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While millions of online writers and companies are doing content marketing, very few are winning at it.
To achieve the most positive outcomes, web content needs to be on-purpose and optimized.
This course shows you how to write content that is fully optimized, with every page integrated into a content marketing plan.
Achieve a massive improvement in outcomes by creating optimized web content that is purpose-driven and delivers results.
In this course you’ll learn how to optimize content in 7 different areas.
1. Content optimized for the search engines
2. Content optimized to attract inbound links
3. Content optimized for social media
4. Content optimized to pre-sell
5. Content optimized for to generate leads
6. Content optimized to build relationships
7. Content optimized for the seasons and holidays
"This is a great course - lots of info, no time-wasting fluff. Nick is a brilliant teacher and presents in a clear, logical manner." Toni Milne
“I have studied SEO for years but have never had the changes explained as clearly as Nick does. Thanks Nick! I’ve just finished the lecture on Link Building – more valuable advice about things I have never considered! Can’t wait for more.” Allan Miller
Millions of new pages of content are created and published each and every day…for blogs, websites and social media channels.
Freelancers, bloggers and companies feel under increasing pressure to publish more and more web content.
And most of that content delivers very little in the way of ROI.
Little wonder people scratch their heads and wonder if all the time and money they put into content creation is worth it.
Their problem is that they fail to OPTIMIZE their content according to a clearly defined strategy.
“I learned more about optimization within 3 hours than I had in the 3 years prior. This sails effortlessly into 5 Star plus territory.” Peter Skoda
In this course you’ll learn how to optimize your web content to achieve clearly defined results.
This course builds a solid foundation on which you can build a high-performing content marketing strategy.
It begins by addressing the issue of QUALITY. To get on the right side of both the search engines and your readers, quality has to come first.
Next we’ll look at what it means to truly optimize your content.
And then we’ll deep dive into optimizing content in 7 key areas.
This course includes 21 lectures and almost 3 hours of instruction. Each new lecture builds on the one that came before, and each concludes with a “Quick Takeaway” slide that crystallizes the lessons learned.
“Within days of taking this course, I was able to use what I learned with a new client. Repositioned as an optimization expert, I had a higher perceived value in their minds. And that led to a better paycheck!” Steve Maurer
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|Section 1: Welcome!|
|Section 2: Introduction to Web Content|
Writers and marketers often have a fairly narrow view of what constitutes content and content marketing. In this lecture we look at the full scope of what web content really means.
Most content marketers and writers know what it means when you talk about optimizing content for the search engines. But they have a very little grasp of what it means to optimize other types of online content. This is the missed opportunity we'll explore in this lecture.
|Section 3: The Fundamentals of Quality Web Content|
Online writers and content marketers are under constant pressure to produce high volumes of content. Unfortunately, this is exactly the wrong thing to do. The focus should always be on quality, not quantity.
If you're not collecting data and tracking the performance of your content marketing efforts, then you're not learning anything...you're just guessing. In this lecture we look at some of the ways you can track and evaluate a few different types of web content.
|Section 4: Optimize Your Content for the Search Engines|
Although it's by no means the only thing you should be doing to get on page one of the search results, some solid keyword research is still a very necessary part of the process. One key here is to understand that not all keyword research tools and services give you the information you need. Choose carefully.
Arguably, the search engines don't pay quite as much attention to a page's metatags as they used it. But you should still play close attention. And as you'll learn in this lecture, the title tag and description tag on a page play a vital role when it comes to social sharing.
SEO, or Search Engine Optimization, isn't just about keywords and metatags. Google considers over 200 factors when it comes to deciding how high up your page appears in the search results. The most important factors may surprise you...
|Section 5: Optimize Your Content for Inbound Links|
Having quality websites link to your own website pages is one of the most important things you can do. It's good for SEO, it's great for building authority, and it generates direct traffic. So how come so many content marketers pay so little attention to optimizing for inbound links?
In this lecture we'll look more at the kind of content that gets linked to, and the tools you can use to develop an inbound linking strategy. Few companies do this, so it can give you a huge competitive advantage.
|Section 6: Optimize Your Content for Social Media|
In some ways it's easy to optimize content for social media... if all you want it to reach as many people as possible. But it's much harder to optimize the act of actually being social with your audience.
In this lecture we'll look at 8 ways to optimize content for social media. There are more... but these will give you a firm grasp of the kinds of approaches you can try. And we'll close on a cautionary note, because too much social media optimization comes at a cost.
|Section 7: Optimize Your Content to Pre-Sell|
People get the idea of editorial content. And sales content. But too few have a grasp of content that lies between those two - content that is still editorial, but does a powerful job of pre-selling your readers, and preparing them for when you want to deliver your full sales message..
In this lecture we look at a variety of formats and approaches that enable you to deliver quality content that does a powerful job of pre-selling your audience.
|Section 8: Optimize Your Content to Generate Leads|
Lead generation is about collecting contact information. Typically websites collect a name and email address in exchange for an "ethical bribe" like a downloadable pdf document. Lead generation is important not only for companies in the B2B space but for consumer-facing companies too.
In this lecture we look at 4 different approaches to collecting leads. And there is a challenge here - to look beyond the obvious and usual ways to generate leads, and to think of new and engaging alternatives.
|Section 9: Optimize Your Content to Build Engagement and Deepen Relationships|
Too often companies publish new content "at" an audience, in the hope of monetizing that audience as quickly as possible. That's short-term thinking. You would do better to use content as a means to build deep and lasting relationships with both your prospects and your customers.
In this lecture we look at 5 different approaches to content that is optimized to engage your readers. The objective is to develop meaningful relationships between those readers and your business. Remember, engaged customers are more likely to buy, and become repeat buyers.
|Section 10: Optimize Your Content for the Seasons & Holidays|
Almost every business is seasonal to some degree, with sales spiking at different times of the year and on different special days and holidays. It pays to be prepared, sometimes months in advance.
|Section 11: Your Web Content Optimization Checklist|
In this lecture we look at how different types of web content can be layered and integrated to achieve the greatest impact.
This, the final lecture in the course, wraps things up and emphasizes some of the key do's and don't when it comes to web content optimization.
Over the course of a copywriting and consulting career spanning over thirty years, offline and then online, Nick has worked with dozens of major companies, including:
Citibank, Apple, Chrysler, Franklin Mint, TV Guide, Diners Club International, J. Paul Getty Trust, MSN.com, Technogym, Encyclopedia Britannica, New York Times, Country Financial, Adorama, Reuters, WebEx, and others.
During his years as a direct response marketer he wrote direct mail by the ton, and earned 15 awards, both in Europe and North America. In 1997 he stopped writing direct mail and has been working exclusively on business online ever since.
Over the years he has also worked as an advisor and consultant to various start-ups, principally in the area of consumer product sales online.
He has spoken at numerous online marketing conferences and has conducted in-house seminars and training sessions for many companies, including:
Yahoo!, Intuit, Walt Disney Attractions, Association of American Publishers, Novartis Pharma, John Deere, National Cancer Institute, Merck & Co., Textron, and the Information Technology Media Advisory Council.
Online, he has written literally hundreds of articles for Clickz.com, MarketingProfs.com, iMediaConnection.com, Business 2.0 and other online publications. He is also the author of Net Words: Creating High-Impact Online Copy. Published in 2001, it’s still a good and valuable read today.
"In a world of instant pundits and stuffed shirts, Nick Usborne stands out as an astute, insightful and original mind. He's able to find substance when others see just fluff, and can cut right to the core of the issue." Seth Godin
"The best writers are also clear thinkers who can distill complex issues and processes into something entirely more manageable. Nick does this well as a writer, certainly. But his talents apply more broadly to business as well. He has a real talent for seeing through the clutter, and recognizing what works and what doesn’t work when marketing online." Ann Handley, Chief Content Officer, MarketingProfs
"Nick Usborne is one of our most popular speakers at Search Engine Strategies, and I consistently get positive feedback about his presentations." Danny Sullivan, SearchEngineLand
Today he divides his time between online copywriting, teaching, consulting – and enjoying life.
He lives in Montreal, Quebec, Canada.