Content planning

We’ll talk about putting together a functional content plan you can use for your company. Content planning is key for ensuring the effective usage of resources and reaching your content marketing objectives.

• Topic research

• Content marketing funnel

• Topic clusters

• Content repurposing

• Content distribution

Writing content that ranks

We’ll take a deeper look into the workflow for creating ranking content (mainly blog posts) - from ideation to search intent analysis, creation of outlines, and the actual writing.

• Search intent analysis

• Rules for creating engaging and search engines-friendly articles

• Integrating customer insights in your content

Thought leadership, brand storytelling, and content marketing examples

This class will focus on two parts: building your thought leadership using content marketing and brand storytelling, and content marketing inspiration.

• What is thought leadership and how it’s connected to content marketing?

• How to use brand storytelling to become a thought leader?

• Inspiring content marketing examples

Final assignment prep

We will use this session to let students prepare their final assignments and to answer their questions. We’ll also do a quick recap of tips for nailing the final assignment.

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.