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Lessons
Course Introduction
1Welcome
01:19Setting Objectives
2Marketing Funnel
02:50 3Key Performance Indicators
00:47 4Quiz: Setting Objectives
Identifying your Target Audience
5Marketing Personas
03:36Customer Research
01:44 7Facebook Audience Insights
06:45 8Survey Monkey
05:55 9Empathy Mapping
02:34 10Quiz: Identifying your Target Audience
Defining your content strategy
11Content Mission Statement
02:23 12Researching Competitors
08:47 13Content Pillars
04:52 14Identifying Post Types
04:50 15Quiz: Defining your content strategy
Executing on your content strategy
16Executing on your Content Strategy
00:38 17Planning your Posts
07:57 18Selecting Visuals
03:34 19Writing Copy
02:33 20Quiz: Executing on your content strategy
Creating an efficient process
21Creating an Efficient Process
00:16 22Reusing content
02:19 23Getting Help
10:11 24Quiz: Creating an efficient process
Measuring and Optimizing
25Measuring Performance
00:29 26Facebook and Instagram Analytics & Insights
02:14 27Multi-channel content strategy
00:40 28Quiz: Measuring and Optimizing
Conclusion
29What we learned
01:26Final Quiz
30Final Quiz
Lesson Info
Content Mission Statement
I love this quote by joe policy from the Content Marketing Institute, he says content marketing is not about what you sell but about what you stand for. A brand like Casper sells mattresses, but their social feed is all about sleep. Red Bull sells energy drinks but their content is all about adventure and thrill. So the question you have to ask yourself is what is your brand synonymous with? What are you trying to achieve with your content? This is where developing a content mission statement can be super helpful. A content mission statement should be the backbone of any content strategy, it should be an extension of your brand's value proposition and explain very clearly how your content is helping your audience achieve something. Let's take a look at some examples. Here's inc magazine's content mission statement, Welcome to ink dot com. The place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing th...
eir businesses. Here are the other two examples from well known brands. The first from Estee lauder's content portal, the Estee edit and the second from MAS even though these are completely different businesses, Beauty and Ceo, you'll notice their mission statements kind of hints at a formula coming up with a content mission statement can be a simple process if you follow these three easy steps. A good content mission statement contains three things your core audience target which you know really well. Since you went through an awesome persona development process, what will be delivered to the audience and finally the outcome for that audience. So let's go back to our Starbucks example. You can leverage your persona and empathy maps to think through a mission statement, knowing what we know about Carla, the college student. It could look something like this for busy, ambitious college students. Starbucks provides images and stories that will energize motivate and inspire them to achieve their goals. Sometimes, when you have to keep up with an ambitious content creation calendar, it's easy to focus all your attention on what it is. You're producing the writing, the pictures, the videos and forget the why. A content mission statement can help ensure that never happens. It can help keep your objective and overall strategy top of mind.
Class Materials
Bonus Materials with Purchase
Ratings and Reviews
Carolina Sosa
Es una excelente clase, muy didáctica interesante y amena.