I read copious copy writing books by the masters (Dan Kennedy, Maria Veloso, Joe Vitale, Joe Sugarman, and more) until I felt that what I was reading was redundant (nothing new to learn) and began as a fledgling copywriter for the grand daddy of all on-hold phone message companies, earning their Employee of the Quarter the last two quarters I worked there.

Case studies, also known as testimonials, are your opportunity to tell the story of a customer who succeeded in solving a problem by working with you. A case study is perhaps your most versatile type of content marketing because it can take many different forms -- some of which are on this list. That's right, case studies can take the form of a blog post, ebook, podcast ... even an infographic.


I write a lot of product review articles and I can attest to what a valuable resource Amazon reviews are. I have also found the “Questions Asked by Customers’ section to be a gold mine. The questions are asked by people who are considering buying the product and are answered by the sellers and, importantly, by people who have actually bought and used the product. I get ideas for most of my subheads from there.
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There are actually two parts to the course, the first titled “Engaging Audiences for Your Organization” and the second titled “Expanding Your Content’s Impact and Reach.” Both are six weeks of study and completely free, although you do have the option of getting a Verified Certificate from Northwestern University for completing the course for $49.00.

To explain how content marketing works, we first have to agree on a definition. Unfortunately, I might've sent myself on a fool's errand -- I went through dozens of different iterations of a content marketing definition (including the somewhat flippant "content marketing is using content for marketing") and found none of them totally satisfactory. But I hate to let perfection get in the way of progress, so let's just get something down on paper so we have a basis for discussion:
Ford was an unknown name to me, but her loyal followers seem to swear by her advice so I gave the course a try, and was very impressed. She has worked with government agencies, Fortune 500 companies, and many more across the board. This subject matter is one that seems fairly simple, but planning can be very intricate. Like Godin’s class, she helps you create a resource library to refer back to in the future and makes sure that you walk away with three months planned for your online content.

You create a few sample infographics and share them on social media so people see what the tool is capable of doing, and between that and the traffic coming from organic search, you start to get a few hundred people using it every month. A few of them like it so much they provide their name and email address so they can continue using it. Now that you have their contact information, you're able to identify some people that would be a good customer fit and keep in touch with them, nurturing them into customers.

At HubSpot, we use ... well, we use HubSpot at HubSpot. It comes with a Content Management System (CMS), which allows you to create and publish content quickly in a format that's web-friendly. Whether you use HubSpot or another CMS, you need some CMS so your content marketing team can easily set up a blog, add blog posts, and add website pages without having to get help from IT or developers.
Review : Thank you, Shani The course has been an absolute delight. firstly it gave me a structural framework that I can apply in my writing which makes it more easier to read and comprehend. Secondly, all the tactics and strategies that you have taught makes my writing more elegant, poetic and pleasing to the eye. i would definitely recommend this course to anyone who wants to fine-tune their writing skills – Darshan Bafna
This might seem unconventional, but part of content marketing is knowing how to take advantage of all WordPress has to offer. This is important for SEO as well as user experience. The course covers posts vs. pages, the Content Editor, media files, categories and tags, content widgets, and more confusing little options you have. It’s definitely a basic course and best for beginners, but necessary if you have any questions about what WordPress can offer.

Theory #1: The mere act of publishing content on a regular basis does a lot of the "distribution" work for you -- if you consider search engines a distribution channel. (Which I do, considering how often people use them to find content.) If you create content on a regular basis that's informed by keyword research and optimized for search, Google takes care of the rest of your content distribution plan.
During the baby boom era, Kellogg’s began selling sugary cereal to children. With this change in business model came sociable animal mascots, lively animated commercials and the back of the cereal box as a form of targeted content marketing. Infographics were born in this era. This represented a new approach to make a brand memorable with the audience.
Step 2: Understand their buyer’s journey. A buying journey maps a buyer’s decision-making process during a purchase and will help you determine what content you need. Different kinds of content appeal to different buyers in different stages of their journey. By mapping your buying stages, you’ll better understand the process buyers go through when considering your product or service. As a result, you’ll be able to develop a content strategy that speaks directly to buyers,  no matter what stage they’re in.
Podcasts. Michael Hyatt, author of the best-selling book Platform: Get Noticed in a Noisy World, practices what he preaches. His “This is Your Life” podcast is downloaded 250,000 times each month. As Hyatt elaborates on his blog post 4 Reasons You Should Consider Launching Your Own Podcast, “A podcast gives you visibility in a completely different world—primarily iTunes. I have had scores of new people say they had never heard of me until they stumbled onto me in iTunes.” Hyatt gives valuable information and advice in his podcast--all for free. But that podcast leads to more sales of his books, signups for his courses, and requests for him as a speaker.
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