Building a Full-Funnel Content Marketing Strategy on LinkedIn

This course will help you strike a balance of organic and paid content to guide your audience through the customer journey. You’ll learn how to develop and distribute your content throughout the marketing funnel, from awareness to consideration and finally to conversion, to reach the right people at the right time and grow your business.

If you aren’t familiar with LinkedIn’s organic tools (Pages, Articles, etc.) or paid ad solutions (Sponsored content, Video Ads, etc.), consider taking our foundational courses before you continue (Introduction to LinkedIn Ads and Building an Organic Presence with LinkedIn Pages)

Looking for a quick summary version? Skip to the course review for a 3 minute video. Then, jump back through the course for more details.

Pre-Course Self-Assessment (Optional)

Why Full-Funnel Content Marketing?

• Why Do You Need a Full-Funnel Strategy?
• Content through the Customer Journey
• Knowledge Check

Where to Start

• Setting Up a Full-Funnel Strategy
• Knowledge Check

Content Strategy

• Blending Organic and Paid through the Customer Journey
• The Right Mix of Brand and Demand Content
• Knowledge Check

Implementing Your Content Strategy

• Leverage Existing Content
• Always-On
• Knowledge Check

Course Review

• Course Review
• Survey
• Congratulations!