Why is content marketing important for your business?

And why you need to stay on top of all the changes

Every day, your prospective and current customers are bombarded with more than 5,000 sales and marketing messages.  And they are becoming increasingly more efficient at ignoring those messages.

Then, when your audience realizes they have a need, they go online and search for options.  They read reviews, blog posts, white papers, and eBooks.  They watch videos and programs that are live-streamed.  They listen to podcasts.

Are they paying attention to your content? Or your competitors?

And if you are wondering if content marketing works, check out these facts and figures:
  • Content marketing brings in 3X as many leads as traditional marketing and costs 62% less.
  • SMBs that use content marketing get 126% more leads than those that don’t.
  • 61% of online purchases are the direct result of a customer reading a blog.
  • Companies that publish 16+ blog posts per month get 3.5X more traffic than those that post four or fewer posts per month. 
 



Learning Objectives for this Course

  • How to develop and lead a content marketing program that converts more leads into new customers

  • How to grow your email list and use email marketing to bring your content to your audience and motivate the audience to act

  • How to use content marketing to increase customer loyalty & Increase life-time value

  • How to write copy that grabs your audience's attention and motivates action

  • How to identify segments and develop personas so you can more effectively deliver the right message and offer to the right person

  • How to develop and lead a highly effective content marketing program focused on ROI

  • How to create a distribution and promotion strategy that brings your content into the hands of more qualified buyers

  • How to analyze your content marketing program's performance & identify opportunities for improvement

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Lessons Overview

Overview of what's covered in the course

  • Marketing Basics: Learn the key marketing fundamentals that drive highly effective content marketing efforts.
  • Content Marketing Basics:   Learn how to define your content marketing goals, tell compelling stories and develop detailed buyer personas that will be the foundation for your content marketing efforts.
  • Generating Effective Content Ideas: Learn how to create a reliable, efficient process for identifying great ideas so your content stands out from the competition and is known to be high-quality to your audience.
  • How & When Types of Content: Learn about the wide variety of content that exists, how to effectively present content for the various learning styles and how to repurpose existing content so you enjoy an even bigger bang for your buck.
  • Content Marketing Creation Process: Learn what resources you need for a successful content marketing program, how to develop a highly efficient process for creating content so your resources are wisely used, not burned out and how to create a budget for your content marketing program.
  • Content Promotion & Distribution:   Learn how to get your content in front of your audience at the right time in their buying process and in the right media.
  • Effective Copywriting: Learn how to write headlines, subject lines, and call-to-action that grab your audience's attention and interest, compelling them to take action.
  • Email Marketing: Learn how to grow and manage an active, engaged email list, create effective opt-in forms and maintain relationships with subscribers over the long-term.
  • Measuring Your Results & Testing: Learn how to test your content and distribution efforts, and measure performance so you can identify opportunities to improve the campaign.


 

 


Course Lesson Plan

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  • 2

    Introduction

  • 3

    Chapter 1: Marketing Basics

    • Learning Outcomes for Chapter 1

    • What is Marketing? (Video)

    • What is Marketing? (Audio)

    • What is marketing ? (PDF)

    • Understanding the Consumer Buying Process (Video)

    • Understanding the Consumer Buying Process (Audio)

    • Understanding the Consumer Buying Process (PDF)

    • Understanding the Business Buying Process (Video)

    • Understanding the Busines Buying Process (Audio)

    • Understanding the Business Buying Process (PDF)

    • Lesson 1 Quiz

  • 4

    Chapter 2: Content Marketing Basics

    • What is Content Marketing and How Does it Work?

    • What is content marketing and How Does it Work?

    • What is Content Marketing and How Does it Work (PDF)

    • Defining Your Content Marketing Goals

    • Storytelling: Why Storytelling is Critical & How to tell Compelling Stories

    • How to Create Consumer Buyer Personas

    • Mapping the Buyer's Journey & Creating Your Contact Strategy

    • How to Create Consumer & Business Buyer Personas

  • 5

    Chapter 3: Generating Effective Content Marketing Ideas

    • Building and Maintaining Your Content Idea System

    • Your Audience as a Source of Great Content Ideas

    • Secrets to Effective Content Idea Brainstorming

    • Tools for Content Research & More

    • Your Editorial Calendar: The Winning Edge

  • 6

    Chapter 4: How & When to Use the Various Types of Content

    • Introduction to the various types of content

    • How to create great list content

    • Powerful Tutorials

    • Q&A Content Best Practices

    • Working current events into your content strategy

    • How to write great case studies

  • 7

    Chapter 5: How & When to Use the Various Content Formats PLUS Repurposing Tips

    • How to generate an continuous stream of great content

    • Repurposing content for greater ROI

  • 8

    Chapter 6: Designing Your Content Marketing Creation Process

    • Developing your content marketing team

    • The Production Process

    • Building your content marketing budget

    • Managing external resources

  • 9

    Chapter 7: Successful Content Promotion & Distribution

    • Why promotion and distribution is critical

    • How to get influencers to share your content

    • Promoting your content on social media

    • How to promote your content in Groups and Online Communities

  • 10

    Chapter 8: Effective Copywriting 101

    • The Importance of successful copywriting

    • How to write headlines that grab readers' attention

    • How to speak the language of your reader

    • Offers and Calls-to-action that work

    • Grammar and Spelling: Keys to success (and failure)

    • How to improve your copywriting skills

  • 11

    Chapter 9: Email Marketing & Effective Content Marketing

    • Understanding Email Marketing

    • Creating Your Segmentation Strategy

    • Creating Your Contact Management Strategy

    • Types of Emails: Choosing the Right Email

    • Keys to High-Performance Emails

    • Email Deliverability: What is it and Why it is Important

    • Email Design: Keys to Success

    • Campaign Performance: Data Analysis

    • Emails for Lead Nurturing and Stronger Relationships

    • Customer Loyalty and Email Marketing

  • 12

    Chapter 9: Measuring Your Results

    • Content Marketing Analytics and ROI

    • Which Data is Key

    • How to Use Your Data to Drive Improvements

  • 13

    Closing Thoughts & Summary

    • Overview and Review

  • 14

    Online Community

    • What's going on in email marketing?

Career Advancing Learning

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Your Instructor: Pat McGraw

Content Marketing Expert | Author | Professor

Pat McGraw

For the past 3-decades, I have helped for-profit and non-profit organizations of all sizes, across multiple industries including education, technology, retail/e-commerce, business, and professional services generate profitable growth.

As an author, speaker, and college professor, I have shared my knowledge with others so they could experience greater success in their personal and professional lives.

My areas of expertise include:
  • Direct marketing
  • Digital marketing / social media
  • Market research and competitive analysis
  • Customer acquisition and retention marketing programs
  • Customer loyalty programs
  • Marketing campaign planning and execution
  • My work on both the agency and customer sides brings a unique, valuable perspective to my experiences that help deliver practical solutions that can be implemented with your available resources.

    And my experience in education - teaching and curriculum design - provides you with the perfect blend of knowledge and insights that will help you take what you learn in my courses and successfully implement those insights in your business.

    My teaching and curriculum design experience includes Introduction to Marketing, Social Media Marketing, Direct Marketing, Marketing Research, and Strategic Marketing at Strayer University, Southern New Hampshire University Online (SNHU), University of Maryland Global Campus (UMGC), University of Phoenix and Towson University.

     


    FAQ

    • Do I have to be online at the same time as other class members and the instructor??

      No. The course is self-paced and available 24/7 so you can access the course anytime and progress at your own pace.

    • What if I am dissatisfied with Content- can I get a refund?

      There is a 100% satisfaction guarantee so you have 30-days from your subscription date to decide. To request a refund, email info@pat-mcgraw.com and request a full refund.

    • What if I have other questions?

      Just email your question to info@pat-mcgraw.com and you will receive a response with 1 business day.

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