Section 1: Introduction to Content Marketing
Section 2: Understanding Your Content Strategy Goals
Section 3: Internal & External Research
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Introduction to Research
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Your Company's Place in the Industry
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Competitor Content Marketing Research
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Who Is Your Audience?
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Analysis of Your Buyer's Journey and Conversion Funnel
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Review Website Analytics and Past Performance
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The Basics of a Keyword Analysis
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How to Do a Keyword Analysis (10:57)
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What Is a Content Audit?
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How to Conduct a Content Audit
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Digging Deep Into Publications
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Section 3 Quiz
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Section 3 Assignment
Section 4: Content Marketing Assessment & Knowledge Bank
Section 5: Team Roles and Responsibilities
Section 6: Types of Content and Creating a Distribution Plan
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Having Diverse Content Types in Your Strategy
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The Benefits of Repurposing Content
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How Different Content Types Work in the Content Funnel
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Guest Posting and How It Fits With Your Content Goals
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How to Begin Guest Posting
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LinkedIn and Medium: Owned but Off-Site Content (1:24)
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Using Press Mentions as Part of Your Content Strategy
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Getting Started With Press Mentions
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Getting Started With Blogging
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Blogging V.2: Pillar Blog Posts and Topic Clusters
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Creating Blog Guidelines
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The Power of Gated Content
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Including Webinars in Your Content Strategy
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How Video Can Boost Your Content Marketing Strategy
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Including Email Newsletters in Your Content Strategy
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Including Drip Campaigns in Your Content Strategy
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Social Media Is Vital to Your Content Marketing Strategy
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Using Social Media to Share Your Content
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Maximizing Your Content Through Distribution (6:33)
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Section 6 Quiz
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Section 6 Assignment
Section 7: Creating An Editorial Calendar
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What Is an Editorial Calendar, and Why Does Your Content Strategy Need One? (3:42)
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Setting Up an Editorial Calendar
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Building Content Around an Industry Event
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Creating a Process for Inspiration
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Mapping Out an Editorial Calendar That Can Scale
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How to Use a Single Topic Idea to Fill Multiple Slots in Your Editorial Calendar
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Section 7 Quiz
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Section 7 Assignment
Section 8: Identifying Benchmarks and KPIs for Measuring Success
Section 9: Setting Expectations for Scale
Thank you (and more resources)
