Content Marketing Training (1.5 hours)
In the wake of Panda, Penguin, and Hummingbird, Content Marketing takes on a whole new level of importance. Of course, internet marketers have been writing content for years, but now legitimate content creators have a new voice and a new complex strategy to develop. In SEO, articles are written to build authority and to generate inbound links; in Social Media, blog posts are generated, LinkedIn articles are written, Facebook posts are carefully crafted. In this course you all will learn all the aspects of Content Marketing. From identifying avenues to developing content to measuring results, Michael offers a comprehensive insight into all aspects of this very important Internet marketing tool.
What Is Content Marketing?
With the emergence of social media and search, content marketing has new opportunities for finding an audience. Unfortunately, most marketers don’t understand how content can be utilized on the web. This introduction will show you how using a variety of channels to create powerful content can dramatically change the way consumers see your company.
Your best prospects are those who are online, actively seeking information about your product. How can you identify who they are and where to find them? Discover the best practices for defining, discovering, and engaging the right audience. From news sites to social networks, from early adopters to Generation V, you’ll have a better understanding of who’s using the ‘net, how they’re using it, and how to get on their radar.
Writing Messages and Creating Content
The most important part of writing content is the message. Without a good message, no revenue will be generated. Alas, writing strong content that resonates with your customers still isn’t enough. You have to write content based on your SEO and social media strategies. Mastering the balance between these styles of content writing will lead to more effective marketing for your company.
Getting Your Message into the Media
Do you want to get your message or content in the media in a positive light? It’s going to take multiple platforms, research, and adaptability to get it done. Between Facebook, Twitter, LinkedIn, YouTube, Google Plus, Pinterest, and Mobile, you’ve got a lot to learn. Discover how to be where your prospects are, how to learn from others in social media, and how to respond to an ever changing landscape of media platforms.
Becoming an Industry Expert
Want to become recognized as a go-to industry expert? Establishing authority is among the most important elements required when crafting effective and persuasive content. Michael recommends taking pointers from publishers, becoming known as a source that is friendly and appealing to the audience, and thinking outside the box to look at your products from different angles.
Measuring the Results of Content Marketing
Your Content strategy is only as good as the results it yields. Learn what it takes to state a revenue strategy, establish a plan of action, and measure the results of your efforts. You’ll understand how to engage and form relationships, generate more leads through increased traffic, and protect your budget, too.
Blogs offer a personal touch that is often absent across other marketing channels. As Michael shows, they don’t need to be keenly detail oriented as long as they’re genuine and personable. It’s important to understand the benefits of this channel and how to craft a message that encourages conversation and drives traffic to your site.
Image marketing is one of the hottest forms of online media. Images are often more engaging than text, and they can deliver a message quicker than video. The quick rise in social channels like Instagram and Pinterest has shown just how much consumers are engaging with images. Michael covers the best popularity of image-based channels and some of the best practices for leveraging their marketing opportunities.
There is no doubt that video marketing is extraordinarily engaging. There are many best practices that can significantly improve the overall popularity of your videos by encouraging subscribing and sharing. In this module, Greg shows some fantastic examples of great video marketing and how to take advantage of the primary video marketing channels.
Articles and Press Release Marketing
Formal styles of PR marketing, including press releases and articles, are not dead. However, the targeted audience, tone, and style of these types of content have evolved as they’ve moved into the online realm. Press releases need to be optimized for search. White papers can be exchanged for contact information. Articles can provide an authoritative viewpoint. Discover how the more formal types of content can push consumers toward your brand, especially for B2B companies.
Email marketing is one of the more classic forms on online communication. Email enables brands to connect with consumers who ask for regular contact. Whether you’re using monthly newsletters or informing your most loyal customers of special promos, email marketing can connect your brand with consumers to create a lasting relationship.
The immediacy of a live event is extraordinarily valuable. The live aspect of an event provides an incentive for viewers to engage, whether it be online or in-person. In this module, Michael shows how to leverage engaged audiences of events and how event marketing can be an especially valuable tool for turning casual audience members into qualified leads.
B2B companies often overlook the power of Content Marketing because they think only retail-type customers are affected by online content. In fact, B2B companies can greatly improve their online reputation by providing engaging content that explains their products and services. Michael dives into some of the more B2B-focused channels that can drive a B2B company to generate leads and then sales.