I. What is content marketing and why does my company need it?
- Don Draper vs. Seth Godin
- Share of mind
- Thought leadership
- 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
- Blog posts
- Web Seminars
- Public speaking
- Published works
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
- 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
- The "My product/service isn't exciting enough" excuse
- 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
- 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