Strategic Content Marketing: Attract, Engage, and Retain

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Kelli Schutrop and Madecraft

1:11:08

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01 - Introduction

01 - Win customers with content marketing.mp4

01:25

02 - 1. Defining Content

01 - Content is more than copy.mp4

03:15

02 - Content is more than a cost.mp4

02:40

03 - 2. Defining Content Marketing

01 - What is content marketing.mp4

02:40

02 - Typical goals of content marketing.mp4

02:23

03 - Advanced goals of content marketing.mp4

02:56

04 - 3. Elements of Successful Content Marketing

01 - Growing a niche content audience.mp4

03:09

02 - Defining a unique brand viewpoint.mp4

02:32

03 - Actively promoting content.mp4

02:54

05 - 4. Develop a Winning Content Marketing Strategy

01 - Selecting the right audience.mp4

02:51

02 - Conducting competitive analysis.mp4

03:38

06 - 5. Create and Source Effective Content

01 - Mapping content to the customer journey.mp4

03:33

02 - Choosing content marketing formats and channels.mp4

03:02

03 - In-house vs. outsourcing.mp4

03:03

07 - 6. Grow Content Operations

01 - Setting up a content calendar.mp4

02:57

02 - Defining a content process.mp4

04:27

03 - Clarifying roles and responsibilities.mp4

03:11

08 - 7. Establish Content Intelligence

01 - Selecting content KPIs.mp4

03:39

02 - Collecting and tracking content KPI data.mp4

03:40

03 - Optimizing content performance.mp4

02:49

09 - 8. Content Marketing Opportunities

01 - Scaling content marketing.mp4

02:42

02 - Succeeding as a small business.mp4

02:49

03 - Succeeding as an enterprise.mp4

02:50

10 - Conclusion

01 - Next steps.mp4

02:03

Description

Getting started in the booming field of content marketing can be a confusing and jarring experience. How do you build a campaign that attracts, engages, and retains followers, developing a consistent, reliable brand as you go? In this course, content marketing expert Kelli Schutrop shares the fundamentals of understanding, scaling, and implementing a successful content marketing strategy. Explore what content marketing is as well as what it isn't, as you learn how to select goals for content marketing programs, correctly identify an audience, and create a strategic, brand-based point-of-view. Kelli offers insights on how to conduct a competitive analysis, map out your customer journey, build a content calendar, create KPIs, and optimize available technologies to scale programs smoothly and quickly with ease.

This course was created by Madecraft. We are pleased to host this training in our library.

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Internet Marketing

Content Marketing

AI Content Generation

Kelli Schutrop and Madecraft

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Linkedin Learning

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LinkedIn Learning is an American online learning provider. It provides video courses taught by industry experts in software, creative, and business skills. It is a subsidiary of LinkedIn. All the courses on LinkedIn fall into four categories: Business, Creative, Technology and Certifications. It was founded in 1995 by Lynda Weinman as Lynda.com before being acquired by LinkedIn in 2015. Microsoft acquired LinkedIn in December 2016.