Notesale: Turn your study into money

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🔥 Content
Marketing MODULE (1)
A GENERAL INTRODUCTION

what is content marketing
Content marketing has become an integral part of businesses to
attract and retain their target audience
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The content can come in many forms such as blog posts, videos,
social media posts, Etc
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A Content marketing manager can make an average of 60,000 dollars annually and
a Content marketing strategist can earn an average salary of sixty five thousand
dollars annually
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Content marketing may be a great career choice if you possess these skills and are
interested in marketing with a promising future and competitive salaries content
marketing is an exciting industry to pursue
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This is made by industry experts who bring their real world experience to the classroom
giving you an Insider's perspective on what it takes to succeed in the digital marketing
world
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you in this content marketing full course
we will start a discussion with what content marketing is then we will discuss various
content marketing strategies post that will learn some techniques on how to write
content then we will check out an important tool called Google Keyword Planner
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In fact one of the classic Foundation stories of you know the birth of content
marketing goes all the way back to the Michelin Brothers in France and the Michelin
Brothers you know in case you haven't done your history that's okay you know a
little refresher right now were two brothers who made pneumatic tires and they were
trying to sell them along with an Innovative product at its time called the automobile
in an era where the roads were horrible
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Michelin guide and the Michelin guide was unique in that it reviewed restaurants not
just restaurants nearby in Paris but restaurants out there in the provinces and the
Michelin brothers are the ones who came up with the one two and three star rating

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system to say this restaurant I know it's way out there it's you know bad roads but
guess what to die for the Ratatouille oh you gotta have it this is a three-star
restaurant you you it's worth making the trip and oh by the way and since we're
going to give you a guide and you have to get out of Paris in order to get there we're
going to tell you where you can find gasoline along the way , which hotels you
might want to stay at overnight and by the way just in case you have to how to
repair a flat tire particularly if it's a Michelin tire because it's a Pneumatic and you
know what it's quite easy to repair and guess what that put Michelin on the map why
they weren't trying to sell you more tires they weren't telling you about the features
and benefits of round or tire repair I mean that was in there but it was only a how-to
article not necessarily a feature and benefit
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You sort of you know hit a pause and like well we were doing content marketing and
we need to come up with a concept back to the Michelin guide it's it's great
Foundation so let's go to a modern definition where are we now in the 21st century
when it comes to content marketing well you can read here and read the definition
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The content that you create needs to be relevant and it also has to be valuable now
if it's not relevant then you're not actually meeting my needs or interests you know
and why would I be interested in them
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Relevance means that this content isn't going to get screened out and the valuable
the valuable can can work in a lot of different ways it can be interesting it can be
useful you know value is an interesting proposition all by itself but that's the key to
content marketing
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I know there's some Skeptics who are saying oh come on come on come on content
marketing is just a fancy new name for social media marketing right and the answer is
well there is some overlap
we're going to deal with that in module three but let me just be clear here social media
content is part of what content marketing needs to create but it can also create content
for your website and that's not the social media it can also create content that your PR
people can share with reporters or bloggers and that's not normally considered social
media content and by the way all of that content can be optimized so maybe it actually
is part of SEO not social media marketing
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when Google rolled out the first of its multiple versions of the panda update all of a
sudden even seo’s started to pay attention to content marketing
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I mean, I've got to actually tell stories that are interesting
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Content marketing has grown it's like tripled in terms of web search interest since the
panda update and then we're talking about panda one of course there was Panda 2
Panda 3 Panda 4
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Difference between an effective content marketer and an ineffective content
marketer
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oh okay all right I mean people who are winging it aren't as effective as people who
actually have thought about this and written it down got it okay
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Does that mean we have to have a reorg or maybe we just have to designate somebody
who reports to somebody else whatever but guess what it really helps if somebody is
driving this process , they've got to be using more content marketing tactics than their
less effective peers and this is not an argument more is better this is just pardon me
that's the way the data falls out the people who are actually more effective are doing
more different kinds of things a broader range of tactics and who knows maybe it's that
broader Range that's part of the success formula
Same thing is true with social media platforms the effective content marketers are using
more than the ineffective ones and last but not least and this may be a sort of a result of
the first four by gosh effective content marketers generally have greater percentage of
the overall marketing budget in their organization wow okay that's the b2c marketing
program but if you don't understand I'm not a b2c marketer okay so let's take a look at
the B2B content marketing formula
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Well that's similar to the b2c content marketers but you understand B2B is different
yeah there's a couple small differences but guess what overall the top five criteria are
similar
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you're in an Enterprise I know the world is different for Enterprises actually not so much
so four different data points let's net it out there's a pattern and the pattern is is I don't
care what flavor of content marketer you are you can be b2c B2B you can be small
business you can be large Enterprise at the end of the day there are five things that
you've got to focus on if you want to be effective
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okay , I don't know anything about you I don't know about your company I don't know
about your company's product I don't know about your company's you know reputation
or anything about you and so what was it you were going to try to sell me and that's the
downside of not having a Content marketing program we've actually found and work
that we've done with companies that content marketing can shorten the sales cycle why
you're providing people with information at key points that they need in order to take the
next step so yeah is there a downside sure stick with the status quo struggle swimming
against the tide
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