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IGTC01SM - Advanced Content Marketing (EN)
01 - Introduction
01 - Scaling content marketing success (1:03)
02 - 1. Building Message Architecture
01 - Creating a message that resonates (2:46)
02 - Assembling a group of messages (2:48)
03 - Testing messages qualitatively (3:11)
04 - Testing messages quantitatively (3:16)
03 - 2. Creating Compelling Stories
01 - Architecting storylines (2:35)
02 - Making your customer the hero (2:34)
03 - Making your employees the heroes (2:34)
04 - Using persuasive techniques (3:13)
05 - Experimenting with story formats (2:22)
04 - 3. Creating Effective Thought Leadership
01 - Choosing thought leadership topics (2:41)
02 - Covering thought leadership topics well (2:44)
03 - Answering the So what question (2:41)
04 - Borrowing techniques from instructional design (3:33)
05 - Experimenting with thought leadership formats (2:52)
05 - 4. Growing and Engaging Your Audience
02 - Finding look-alike audiences (2:20)
01 - Growing your email list (2:37)
03 - Improving your content SEO (3:38)
04 - Expanding your content distribution (2:49)
06 - 5. Personalizing Content Experiences
02 - Personalizing for content discovery (2:01)
01 - Understanding elements of content personalization (2:31)
03 - Personalizing for content engagement (2:31)
04 - Creating personalized wow moments (2:13)
07 - 6. Scaling Content Marketing Operations
01 - Managing a content marketing team (2:33)
02 - Using advanced content technology (2:13)
03 - Maturing content roles (3:15)
04 - Reusing and repackaging content (3:04)
05 - Establishing global content marketing (2:40)
06 - Creating a content supply chain (4:08)
08 - 7. Assessing Content Marketing
01 - Evaluating content marketing impact (3:24)
02 - Using content optimization testing (3:21)
03 - Calculating content marketing ROI (2:45)
09 - Conclusion
01 - Next steps (1:24)
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01 - Choosing thought leadership topics
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