeeding as an enterprise

Conclusion

24 - Next steps