What Is Marketing?
A free video tutorial from Brad Merrill
Entrepreneur, Journalist, & Bestselling Instructor
4.5 instructor rating • 8 courses • 83,750 students
Learn more from the full courseContent Marketing Masterclass: Create Content That Sells
Master content marketing to grow your business: content creation, promotion, copywriting, SEO, email marketing, & more!
03:36:15 of on-demand video • Updated January 2021
- Increase your sales, traffic, and brand recognition using the power of digital content
- Grow a business from scratch or build upon your existing strategy
- Understand the cognitive buying journey and how your content can inspire people to take action
- Optimize your website for content marketing and drive profitable user action
- Develop a system for consistently generating new content ideas
- Understand the importance of effective writing and how to become a better writer
- Become familiar with some of the most effective types of content
- Generate an endless stream of valuable content by repurposing what you've already created
- Optimize your site for search engines to drive a consistent stream of free traffic
- Promote your content and drive traffic from a wide variety of sources
- Use valuable content to grow your email list and build an effective sales funnel
- Learn about external marketing channels like Facebook, Twitter, and Instagram
- Collect and analyze data to measure your results and optimize future campaigns
English [Auto] Before we get into anything specific to content marketing or marketing in the age of the Internet let's spend some time brushing up on some classic marketing fundamentals because the basic ideas are the same Even today a good place to start is the definition of marketing itself what is marketing. Well the answer to that question varies depending on who you ask. According to Wikipedia marketing is the study and management of exchange relationships and it's used to create keep and satisfied a customer. The Chartered Institute of marketing defines it as the management process responsible for identifying anticipating and satisfying customer requirements profitably. The definition I prefer that tends to be more a placable to this course is the process of teaching consumers why they should choose your product or service over your competitors. It's about building a reputation building trust and educating people on what you have to offer. You want to capture their attention. Guide them through each stage of the buying process and then eventually direct them to take action like making a purchase or signing up for a free resource that will further educate them on why your product is the right choice. Your goal as a marketer is to figure out what's important to the people in your target market. Educate them on what constitutes a good deal in your particular field and provide concrete quantifiable proof that your business provides the best possible deal. If you can do this properly you'll be able to earn people's attention and then their trust and eventually their action. The problem is most businesses don't do this properly and that's why marketing sometimes gets a bad rap. A lot of companies will do anything and everything to get people to open up their wallets to them. Marketing and advertising are about hyperbole and fluff. I'm sure you've seen ads claiming that a product can totally change your life if you just buy this car or this energy drink or whatever. Suddenly you'll be happier you'll be more attractive you'll be a whole new person because of this one purchase. But life doesn't work like that so it's understandable that consumers are turned off. All these ads do is make big exaggerated claims whether they're explicit or implied. There's no education there's no proof and there's no trust. The result is skepticism rather than enthusiasm. You don't want your prospects to be skeptical. You want to give them the information they need to understand and believe in the value you have to offer to the extend that they feel it would be foolish to do business with anyone else regardless of price. You can accomplish that through proper marketing. Another thing to understand is that marketing is not the same thing as Sales Marketing is everything you do to reach people. Initiate a relationship and educate them on why your product is right for them. Sales is the process of engaging with people one on one and actually closing a sale or getting a signed agreement. Now marketing and sales should always be aligned and marketing is what fuels the sales process. But the two disciplines do require different skill sets and this course is focused on marketing.