Content Strategy and Planning in B2B Marketing
4.1 (5 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
22 students enrolled

Content Strategy and Planning in B2B Marketing

The most comprehensive course for B2B content strategists
New
4.1 (5 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
22 students enrolled
Last updated 6/2020
English
English
Current price: $23.99 Original price: $34.99 Discount: 31% off
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This course includes
  • 2.5 hours on-demand video
  • 3 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Content marketing professionals will learn how to enhance their knowledge and work as content strategists.
  • Entrepreneurs will learn content strategy that will help brand building and lead generation.
  • All B2B marketing professionals can learn content strategies that make content marketing successful.
Requirements
  • A basic understanding of marketing concepts.
  • Some exposure to digital marketing will be helpful, as well.
Description

This is a comprehensive course designed for B2B brand marketers, content marketing agencies, or individuals looking to take on the role of a content strategist. This course covers the Why, What, and How of B2B content strategy. There are plenty of examples, as well as quizzes. Students can use the helpful templates provided.

The course modules include

1. How Content Drives B2B Marketing

2. Setting Goals for Content Marketing

3. Defining Buyer Personas

4. Defining Your Brand Voice

5. Content Themes, Pillar Content, Topic Clusters

6. Content Planning: Publishing, Promotion, Content Calendars

There are plenty of examples from software, consulting, office furniture, aerospace, legal services, and more.

The course includes 24 lectures, 6 quizzes, a content strategy template, and a brand voice brainstorming process doc.

Who this course is for:
  • Entrepreneurs, corporate managers or freelancers who work to create and promote content.
Course content
Expand all 24 lectures 02:21:50
+ Introduction, How Content Drives B2B Marketing
2 lectures 17:15

An introduction to the course and to the trainer, Suhasini. Why Content Marketing is so important in B2B marketing. What does content strategy creation entail? The 'Why', 'What' and 'How' of content strategy.

Preview 05:26

How content drives a number of specific marketing objectives. Content is relevant for positioning, inbound lead generation, SEO, and marketing campaigns.

Preview 11:49

Multiple choice questions quiz on module 1

Content Strategy Overview Quiz
3 questions
+ Setting Goals for Content Marketing
2 lectures 11:27

Students will appreciate why content marketing should have specific goals. They will learn how to set SMART goals for content.

Setting SMART Goals for Content Marketing
05:21

After this lecture, students will know how to set SMART goals aligned to the purposes of brand awareness, lead generation, SEO, and customer retention.  They will see different examples of SMART goals.

Main Purposes that Content Goals Are Aligned to
06:06

Goal setting quiz

Content Goals Quiz
3 questions
+ Defining Buyer Personas
6 lectures 39:52

Students learn all the sources for audience research. Sources for research include information that exists within your organization, in the CRM and marketing analytics. External sources include news reports, industry data, and the competitive landscape. 

Audience Research
14:20

Why it's important to create buyer personas. Preparing for buyer persona interviews. What should we ask during buyer persona interviews to understand the individual's goals, challenges, behavior, demographics, and media consumption?

How to Create Buyer Personas
06:49

A practical application of everything we've learned. Work on a case study as a content strategist. We start by understanding our objectives and setting SMART goals for content marketing.

Case Study - Setting SMART Goals
05:37

Case Study: Play the role of a content strategist. Plan the buyer persona interviews and conduct research about the industry.

Preparing for Buyer Persona Interviews
03:54

Case study: Playing the role of a content strategist. We look at all the findings from the buyer persona interviews and define our buyer persona.

Case Study - Creating the Buyer Persona
07:29

Earlier in this section, you downloaded the Content Strategy Template. This lecture quickly tells you how to use it to record your goals and buyer persona findings.

Using the Content Strategy Template - Goals and Buyer Personas
01:43

Quiz about audience research and buyer personas

Buyer Personas Quiz
3 questions
+ Defining Your Brand Voice
4 lectures 14:03

This lecture introduces the concept of 'brand voice' and looks at how Mailchimp defines theirs.

Why Brand Voice Is Important and How Mailchimp Defines Theirs
04:32

We learn the steps to finding your brand voice and creating your brand voice chart. Brainstorm with internal stakeholders and consider the needs of your buyer persona.

Steps to Creating Your Brand Voice
04:10

Here we look at world-leading B2B brands in technology and aerospace, read their brand voice guides and see how they are applied in their content.

Brand Voices of B2B Brands in Different Verticals
02:57

How to use the brand voice brainstorming voice brainstorming process document. Using the brand voice sheet to capture your own brand voice chart.

Creating Your Brand Voice Chart
02:24

Quiz about brand voice creation

Brand voice quiz
2 questions
+ Content Themes, Pillar Content, Topic Clusters
5 lectures 24:57

Understand the concept of content themes, pillar content, and topic clusters.

Themes, Pillar Content and Topic Clusters
05:34

Learn the sources of ideas for content topics. Finding ideas from buyer queries. Which blog topics are proven to be most effective for marketing.

Sources of Ideas for Content
09:11

What is the right content for the awareness, consideration, and decision-making stages of the buyer journey? Learn the right approach with examples.

Content for the Different Stages of the Buyer Journey
02:58

Learn how to use Google Trends to generate ideas for content topics. We also discuss examples of high ranking content and what their topics are.

Using Google Trends to Generate Content Ideas, Examples of High Ranking Content
06:28

Using the pillar and clusters sheet in the content strategy template to record your content topics.

Using the Pillar and Cluster template
00:46

Themes, Pillar Content and Topic Clusters Quiz

Themes, Pillar Content and Topic Clusters Quiz
5 questions
+ Content Planning: Publishing, Promotion, Content Calendars
5 lectures 34:16

Content planning starts with a content audit. Then you need to create the right content creation team. See the skills that you need in the content creation team.

Content Audit, and Planning Your Content Creation Team
06:28

How to identify the right content creation agency for you. Coordinating with your subject matter expert colleagues. Onboarding the agency to create an effective working arrangement.

How to Select and Onboard a Content Creation Agency
09:04

How to schedule your content creation and publishing. Different ways to create and track your content calendar.

How to Create a Content Calendar
06:57

How marketing automation tools can help to deliver personalized content.

Introduction to Marketing Automation
03:07

Learn the channels available for publishing and promoting b2b content, and the right approach for each channel.

Content Promotion Channels
08:40

Quiz about content planning, publishing channels and creating your content calendar.

Content Calendar and Publishing Quiz
5 questions