Content Marketing Boot Camp

Optimize your search visibility and drive website traffic using high-impact content marketing strategies.YOUR IMMEDIATE TAKEAWAY

Also Available as:

• Live Online
• Onsite

How You Will Benefit

• Understand how to incorporate content marketing into your marketing efforts
• Utilize SEO principles and practices so people will find you easily
• Publish your content and engage prospects and customers
• Find out what content your customers really want–not what you think they want
• Deliver that content and watch your website traffic increase
• Track your results accurately
• Explore how to use social media to better and more efficiently communicate with your networks

What You Will Cover

• Discovering the importance of consistency
• Looking into keyword strategies
• Exploring various types of content marketing including email, blogs, video, webinars and published works
• Studying SEO tips, tricks and best practices
• Leveraging your current content by reusing and repurposing, not repeating
• Optimizing your content by understanding its purpose and role in the sales cycle
• Connecting with your target audience by creating the right content
• Discovering what resources you need to manage and sustain your content marketing initiatives
• Measuring your successes and failures

Extended Seminar Outline

Print this page Extended Seminar Outline Seminar #76505 Course Outline

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

• Definition
• Don Draper vs. Seth Godin
• Share of mind
• Thought leadership
• HubSpot
• Lead from wherever you are
• Permission marketing
• Consistency is key
• Contrast to paid advertising
• Ad blindness
• Never ending cost
• Examples of good content marketing

II. Types of content marketing, how it's shared and why it works

• Email
• Blog posts
• Video
• Web Seminars
• Publications
• Events
• Public speaking
• Published works
• Other

Activity: Where do you stand? What do you currently have as content marketing? Blog, email, video, web seminars, social media, etc.

III. The Google algorithm and SEO

• Content is king – it's finally official
• Gaming the system gets harder every day
• Algorithm updates to squash spam
• Google rewarding authors of great content
• Author rank
• Biggest SEO mistakes
• Content/sharing drop-off
• Industry leaders drop-off in OSE
• Check drop-off of class sites in OSE
• Checklist: Tips and tricks for good SEO
• Best practices

Activity: Review tools you can use to help improve your SEO strategy.

Activity: Where do you rank in SEO among your competitors? What are the top five keywords you want to be known for, and what is your rank? What improvements can you make now?

IV. Leveraging content marketing

• Stop selling, start helping
• 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

Activity: Determine the content you already have and create ways to reuse but not repeat

V. Optimizing your content

• Who is your content for?
• What is the purpose of your content?
• 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

Activity: Create a persona of your typical client/customer. Why do they want or need your content? How will they find your content? At what point in the lifecycle and buying cycle will they see your content?

Activity: What is your ideal landing page? What elements are on that page? What will your headlines and copy body look like?

VI. Creating 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

Activity: Brainstorm content marketing elements that you can integrate in your overall marketing strategy. What is relevant and unique about you?

Activity: Write one blog post relevant to your company.

VII. 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

Who Should Attend

Marketing managers, product managers, brand managers, CMOs web content managers, web developers and copywriters who want to see stronger results from their content marketing efforts.

Special Feature

Participants are strongly advised to bring a laptop to the seminar.