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Interested in content marketing, particularly for B2B products?
In this course, we will go through the complete, 4-step content marketing process used by Audienti (formerly OMA) both with clients and in our own efforts to drive B2B lead generation efforts.
In this course, we'll answer questions like:
The course is structured in 19 video lessons. Each will take around 5 minutes. The entire course clocks in around 35 minutes. So, if you have an hour, you can knock this out over lunch!
Once you've completed the course, check out other resources we've developed at Audienti's content marketing resources area.
Not for you? No problem.
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Desktop, iOS and Android.
Certificate of completion.
|Section 1: Introduction|
In this lecture, we'll cover what we will be covering.
So, why do content marketing?
Buyer behaviors are changing, and you need to do content marketing to respond.
So, we've had some success with content marketing for lead generation personally (as well as doing it for our clients). Of course, your mileage may vary.
There are 4 stages to the content marketing process. After this lecture, you should know what they are.
|Section 2: Creating interesting, relevant content|
Creating interesting and relevant content can be done, even for boring products and services.
After this lecture, you should know:
What kind of content should you produce?
Building stackable content
Managing content creation with Trello
|Section 3: Publishing content for conversion|
Publishing content for conversions
Matching content to offers
These are the tools we use.
|Section 4: Getting content in front of your audience|
Why you need to promote
Getting your content in front of your audience
Minimizing friction and maximizing natural ability to rank
Discovering channels and influencers
|Section 5: Learn and improving over time|
Learning and improving with metrics
Metrics for each stage of the funnel
Tooling for measurement
|Section 6: Conclusions|
William Flanagan is the Founder and CEO of Audienti (formerly OMA-Organic Marketing Analytics), a software company that helps businesses drive traffic that converts with content. He is a nationally recognized marketing expert and leader, regularly speaking at industry events and writing articles and opinions in a number of different industries.
Formerly, William was the CEO of TEMPUS Group (US), a digital agency where he lead efforts with communications, Internet technology, non-profit, small business and governmental clients. Prior to founding The TEMPUS Group, William was VP of Marketing at Cognio, a wireless technology software company, where he was responsible for leading the company's product management and marketing efforts. At Cognio, his efforts, combined with a fantastic executive team, created the Enterprise Spectrum Assurance market,secured several OEMs of Cognio technology, scaled the business to an over-$10-million run rate from no revenues, and ultimately drove acquisition of Cognio by Cisco, Inc. in October 2007.
Prior to joining Cognio, William was a founder and the Chief Strategy Officer of sentitO Networks, a venture-backed startup building award-winning VoIP solutions. William has also held a number of positions at Tellabs/SALIX Technologies, Lucent/Ascend, and 3Com/Primary Access. In addition to efforts with TEMPUS Group, William actively works with the Taproot Foundation, a non-profit foundation focused on helping other non-profit organizations gain access to the marketing infrastructure they need to improve the human condition. In addition, William has worked with the National Science Foundation on market viability and strategy for prospective awards of Small Business Innovative Research program grants, a program that has awarded over $100 million in grants to small businesses.