Content Marketing

 What is content marketing and why does my company need it?

  • Definition
  • Evolution of marketing
  • Messaging
  • Devices
  • Attention span
  • Permission marketing
  • Don Draper vs. Seth Godin
  • Share of mind
  • Thought leadership
  • HubSpot
  • Contrast to paid advertising
  • Ad blindness
  • Never ending cost
  • Attention spans and distractions

 Types of content marketing, how it’s shared and why it works

  • Content types
  • Email
  • Blog posts
  • Video
  • Web Seminars
  • Publications
  • Events
  • Public speaking
  • Published works
  • Other
  • Importance of headlines
  • Content curation
  • Content creation

 The Google algorithm and SEO

  • Content is king – it’s finally official
  • Gaming the system gets harder every day
  • Algorithm updates to squash spam
  • Panda
  • Penguin
  • Hummingbird
  • Google rewards great content
  • Knowing what customers want
  • Author rank
  • Biggest SEO mistakes
  • Anatomy of a Landing page
  • Content/sharing drop-off
  • Industry leaders drop-off in SEO
  • Check drop-off of class sites in SEO
  • Best practices – tips and tricks for good SEO
  • Tools and resources

 

 Leveraging content marketing

  • Stop selling, start helping
  • Consistency is key
  • Success takes time
  • Whiteboard Friday
  • Freezerburns
  • The “My product/service isn’t exciting enough” excuse
  • Best Made Co.
  • Real time and real resources
  • Quilting all the content you’ve ever created

Optimizing your content

  • Who is your content for?
  • What is the purpose of your content?
  • Show don’t tell
  • What is the lifecycle of the content?
  • Become a published author – the easy way
  • Giving information away
  • When and why to charge for your content
  • Creating opportunities
  • Real-world examples
  • Anatomy of a landing page

 

 Creating original content

  • The value of questions and answers
  • Using lists
  • Sharing is the new Super Bowl ad for small businesses
  • You don’t need to go viral
  • 1,000 true fans
  • Connecting with your target audience
  • Where to share for maximum impact
  • Video
  • Is it right for your company?
  • Pros and cons of YouTube

 

 Managing a content marketing and SEO strategy

  • Who and what you need to sustain your strategies
  • Measuring your success and failures
  • Using in-house resources
  • Questions to ask vendors if you choose to go out-of-house