Content Marketing. It is at the center of inbound and outbound marketing. Done right, it is the asset to help your marketing message break through the clutter. In this webinar, you will learn how to enrich your customer lifecycle and drive business results with a content strategy that leverages all communication channels.
Presented by the Stanford Innovation and Entrepreneurship certificate program (
0:00 Introduction
1:14 Marketing and The Hierarchy of Effects
3:33 Types of Demand Creation
5:05 Inbound and Outbound Vehicles
7:32 So Why Content Marketing?
9:43 Content Marketing in the Year Ahead
10:41 Top Objectives of Content Marketing
12:45 Landing Pages and Lead Walls
14:36 The Content Marketing Process
16:32 Roles in Content Marketing
18:12 Building a Content Marketing Strategy
19:07 Types of Content
19:43 Content Marketing Examples
20:13 Sources of Content
21:35 Headlines Make a Difference
22:19 Copywriting Techniques
24:37 Content Distribution Tactics
26:01 What Makes Content Effective?
28:32 Top Content Marketing Metrics
29:53 Top Challenges Facing Content Creators
32:01 Save the Date: Upcoming Innovation Offerings
