Learn the top 5 business objectives that you can impact with content marketing, and complete 5 content projects to begin impacting these objectives right away.
Learn an outcome-based approach to content, and create content that actually gets results.
* The difference between task-based and outcome-based content marketing—and why an outcome-based approach is simpler and more effective
* Ideas for the different types of content that could help you achieve your top objectives—and a tutorial for 5 projects
* Guidelines for implementing and scaling an outcome-based content marketing program
A Simple, Effective Approach to Content Marketing
Most content marketing plans are task-oriented, focused on high quantities of content. But there’s no time to review results or test new ideas. The solution is optimization principles applied to content marketing.
Content and Overview
This course is suitable for beginning and intermediate content marketers who understand the basics of content creation and are trying to achieve better results from their content.
In this course, you’ll learn the top objectives for content marketers, the types of content that can help you reach that objective, and complete one project for each objective.
Students who complete this course will know how to create content that drives growth and sales.
You’ll also understand how the outcome-based approach to content marketing works and how you can apply it to any business objective, so you can create a personalized content plan that meets the goals that are most important to your business.
Complete with templates, checklists, and sample pieces of content, you’ll be able to create a core piece of content for each objective, and apply these same skills to creating high-quality, valuable content for all your business’s needs.
An explanation of the content-traffic connection, and why content is one of the best ways to attract qualified traffic to your website.
The 7 top drivers for high-quality, engaging content, with examples of each, plus the basics of on-page SEO. This lessons will help you understand the types of content that improves traffic.
If you only become a master of one type of content, the list post is it. Here's a tutorial on the structure and format of a good list post.
Tips and guidelines for researching your article idea, so writing your list post is as painless as possible.
How to flesh out your idea to produce a high-quality, engaging list post.
Your quick reference checklist for creating a high-quality list post.
Learn the value of each person on your list and why you need a growing list of engaged, loyal subscribers.
An overview of the types of content that are most suitable to use as lead magnets and opt-in offers.
An overview of what it takes to quickly create an ebook for your opt-in offer, and tips to get you started.
A tutorial for creating a long or in-depth list post and turning it into an attractive ebook.
Your quick reference checklist for creating an ebook to use as an opt-in offer.
A review of the marketing psychology that explains why you need to help subscribers know, like, and trust you.
How to use autoresponder indoctrination emails to begin building relationship with new subscribers, and how you could structure yours.
A tutorial in writing the perfect indoctrination series for your business.
Your quick reference checklist for crafting an indoctrination series that helps new subscribers know, like, and trust you.
Learn what we mean when we talk about "reach," and how it impacts growth.
A review of the types of content that get your name in front of new people.
Where to pitch your guest blog post and the things you need to be aware of to get the most from this project.
Your quick reference checklist for selecting a blog to write for and pitching your guest post.
Why you can't afford not to create content for the bottom of the funnel, and how you can impact the customer experience with content.
Types of content that work well for supporting your customers and improving their overall experience.
Overview of your project, an FAQ page, including 2 options for creating yours.
Walking you through the process of building your FAQ page, including the shortcode plugin you'll need to do it.
Your quick reference checklist for creating a high-quality FAQ page to support customers before and after their purchase.
Congratulations and the big picture of what you've learned in this course.
What it means to adopt an outcome-based approach to content marketing, and how it differs from task-based programs.
A guide to applying the lessons learned in this course to any objective, so you can easily expand your program and customize your content marketing strategy.
You've successfully built the framework for a simple content marketing program that actually gets results--and your probably miles ahead of your competition as a result. Here's what to do now.
Kathryn Aragon is an award-winning marketer, author, content strategist and consultant on mission to help content marketers create high-quality content that actually gets results.
She runs Kathryn Aragon Media, where she provides consultation and training for content marketers, writers and editors. She has also served as the Managing Editor for the Crazy Egg blog and Content Director for Mirasee (formerly Firepole Marketing).
Look for her work on her blog at KathrynAragon.com and leading marketing blogs such as Digital Marketer, Unbounce, and ConversionSciences.