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In Online Marketing Fundamentals, Lorrie Thomas Ross introduces web marketers, web designers, business owners, and executives to the world of online marketing. The course takes a look at the basis of any online marketing effort—a business's web site—and reviews how the different components of the site can support the business's goals, from SEO and SEM to social media, online PR, and content marketing.
Think of online content creation as online marketing's glue that brings together the success steps of credibility, usability, visibility, sellability and scalability. Content marketing is simply defined as content that educates and empowers Web users. It is through compelling online content that Web site visitors come to know, like, and trust us. This combination of the know, like, and trust factors is where selling power lies. Let's get into how to use content as a powerful online marketing asset.
Content marketing includes everything from content that is on your Web site, in e-mails, press releases, on FAQ -- frequently asked questions pages, shared on blogs, videos, posts to social media sites like Facebook, Twitter, and LinkedIn, and can be expertise shared on article sites, and even be things broadcasted in audio through podcasts. As you can see, content for online marketing is more than just Web site text. Whether you are a new organization, established organization, or are a solo business leader in your respective field, know that authoring online content can take your expertise to authority status.
In the word authority, is the word author. Let's explore some ways that you can author content to support online marketing.
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