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This course is your complete approach to building a fast-flowing highway of continuous demand. Learn each step of the process for driving B2B leads with content marketing, from first action to final outcome.
We’ll analyze the birth of a lead, deconstructing each page in the process and each stage in the funnel. You’ll learn how to strengthen each stage, from the high-ranking blog post to the thank you page after the thank you page.
Content. It’s why they visit and why they convert (or don’t). Content is part of every step in your funnel. From the first keyphrase to the final conversion, this masterclass connects every dot. Your content is a bridge between a Google search results page and your website’s thank you page.
With this course you will learn to figure out:
Some brands buy traffic. They try to win the battle of budgets through brute force or by outsmarting the other advertisers, picking off opportunities on the edge.
The content marketer has a different approach. We win traffic. We earn conversions and grow audiences so large that eventually the advertisers start calling us, trying to buy space on our digital properties.
It’s both an art and a science. Content marketing is perfect for marketers who love to use both halves of their brains.
If you like to cross channels and combine tactics, if you love both making and measuring things, this course is designed for you.
Content strategy doesn’t require big budgets, but it does take time. You will dominate your competition slowly, patiently. You will win the loyalty of your audience one keyphrase, link, and subscriber at a time.
Once complete, you’ll own a platform that consistently generates high quality leads. You will have the skills and mindset of a content strategist with a clear understanding of how to generate awareness, demand and revenue through content.
If you’ve ever spoken these words, reconsider taking this course:
If you stand behind any of those convictions, please do not register for this course.
Ideally, this isn’t your first rodeo. You have been exposed to all of the basic concepts and have at least a year of digital marketing under your belt.
Are you a pro at this already? Aspects of this course are advanced. Seasoned content marketers with 5+ years of experience can also expect real practical value.
It’s about brains, not budget. It’s about durability, not speed. Content marketing is the opposite of advertising. We don’t buy attention, we earn it.
A content marketing master understands both cheese and mousetraps, traffic and conversion. We cross channels. We combine formats. And we build relevance and demand within the niche. The goal is eventual dominance.
From research to rankings, we’re going straight at the heart of search engine optimization. This class focuses on the specific actions that drive the rankings and targeted traffic.
In this class, Andy will teach you the how to create content that is easy for visitors to consume and easy for you to promote. Once complete, you’ll have the tools and tactics you need to drive traffic and results.
Influencer marketing, blogger relations and digital PR are all built on the same foundation: collaboration. In this class, you’ll learn to use social media to grow your reach and rankings.
You create outstanding content and promote it like a champ, but that’s not enough. If your content program isn’t efficient, it isn’t sustainable. Content marketing is an endurance sport, so we need to learn to be efficient in our efforts. We need to be resourceful and opportunistic.
Create, promote and measure. Measurement is the third aspect of every content marketing program and it is critical. If you don’t measure, you can’t optimize.
In this class, you’ll learn to measure the return on investment for your content marketing efforts.