How to win customers with content marketing - video course

You will learn how to proceed in your content marketing.

What exactly is content marketing again?

We start with a case study. You will also do your first exercise in this video. Have a piece of paper and pen ready or open the notes app on your smartphone.

Overview of the five steps to successful content marketing. Download the infographic with the 5 steps for your documents. Tip: Use the infographic as a checklist for your future projects.

Know your goal. Open the PDF for the video and define your goal. Tip: Be inspired by the examples at the bottom of the PDF.

Get to know your target group. Open the PDF Zielgruppe_kennenlernen.pdf for the video and answer the questions. Derive your target group from your answers.

Important: Don't worry if you don't find out much information about your target group at first. Once you are really "in the business", you will get to know your target group better and better and can sharpen your description.

What is the buyer persona all about? Find out here. Open the PDF document and fill out the profile of your buyer persona. From my experience:

• I only discovered the buyer persona late in life, but I wouldn't want to do without it today.
• I find it much easier to develop creative ideas when I have a very specific person in my mind's eye.
• I've heard of crazy marketers who have loud conversations with their imaginary buyer persona and sometimes even argue. I haven't gotten that far yet. :)

Summary of the chapter "Goal and target group" - Step 1 ... Check!

What you should pay attention to when finding a topic. Open the PDF document for the video and make a note of your topic. Tip: Let yourself be inspired by the examples in the PDF. Make sure that your topic is not too narrow, but also not too broad.

This is where all your content comes together: the content hub. Open the PDF document for the video and develop your content hub using the questionnaire in the PDF. Also note down your own initial ideas on how you envision your content hub.

Do a kind of content inventory. Download this video checklist for your next content audit or save it to your cloud.

Instructions: You can save the document to your own cloud under File > Create copy. Under File > Download as you can download the document in the desired format.

If you have already set up Google Analytics, carry out your first content audit now. If you have not yet downloaded the checklist in the previous chapter, you can download it again here .

Instructions: You can save the document to your own cloud under File > Make a copy. Under File > Download as you can download the document in the desired format.

Your editorial plan is too empty! :) Write down 10 topics for your project in your new editorial plan.

Tip: If you're in a creative slump, search Amazon for the best-selling book on your topic. Take a look inside the book (click on the product image). You're guaranteed to find ideas for new content in the table of contents.

Instructions: You can save the document to your own cloud under File > Make a copy. Under File > Download as you can download the document in the desired format.

Summary of the chapter "Planning content". Step 2 ... Check!

How do you go about creating an article? - Download the checklist with "10 steps for awesome articles" for the video now. Take out the checklist whenever you write new articles.

Does it always have to be an article? - Open the PDF document for the video and find one or more topics for your project for the alternative content formats video, infographic and podcast. Tip: Get inspired by the ideas on the right-hand side of the PDF document.

A plea against perfectionism

Start of the chapter "Distributing content".

Which channel should it be? - Exercise for the video: Answer the questions in the PDF document and decide which social media channels you want to use.

My experience: I am very sparing with my involvement in social media in my projects. The reason: For me, the ratio between effort and benefit was not right. However, this depends on the topic and can be completely different in your niche. If in doubt: try it out and see how it develops!

Think about influencer marketing - Exercise: Find 5 influencers in your niche and write them down in the PDF.

About the term: The term influencer marketing covers various measures from product reviews and product presentations (so-called hauls) to testimonial campaigns. The suggested variant guest posts is the low-budget variant. :)

Tip: Never call another blogger an influencer. Most people hate that word.

Summary of the chapter "Distributing content". Step 4 ... Check!

What does your future lead magnet look like? Write down your ideas in the PDF. Tip: Use the notes at the bottom of the PDF document as inspiration.

Develop your first automated email series. Write down 7 email topics in the PDF.

My experience: I divide my content marketing career into "before email automation" and "after email automation". Sending automated email series was a real paradigm shift for me. Why?

• Emails are real conversion machines.
• Automation allows me to send emails without wasting time.

Tip: Time-controlled emails are just the beginning in email marketing.

• You can now send event-driven emails with so-called trigger emails.
• Example "shopping cart abandonment": Your customer has a product in their shopping cart but has not yet purchased it. You send a friendly email reminding them to send their order or offer them help.
• With trigger emails, you can reach your customer at the right time without any manual effort.

Read up on the subject of email marketing. It's worth it!

Plan your first landing Pages. Also open the practice PDF.

It doesn't matter what you want to sell with the landing page: your newsletter subscription or one of your products. The only important thing is that everything on your landing page has one goal: SELL!

My experience: I actually wanted to hold back on software tips in this course because it's more important to understand the principles than to use some great tool. But because I've been asked so many times about landing pages, here's my only tool tip in this course (for which I'm not getting paid): The WordPress plugin Thrive Architect.

• With Thrive Architect, you can build awesome landing Pages in a very intuitive and, above all, real frontend editor.
• Thrive Architect has been developed for marketers and comes with many practical features, such as buttons, opt-in fields and social buttons.
• Thrive Architect is subject to a fee and costs around $70 for use on a website. Thrive Architect is one of the few paid tools I use. I have never regretted the cost.

Summary of the chapter "Conversion". Step 5 ... Check!

e-Fortbildungen is giving you the eBook "40 examples of successful content marketing" for the successful completion of this online course.

Why? Because you don't always have to reinvent the wheel in content marketing. You can copy from your neighbor, everyone does it ;) Remember the quote from the course: Stealing one idea is plagiarism, stealing lots of ideas is research.