Advanced Content Marketing

Advanced Content Marketing, available at $19.99, has an average rating of 5, with 96 lectures, based on 1 reviews, and has 167 subscribers.

You will learn about Building Message Architecture Creating Compelling Stories Creating Effective Thought Leadership Growing and Engaging Your Audience Personalizing Content Experiences Scaling Content Marketing Operations Assessing Content Marketing This course is ideal for individuals who are for content producers in all digital marketing It is particularly useful for for content producers in all digital marketing.

Enroll now: Advanced Content Marketing

Summary

Title: Advanced Content Marketing

Price: $19.99

Average Rating: 5

Number of Lectures: 96

Number of Published Lectures: 95

Number of Curriculum Items: 96

Number of Published Curriculum Objects: 95

Original Price: $27.99

Quality Status: approved

Status: Live

What You Will Learn

Building Message Architecture
Creating Compelling Stories
Creating Effective Thought Leadership
Growing and Engaging Your Audience
Personalizing Content Experiences
Scaling Content Marketing Operations
Assessing Content Marketing

Who Should Attend

for content producers in all digital marketing

Target Audiences

for content producers in all digital marketing

You’ve tried content marketing. You’ve seen some success. Your boss or your client wants to see more. You might be wondering, where do I go from here? Well, you’ve come to the right place. This course gives you the advanced knowledge and practical skills you need to take your content marketing program from good to great. You’ll learn how to scale your content marketing with message architecture, compelling stories, unique thought leadership, and advanced content operations. Throughout the course, you’ll get well researched facts, proven techniques, and real world examples based on my 20 years of content experience. And you already know the basics, so this course focuses only on advanced material. I’m Colleen Jones, author of The Content Advantage, founder of Content Science, and former Head of Content at Mailchimp, and I love sharing what I’ve learned about content marketing. So, if you’re ready to take a journey that goes far beyond the basics, I’m ready to be your guide. Let’s start Advanced Content Marketing now.

What do you want your customers to remember after they interact with your content? If you’re not sure, chances are you need a message architecture. It ensures your customers get the right message. And it helps you and your team create interesting content that brings a message to life. A message architecture starts with creating a message, no surprise there. So let’s walk through how to do exactly that. First, define what you want to communicate to your customers. To me, this is really focusing on what will benefit your brand or your company. A good starting point is to review your company’s brand, voice, design, or identity guide. This usually lists characteristics that your company wants to exhibit. For example, when Intuit revamped TurboTax, they chose characteristics such as approachable and insightful. If your company doesn’t have such a guide, that’s okay. You can take a crack at writing down a few words or phrases and ask your marketing colleagues for feedback. And if you work in a large company, you can make this a group exercise, check out the attached template. Now let’s consider your customers, define what your customers want or need to hear. This is where you really put yourself in your customers’ shoes. I suggest reviewing any customer journeys, insights, or personas on hand. If nothing like that is available, then check whether any publicly available research or information about your customers, or your industry is available. Anything that helps you gain empathy for your customers is great. Then write down your customers’ top aspirations, problems to solve, or frequent questions, strive for five to 10. Again, if you work in a large company, you can make this a group brainstorming exercise, check out the attached template. Finally, frame what you want to communicate in terms of what your customers want or need to hear. This is where message magic happens. Let’s say it’s important to your brand to come across as insightful. And let’s say your customers are small business owners who don’t have a lot of time. A key message for your content marketing might be, insights in a jiffy. Once you define the message, you can bring it to life through show and tell. Take the message, insights in a jiffy, you can show it through stories of other customers getting insights quickly, experts giving tips to get insights effectively, and more. You can also just say it occasionally. This combination of show and tell, to me, is what makes content marketing so powerful. So make your content marketing clear and compelling one message at a time. Your content marketing team will love bringing messages to life in creative ways. And your customers will find that content hard to resist.

Course Curriculum

Chapter 1: Advanced Content Marketing

Lecture 1: Giriş

Chapter 2: Building Message Architecture

Lecture 1: Creating a message that resonates 1.1

Lecture 2: Assembling a group of messages 1.2

Lecture 3: Testing messages qualitatively 1.3

Lecture 4: Testing messages quantitatively 2 1.4

Chapter 3: Creating Compelling Stories

Lecture 1: Architecting storylines 2.1

Lecture 2: Making your customer the hero 2.2

Lecture 3: Making your employees the heroes 2.3

Lecture 4: Using persuasive techniques 2.4

Lecture 5: Experimenting with story formats 2.5

Chapter 4: Creating Effective Thought Leadership

Lecture 1: Choosing thought leadership topics 3.1

Lecture 2: Covering thought leadership topics well 3.2

Lecture 3: Answering the So what question 3.3

Lecture 4: Borrowing techniques from instructional design 3.4

Lecture 5: Experimenting with thought leadership formats 3.5

Chapter 5: Growing and Engaging Your Audience

Lecture 1: Growing your email list 4.1

Lecture 2: Finding look-alike audiences 4.2

Lecture 3: Improving your content SEO 4.3

Lecture 4: Expanding your content distribution 4.4

Chapter 6: Personalizing Content Experiences

Lecture 1: Understanding elements of content personalization 5.1

Lecture 2: Personalizing for content discovery 5.2

Lecture 3: Personalizing for content engagement 5.3

Lecture 4: Creating personalized wow moments 5.4

Chapter 7: Scaling Content Marketing Operations

Lecture 1: Managing a content marketing team 6.1

Lecture 2: Using advanced content technology 6.2

Lecture 3: Maturing content roles 6.3

Lecture 4: Reusing and repackaging content 6.4

Lecture 5: Establishing global content marketing 6.5

Lecture 6: Creating a content supply chain 6.6

Chapter 8: Assessing Content Marketing

Lecture 1: Evaluating content marketing impact 7.1

Lecture 2: Using content optimization testing 7.2

Lecture 3: Calculating content marketing ROI 7.3

Chapter 9: Find Your Business Strategy

Lecture 1: Knowing who you are 1.1

Lecture 2: Defining your narrative statement 1.2

Lecture 3: Identifying emotional needs 1.3

Lecture 4: Create your value statement 1.4

Chapter 10: Define Your Target Customers

Lecture 1: Identifying customer groups 2.1

Lecture 2: Creating a customer persona 2.2

Lecture 3: Measuring customer lifetime value 2.3

Lecture 4: Quantifying customer loyalty 2.4

Chapter 11: Research Find What Your Customers Want

Lecture 1: Researching keywords to find audience needs and in.3.1

Lecture 2: Using Google Trends to find market trends and cust.3.2

Lecture 3: Developing your initial plan 3.3

Lecture 4: Using micromoments to create customers 3.4

Chapter 12: Clearly Identify Business Goals and Build Processes

Lecture 1: Defining your marketing goals 4.1

Lecture 2: Differentiating between acquisition and engagement.4.2 mov

Lecture 3: Understanding messaging and objectives 4.3

Chapter 13: Develop a Long Term Marketing Plan

Lecture 1: Understanding the purpose of content marketing 5.1

Lecture 2: Planning content assets 5.2

Lecture 3: Creating a long-term content calendar 5.3

Lecture 4: Curating content 5.4

Chapter 14: Turn Cookies into Customers

Lecture 1: Getting the big picture 6.1

Lecture 2: Retargeting visitors 6.2

Lecture 3: Designing effective landing pages 6.3

Lecture 4: Getting that email address 6.4

Lecture 5: Stopping the blast 6.5

Chapter 15: Measure and Modify Your Plan

Lecture 1: Measuring the right things 7.1

Lecture 2: Visualizing your measurement process 7.2

Lecture 3: Developing a 360 customer profile 7.3

Lecture 4: Next steps 7.4

Chapter 16: The Dijital Marketing Framework

Lecture 1: The building blocks of digital marketing 1.1

Lecture 2: The marketing funnel 1.2

Lecture 3: The buyer journey 1.3

Lecture 4: Create a buyer journey map 1.4

Chapter 17: Digital Marketing Basics

Lecture 1: How to develop a marketing strategy 2.1

Lecture 2: How to identify your target market 2.2

Lecture 3: How to create your customer persona 2.3

Lecture 4: How to create your customer persona 2.4

Lecture 5: How to establish goals for digital marketing 2.5

Lecture 6: How to develop your digital marketing KPIs 2.6

Lecture 7: How to draft a one page marketing plan 2.7

Chapter 18: Digital Marketing Key Concepts

Lecture 1: Digital marketing Persuading with data 3.1

Lecture 2: How analytics work in digital marketing 3.2

Lecture 3: How to capture key insights in your digital marketing 3.3

Chapter 19: Digital Marketing Hub and Spokes

Lecture 1: How to outline your online marketing presence 4.1

Lecture 2: How to decide on a marketing channel 4.2

Lecture 3: How to create powerful marketing messaging 4.4

Lecture 4: How to create lean messaging in marketing copy 4.5

Chapter 20: Digital Marketing with Your Website

Lecture 1: How to optimize your website 5.1

Lecture 2: How to use copywriting in your marketing 5.2

Instructors

Sadık Vural
Doktor

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