This series of blog posts is called Content Coach, and we developed it as a free crash course to guide you through the fundamentals and best practices of content marketing.
You’ve heard of content marketing, but what is it exactly? Is content marketing the same as inbound marketing? And how do you set the right content strategy?
The Content Marketing Institute provides this definition for content marketing:
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
At Scripted, we like to think of content marketing as the idea that instead of pushing ads to your customers, you can pull your customers in by publishing writing, images, videos, animations, and infographics that organically catch their attention.
Content Marketing Is Becoming More Important Than Ever
This shift from push to pull is happening rapidly, because businesses are realizing that their customers are tired of ads. Many of your potential customers are “ad-blind,” meaning that they subconsciously tune out advertisements. In fact, many of your customers even have ad-blockers installed, making them unreachable via traditional paid marketing channels.
The problem is that content marketing is a lot harder than buying ads. It’s harder because it requires thoughtful planning, management, and execution.
Once you buy an ad, you can kind of just forget about it. Content marketing is similar to getting in shape – if you want results, you have to work at it consistently.
So, to get you the results you’re looking for, we’ve created a series of exercises to walk you through the fundamentals of content marketing and enable you to reach, engage, and pull in customers.
Content Coach: Your Crash Course in Content Marketing
In this series of blog posts, you’ll get a hands-on walkthrough of the following:
- You Need a Goal to Guide Your Content Marketing Strategy
- Need Keyword Ideas? Keyword Planning and Keyword Research Tips for Endless Idea Generation
- Metrics: How to Install Google Analytics, How to Set Up Google Search Console, and Tracking the Right Metrics for Your Goal and Where to Find Them
- Low-hanging Keywords and Quick Wins
- Why Setting a Content Calendar is So Important
Whether you’re a seasoned content marketer or entirely new to the game, my hope is that you’ll find these insights and tactics to be practical and directly applicable to your burgeoning content strategy.
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Or, continue on to the first exercise on goal-setting now.