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LinkedIn Learning

Advanced Content Marketing

via LinkedIn Learning

Overview

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Take your content marketing to the next level. Develop thought leadership, automate processes, and build teams ready to scale your content marketing operations.

Syllabus

Introduction
  • Scaling content marketing success
1. Building Message Architecture
  • Creating a message that resonates
  • Assembling a group of messages
  • Testing messages qualitatively
  • Testing messages quantitatively
2. Creating Compelling Stories
  • Architecting storylines
  • Making your customer the hero
  • Making your employees the heroes
  • Using persuasive techniques
  • Experimenting with story formats
3. Creating Effective Thought Leadership
  • Choosing thought leadership topics
  • Covering thought leadership topics well
  • Answering the "So what?" question
  • Borrowing techniques from instructional design
  • Experimenting with thought leadership formats
4. Growing and Engaging Your Audience
  • Growing your email list
  • Finding look-alike audiences
  • Improving your content SEO
  • Expanding your content distribution
5. Personalizing Content Experiences
  • Understanding elements of content personalization
  • Personalizing for content discovery
  • Personalizing for content engagement
  • Creating personalized wow moments
6. Scaling Content Marketing Operations
  • Managing a content marketing team
  • Using advanced content technology
  • Maturing content roles
  • Reusing and repackaging content
  • Establishing global content marketing
  • Creating a content supply chain
7. Assessing Content Marketing
  • Evaluating content marketing impact
  • Using content optimization testing
  • Calculating content marketing ROI
Conclusion
  • Next steps

Taught by

Colleen Jones and Madecraft

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