Week Two: Content Strategy & Content Marketing Learning Objectives

Week two learning objectives:

Define content and list content types
Define meta content
Discuss the key issues with content for marketing: ownership, creation, and effectiveness
Discriminate between content strategy and content marketing
Discuss storytelling as an online content strategy
Define inbound and outbound marketing
Describe the use of content management systems (CMS)
Explain the basic use and benefits of marketing automation software for content marketing

 

Content strategy is:

• A field of practice

• planning

• creating

• evaluating

Kristina Havorson, US-based author of Content Strategy for the Web, and founder of  Brain Traffic specializes in content development for interactive media (websites, social and mobile). Her blog is a great place to learn more about content strategy. Amazon.ca offers a preview of Content Strategy for the Web (2nd Edition).

Take a look at all the employment opportunties related to content management here in Vancouver, BC found on Indeed.com

Content marketing is:

• Content for marketing, such as:

• Branded content

• Advertising

• Support/customer service content

• Content as a product, such as:

• advertising-driven (such as an ad-supported blog)

• subscription-based (like the New York Times)

Hubspot Marketing, a Cambridge, MA  inbound marketing pioneer, published HubSpot's A Practical Guide to Killer Marketing Content. Take-away of the day? Think like a publisher and create an editorial calander. Use it to determine when and where content should be shared.

If I had more knowledge of HTML, I would have tried to upload a PDF document to this blog. Which brings me to this handy, dandy video I found on YouTube when I searched for "content strategy for the web". From the sounds of it, HTML and content creation enjoy a relationship. Neat!

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