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*Offer available until 12/31/2020. Some exclusions apply. Not valid for eLearnings, SAFe®, or Scrum Certification courses.

Content Marketing Boot Camp

Content marketing is a long-term strategy that includes developing original, relevant content for your users and customers. It encompasses all marketing formats that involve creation and sharing of content in order to acquire and engage your customers. Content marketing is much more than just writing. It is a holistic lifecycle of creating relevant and compelling content in a consistent fashion that turns a website visitor into a targeted buyer. This content marketing training course will teach you how to build your business by leveraging the content you already have, create new content for marketing, and update your search engine optimization so people can find your great content, resulting in increased leads, more sales and better relationships with your customers.

With constant updates to search engine algorithms, specifically Google's, the best way to drive and increase traffic to your website is with content marketing. You can have what you think is the best content to market your product or service, but if nobody sees it, there are no results. Putting content online is not enough, it needs to be engaging and measurable. Whether you have been writing for years or are just getting started, there are guidelines for your content marketing strategy. This content marketing training course teaches you to understand why people share information, how they share it, and how that benefits you.

Available formats for this course
In-Person
Live Online
Corporate
Corporate Online
Duration
2 days/16 hours of instruction

Starting at: $1095

1. 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

2. 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

Activity: Where do you stand? What do you currently have as content marketing?

3. 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

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?

4. 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

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

5. 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

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?

6. 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

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

Activity: Brainstorm three blog posts relevant to your company.

7. 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

The following may benefit the most from this course:

  • Marketing managers
  • Marketing specialists
  • Product marketing managers
  • Product managers
  • CMOs
  • Web content managers
  • Web content editors
  • Web developers
  • SEO specialists
  • Copywriters
  • Freelance writers
  • Brand managers
  • Product managers
  • Communications specialists

Content Marketing Boot Camp Schedule

Location
Date
Price
Register
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Nov 9th - 10th 10:30 AM - 5:30 PM ET
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Dec 7th - 8th 10:30 AM - 5:30 PM ET
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Jan 6th - 7th 8:30 AM - 4:30 PM ET
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Live, Online Training
Feb 22nd - 23rd 10:30 AM - 6:30 PM ET
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Live, Online Training
Mar 18th - 19th 9:30 AM - 5:30 PM ET
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Live, Online Training
Apr 1st - 2nd 11:30 AM - 7:30 PM ET
$1095
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Live, Online Training
May 11th - 12th 8:30 AM - 4:30 PM ET
$1095
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Live, Online Training
Jun 24th - 25th 10:30 AM - 6:30 PM ET
$1095
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Live, Online Training
Jul 1st - 2nd 9:30 AM - 5:30 PM ET
$1095
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Live, Online Training
Aug 9th - 10th 11:30 AM - 7:30 PM ET
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Live, Online Training
Sep 1st - 2nd 8:30 AM - 4:30 PM ET
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Live, Online Training
Oct 19th - 20th 10:30 AM - 6:30 PM ET
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Live, Online Training
Nov 16th - 17th 9:30 AM - 5:30 PM ET
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Live, Online Training
Dec 2nd - 3rd 11:30 AM - 7:30 PM ET
$1095

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