When I started teaching content marketing in 2012, I’d began my online courses and in‐person classes by answering these questions:
- What is content marketing?
- What are the benefits of content marketing?
- How does content marketing relate to search engine optimization (SEO) and social media?
- How is content marketing different from SEO and social media?
By the end of this chapter, you will have learned the answers to these questions, plus the answers to 20 more:
- What is the concept of content value?
- What is the concept of content relevancy?
- What is the concept of content engagement?
- What is the concept of content shareability?
- Why is video content important?
- How should content marketing be structured?
- Should you increase time spent talking with your customers?
- Should you revisit your customer/buyer personas?
- Should you reexamine the customer journey?
- What is a content marketing matrix and do you need one?
- Should you change your targeting/messaging strategy?
- Should you change your content distribution/promotion strategy?
- Should you adjust your editorial calendar?
- Should you put more resources into social media?
- Should you change your website?
- Should you change your products/services?
- What is a product‐led content strategy?
- What are the benefits of product‐led video content?
- Should you adjust your key performance indicators (KPIs)?
- Should you change your content marketing metrics?
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