A Beginner’s Guide to Unlocking Content Marketing
A Beginner’s Guide to Unlocking Content Marketing
What you’ll learn
Skills you’ll gain
Expand your skill set and scale your marketing efforts by tapping into the power of content marketing. In this course, you’ll learn from a content strategy expert, Kelli Schutrop, as she walks you through the basics of content marketing. You’ll gain an understanding of what content marketing really means, develop a whip-smart strategy, and learn to map content to who it’s truly for: the customer. Kelli will also demonstrate how to create effective content, set up a content calendar, assess content performance, and take advantage of new technology to scale your projects. Using these fundamental marketing techniques, you’ll be able to drive traffic, engage your audience, and take your business objectives to the next level.
Syllabus
Download syllabus-
1
Content is more than copy A common myth is that content is copy. After watching this video, you will be able to counteract this myth with a clear definition of content. 3m
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Content is more than a cost A common myth is that content is an expense. After watching this video, you will be able to counteract this myth with a clear definition of content. 2m
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What is content marketing? More and more organizations are dedicating budget to content marketing. 2m
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Typical goals of content marketing Successful content marketing has a clear goal. In this video you'll identify common goals of content marketing such as attracting new customers. 2m
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Advanced goals of content marketing After you succeed with fundamental content marketing, you earn the opportunity to set ambitious new goals. 2m
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Growing a niche content audience Successful content marketing attracts and engages the right people. 3m
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Defining a unique brand viewpoint A distinct brand can make your content marketing stand out. 2m
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Actively promoting content Build it and they will come does not work for content marketing. 2m
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Selecting the right audience Successful content marketing cultivates a niche audience. 2m
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Conducting competitive analysis To compete at content marketing, it helps to know your competitors. 3m
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Mapping content to the customer journey Content mapping identifies what content customers need at each point in their journey. 3m
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Choosing content marketing formats and channels Content marketers face more choices in formats and channels than ever before. 3m
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In house vs outsourcing Content marketers often have to decide whether to create content themselves, buy it from others, or both. 3m
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Setting up a content calendar Content marketing requires detailed planning starting with a content calendar. 2m
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Defining a content process Effective content is the result of a thoughtful process. 4m
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Clarifying roles and responsibilities It often takes a village to plan, create, and deliver effective content marketing. 3m
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Selecting content KPIs Content KPIs are measurements and metrics that will shed light on your content's impact. 3m
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Collecting and tracking content KPI data A variety of data sources can inform your content KPIs. You'll identify three categories of data sources after watching this video. 3m
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Optimizing content performance Optimizing your content can maximize the value you get from it. 2m
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Scaling content marketing After enjoying success, content marketers face the opportunity to scale. 2m
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Succeeding as a small business Even small businesses can do content marketing effectively. 2m
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Succeeding as an enterprise Being big doesn't guarantee success with content marketing. 2m
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Next steps Thank you for watching this course! 2m
Certificate
Certificate of Completion
Awarded upon successful completion of the course.
Instructor
Kelli Schutrop
Kelli Schutrop is the Vice President of Sales and Marketing at Parqa, a performance marketing agency that helps staffing and recruiting companies leverage digital marketing strategies to achieve their business goals. Kelli has years of experience in marketing communications, PR, branding, and digital. Her career has included managing marketing in-house, and consulting business owners and leaders across the country on their marketing strategies. Kelli's passion for marketing has inspired her to share her expertise with others. Kelli regularly hosts fireside chats with industry leaders, conducts speaking engagements, and sits on boards and committees. Kelli has a BA in Public Relations and Marketing from the University of Northwestern, Saint Paul and resides in Minneapolis with her family.
Kelli Schutrop
Digital Marketing Expert and Director of Sales & Marketing
Accreditations
Link to awards
How GoSkills helped Chris
I got the promotion largely because of the skills I could develop, thanks to the GoSkills courses I took. I set aside at least 30 minutes daily to invest in myself and my professional growth. Seeing how much this has helped me become a more efficient employee is a big motivation.
