Introduction to Content Marketing

Introduction

• Win customers with content marketing

1. Defining Content

• Content is more than copy
• Content is more than a blog
• Content is more than a cost

2. Defining Content Marketing

• What is content marketing?
• History of content marketing
• Typical goals of content marketing
• Advanced goals of content marketing

3. Elements of Successful Content Marketing

• Growing a niche content audience
• Defining a unique brand viewpoint
• Delivering content experiences
• Actively promoting content

4. Develop a Winning Content Marketing Strategy

• Asking three game-changer questions
• Selecting the right audience
• Conducting competitive analysis
• Defining your unique right to win

5. Create and Source Effective Content

• Mapping content to the customer journey
• Choosing content marketing formats and channels
• Inhouse vs. outsourcing
• Making content effective

6. Grow Content Operations

• Setting up a content calendar
• Defining a content process
• Clarifying roles and responsibilities
• Maturing content operations

7. Establish Content Intelligence

• Selecting content KPIs
• Collecting and tracking content KPI data
• Optimizing content performance

8. Maximizing Content Technology

• Getting content technology basics
• Considering advanced content technology
• Developing a stack strategy for content technology

9. Content Marketing Opportunities

• Scaling content marketing
• Winning as a small business
• Winning as a large or enterprise business

Conclusion

• Next steps