Advanced Content Marketing

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