2020 Complete Marketing Masterclass #5 | Content Strategy
By Brian Bozarth, Chief Marketing Officer
This course is for you
Session 5: Valuable, viral content is well-developed, researched, and planned. Learn advanced modern & digital marketing
. Our live Marketing Leadership Workshop is now available online!
Too many people know WHAT to do in marketing but they don't know WHY they are doing it!
Does this sound familiar? Anyone can learn how to post to social, write a blog post, or learn what SEO is, but quantity is not what works. What works are people who actually know WHY and WHEN certain marketing activities work.
That's the purpose of this course. By the end, you will have developed an actual marketing strategy, your own personal marketing playbook, that will guide you and your brand into the right marketing activity.
Think about it - no more guessing or assuming. You will be able to inform others and act personally based on the correct information!
Three reasons to TAKE THIS COURSE right now!
1. You get lifetime access to lectures, including new lectures every month (content is added/updated constantly).
2. You can ask me questions and see me respond to every single one of them thoughtfully!
3. What you will learn in this course is original, tested, and very detailed! It comes from years of graduate-level education and 20+ of marketing leadership experience across dozens of industries.
There are plenty of people who can teach you shortcuts and fast tactics.
This is a course for people who are truly willing to understand instead. A course for people who would rather do it right than hustle and hassle people. Once you work your way through nearly 200 lessons, your strategy will become more clear, your empathy will deepen and you'll begin to see the market as it is, instead of merely wishing it to be what you want.
★★★★★ "This is the best marketing innovation I have seen in years." - Ignacio Agacevic
The Marketing Leadership Masterclass is split into 6 different online sessions, each focusing on a different aspect of marketing leadership.
In Session 5 we will focus on Content Engagement Strategy
As you know, technology has made content creation and marketing far more complex, and an emphasis on data-driven approaches has forced all of us to rethink the communications industry.
The keys to breaking through today's immense marketing clutter are quality content, compelling experiences, and their effective distribution.
As such, every piece of content should have a defined purposed that traces back to the Belief Framework we developed in Session 2. In today's modern marketing, this is a table-stakes requirement that you cannot afford to get wrong.
Therefore, in this Session, we will focus on helping you develop evergreen content that will shape, nurture, and grow the beliefs of your target market based on the personas you have developed earlier.
What are the requirements?
No experience or audience required.
Suitable for all types of businesses (digital product, physical product, service, B2B, B2C).
Why take this Course?
Become a Leader - Learn how to think & act like a strategic marketing leader.
Modern Marketing - The world of marketing is in constant flux. Don’t get left behind.
“Why” of Marketing - Learn the “Why” of marketing rather than just the “How.”
What am I going to get from this course?
Practical theory - Great marketers and great entrepreneurs are great learners. We’ll cover the theory that you need to understand to drive your own Demand Gen program.
Hands-on - Throughout the course, we give you multiple opportunities to slow down and apply what you have learned by building out the real-world plan that your company needs.
Peer Learning - Your instructors are peers, start-up founders and fellow marketers with decades of tangible experience in every stage and level of an organization.
What is the Target Audience?
Business Owners - Increase your business revenue, sales pipeline, and ROI by building out transformative demand generation programs that actually work.
Startups - Leverage proven marketing processes and practices to establish and increase your user-base and business revenue.
Marketers - Increase your current marketing knowledge by learning the most effective tactics, best practices, and processes.
Go from Beginner to Advanced
No matter what level of marketer you are, you will go from beginner to advanced marketing leader as we walk you through building your own model.
All the strategies, tips and tools recommended are either included, free or very cost-effective.
Course overview - 26
Introduction to the Course
SESSION 5 HOMEWORK LINK
Introduction to Content Engagement Plan
Modern Marketing Funnel
Why Content Fails
What Makes Content Valuable?
Full-Funnel Content Plan
Defining Content Type
STAGE 1: TOFU CONTENT
TOFU Spotlight: Social Media
TOFU Content Examples
STAGE 2: MOFU CONTENT
MOFU Goals and Tactics
MOFU Content Examples
STAGE 3: BOFU CONTENT
BOFU Goals and Tactics
BOFU Content Examples
STAGE 4: RETENTION CONTENT
Retention Goals and Content Types
Retention Content Examples
HOMEWORK: CONTENT ENGAGEMENT PLAN
End of Session