Learn about how content marketing uses digital marketing channels to develop leads.
- So, how do you generate leads through content marketing?…As an example let's take a business-to-business company…that sells software as a service.…The company's primary goal…is to generate leads to a free trial.…The company has successfully provided free expert webinars…in the past as a primary registration tool to gather leads.…They promote these webinars through their current email list…and also advertise through paid search…and display advertising.…
This is where most companies end their strategy.…They typically focus on the immediate need of leads,…but they don't use the content they were already generating.…This is where the concept of content curation comes in.…All of a company's content is organized…such as by type of content and subject of content…and put into a central resource.…Many times significant content…has already been developed and published,…but it is overlooked and not easy for customers…or possible customers to find it.…
Circling back to our B2B company,…they've started to implement content marketing.…
Author
Matt Bailey
Updated
12/11/2020Released
12/19/2018A free OMCA practice exam is available to LinkedIn Learning members courtesy of OMCP. Use voucher code LIOMCA4 for free access to the OMCA Practice Assessment here: https://omcp.org/for-linkedin-omca-course-participants/
The practice assessment reveals strengths and areas where you may want to review. Scores 70% and higher correlate well to a passing score on the certification exam.
- Performing keyword research for SEO
- Building links
- Managing and measuring SEO campaigns
- SEO for local business
- Targeting, matching, and bidding on keywords for paid search advertising
- Writing compelling paid search ads
- Developing content that target specific audiences
- Using influencers for content marketing
- Investing in an email marketing lists
- Designing an email with a strong call to action
- Developing a social media marketing strategy
- Advertising on social media
- Engaging mobile users
- Designing for conversion
- Using landing pages to sell
- Copywriting tips
- Collecting analytics data
- Automating marketing
- Developing customer loyalty
Skill Level Beginner
Duration
Views
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Introduction
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1. Search Engine Optimization (SEO)
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Performing keyword research3m 14s
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Grasping the basics of SEO3m 30s
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Encountering SEO obstacles3m 58s
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Managing SEO campaigns3m 48s
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Reporting SEO measurement3m 29s
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2. PPC: Paid Search Advertising
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Targeting keywords4m 11s
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Matching keywords5m 1s
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3. Content Marketing
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4. Email Marketing
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Investing in your list3m 29s
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Segmenting your list2m 27s
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Defining and fighting spam4m 18s
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5. Social Media
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Advertising on social media4m 16s
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6. Mobile Marketing
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Engaging mobile users3m 48s
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Pushing mobile campaigns3m 51s
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Targeting mobile ads2m 27s
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7. Conversion
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Testing for improvement2m 45s
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Developing heuristics3m 36s
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Using landing pages to sell3m 14s
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Designing for conversion3m 54s
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Copywriting for results3m 50s
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8. Analytics
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Collecting analytics data4m 17s
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Defining goals and KPIs2m 23s
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9. Marketing Automation
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Centralizing data in the CRM3m 47s
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Conclusion
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Next steps1m 31s
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Video: Generating leads with content marketing