Free Content Marketing Training Course

Advanced Content Marketing

• Section 1 : Introduction to Content Marketing

  47:51

  • 1.1 Introduction

    00:56

  • 1.2 What's In It For Me

    01:18

  • 1.3 What Is Content Marketing

    02:09

  • 1.4 How to Become a Best-in-Class Content Marketer

    01:23

  • 1.5 Develop a Clear Vision

    02:49

  • 1.6 Develop a Business Case

    03:36

  • 1.7 Document your Content Marketing Strategy

    01:36

  • 1.8 Create a Editorial Mission Statement

    02:04

  • 1.9 Target Customers based on their Intent

    03:26

  • 1.10 Target Key Influencers

    02:30

  • 1.11 Produce Help, Hub, and Hero Content

    01:31

  • 1.12 Produce Engaging Content

    01:41

  • 1.13 Use Content Marketing Tactics

    01:42

  • 1.14 Use Social Media Platforms

    01:42

  • 1.15 Help Customers Find the Information

    01:30

  • 1.16 Help Key Influencers Impact the Buyer’s Decision Making Process

    02:51

  • 1.17 Measure Content Effectiveness

    01:53

  • 1.18 Measure ROMI

    03:15

  • 1.19 Improve by Experimenting with New Initiatives

    03:26

  • 1.20 Improve by Becoming Sophisticated and Mature

    02:16

  • 1.21 Key Takeaways

    01:08

  • Shane Snow | Master Content Marketing: Give First

    03:09

  • Knowledge Check

• Section 2 : Developing a Vision of Content Marketing Success

  33:23

  • 2.1 Introduction

    00:19

  • 2.2 What's In It For Me

    00:59

  • 2.3 Vision for Successful Content Marketing

    02:17

  • 2.4 The Michelin Guide Story

    08:10

  • 2.5 Hindustan Unilever

    05:23

  • 2.6 Volvo Trucks

    07:16

  • 2.7 Dell's Take It Easy

    06:17

  • 2.8 Key Takeaways

    02:42

  • Knowledge Check

• Section 3 : Developing a Business Case for Content Marketing

  51:10

  • 3.1 Introduction

    00:28

  • 3.2 What's In It For Me

    00:42

  • 3.3 Content Marketing Budget

    01:33

  • 3.4 Objectives and Key Performance Indicators (KPIs)

    12:25

  • 3.5 Challenges and Impact

    10:45

  • 3.6 Best Practices

    10:40

  • 3.7 Benefits and Financial Impact

    06:26

  • 3.8 Build your Business Case

    02:56

  • 3.9 Compare the Value of Content Marketing

    03:21

  • 3.10 Key Takeaways

    01:54

  • Knowledge Check

• Section 4 : Creating a Successful Content Marketing Strategy

  50:13

  • 4.1 Introduction

    00:16

  • 4.2 What's In It For Me

    01:15

  • 4.3 Creating a Successful Content Marketing Strategy

    03:23

  • 4.4 Model for Creating a Successful Content Marketing Strategy

    08:00

  • 4.5 Content Marketing Strategy - Two-Step Model

    08:29

  • 4.6 Two Step Model - First Phase

    14:22

  • 4.7 Two-Step Model - Second Phase

    10:03

  • 4.8 Benefit of Two-Step flow Model

    02:03

  • 4.9 Key Takeaways

    02:22

  • Knowledge Check

• Section 5 : Creating a Remarkable Editorial Mission Statement

  37:05

  • 5.1 Introduction

    00:20

  • 5.2 What's In It For Me

    00:44

  • 5.3 Editorial Mission Statements

    12:21

  • 5.4 Create Remarkable Content

    06:53

  • 5.5 Top Global Ad Campaigns

    07:49

  • 5.6 Remarkable Editorial Mission Statement

    07:30

  • 5.7 Key Takeaways

    01:28

  • Knowledge Check

• Section 6 : Targeting Customer Intent Instead of Demographics

  34:28

  • 6.1 Introduction

    00:17

  • 6.2 What's In It For Me

    00:45

  • 6.3 Target Intent over Demographic

    02:46

  • 6.4 Target Customers on Mobile Devices

    04:56

  • 6.5 Target Intent on YouTube

    03:46

  • 6.6 Know Your Customers' Intent

    10:23

  • 6.7 Have a Mobile-friendly Website

    01:47

  • 6.8 Video are Preferred Over Text

    08:11

  • 6.9 Key Takeaways

    01:37

  • Knowledge Check

• Section 7 : Targeting Key Influencers

  36:57

  • 7.1 Introduction

    00:18

  • 7.2 What's In It For Me

    00:43

  • 7.3 Importance Of Influencer Marketing

    07:14

  • 7.4 Process Of Augmenting With Influencers

    20:26

  • 7.5 Case Study—Orange France

    06:03

  • 7.6 Key Takeaways

    02:13

  • Knowledge Check

• Section 8 : Producing Help, Hub, and Hero Content Consistently

  27:45

  • 8.1 Introduction

    00:24

  • 8.2 What's In It For Me

    00:46

  • 8.3 Help Content

    09:10

  • 8.4 Hub Content

    07:45

  • 8.5 Hero Content

    08:43

  • 8.6 Key Takeaways

    00:57

  • Knowledge Check

• Section 9 : Producing Engaging Content More Frequently

  24:41

  • 9.1 Introduction

    00:22

  • 9.2 What's In It For Me

    00:44

  • 9.3 Producing Engaging Content

    03:24

  • 9.4 Engagement Through Video and Text

    03:49

  • 9.5 Text Vs Video

    03:51

  • 9.6 What to Seek

    08:38

  • 9.7 Checklist - When to Use Video or Text

    02:28

  • 9.8 Key Takeaways

    01:25

  • Knowledge Check

• Section 10 : Using Effective B2C and B2B Content Marketing Tactics

  01:19:16

  • 10.1 Introduction

    00:24

  • 10.2 What's In It For Me

    01:29

  • 10.3 B2C and B2B Content Marketing Tactics—Usage

    02:47

  • 10.4 B2C and B2B Content Marketing Tactics—Effectiveness

    01:34

  • 10.5 Email Newsletters

    04:33

  • 10.6 In-person Events

    04:00

  • 10.7 Illustrations/Photos

    03:14

  • 10.8 Social Media content

    07:11

  • 10.9 Infographics

    02:41

  • 10.10 Videos—B2C

    03:17

  • 10.11 Videos—B2B

    02:56

  • 10.12 Online Presentations

    03:21

  • 10.13 Microsites

    03:13

  • 10.14 Website Articles

    02:56

  • 10.15 Blogs

    02:40

  • 10.16 Webinars

    02:45

  • 10.17 Case Studies

    02:15

  • 10.18 Mobile Apps

    03:07

  • 10.19 Print Magazines

    03:10

  • 10.20 Digital Magazines

    01:40

  • 10.21 Books

    03:37

  • 10.22 Podcasts

    02:04

  • 10.23 White Papers

    03:58

  • 10.24 Research Reports

    02:32

  • 10.25 E-Books

    02:20

  • 10.26 Branded Content Tools

    01:39

  • 10.27 Virtual Conferences

    02:11

  • 10.28 Key Takeaways

    01:42

  • Knowledge Check

• Section 11 : Building Successful B2C and B2B Social Media Platforms

  01:09:44

  • 11.1 Introduction

    00:17

  • 11.2 What's In It For Me

    01:07

  • 11.3 Social Media Platforms

    02:24

  • 11.4 Facebook

    15:22

  • 11.5 LinkedIn

    15:02

  • 11.6 YouTube

    05:47

  • 11.7 YouTube - Create Great Content

    08:26

  • 11.8 YouTube - Develop a Programming Strategy

    11:09

  • 11.9 Twitter

    08:12

  • 11.10 Key Takeaways

    01:58

  • Knowledge Check

• Section 12 : Helping Customers find the Information They Seek

  54:47

  • 12.1 Introduction

    00:17

  • 12.2 What's In It For Me

    00:47

  • 12.3 Optimizing Your Content For Your Web Site

    03:45

  • 12.4 Creating A Google-friendly Web Site

    11:15

  • 12.5 Optimizing Web Pages For Keywords

    12:38

  • 12.6 Optimizing Video Content

    06:37

  • 12.7 Micro-moments

    17:46

  • 12.8 Key Takeaways

    01:42

  • Knowledge Check

• Section 13 : Helping Key Influencers Impact the Buyer’s Decision-Making Process

  37:28

  • 13.1 Introduction

    00:20

  • 13.2 What's In It For Me

    00:53

  • 13.3 Influencing the Influencers

    04:12

  • 13.4 Schmooze Optimization

    02:57

  • 13.5 Nurture Key Relationships

    01:46

  • 13.6 Example - WineWorld

    03:00

  • 13.7 Four Key Influencers

    03:16

  • 13.8 Engaging Digital Presence

    01:36

  • 13.9 Keys to Success

    05:04

  • 13.10 Work together with influencers

    02:55

  • 13.11 GE with influential YouTube creators

    04:52

  • 13.12 Creations in support with GE

    05:21

  • 13.13 Key Takeaways

    01:16

  • Knowledge Check

• Section 14 : Measuring Content Effectiveness

  48:22

  • 14.1 Introduction

    00:23

  • 14.2 What's In It For Me

    00:59

  • 14.3 Sales and Sales Lead Quality

    01:03

  • 14.4 Touchpoints in the Customer Journey

    01:12

  • 14.5 Turning Touchpoints into Quality Leads or Sales

    04:12

  • 14.6 Focus on the Right Metrics

    11:51

  • 14.7 Value Your Best Customer

    05:21

  • 14.8 Attribute Value Across the Journey

    14:03

  • 14.9 Prove Marketing Impact

    06:50

  • 14.10 Key Takeaways

    02:28

  • Knowledge Check

• Section 15 : Measuring Return on Marketing Investment

  38:40

  • 15.1 Introduction

    00:23

  • 15.2 What's In It For Me

    00:52

  • 15.3 Return on Marketing Investment

    06:21

  • 15.4 The Power of the Press Release

    07:23

  • 15.5 Test A - ROMI Revisited

    08:29

  • 15.6 Test B - Impact of a Budget Cut

    06:20

  • 15.7 Test C - Impact of Using Multimedia

    07:24

  • 15.8 Key Takeaways

    01:28

  • Knowledge Check

• Section 16 : Improving by Experimenting With New Initiatives

  27:21

  • 16.1 Introduction

    00:22

  • 16.2 What's In It For Me

    00:44

  • 16.3 Creating Engaging Content

    14:56

  • 16.4 What is Effective and What is Not

    09:33

  • 16.5 Key Takeaways

    01:46

  • Knowledge Check

• Section 17 : Improving Effectiveness by Becoming More Sophisticated or Mature

  41:05

  • 17.1 Introduction

    00:21

  • 17.2 What's In It For Me

    00:52

  • 17.3 Content Marketing Maturity

    07:08

  • 17.4 Get Value from Editorial Meetings

    09:15

  • 17.5 Content Marketing in Organizations

    04:33

  • 17.6 Content Marketing with SEO and Social Media

    04:55

  • 17.7 Leverage Paid Advertising

    02:48

  • 17.8 Sophisticated Content Marketers

    03:38

  • 17.9 Analytics Tips

    05:46

  • 17.10 Key Takeaways

    01:49

  • Knowledge Check

• Section 18 : Content Marketing in the Foreseeable Future

  48:50

  • 18.1 Introduction

    00:15

  • 18.2 What's In It For Me

    00:45

  • 18.3 Content Marketing Forecast

    02:48

  • 18.4 Impact on Content Marketing Strategy

    01:07

  • 18.5 Video Sharing Platforms—Audience Segments

    01:39

  • 18.6 Video Sharing Platforms—Content Genres

    00:57

  • 18.7 YouTube vs Facebook

    05:05

  • 18.8 YouTube Best Practices—Part A

    08:26

  • 18.9 YouTube Best Practices—Part B

    10:07

  • 18.10 Virtual Reality

    04:38

  • 18.11 Facebook Best Practices

    04:45

  • 18.12 Instagram and Twitter Best Practices

    05:36

  • 18.13 Key Takeaways

    02:42

  • Knowledge Check