An Introduction To Content Marketing | Maider Izeta | Skillshare

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

7 Lessons (13m)
    • 1. Introduction

    • 2. Defining content marketing

    • 3. What type of content should you create

    • 4. Establishing your goals

    • 5. Creating a buyer persona

    • 6. Developing & promoting your content

    • 7. Content marketing metrics

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About This Class

In this class, you will learn the basics of Content Marketing from what this new discipline entails to how to measure the success of the content you create.

Meet Your Teacher

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Maider Izeta

Marketing Consultant & Travel Photographer


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1. Introduction: hello and welcome to this course where you will be learning the fundamentals and basics of content marketing. My name is my buddy said, and while originally from staying up being in the United States for the past seven years, you could say that I've been developing content all my life. Back in Spain, when I started my career, I was writing news articles and feature stories for a newspaper every single day. Then I relocated to the United States. I went back to school and a poem finishing my studies and advertising. I started working in the marketing department off a company. Over the past seven years, I've gained a lot of knowledge about marketing and, more specifically about content marketing, and I cannot wait to share the knowledge with you. Throughout this course, you will learn the following things. First, we will understand what content marketing is on what content marketing is not. So we will share a definition of content marketing, and then we will also understand why content marketing is so important in today's world. After that, you will learn how to establish how to create a basic content marketing plan and strategy upon those objectives that you have set previously. Thoroughly, we will go over the basics of creating an editorial calendar that you will use as a guideline so you can share the content in all those platforms where you have a presence. And finally, you will learn how to measure the success of that initial plan that you've put together. This class is ideal for you. If you are starting out in marketing or if you have a small or medium sized organization and have been giving some thought to changing your marketing strategy, are you ready to learn about content marketing? Let's get started then. 2. Defining content marketing: before we dive into discussing content marketing, it is actually very important to understand what marketing is and if we look at the definition provided by the American Marketing Association, marketing is the activity set of institutions and processes for creating, delivering and exchanging offerings that have valley for customers, clients, partners and society at large. So I've mentioned this was provided by the American Marketing Association, and I feel it's a little bit long, so we're going to go with an alternative definition that our marketing professor shared several years ago, he said. The marketing is turning a want into a need, and now you might be wondering, How does this relate to content marketing? Content Marketing is any piece of communication that connects consumers who have a specific need with a solution. What I mean by this is that through the content that in this particular case your brand will create, you will be providing a solution to a very specific problem or need that consumers might have. Content is typically shared through online venues such a social media, so Facebook, Twitter, instagram, Snapchat, YouTube or your website slash blawg and content could be anything from a simple photo with a caption to a 1500 word block post. The ultimate goal with content marketing is to attract new potential clients, retain them and turn them into brand ambassadors, and this will ultimately lead to additional sales. Our society has changed. We are exposed to hundreds of thousands of messages every single day. Just think about it for a minute. When you're driving, you'll come across billboards. You'll see bus shelter ads, and if you turn the radio, you listen to radio ads. We are bombarded with messages. That's why traditional advertising will work anymore. Sales pitches don't work. The moment of consumer feels at a sales pitch is coming. And believe me, they do know when it's coming. They will turn out immediately. So how do you break through the noise and reach your potential customers? That's going content. Marketing enters the scene. By developing engaging content, you have a better chance of reaching your potential customers and turning them into your brand. Ambassadors 3. What type of content should you create: What are the benefits of content marketing? There are primarily two brand awareness and trust. When it comes to brand awareness, you have to keep in mind that consumers are looking for information and by creating content , you build this awareness around your brand when it comes to trust. What I mean by this is that through the content that you create over time, you build a relationship with consumers, and when they are ready to make a purchase, they will think of you first. What should content be like when developing your brands Content marketing plan, which we will talk about shortly? Your message should provide valuable information. Remember, you're providing a solution to specific problem or need have an emotional connection. So if in addition to providing valuable information, you can tie your message to an emotion, it will make it memorable. It will be easier for them to remember and thoroughly. It should be relatable. People want to relate to the content they're consuming 4. Establishing your goals: Before you start developing your content marketing plan, you first need to spend some time thinking about how you're going to measure the success afterwards. Content marketing. It's a new discipline, so it can be a little tricky to measure R A Y. But it can be done, and I'm gonna show you how in the next few slides, as I was saying, before developing the content, you need to establish some goals. What do you want to get out of your content marketing plan? Do you want to increase the number of shares and engagement? Do you want to increase lead generation or increased revenue? This is something that you need to discuss and determine with your team. You also need to make sure you establish a budget to stay on track with R A Y. And finally, you have to remember that goals have to be smart, specific, measurable, achievable, relevant and time bound. It is very important that you conduct an initial audit to better understand and assess your organization's current state. You can run an audit on your website and social media platforms. When it comes to your website, you can utilize school analytics and measure the following things. What is the increase in decreasing traffic? Where is the traffic coming from? Is that organic? Is it through referral? Is it through social media platforms? What is the bounce time? How much time are there spending on your website on water? The content that they're visiting? You can also track and measure downloads and sign ups to your mailing list. Asked for social media platforms, you should be looking to the following things. Number of followers shares reactions and clicks to your platforms later on. When we get to the metrics, I will share with you a spreadsheet that I normally use with my clients to measure the success of our plans. Once you know the current state of your website and social media platforms, you can start establishing some goals to achieve. But remember, they have to be measurable and time bound. Are they going to be quarterly based or annual ones? Do you want to reach 2000 subscribers by end of the year or end of the quarter? Is the increasing traffic going to be 20% by end of the year or end of the semester? That's something that you need to discuss and agree upon with your marketing team. 5. Creating a buyer persona: Now that you have established your content marketing goals, it is time to develop a brand voice. But what is the brand voice and why is it so important to develop one? You want to make sure your content is consistent all across media and stands out from your competitors In order to do that, it is important that you first developed a buyer persona, also known as an avatar. Who is your ideal client right down an accurate description off your ideal client. Here's an example of what a buyer persona profile would look like. Let me introduce you to someone special. This is Mike. Mike is a 34 year old single guy who's an entrepreneur and lives in Newport Beach, California He likes to serve in travel and shops at Trader Joe's, and he loves the Anaheim Angels. This is a description of what my ideal client would be to create your buyer persona. Profile like this. You will have to conduct research beforehand so you can better to find who your ideal client is. Is it a male or a female? How old is she or he? What do they do? What do they enjoy doing in their free time. What is their annual household income? Where do they normally go out to eat? All those things you will need to write down the more detailed your buyer persona profile is, the easier it will be for you later on to develop more valuable content. 6. Developing & promoting your content: Now that you have developed your buyer personas, it'll be much easier for you to start developing content. But before doing that, brainstorm some ideas. What are your organization's priorities for the year, and do you have different buyer personas? So then, should the content be different for each of those fire personas? It's also important for you to look at the bigger picture. Is your organization going to be launching any product or service down the road? That's why I think it's important that you create a road map so you can look at the bigger picture and start brainstorming ideas to the villa content for each of those product launches or service launches. What type of content would be a good fit for your strategy? Would it be blocked? Posts 500 to 700 words updated on your company Blogger website Sharing relevant information Would it be cheat sheets, tips or best practices that would be practical for your potential clients, maybe e books designed to provide in depth information appealing for your potential customers? How about infographics? You could provide statistics in a visual wait or videos promoted on YouTube, Vimeo or other platforms. You could also use graphics, photos, Ah, podcast or slight presentations, plus all of this into your editorial calendar just the way we've talked before and mixed different types of content to make it more engaging and appealing to your audience. When doing this, think about the following. Where would you publish the content and what would be the optimal channels to promote it? Go back to your road map and refer to it as often is needed to establish your editorial calendar. As for the software you can use, it could be something as simple as a spreadsheet, but I recommend Google calendar there also other paid platforms, such as co schedule that you could use. How are you going to go about promoting your content? Where are you going to share the information? Some of the most common channels are your email. So that's why it's so important to start building your email list or social media, you can share them Facebook. You can share it on Twitter or even Pinterest, so you need to determine what the best channels are to share each of the pieces of content you're going to be developing 7. Content marketing metrics: In order to measure the region's excess of your plan, you first need to refer back to the goals that you had originally written. But how do you write content that can't be measurable? You have to think about what you want to get out of each piece of content that you will be developing. So is it increasing traffic? Is it lead generation? Is it engagement on social media? Think about it first when you start developing that content. Water content Marketers Measuring Today they're looking at brand awareness, lead generation, engagement, website traffic, social sharing, loyalty and, ultimately, sales. What I recommend that you do and this is what I do with my clients, is to create a spreadsheet to track monthly metrics over time to see how your content is performing. I'm going to show you an example of what I do with my clients. Here's a spreadsheet that I use with my clients, and this one's for a particular client that I started working with a few months ago. As you can see, it's old color coded and you can do it a fancy as you like. Or a simple issued like mine's pretty simple as you can see I always start with an initial audit. Once they take over an account, I want to make sure I understand what the current state of the organization is in terms of social media activity and engagement as well as website traffic. So if you look at the first few rows, that would be for my clients. Facebook activity. When I took over the account late in December of 2016 I ran an initial audit to see their current state. And then week after a week, I have been keeping track of older activity of all the content that we publish, and we share with the followers to understand what works and what doesn't work. So if we see that there's any particular post that they like and we see that there's a lot of engagement, we will provide more of that engagement. So to me, it's very helpful to keep track of it on a weekly basis to see what needs to be changed or what we need to create more off. The same applies to Twitter. Here's another example of things that you can track with Twitter and then on the last few rows things that you could track if you're looking at website traffic. One last thing that I like to mention before we wrap up is that in order to calculate our oi, you will need to know how much money your content has generated. And you will also have to list a cost of the content that you have created Onley. This way you'll be able to determine rial R A Y. I hope you found this introduction to content marketing class useful. You can download the spreadsheet by following the link that's provided below in the description. And if you have any questions, please feel free to contact me at any time.