Course Learning Objectives

• Understand the role content plays in your sales funnel and your nurturing strategy
• Recognize how different types of content help with different objectives
• Create a standard workflow and process for idea generation to develop a steady stream of content
• Understand the importance of an editorial calendar and have the tools to establish one based on your goals

Who Is This Course For?

Marketers who have a solid understanding of:

• Their overarching goals (thought leadership, lead generation, improved organic search, sales enablement)
• Their audience personas
• Their place in the industry through regular competitive analysis

Marketers who are new to the nuances of planning and implementing a content marketing strategy. They want to learn best practices for how content fits in a standard sales funnel and how to organize their strategy through an editorial calendar.

Syllabus:

• Analysis of your buyer’s journey and conversion funnel
• Having diverse content types in your strategy
• How different types of content work at different points in the content funnel
• The benefits of repurposing content
• What an editorial calendar is and why you need one
• Setting up an editorial calendar
• Mapping out an editorial calendar that can scale
• Building content around an industry event
• Creating a process for inspiration
• How to use a single topic to fill multiple slots in your editorial calendar
• Creating a workflow and approval process