Content Strategy and Demand Generation

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.
  
- The surprising mechanics of demand generation
- Putting yourself on a mission
- Connecting all the dots: topics, formats,
influencers, rankings and conversions

Search Ranking Factors: Authority and Relevance

From research to rankings, we’re going straight at the heart of search search engine optimisation. This class focuses on the the fundamentals of search.

- What are the search ranking factors? Which are the most important?
- Why do some pages rank while others don’t?
- Which SEO tools are then most useful?

Search Engine Optimisation: Content, Links and Relationships

Work within the key factors in search to create content and relationships that lead to traffic. Now we’ll examine the specific actions that drive rankings 

- Pick Your Battles: Find the phrases you can win for through keyphrase research
- Relevance and Intent: Use keywords in ways that show you’re the real thing
- Target Topics not phrases: Go beyond the keyphrase and leverage semantics

Influencer Marketing Fundamentals: Networking, Collaboration and PR

Anybody can put an article on their website. But how can you to stand out in inboxes and social streams? A few small changes can mean the difference between tons of traffic and none at all.

- How is writing for web different? How is digital content consumed?
- What type of writing tends to get clicked, opened and read?
- How can you produce quality content consistently without losing your mind?

Topics, Research and Competitive Analysis

Which topics are the most interesting to your audience? What are they looking for? What questions do they have? What are they most likely to share? The subjects you write about determine how compelling your content and website are to your audience. 

-Use “data-driven empathy” to find what your audience really cares about, searches for and shares
-See what’s worked in your own content
-See what’s working for your competition

Websites, Conversion and Visitor Psychology

We're going to breakdown the main factors in conversion and lead generation. It begins and ends with content. After planning 1000+ websites over the last 16 years, Andy is going to show the process for compelling your visitors to take action. 

-Why most websites fail today, according to 12 years of research
-How and where to use the two kinds of evidence
-What's the one aspect of a call-to-action that makes the biggest difference

Google Analytics: Analyse, Measure and Optimise

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 optimise.
In this class, you’ll learn to measure the the return on investment for your content marketing efforts. Starting with the two numbers that matter most. After completing this class, you’ll know... 

-How to answer questions and tell stories with data
-How content marketing ROI is measured at the highest levels
-How to measure the value of various sources of traffic and specific pieces of content

Process, Production, Teams and Efficiency

Create outstanding content and promote it like a champ, but that’s not enough. If your content programme 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 processes that make your daily routines more efficient
-Find content opportunities within your organisation
-Delegate using tools, outsourcing and virtual assistants

Group Presentations

Each group will present a content strategy for their selected business.

A final bonus topic of personal branding, career development and online networking will be presented afterwards, time permitting

Influencer Marketing Fundamentals: Networking, Collaboration and PR

Influencer marketing, blogger relations and digital PR are all build on the same foundation: collaboration. In this class, you’ll learn to use social media to grow your reach and rankings

-Find the 1% of internet users that make the biggest difference in your marketing
-Build relationships that create content opportunities
-Collaborate with your sales prospects and referral partners