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Are you ready to stop taking one step back for every two steps forward when it comes to your content marketing strategy?
That’s essentially what you’re doing when you fall into these common pitfalls and make simple marketing mistakes. You’re sabotaging yourself.
There are plenty of challenges already – we don’t need to further hinder our own progress.
The pandemic turned the marketing world on its head and sent marketers scrambling, but it also opened new opportunities in the world of content marketing.
Google search traffic took a massive leap from a pre-pandemic average of 3.6 billion searches per day to more than 6 billion daily after March 2023. And that trend isn’t showing any signs of slowing down yet.
Are you successfully tapping into that surge of organic traffic?
Or are you stuck in outdated marketing methods that are taking a toll on your goals?
12 Easy Content Marketing Mistakes to AvoidPre-pandemic, content marketing was already seeing a revolution as more and more creators began to realize the benefits and ROI.
Evolving Google search algorithms and SEO guidelines, new technology, and social media have been driving content marketing over the last several years.
But the pandemic shone a spotlight on just how valuable an asset organic search traffic really is.
Compared to organic social media, search engine optimization drives more than 100% more traffic.
To help you successfully tap into that resource and maximize your content marketing strategy, here are some easy mistakes to avoid.
1. Not Publishing Blog Content on a Regular BasisThere are more than 1.8 billion websites on the world wide web. Of those websites, about 500 million are blogs, but less than 200 million websites in total are active.
Having an active website is better.
But having an active blog on your website is critical.
Adding a consistent blog into your content marketing strategy will provide benefits such as:
Increased organic web traffic.
Content that can be easily shared on social media.
Exposure on search engine results pages (SERPs).
If your blog isn’t a high priority, it needs to become one.
I’ve been blogging once a week on my site for months now, and it brings 90% of our new customer revenue for the month on average. Definitely a worthwhile investment!
Factor blog posts into your content scheduling calendar to make sure you stay on top of consistently publishing new content.
2. Ignoring Email and SMS Marketing OpportunitiesEmail has been around for what seems like forever – but it’s not going anywhere. Worldwide, 319.6 billion emails are sent and received daily.
A successful email marketing campaign can help you build a massive subscriber base, which means keeping your brand and service fresh in readers’ minds.
The average ROI for email is $42 for every $1 invested, although top performers report achieving an ROI greater than $70 per $1 investment.
You can improve your email open rates by:
Optimizing your emails for mobile.
Adding multiple CTAs throughout your content.
Using custom social media links.
Writing strong subject lines.
Consider this: The average open rate for emails is 20%, which is peanuts compared to the average 98% open rate for text message marketing campaigns.
3. Failing on Social MediaSocial media channels provide a variety of free ways content marketers can reach a wide audience, but too often we misuse the innovative tools at our disposal.
By not understanding the audience, not paying attention to our competitors, and not engaging with social users, we’re missing easy opportunities.
Scheduling posts on the most effective social sites will do wonders for your reach efforts, as will looking at how your audience interacts with your content to ensure you’re posting what they like.
If you don’t have a social media presence, you need one.
If you do have one and you don’t post consistently, now is the time to start.
4. Forgetting to ProofreadSounds too simple, right?
But for those of us with an eye for grammar and spelling, mixing up words like there, their, and they’re is more than annoying – it’s an insult to the modern education system.
Another all-too-common mistake is the misuse of apostrophes, it’s versus its, and failing to make subjects and verbs agree in a sentence.
Use a spellchecker. Try the Grammarly browser extension. Have another set of eyes (or two) look over your content and check for grammar mistakes. Invest in a copyeditor before you publish.
There really is nothing more unprofessional in online content than misspelled words or random apostrophes.
5. Not Utilizing SEO Best PracticesThe combination of ever-evolving practices, changing algorithms, and new AI technology present their own challenges in the world of search engine optimization, but that’s no excuse to be unfocused.
By ignoring relevant content development, failing to target long-tail keywords (or worse – using the outdated practice of keyword stuffing), and allowing content to become stale, you’re missing out on top rankings that could have been easy to snag.
6. Pushing Quantity Over QualityBloggers have been trending toward more thoughtful, credible, well-written posts for a while now.
In 2014, the average amount of time spent writing a blog post was 2 hours and 24 minutes. In 2023, the average time was 3 hours and 55 minutes.
Producing a large amount of content that is cranked out quickly isn’t going to be high-quality, and that’s what SEO is all about – useful, relevant content that is well-written, organized, and easy to read.
7. Publishing Irrelevant ContentEven if you’re taking the time and effort to produce well-written articles backed by credible sources and optimized for SEO, your content marketing strategy is going to fail if you don’t know your audience.
For example, if you’re a guest blogger on a website about CRM software and the customer service industry, do you think that audience is going to be interested in an article about a new smoothie recipe?
Probably not.
When content developers take the time to understand their audience, they can then create quality content that doesn’t just fill a page but leaves a lasting impression.
8. Failing to Diversify Your Marketing TacticsHave you ever heard the saying, “Don’t put all of your eggs in one basket”?
Well, don’t put all of your marketing resources into one tactic, either.
Marketers have so many different channels and strategies to juggle these days. Think of how many different tactics go into social media alone – imagery, text, web articles, captions, videos, user-generated content, interactive stories, infographics, etc.
Social media tactics don’t even apply across the board. A brand’s TikTok strategy is going to be different than its Facebook, Instagram, and YouTube strategies.
Now factor in blogs and SEO, email marketing, SMS marketing, webinars, virtual and in-person trade shows, and the list goes on and on.
While you shouldn’t spread your resources too thin trying to manage every single marketing tactic on every available channel, you do need to diversify your approach and target at least a handful of different avenues.
9. Not Having Content GoalsEvery content marketer should be looking to develop an awareness of their brand, drive traffic to their site, and create custom content for a specific audience.
But those KPIs are rarely achieved with blind shots in the dark. 65% of the most successful content marketers have been using a documented content marketing strategy. 56% have been relying on technology to analyze and understand their audience’s behavior and preferences.
Setting content goals starts with creating an audience persona, developing a keyword list based on their search terms, understanding the content they need, and writing in a style that appeals to your readers.
After that, you need a plan to find out how often to post and through which channels. Putting out blog posts will be a bit different from putting out tweets, but how often that happens depends on your audience and what their needs may be.
After all, content strategy is the foundation upon which all else is built.
10. Failing to Optimize for MobileHow many times a day do you think you look at your phone?
If you’re like most Americans… the answer is a lot.
Just how addicted are we? Here are some recent statistics that may surprise you (or not):
On average, Americans check their phones 262 times every day – once per 5.5 minutes!
52% say they have never gone beyond 24 hours without their cell phone.
54% of people say they panic when their phone battery is below 50%.
Based on these statistics alone, choosing to not optimize websites and online content for mobile users is a fatal mistake.
Mobile devices have completely changed the ways we connect, converse, and interact with our favorite brands.
Because of this, mobile users have short attention spans. They want quick snippets of content that get to the point and are organized with lists and headings so it can be easily skimmed.
11. Ignoring Customer OutreachIt’s bad enough when customers call to yell at your reps or send angry emails about their dissatisfaction.
But in the era of social media and customer expectations for immediate responses from brands, it’s become almost second nature for unhappy customers to vent their grievances openly on digital channels for everyone to see.
The 2023 National Consumer Rage Study found that customer complaints via digital platforms compared to phone or in-person complaints have tripled over the last 3 years. And since 48% of American consumers gauge a company’s worth based on their social media presence, that can pose a serious problem.
Likewise, remember that your reply is public, and it will be under a microscope, so choose your words carefully.
Your best bet is to answer with sincere concern that a customer’s needs haven’t been met, followed by an attempt to redirect the upset consumer off of the public platform and into a private channel such as email, DM, or a phone call where you can deal with the issue.
12. Not Tracking Analytical DataIf you’re going to create an efficient, high-performing content marketing strategy, a key component to success is circling back to look at the data.
Study your past campaigns to see which ones worked and which ones flopped.
What trends do you notice? What is the breakdown of your audience demographic?
Which platforms gave you the highest ROI? What type of content did your users engage with the most?
Use your data to measure the most important campaign KPIs to gauge their level of success, and then apply those lessons to your ever-evolving future content strategy.
Avoid the Avoidable Marketing MistakesWe’re all human.
Humans make mistakes. That’s not something to be ashamed of.
Failure can be a harsh but powerful teacher.
But knowing what not to do helps us make sure we stay on the right track so we can reduce our pitfalls and experience fewer setbacks.
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Search Engine Journal composite featured image: piggu/Shutterstock; Sammby/Shutterstock
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Answers To The Most Common Email Marketing Faqs
Including the 5 “must-know” lifecycle segments
I work in client services for one of the UK’s fastest growing email service providers. Although I deal with numerous different organisations and people at various levels on a daily basis, in most cases the range of email topics we discuss is broadly the same.
Email FAQsThe re-occurrence of similar client issues and questions means I invariably end up saying the same kind of things to different people in response.
Here are some of the questions clients most frequently ask:
Is email marketing ‘on the way out’ and social media where we should now be investing?
How can we work more effectively with our email technology?
How can we optimise and save time while increasing our email activity?
How can we ensure we are giving our customers what they need at each lifecycle stage but we can still make money?
I guess it’s sometimes easy for me to forget the fact that, while email is my daily bread and butter, this isn’t necessarily the case for clients. Sometimes I lose sight of the fact the email principles and guidelines I take for granted, because they’re 100% clear to me, are not so easy to understand or grasp for marketers who regularly deal with a range of direct marketing channels.
So, here are some of the ‘pearls of wisdom’ I dish out on a daily basis. I hope there is something here of use to you.
Answers to four of the most frequently asked ’email’ questionsSome the following points may help you gain buy-in on the importance of email as an effective marketing communication tool from a wider circle of people within your organisation.
1. Email still has significantly more accounts than social media
Email hasn’t been killed off by social media. And, it’s still maintaining its post-recessionary position as the most measurable marketing channel. To put this into perspective, let the numbers do the talking……….
There are currently 3.2 billion active email accounts globally, and this figure is still growing. In comparison, there are currently 750 million Facebook accounts and 300 million accounts on Twitter.
The average person receives approximately 64.8 emails a day, compared to 0.08 on Facebook and 0.47 tweets. So, it’s fair to say that, while social media certainly has revolutionised modern day communication, it certainly isn’t the huge threat to email that some are making out. And, for an online business, social media is far from being a lucrative sales channel.
Email has been described as the ‘workhorse’ of marketing and that’s exactly what it is.
Email is inexpensive and, if it’s done right, email works hard to deliver maximum results with minimal effort. The days of ‘spray and pray’ are long gone, however.
It’s now time to get to grips with your database and use eCRM effectively to make your email marketing programmes work for your organisation and deliver the best results.
2. Get the most from your technology
Whether you’re using an internal email system or one of the multitude of professional email marketing platforms available, it’s important to ensure you’re making the most of the tools at your disposal.
Are you using CMS templates to save time coding and ensure brand consistency?
Are you testing your creative and subject lines to ensure optimum response rates?
Have you set up automated triggers based on your customers’ lifecycles and recipients’ behaviour?
3. Know your customers
Understanding your recipients and their lifecycle stages will help you segment and target them more effectively.
You will be sending a lot less email in a highly targeted way and achieving better results – the old mantra; ‘right person, right message, right time’.
The most common customer lifecycle stages correspond to the following segments:
Common lifecyle group A: Prospects
Signing up for newsletter indicates real interest, so a simple ‘you are now registered’ is abusing this interest. Use this moment to engage the new subscriber with the first email of a clearly thought-out welcome programme.
A good welcome message can expect up to 7x higher response rate than a regular newsletter.
Use initial communications to find out more about your subscribers – their wants, needs, expectations. Now is the best time to collect data to use in segmentation and targeting later in the customer lifecycle.
Common lifecyle group B: 1st time buyers
Ask recipients and customers for feedback. Did everything go smoothly in the purchase process? Is there any further information they need from you at this point?
Ask recipients and customers for feedback. Did everything go smoothly in the purchase process? Is there any further information they need from you at this point?
Use the data you have to decide how to proceed and target them going forward. Depending on the type of business you operate, you might prioritise the collection of:
Common lifecyle group C: Established customers
Now you have some established customers you can use their previous purchase behaviour to refine your email targeting. For example, dynamic email content can reflect each customer’s previously purchased product ranges, or upsell/cross-sell add-ons or accessories. Make the offering as relevant as possible using the wealth of information you now hold.
Set up automated trigger campaigns based on key customer dates you’re aware of; for example:
Birthdays
Post-purchase – upsell/cross-sells
User generated content – request for a product/service review?
Cart abandonment programmes
Recently browsed items – dynamic content into a promotional product email
‘Time to repurchase’ campaigns
Common lifecyle group D: Premium customers
These are the customers you need to keep loyal. There are various types of loyalty programme you can implement, from a traditional ‘collecting points to buy products’ type to alternative approaches, such as:
Reward loyal customers with exclusive deals or products
VIP areas on the website
Advanced previews of new product launches
Common lifecyle group E: Lapsed customers
Depending on your organisation and the average sell cycles and buying patterns of your audience, you can implement a variety of reactivation -type campaigns. Once again, each campaign is based on ‘last purchase date’ triggers:
Incentive to re-purchase – discount or gift with purchase
‘We miss you’ messaging
Link to update preferences for email communications
‘Last chance’ offers
Reduce email communication frequency during the lapsed period to maintain some response rate, even if it falls short of full conversion
Survey to ascertain why they’ve lapsed
Finding the right programmes and techniques for your specific organisation is the key to email marketing success.
4. Reap the rewards
Many email campaigns are triggered by and use dynamic content, meaning you can save time and resources by only setting them up once – all you have to do then is launch the campaign and track the results.
Understanding and using your customer data not only improves the relevance of your campaigns; it also results in continuous improvement in your data hygiene.
Implementing highly targeted programmes and increasing their relevance to recipients greatly improves your deliverability rates. Improved list hygiene decreases hard bounce rates and targeted relevant content goes a long way to ensuring you hit the inbox every time, despite ever-changing ISP relevancy rules.
Ultimately, the more targeted and relevant the campaigns to your customer base, the higher your ROI. It’s a no brainer – so ‘get relevant’!
Image credits: Silicon Cloud, Reliable Networks
6 Mistakes To Avoid When Setting Up Your Small Business Wireless Network
Mobile devices are now as essential to workplaces as copy machines and coffee makers. That means a fast, reliable wireless network is essential as well. But building one isn’t as simple as plugging in your ISP-supplied router and connecting your smartphone. In fact if you’ve never done it before, putting together a Wi-Fi network robust enough to support your business can be pretty tricky. To shorten the learning curve, we’ve highlighted some common pitfalls and how to avoid them.
Overloading the wireless routerUnfortunately, there’s no easy way to tell ahead of time if an off-the-shelf wireless router is up to the task of running your small business network. If you do experience unexplained slowness, one solution is to set up a standalone network switch and wireless access point. Offloading some clients to the access point will reduce burden on your router’s processor, while a new gigabit ethernet switch will increase your local network’s speed.
Under provisioning your Wi-Fi networkAnother mistake small businesses frequently make is relying on only one access point regardless of the network load. The ubiquity of smartphones, tablets and laptops in the workplace means you could easily have dozens of wireless devices with just 8 to 10 employees, so it’s best to err on the side of over-coverage. Installing multiple access points up front reduces the risk of productivity killing bottlenecks.
You can also reduce the burden on your wireless network by migrating ethernet-ready devices such as desktop PCs and printers to wired networking whenever feasible.
Installing mulitiple access points will ease the strain on your network caused by dozens of connected mobile devices. Bad placement of Wi-Fi access pointsThe physical location of a Wi-Fi access point is critical, as you will quickly find if you place one in an alcove, beside large metallic fixtures or cupboards, or next to thick concrete beams. “Line of sight” barriers like these will weaken your Wi-Fi signal.
Because there are generally more obstructions—such as cubicle walls and furniture—near the floor, an elevated location works better than a lower one. A simple way to assess possible locations is to visualize the wireless signals emanating from the access point in a straight line. Parts of the office that are blocked by three or more obstructions will likely experience weak or nonexistent signals.
Expecting to get the speeds shown on the boxIn our review of the Asus RT-N66U router, for example, the router offered a performance of just 226Mbps at 9 feet, dropping to 43.1Mbps at 65 feet. What’s more, the figures are applicable only for a single client–this bandwidth would be divided among any additional devices operating on the same frequency band. If you need to routinely transfer large files across your local network, consider setting up a wired Gigabit network.
Using your router’s default channelWhen you need to get your network up and running quickly, it’s tempting to start using your router without bothering to change the default channel. But unless you live far from civilization, it’s likely this channel is already in use by a neighbor, which can cause interference that degrades your wireless performance.
To avoid this, change the channel on your device when you set it up. It’s not difficult as there are only three non-overlapping channels: 1, 6, and 11. Of course, locations that are swamped with multiple Wi-Fi networks may need to experiment with overlapping channels for the best results. Some wireless access points detect nearby Wi-Fi networks and offer information about the channels they use as well as their signal strengths, which helps tremendously.
Ignoring the 5GHz bandIf your router offers simultaneous dual band, make sure your 5GHz radio is enabled. This allows laptops that support 5GHz to be offloaded onto this less-cluttered band, freeing up the 2.4GHz band for other devices such as smartphones and tablets. Also, the 5GHz band’s shorter range allows for the use of additional APs in high-density deployments with less risk of interference.
The Content Marketing Hub: A Blueprint For Content Marketing
An infographic explaining how inbound marketing works together with content marketing
Whether you call it inbound marketing, social media marketing or content marketing, we’re broadly referring to the same thing; at least that’s how we see it.
Dave and I believe that inbound marketing starts with considered, quality content, well published and promoted that, in turn, drives the inbound benefit through sharing and search.
The ‘free bonus’ is that you’re link-building and gaining social signals for search engine optimisation as well creating great content – something so often over-looked and under-valued.
The Content Marketing model infographicThis Content Marketing model was developed at First 10 Digital when working with a client who wanted to understand the full process for her team. We hope our infographic will help you plot your success too.
Content marketing blueprintPeople liked it so much we thought it deserved a more polished design with Smart Insights input – so here it is along with a few notes.
Have a look, and please let us know what you think.
A simple model that still requires hard work to implementWhile not making light of the reality of hard work involved in considering how to integrate this model with your wider plans, including ongoing social and search marketing, I hope the simplicity of this process still really jumps out. We’ve have much more detail on how to apply it to create a content marketing strategy here:
Recommended Guide: Content marketing strategy
: Content marketing strategy
Our 88 page Ebook features a workbook format with checklists and examples that makes it quick to scan to develop a strategy and apply the practical tips and tools.
Excellent branded contentYou’re not in the game without it, I’m afraid.
It’s easy to over-egg the channels, especially social media, yet even social media experts will tell you that without the objects around which to socialise and share there is little chance of interaction or sharing.
And, for most of us, the best object is relevant, quality, branded content (by definition that’s not quick or easy!) that’s exceptionally well seeded.
Develop a connected hubThis may be a fascinating and well considered hub like American Express’ Open Forum or something relatively simple like Eloqua’s much applauded and popular Revenue blog.
Don’t over state it – it’s still a blog but it’s a brilliant and relevant one. Design your hub in line with other assets, think about the positioning (how great is Elqoua’s Revenue proposition considering they sell marketing software), and then get your quality content on there.
The high end will consider the awesome but extremely pricey Gigya, or cheaper Janrain.
Publish and promoteThis is the crucial step, the bit that really is hard work.
How and where to seed with influencers in your market, the portals and the bloggers who have the credibility and reach that you need.
And, don’t forget the social networks, communities and forums where your audience is already talking about related stuff.
‘Free’, no, ‘Easy’, no – since when was great marketing ever easy though?
Spark interactionAll that content needs to drive somewhere, to your content hub most likely, although the idea of ‘fulfilment’ can take place anywhere, really.
Suffice to say that in return for making it worth someone’s while to interact with you,you capture new potential customers and, more importantly, their permission to continue an ongoing dialogue that moves them, presumably, towards the sale of a product or service.
The focus is on the relationship, which is why email and social media combine so well.
Relationship building or interaction takes place wherever your audience is, in social network, on your site, etc.
SellI toyed with omitting this from my blueprint list but, at the end of the day, it’s the commercial reason we create valuable content.
If you’re offering a solution your target market finds very valuable, then content marketing is simpler for you.
Focus on providing valuable solutions to your target market, don’t pitch and scream about your products off the bat. People are looking for solutions, not your product or service.
Offer them what they need and want – the secret to effortless selling.
Free SEO prizesThe issue of miss-selling of ‘SEO’ by so many of the agencies plying this trade is almost too tempting to ignore here. In my experience these agencies are often guilty of making what’s actually quite a simple process (I did not easy!) seem like a dark art. I’ll avoid the temptation to pursue this now and keep my supporting thoughts to myself until another time!
If you succeed in creating great content, you should benefit from two free bonus prizes in relation to your natural search marketing:
Free prize #1 – If you (or your SEO agency) follow this content marketing process, I hope its ability to drive link-building is evident. The most important factor in gaining the desired search rank is: develop content worth re-sharing and worth linking to!!
Free prize #2 – Your quality content, well marketed on the most relevant sites, ensures that you develop a brand footprint in Google and Bing that’s wider than the one ordinarily enjoyed by your chúng tôi don’t have to directly rank for everything; indeed, this is increasingly hard to do.Imagine an extreme example – the BBC website picks up on your content and publishes it, quantum leaping you up in SERP visibility. Who equates to the BBC in your market?For example, a Gap travel company might strive to have content worthy of Lonely Planet or relevant specialist blogs or forums, such as niche opportunities in volunteer travel or snowboarding.
5 Days To Successful Content Marketing
Day 1 - Answer the key content marketing strategy questions
In this practical, 5 day series, I’ll help define a ‘quick-and-dirty’ 5-day plan to help towards improving your content marketing strategy, without spending a fortune on paid media content distribution.
I’ve said this series is ‘quick and dirty’ since we believe that The perfect is often enemy of the good. When it comes to content strategy, it’s easy to spend a vast amount of time thinking about what you’re going to do and worrying about how to get it just right… without actually getting any content created or distributed.
But there comes a time when the Why needs to turn into the How. If you wait for all your strategic ducks to line up in a perfectly formed row, there’s a good chance the opportunity that content offers your business will drift off with the competition.
That doesn’t mean you should start producing content at random and hope for the best. A good content marketing plan is vital to turn your strategy into an agile, flexible operation – one that, thanks to the nature of digital, you can test and refine as you implement it.
So here is our quick-and-dirty plan for getting a strategic, well-planned, effective content marketing operation off the ground in just 5 days…
Day 1: Answer the big questions as best you canToday you’re going to try and answer the big strategic questions as far as you can – in 1 day.
You’re going to work with what you know, and make intelligent guesses about what you don’t.
Take a look at the questions below and jot down the answers on 1 document, which you can then share with the team.
You can return to and update this ‘strategy’ whenever you want to tweak it in the light of new insights or decisions, or when you’ve had more time (or more budget) for research.
Sit yourself somewhere quiet on your own, or if you can gather your team run this as a group session.
Don’t invite all of the interested stakeholders unless you can be sure of alignment and a speedy output. Remember this is a quick-and-dirty approach!
Finally, write down, as far as you can, the answers to these questions:
Q2. Who are we trying to reach? Summarise personas, demographics and any other customer data you have easy access to. Again, focus on the top 3.
Q3. How will we know if our content marketing is working? Make a quick list of easily achievable and available measurements – social shares and likes, email data capture, newsletter opens, search traffic, bounce rates etc.
Q4. What’s our tone of voice? If you don’t have tonal guidelines, find a piece of previous content you all liked and use that as a shorthand reference. Pick out 5 things from it to act as guidelines for future content.
Output: A core strategy document outlining goals, audience, tone of voice guidelines and success indicators.
What’s coming next in our 5 part of our content marketing series?Day 2: What’s your content brand? What kind of content will support your core strategy and how are you going to figure this out? A great example to learn from is included.
Day 3: How are you going to produce this content? Create your team structure, sources and workflows.
Day 4: Idea generation and editorial planning – quick ways to produce a detailed calendar in 1 day and some case studies to help you along.
Day 5: How are you going to build momentum and keep all of this going? Find out how to kick the whole thing off and create a blueprint for growth and learning in just 1 day.
Image/Copyright:@PA ImagesContent Marketing Online Training Course
Content Marketing Learning Path Learn how to create and implement an integrated content marketing strategy to fuel your marketing activities How will this Learning Path help me and my business?
This structured e-learning activity will help you or your team learn how a strategic approach to content marketing can help elevate your business performance on a multitude of levels – from visibility to brand loyalty and conversions. You’ll learn how to create your own content marketing plan, tailor it to your current activity and identify areas of potential.
As you work through each topic in the course, we recommend and explain the most relevant member resources, so you can download templates to plan, manage and optimize improvements to your website.
What is a Learning Path?Smart Insight’s Learning Paths are our unique interactive online training courses which explain concepts, give examples and test understanding.
Unlike many online e-learning courses, each module is self-contained, so you can quickly access guidance to help improve your marketing activities.
Common modules are shared between Learning Paths to avoid duplication of learning material. You can also complete the full Learning Path to earn a CPDSO certification.
We appreciate finding time for skills development is a challenge. Our Learning Paths enable training to be bite-sized, engaging and – crucially – results orientated. When combined with our suite of templates, you’ll soon be taking your marketing activities to the next level.
Accredited learning activities with the Continuing Professional Development Standards Office (CPDSO)Each Smart Insights Learning Path has been independently assessed and accredited by the CPD Standards Office, so you can be confident that the quality of the learning and assessment experience has been audited and recognized for its quality.
Development ObjectiveMembers who successfully complete this Learning Path have the ability to review the current contribution of content marketing to their organization and then create and implement a planned approach to increase the effectiveness of their content marketing and apply practical content marketing techniques.
Once you have completed a Learning Path, send an email to [email protected] to request your CPD certificate.
Learning Objectives
Explain the benefits of content marketing and structure a content marketing plan
Evaluate your process for managing content marketing in relation to your competitors
Complete a comprehensive audit of website assets and compare content effectiveness and group related pages
Review and select from different content types and format to meet your communications objectives and optimize the performance of on-site content
Understand the difference and intersection between earned and owned media and effectively implement influencer relationship management (IRM)
Describe communications goals of different types of landing pages while reviewing and optimizing landing page effectiveness using analytics
How is the Learning Path structured?The Learning Path is separated into these topics and modules:
Topic 1 – Content marketing opportunities
Define a planned approach to content marketing
Benchmarking your content marketing
Complete a content audit
Understanding consumer keyword behaviour
Make the case for investment in content marketing
Topic 2 – Content marketing Strategy
Define content marketing strategy
Ideation for content marketing
Define content strategy to earn links
Create a content editorial calendar
Influencer marketing
Define marketing communication budget
Topic 3 – Improve content marketing activities
Practical blogging techniques
Define landing pages
Define data capture and profiling
Building cornerstone content
Compete using ‘Skyscraper Technique’
Online copywriting essentials
Evaluate content marketing ROI
Roles who will find this Learning Path useful
Managers responsible for increasing the contribution of digital channels in their organization, including Digital Director and digital marketing managers
Marketing executives or specialists
Consultants or agency account managers
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