Content Marketing Mastery

Identify internal roles like managing editor and associate editor, outline their skills, and source talent via LinkedIn, referrals, and employee contributions to fuel content creation.

Structure marketing content through a neutral content service bureau that spans demand generation, product marketing, and brand, guided by buyer personas and journeys, with ebooks, case studies, and thought leadership.

Define a consistent brand voice across channels by establishing a brand voice persona, tone, and language, then document them in a style guide and set content marketing goals with stakeholders.

Learn to organize content and run the business of content marketing. Select and implement content project management platforms that support collaboration, editorial calendars, workflows, and approvals.

Brainstorm topics aligned with business priorities, personas, industry trends, and SEO, then plan content arcs across quarterly themes and map them to the sales funnel to turn buyers into customers.

Select a solid content mix of blog posts, cheat sheets, e-books, infographics, videos, and webinars. Organize this mix with an editorial calendar aligned to teams and campaigns.

Learn to build a repeatable content writing process for brand consistency and engagement. Start with subject matter experts, outlines, and drafting, then review and finalize with collaborators.

design on-brand visuals by applying consistent logos, typography, colors, and photography from ebook covers to infographics, while ensuring clean layouts and readable content.

Create a big rock content asset and repurpose it into e-books from chapters, cheat sheets, visuals, videos, and blogs to do more with less and maximize lead generation.

Determine gating options—gate all assets, gate none, or gate by buying stage—and map a multi-channel promotion plan with strategy documents and content scoring.

Merchandise your content on your website to maximize conversions by organizing assets in an SEO-optimized resources section, highlighting home-page content, and using ads and lead-generation calls to action.

Learn how to promote content on social media with organic and paid strategies, craft valuable assets, strong calls to action, and network-specific tactics for Facebook, Twitter, LinkedIn, SlideShare, and Pinterest.

Promote content with targeted email campaigns by segmenting your audience by buying stage and role, and design engaging emails with a clear call to action that feeds lead nurturing programs.

Promote your blog content to drive traffic and leads by turning ebook material into standalone posts with headers, bullets, a hero image, and strong calls to action.

Discover how content syndication expands reach by promoting assets on third-party sites, using sponsored content, forms, and calls to action to generate top-of-funnel leads and boost SEO and brand exposure.

Leverage influencers and thought leaders to extend content reach by embedding influencer marketing in your content strategy, building two-way relationships, and encouraging shares across networks.

Learn how pay per click ads boost reach by driving traffic to custom landing pages that generate leads through targeted search, banner, and retargeting ads, with engaging copy and forms.

Define upfront measurement goals, align stakeholders, and budget for content to enable ROI tracking, while measuring brand awareness, traffic, leads, and sales with automation or spreadsheets.

Track early stage metrics such as site traffic, referrals, exits, bounce rate, and top content assets. Measure mid and late stage metrics: leads, opportunities, and revenue to demonstrate content impact.