Our Partners


Content Marketing                          

(6.5 hours)                                                                  

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Content Marketing is not new: SEOs, bloggers, online journalists, and more recently Facebook and LinkedIn power users have been succeeding -- and failing -- at the content game for years.

Now, with the dominance of social platforms and in the wake of Panda and Penguin, Content Marketing has a whole new level of importance, demanding real measurable strategies to succeed.

Join Greg Jarboe in this thorough investigation of Content Marketing, and learn to choose your channels, create compelling content, and measure your results for maximum impact.

SECTION 1:  A CONTENT MARKETING PRIMER
Thanks to the convergence of social media and search, content marketing has a whole new importance. There are new opportunities which didn't exist, and most marketers don't understand the power of content. Learn to use a variety of channels to create powerful content, and dramatically change the way consumers see your company.

You will learn:

  • The challenges of content marketing
  • How different channels are used together for maximum effect
  • The psychology behind content marketing
  • How successful, innovative, content marketing campaigns worked their magic

SECTION 2:  IDENTIFY PROSPECTS
Need help identifying prospects who are actively seeking more information about your product or business? Learn to research where your product fits best online, find your audience, and get ahead of trends.

You will learn:

  • How to adapt to new online trends
  • How to use the news to find your audience
  • How to identify prospects who are looking for what you have

SECTION 3:  WRITING MESSAGING AND CREATING CONTENT
Without a good message, your content is empty, and no revenue will be generated. But writing strong content that resonates isn't enough. You have to develop content based on your SEO and social media strategies. Mastering the balance between these styles of content writing will lead to more effective marketing overall.

You will learn:

  • How to leverage content across different channels
  • How to craft a message that compels engagement
  • Why content cohesion will generate the most revenue

SECTION 4:  GET YOUR CONTENT TO THE MEDIA
It's not enough just to develop content and throw it up on your website. It needs to spread across different content channels. And if you put your content where your target audience is living, that's where they're most receptive. Greg can help you decide where you should focus your efforts, and show you how to get the message out.

You will learn:

  • How to choose the correct channels to focus on
  • Which social media channels are most popular among marketers
  • How mobile platforms impact content sharing

SECTION 5:  BECOME AN INDUSTRY EXPERT
Want to become an industry expert that people rely on as a trusted resource? Make sure you have a presence that is friendly and appealing to the audience. And don't be afraid to think outside the box and look at your products from different angles; you'll expand your opportunities to engage.

You will learn:

  • How to make sure your source is user friendly
  • How to leverage the expertise of others
  • Tips for staying audience focused
  • How to think outside the box
  • Strategies for organization and momentum

SECTION 6:  MEASURING RESULTS
Sooner or later, every content marketing strategy must prove its worth. Want to know how to measure the results of your content campaigns? Start with clear goals and a revenue strategy that makes sense. Then establish a simple plan and stick to it. You'll be able to prove your worth in no time.

You will learn:

  • How to set achievable goals
  • Ways to stay aware of site activity
  • Tips for staying simple and precise
  • How to design content that creates traffic
  • To stay positive about your budget

SECTION 7:  CONTENT MARKETING STRATEGY
Content marketing is only valuable if you keep at it consistently. And for that, you need a strategy. Learn how to build a plan that brings real results, with case studies, a review of the biggest B2B and B2C challenges, and an overview of how SEO can make or break your efforts. You'll end up with an editorial process and calendar that helps you build consistent and compelling content to excite your audience, and drives interest in your business.

You will learn:

  • Which tactics are top performers for B2B and B2C
  • Proven publishing processes for large and small B2B companies
  • How to measure content effectiveness in real numbers
  • How to perfectly optimize every piece of content
  • Where to find 100 more examples of content marketing done right

SECTION 8:  BLOG MARKETING
Blogs lend companies a genuine voice and personality that's often absent from standard press releases and website copy. Get the best practices and guidelines that help foster good relationships and build traffic. Plus, get the inside angle on Tumblr, and discover how it bridges the gap between microblogs and social networks. You'll differentiate yourself with niche specialties, and build deeper relationships with a whole new audience.

You will learn:

  • How to use blogs to build relationships with customers
  • Best practices for creating content and interacting on blogs
  • Stylistic guidelines for Tumblr content
  • How to use the reblog tool ethically to boost your reputation
  • How being a good Tumblr netizen encourages others to share your content

SECTION 9:  SOCIAL MEDIA MARKETING
Social Media has reversed the traditional model of communications by placing the power of spreading content in the hands of the consumer. So it's essential to develop content that encourages sharing. Discover what it takes to adapt your content for multiple channels, from Facebook to G+, Twitter and Yahoo!. You'll reach more prospects and create new opportunities for your business.

You will learn:

  • How to get influencers to share your content
  • Top performing B2B and B2C social channels
  • Tips and best practices for content marketing on Facebook
  • How to maximize your image content with Google+ Photos
  • How to establish and maintain a consistent tone with your brand
  • How one business used Yahoo! Answers to outperform PPC advertising

SECTION 10:  IMAGE MARKETING
People love pictures. And new image-based platforms let them collect and share their favorites with a network of like-minded friends. Get the inside scoop on leveraging Pinterest and Instagram to broaden your reach, generate buzz, and tap into a creative community that will trumpet your message for you.

You will learn:

  • How to best optimize your Pinterest pins for search
  • Why video is your new secret weapon on Pinterest
  • How to use Instagram video to set yourself apart from the crowd

SECTION 11:  VIDEO MARKETING
Internet users might scan text and gloss over images, but video stops them in their tracks. Video is one of the most powerful content marketing weapons in your arsenal. From YouTube to Brightcove to Vine, or even hosting video yourself, moving pictures can move your big green arrow up and to the right. So leverage the engagement your users have with video and drive traffic to your site.

You will learn:

  • How to leverage channels and communities
  • How Gannett and SonoSite use video effectively
  • Best and worst options for video hosting
  • How to use content to make one-time viewers into loyal subscribers
  • Six strategies to make each Vine engaging and every follower eager for more