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Content Marketing

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Digital Marketing - Study Notes:

Content marketing

Content marketing is the creation and sharing of content in different formats such as videos, blogs, and social media posts, to build interest in a product or service. It is becoming increasingly important for marketers to understand content marketing and to know how to use it effectively. The rise of ad blockers, algorithms, private social, and many other factors will increasingly limit our ability to reach consumers.

However, the inbound nature of content marketing cuts through these barriers. This is because it is centered around creating written and visual assets that have a genuine and intrinsic value to people. This requires a change of thinking for many marketers, because it doesn’t feel like marketing. And this is precisely why it works.

The purpose of content marketing is to drive:

  • Inbound customer engagement
  • Organic searches from a defined audience

Content is strategically created or curated, and distributed in key locations across the internet to attract customers to your website.

Inbound marketing is a strategy where brands use content marketing to attract customers. The key driver of inbound marketing is ‘consumer intent’ as potential customers actively seek out the brand’s content. As a result, the consumers are more engaged and open to taking action than if the brand were to communicate with them when they are not actively interested.

Outbound marketing, on the other hand, is when the brand pushes its messages out to as many people as it can within a target audience. The brand believes that this audience is a good match for the product or service being advertised. Of course, the consumers might not be interested in the product at that particular time. So outbound advertising is generally less effective than inbound marketing at driving action.

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Will Francis

Digital Marketing Consultant, Trainer, and Speaker

  • Educates and consults for senior marketers at the world’s leading brands
  • Ran a successful digital ad agency in London for eight years
  • Editor of social network MySpace in the 00s
  • Regularly appears at conferences, in press, TV, and radio to share his experience and expertise
  • Previous clients include Samsung, Spotify, Marriott Hotels, Warner Music, Penguin Books, and Net A Porter
Will Francis


Content Marketing
Will Francis Will Francis
Skills Expert

This short course covers the principles of content marketing and demonstrates techniques and useful tools that you can use to develop and refine your content marketing strategy.

You will learn how to:

  • Apply best practices for developing and enhancing content throughout a content marketing campaign
  • Create buyer personas for use in content development
  • Develop a content brief
  • Conduct keyword research to inform a content strategy
  • Curate, personalize, and repurpose content
  • Craft a brand story
  • Schedule content development and publication
  • Promote content
  • Measure and analyze content performance

Approximate learning time: 3 hours

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