Strategic Content Marketing: Attract, Engage, and Retain

Introduction

• Win customers with content marketing

1. Defining Content

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

2. Defining Content Marketing

• What is 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
• Actively promoting content

4. Develop a Winning Content Marketing Strategy

• Selecting the right audience
• Conducting competitive analysis

5. Create and Source Effective Content

• Mapping content to the customer journey
• Choosing content marketing formats and channels
• In-house vs. outsourcing

6. Grow Content Operations

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

7. Establish Content Intelligence

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

8. Content Marketing Opportunities

• Scaling content marketing
• Succeeding as a small business
• Succeeding as an enterprise

Conclusion

• Next steps