Strategic Content Marketing: Attract, Engage, and Retain

سرفصل های دوره

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.

This course was created by Madecraft. We are pleased to host this training in our library.

01 - Introduction

01 - Win customers with content marketing

02 - 1. Defining Content

01 - Content is more than copy

02 - Content is more than a cost

03 - 2. Defining Content Marketing

01 - What is content marketing

02 - Typical goals of content marketing

03 - Advanced goals of content marketing

04 - 3. Elements of Successful Content Marketing

01 - Growing a niche content audience

02 - Defining a unique brand viewpoint

03 - Actively promoting content

05 - 4. Develop a Winning Content Marketing Strategy

01 - Selecting the right audience

02 - Conducting competitive analysis

06 - 5. Create and Source Effective Content

01 - Mapping content to the customer journey

02 - Choosing content marketing formats and channels

03 - In-house vs. outsourcing

07 - 6. Grow Content Operations

01 - Setting up a content calendar

02 - Defining a content process

03 - Clarifying roles and responsibilities

08 - 7. Establish Content Intelligence

01 - Selecting content KPIs

02 - Collecting and tracking content KPI data

03 - Optimizing content performance

09 - 8. Content Marketing Opportunities

01 - Scaling content marketing

02 - Succeeding as a small business

03 - Succeeding as an enterprise

10 - Conclusion

01 - Next steps

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تولید کننده: LinkedIn Learning (Lynda)