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Summary
Content marketing doesn't work like it used to, eh? That's because the content marketing landscape has changed.
Last year, two-thirds of Google searches ended without a click. Facebook, Twitter, LinkedIn, Reddit — they're all optimizing for content that keeps users on their platforms, not clicking your links. And for every potential click, there's a thousand companies investing in content marketing. A crowded field, and a dwindling supply of traffic... no wonder things are tough.
Chapters
- 00:00 — Introduction and agenda
- 01:00 — How to design your content strategy
- 01:07 — Tip 1: Tie content goals to business goals
- 06:14 — What's an influence map?
- 08:04 — Tip 2: Target the right audience in the right places
- 14:59 — Tip 3: Position for the kind of amplification you need
- 16:16 — Tip 4: Write a killer headline
- 19:35 — Cheat sheet: NPR's headline writing check list
- 20:17 — Create better performing content (who will amplify this and why?)
- 22:13 — Outline your hook, line, and sinker
- 26:46 — Involve people who will help you achieve your goals
- 29:59 — In Google News, look for links that include "View Full Coverage"...
- 32:08 — Make the content deliver on your killer headline
- 31:51 — Plan the distribution channels
- 33:55 — Plan the distribution tactics
- 35:17 — Make a promo schedule
- 36:20 — Use viral-likely formats to promote viral-unlikely links
- 37:36 — Use other people's publications
- 38:58 — Listen, watch, and set up alerts for promotional opportunities
This video was edited from our "Office Hours" Live Stream
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