Overview
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Take your content marketing to the next level. Develop thought leadership, automate processes, and build teams ready to scale your content marketing operations.
Syllabus
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Introduction
- Scaling content marketing success
- Creating a message that resonates
- Assembling a group of messages
- Testing messages qualitatively
- Testing messages quantitatively
- Architecting storylines
- Making your customer the hero
- Making your employees the heroes
- Using persuasive techniques
- Experimenting with story formats
- Choosing thought leadership topics
- Covering thought leadership topics well
- Answering the "So what?" question
- Borrowing techniques from instructional design
- Experimenting with thought leadership formats
- Growing your email list
- Finding look-alike audiences
- Improving your content SEO
- Expanding your content distribution
- Understanding elements of content personalization
- Personalizing for content discovery
- Personalizing for content engagement
- Creating personalized wow moments
- Managing a content marketing team
- Using advanced content technology
- Maturing content roles
- Reusing and repackaging content
- Establishing global content marketing
- Creating a content supply chain
- Evaluating content marketing impact
- Using content optimization testing
- Calculating content marketing ROI
- Next steps
