C.C. Chapman – Content Marketing Fundamentals

Content Marketing Fundamentals

Level: Appropriate for all
Duration: 57m 32s
Released: Oct 22, 2013

What is content marketing? Photos, words, audio, and video everything you create to tell the story of your product or company online. It’s not a new concept, but the tools have changed dramatically in the last 10 years. In this presentation, C. C. Chapman walks through the why, what, who, and how of content marketing, and shows how to transition your marketing efforts to the digital landscape. You’ll learn to define a strategy that’s right for your company, choose the proper platform and tools, understand how to build a successful content marketing team, and gain insight from C.C.’s years of expertise.

Topics include:

• Defining marketing goals and measuring success
• Integrating already established programs
• Getting leadership support
• Establishing an online footprint, starting with a blog
• Electing editors, community managers, and content creators
• Using an editorial calendar
• Writing for the web
• Understanding the importance of images, audio, and video

Contents:

Introduction 2m56s
Welcome 1m 11s
What this course covers 1m 45s

1. Developing Your Strategy and Setting Goals 12m 17s
Defining goals and measuring success 2m 28s
Knowing your company’s culture 1m 47s
Integrating with already established programs 1m 46s
Leadership support 2m 18s
Thinking like a publisher 2m 8s
Small wins are a great start 1m 50s

2. Choosing the Proper Platforms and Tools 12m 13s
Establishing your online footprint 2m 24s
Start with a blog 2m 20s
Setting up guidelines and training 3m 12s
Getting better by doing more 1m 55s
Thinking about content marketing as a campfire 2m 22s

3. Roles and Responsibilities for Your Team 9m 56s
The importance of having an editor 1m 1s
Community managers 3m 2s
Content creators 2m 31s
Don’t forget to listen 3m 22s

4. Using Best Practices to Implement Your Plan 18m 1s
Using an editorial calendar 2m 40s
Playing to your strengths 1m 41s
Writing for the web 2m 40s
The importance of images 3m 19s
Video and audio 3m 18s
Tailoring content to each platform 4m 23s

Conclusion 2m 9s
Succeeding with content marketing 2m 9s

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