Smart Tips: The Art and Science of Content Marketing

Name: Smart Tips: The Art and Science of Content Marketing
Rating: 4.7 (72 reviews)

A collection of 29 micro-lessons on creating compelling content that engages your audience and builds your business

Created byMatt Bailey

Last updated 11/2023

English

English [Auto],French [Auto],

What you'll learn

Develop a long-term content marketing strategy and plan without headaches.
Apply emotional triggers that move people to action.
Develop a content calendar, content plan, and content assets that last a lifetime.
Apply analytics to improve your reach, response, and relationships.
Create clear business objectives, content marketing goals, and clear KPI metrics that make managers and stakeholders happy.
Discover content marketing tools and frameworks that make content development a breeze!

Course content

9 sections • 29 lectures • 1h 45m total length

Introduction2:49
Explore the science and art of content marketing, learning to craft compelling content that engages audiences, drives action, and grows your business through SEO, channels, and analytics.
The Purpose of Content Marketing3:28
Learn how content marketing anticipates and answers questions, influences people to act, and delivers long-term value across the customer lifecycle, driving leads more efficiently than outbound marketing.
Defining Content Marketing3:36
Content marketing is a long-term inbound marketing strategy that creates content across the buying cycle to drive visitors, capture leads, sales, or subscribers, and build trust through relevancy and quality.

What Do People Want to Know?2:43
Develop a data-driven content strategy via keyword research, optimize for Google, and distribute through social channels to build awareness, persuade action, and earn trust.
6 Steps to Define Your Content Marketing Strategy4:01
Learn six steps to define a content marketing strategy by clarifying goals, understanding your audience, crafting a persuasive message, selecting platforms, and measuring results.
Find the Questions Your Audience is Asking3:26
Identify audience questions through internal research, sales and support input, and direct customer conversations. Leverage keyword tools to uncover search intent and shape relevant content.
Organizing Keywords By Intent3:21
Organize keywords by subject, intent, location, feature, and language to extract meaning and fuel ideas. Use Word Tracker and Google Trends to explore subtopics and seasonal demand for barbecue topics.
Applying Questions and Motivations to the Decision Cycle4:18
Map the buyer journey from early research to final decision, using keywords to create findable, readable content that informs insurance shoppers at each stage and supports ongoing relationships.

Relating to Your Audience2:19
Relate your content to audience needs and your brand by entertaining, inspiring, educating, or enlightening; balance emotional and rational elements to persuade, enchant, and align awareness with action.
Connecting Needs to Emotion3:44
Discover how advertising links emotional payoff to product benefits, not just function, using nostalgia and family connection to persuade and motivate action.
Applying 7 Emotional Motivators to Your Message5:46
Explore how marketing uses seven emotional motivators to create happiness and influence brand choice, tapping into comfort, nostalgia, variety, significance, growth, love and belonging, charity, and fear.
Your Promise, Offer and Call-to-Action2:21
Craft a clear message by linking your organizational goal to a promise, then create audience-specific offers and a clear call to action that builds trust through safety and reliability.

The Medium is the Message3:39
Tailor content to each platform audience and format using the Enchantment Matrix, choosing media that communicates your message effectively.
Defining the Intent of Your Content3:31
Define your content's intent by measuring it against your goal, promise, offer, and call to action, then guide progression to move audiences toward the next step.
Planning Primary and Secondary Channels2:49
Plan primary and secondary channels by aligning a central owned platform, like your website, with complementary social channels to move audiences from awareness to action and maximize long-term influence.

Integrating and Planning SEO and Social Content4:23
Optimize content with search engine optimization and keyword research to boost long-term visibility and authority. Coordinate SEO with social media for lasting impact.
Applying Basic SEO5:03
Craft seo-friendly page titles, snippets, and headlines using keywords in your content, optimize the page url and h1 to support reader intent.
Enhancing Social Media with SEO2:45
Learn to optimize social posts with keyword-rich titles, thumbnails, and descriptions. Apply seo-inspired strategies to capture attention, pause scrolling, and attract viewers across social platforms.

Finding Trends and Seasonality2:37
Build a content calendar by mapping trending keywords to calendar dates using tools like Google Trends, then compare keywords to identify peak, shoulder, and end of demand.
Applying Research Data to Strategy2:10
Integrate your prior research into the content calendar and map topics along the buyer journey to prioritize high-traffic terms while refining nuanced keywords that attract more qualified visitors.
Creating a Content Plan3:18
Develop a year-long content calendar by mapping trends on a whiteboard, analyzing long-term search terms, adding annual events, and prioritizing content that meets demand while filling gaps in your site.
Planning for Development and Distribution7:29
Plan development and distribution across image, audio, and video to repurpose content, build community, and boost SEO rankings. Create a production plan and calendar to align resources and cross-platform publishing.

Creating a Long-term Content Plan3:27
Create a long-term content plan that builds a living content resource and hub, repurposing material into lead magnets, a comprehensive content library, and growing community and traffic.
Developing Lead Magnets from Your Content2:04
Develop content that creates value and leads, using lead magnets like whitepapers, newsletters, webinars, or discounts to exchange email addresses and build trusted research that drives loyalty.
Content Repurposing and Curation5:05
Repurpose content by tapping your library to create formats from articles to explainer videos. Use artificial intelligence to summarize, remix, and curate trusted sources with original commentary for engagement.

Defining Goals, KPIs and Metrics3:20
Define your objective and translate it into measurable goals and KPIs, creating a clear measurement path that links entry points to the desired actions.
Measuring "Engagement"5:27
Challenge common marketing vocabulary and define engagement, then measure it with likes, comments, shares, impressions, and views using time frames and amplification rate to learn what content drives audience interaction.
Understanding and Connecting KPI's to Action4:56
Learn how to connect KPI measurements to action in content marketing, from impressions and CPM to reach, engagement, clicks, and conversions, and optimize thumbnails, headlines, and landing pages.

Requirements

There are no requirements or prerequisits for taking this course.

Description

Udemy's "Smart Tips" is the ultimate micro-learning series. Short, standalone lectures let you learn new skills at your own pace, anytime, anywhere. Find what you need, when you need it. Elevate your learning with Smart Tips!

Content marketing is a powerful marketing approach that creates timely, relevant, and valuable information to attract and retain audiences, generate customers, and build loyalty. By creating consistent content that educates, entertains, and informs, you can establish your brand and build credibility.

Content marketing creates a strategic plan that builds on multiple digital marketing disciplines such as SEO, social media marketing, keyword research, and PR to increase business visibility, generate more business leads, increase customers and sales, and develop brand recognition and loyalty.

But developing the content can be a chore. Most content creators cite a lack of ideas or burnout as their main obstacles to content marketing. I'll show you how to find never-ending sources of inspiration and how to develop content resource that never run dry.

We will dig deeper into learning the human elements that make content persuasive. The goal is to create action; from awareness to action to trust. Great content doesn't just touch the emotions, or provides logical rational, it is also developed and presented thoughtfully in different media. The media and channel you use is just as important as the content you create.

You'll walk away with the tools to create a long-term content calendar, a distribution plan, and development ideas. You'll also find helpful worksheets and assignments to practice and implement for your business!

In this course, you'll learn how to:

Develop a long-term content strategy, plan and calendar.
Research and find the content that people want to see!
Engage emotional triggers that create action.
Apply the right media for the right message.
Use multiple channels to promote your brand.
Integrate SEO techniques that increase your visibility.
Measure analytics that improve your content and marketing.

Who this course is for:

Business owners or marketers that need to increase inbound leads and sales.
Are you frustrated with creating content?
Are you running out of content ideas?
Do you need to create more excitement and engagement among your audience?
Do you find content marketing difficult to measure and report?
Content managers, Social Media Mangers, Social Media Directors, Marketing Managers, Marketign Directors

Smart Tips: The Art and Science of Content Marketing

What you'll learn

Explore related topics

Course content

Welcome & Introduction3 lectures • 10min

Developing Your Content Marketing Strategy5 lectures • 18min

Developing a Relevant Message4 lectures • 14min

Defining Your Content Marketing Approach3 lectures • 10min

Combining SEO and Social Media into Content Marketing3 lectures • 12min

Creating a Content Plan and Calendar4 lectures • 16min

Creating Long-term Content Assets3 lectures • 11min

Measurement: Sales, Leads, and Visits3 lectures • 14min

Conclusion1 lecture • 2min

Requirements

Description

Who this course is for: