Skills in 60: Content Marketing
- Self-paced instruction
- 4 video lessons
- 1 hour of lesson content
- Led by an industry expert
- Lifetime access
Who Should Take This Course
Content Marketers, Social Media Professionals, Editors, PR Professionals
Skills You Will Learn
Conduct a 8-step audit of your current site
Identify your brand's content goals - brand awareness, lead generation, customer service, etc.
Determine your content channels - blogs, newsletters, webinars, infographics, white papers, etc.
Conduct A/B testing to determine what types of content work for your audience
Inform your marketing strategy using basic Google Analytics and standard KPIs - keyword rankings, bounce rate, top performing content, conversion, goal performance
4 tactics to get your users excited to share
Nuances between bricks content (big content) and feathers content (small content like social posts)
Form your content team and develop a workflow
Why Take This Course
Content is only valuable when it's shared. This course will show you how to distribute your content to ensure that it's read and passed along. You will acquire the foundations of developing a content strategy, learn how to conduct a basic content audit, set a plan for new content creation and leverage KPIs to inform your future content campaigns.
What is Content Marketing and Where Does Great Content Come From?
- Define content marketing, find great content and create content goals
Auditing Your Current Resources and Making a Content Plan
- Conduct a content audit and set a plan for content creation
Create Once, Publish Everywhere
- Learn the type of content that gets users sharing, the difference between “bricks vs. feathers” content, content funnel stages and determining user needs
Content Measurement and Organization Moving Forward
- Measure and evaluate success and how to use an editorial calendar to stay organized
About the Instructor
McLean Robbins is a content strategist, copywriter, and digital consultant for some of the world’s leading brands, including Marriott, Four Seasons, the National Sleep Foundation, and many more. She has extensive experience in producing high-visibility web content and designing effective digital campaigns that help build brand and personal visibility. Based in Washington, DC, McLean is also a luxury lifestyle journalist for publications including Forbes Travel Guide, Travel Channel, AOL, The Washingtonian, Robb Report, and more. McLean holds a Master’s degree in Journalism from Georgetown University.