This course will cover foundations and execution of a succcessful content strategy. Kathryn Strachan, founder and CEO of a global award-winning content marketing agency will walk you step by step through her content strategy playbook, packed with tons of practical examples and tools.
Overview
Syllabus
- About this Course
- Join Kathryn Strachan as she introduces you to the world of B2B marketing. This course will cover everything from setting the foundations for a strong content strategy, developing strategic content pillars, and optimizing your keyword strategy to executing comprehensive content plans and innovating to stay ahead of trends. Get ready to transform your B2B marketing approach!
- Meet Kathryn
- Get to know Kathryn Strachan, CEO of CopyHouse and your guide for this course.
- Setting the Foundations for a Strong B2B Content Strategy
- Discover how to establish a strong foundation for your B2B content strategy. Learn why identifying your core audience and defining your market position are crucial. This lesson sets the stage for effective keyword research, strategic content development, and impactful cross-channel content creation. Get ready to lay the groundwork for a successful B2B marketing approach.
- Developing Strategic Content Pillars
- Master the art of crafting strategic content pillars for B2B markets. Learn to align your content with intricate buyer journeys and map it to decision-making stages. Discover how to identify resonant themes that drive your content campaigns across the awareness, consideration, and conversion stages of the funnel. Utilize Semrush tools to refine and optimize your B2B content strategy effectively.
- Optimizing Your B2B Keyword Strategy
- In this session, you'll delve into the essentials of B2B keyword strategy for effective SEO. Discover how to balance keyword difficulty, search intent, and search volumes to target your audience precisely. Explore the practical application of keyword clusters to expand your content’s impact and visibility in B2B markets. Use Semrush tools to refine your strategy and attract high-converting traffic effectively.
- Executing a Comprehensive B2B Content Strategy
- Learn to structure campaigns using a funnel approach—from high-volume keywords for top-of-funnel content to mid-funnel thought leadership pieces and bottom-funnel assets like ebooks. Distribute content across channels like social media and email to maximize reach. Measure success with KPIs such as SERP rankings, organic traffic, and social media engagement, using Semrush for insightful reporting and optimization.
- Innovating and Adapting in the B2B Landscape
- Explore creative experimentation in B2B marketing by allocating a portion of your budget to test new strategies. Learn from both successes and failures to refine future campaigns. Stay ahead of industry trends and regulatory changes, such as PSD3 or IR35, ensuring your content remains relevant and informative. Balance evergreen and topical content to enhance SEO and engage your audience effectively.
- Summary
- You've made it to the end of the course! Kathryn and all of us here at Semrush wish you the best of luck in your B2B Content Marketing journey. Don't forget to complete the final exam to earn your certification and share it with us on LinkedIn!
Taught by
Kathryn Strachan
