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

Introduction

Win customers with content marketing

Defining Content

Content is more than copy
Content is more than a cost

Defining Content Marketing

What is content marketing
Typical goals of content marketing
Advanced goals of content marketing

Elements of Successful Content Marketing

Growing a niche content audience
Defining a unique brand viewpoint
Actively promoting content

Develop a Winning Content Marketing Strategy

Selecting the right audience
Conducting competitive analysis

Create and Source Effective Content

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

Grow Content Operations

Setting up a content calendar
Defining a content process
Clarifying roles and responsibilities

Establish Content Intelligence

Selecting content KPIs
Collecting and tracking content KPI data
Optimizing content performance

Content Marketing Opportunities

Scaling content marketing
Succeeding as a small business
Succeeding as an enterprise

Conclusion

Next steps