B2B Foundations: Content Marketing

Offered By: LinkedIn Learning

Tags

Search Engine Optimization (SEO) Courses Content Marketing Courses Content Strategy Courses Customer Retention Courses B2B Marketing Courses Brand Awareness Courses Marketing Funnels Courses

Course Description

Overview

Save Big on Coursera Plus. 7,000+ courses at $160 off. Limited Time Only!

Learn how to leverage content marketing to enhance your B2B awareness, reputation, and success.

Syllabus

Introduction

Modern content marketing for B2B brands

1. How to Build a B2B Content Marketing Model

Why you need to bend the traditional marketing funnel
How to segment content based upon purpose: 3H framework

2. How to Craft Your B2B Content Assets: Hero, Help, and Hub

How to drive B2B brand awareness using Hero content
How to achieve SEO success using Help content
How to stay top of mind using Hub content

3. Building on the B2B Content Marketing Model

How to segment content based upon purpose: 6H framework

4. How to Craft Your B2B Content Assets: Heart, Happy, and Human

How to drive conversions using Heart content
How to encourage customers to stay with Happy content
How to turn customers into advocates using Human content

5. How to Generate a B2B Content Value Chain

How to layer the creation of B2B marketing content
How to build a comprehensive B2B content plan
Apply your B2B traffic generating activities to the model

Conclusion

Be purpose driven with your content creation

Taught by

David Bain

Related Courses

Content Strategy for Professionals: Engaging Audiences
Northwestern University via Coursera Writing for the Web
Open2Study Content Strategy for Professionals: Expanding Your Content’s Reach
Northwestern University via Coursera Content Strategy for Professionals: Capstone Project
Northwestern University via Coursera The Importance of Listening
Northwestern University via Coursera