Alex Birkett – Ecommerce Content Marketing

This course is essential for you if…

• Understand the value of content marketing and are willing to invest in the channel, even if you haven’t figured out the specifics yet.
• You are a marketing leader in your organization looking to build for the long term.
• Operate in a highly competitive niche.

After taking this course you will…

• Understand your strengths, weaknesses, and trends, and identify the edge on which you can compete in content marketing.
• Build a balanced portfolio of buzz-worthy content to drive interest and product-led content to drive revenue and growth.
• Plan and build a growth model for your content marketing and SEO program.
• Understand the customer journey and the top touch points in the journey that content can help you reach.
• Promote and distribute your content in a way to generate leverage and more coverage.

Skills you will master
Content research Content Strategy Ecommerce content marketing Search Engine Optimization (SEO) SEO content writing

Your course curriculum
Ecommerce Content Marketing

1 The 3 Principles of Effective Content Strategy
In this lesson, we will walk through the primary heuristics and mental models that guide the creation of any strategy.

2Buyer personas and audience development
In this lesson, we will cover audience research and development.

3 The buyer’s journey
In this lesson, we will cover popular buyer’s journey models to help you structure your content strategy, production, and promotion in a way to meet the reader where they are.

4 SWOT and other tools
This lesson will cover three useful tools for uncovering your strengths and opportunities, which will form the foundation of your ongoing content marketing strategy.

5 The Economics of Content Marketing
In this lesson, we will cover how economics is a valuable model for content marketing, both as a mental model and a planning tool. This approach will help you estimate your costs and ROI, and it will also help you determine which type of content you’ll need to create to stand out.

6 The Barbell Strategy
In this lesson, we will cover one of the most useful models in building your actual content marketing roadmap is the “barbell strategy.” In this approach, we use a portfolio allocation model to plan out our content and divide it into two clear content types: product-led content and buzzworthy content.

7 Keyword research: content gap analysis
In part 1 of 3 in our keyword research module, we’ll do a hands-on workshop walking through the “content gap” method to generating keyword ideas from direct and organic competitors.

8 Keyword research: pain point SEO
In part 2 of 3 of our keyword research section, we cover a fun topic: pain point SEO.

9 Keyword research: head keyword permutations
In the final installation of our keyword research section, we’ll cover head keyword permutations.

10 Pillar and cluster model: clustering
In this lesson, we’ll prune our topic list to keep only relevant ideas on our list.

11 Mapping topics to the buyer’s journey
In this lesson, we return to our buyer’s journey model, and this time, we actually use it to tag our topic list with buyer’s journey stages.

12 Building a content roadmap report
The content marketing roadmap is the centerpiece of our content marketing plan. This is the lesson where we put it all together.

13 Writing for SEO: content briefs
In this lesson, we will talk about the centerpiece of content production: the “content brief.”

14 Writing for SEO: content optimization tools
In this lesson, we will we’ll turn the focus on these same tools to help us write and optimize the piece of content for SEO.

15 Link and Share hooks
Creating content is only half the battle; getting people to read it is just as difficult.

16 Content promotion tactics
This lesson will be a short walkthrough on effective content promotion strategy. We’ll focus on short-term channels like social and communities and long-term channels like search and email.

17 Google Analytics Goals
This lesson will cover the basic essentials of setting up and tracking goals in Google Analytics so you can measure the ROI of your content marketing.

18 Setting up a dashboard
In this lesson, we’ll set up a Data Studio dashboard to track conversions generated from your content marketing.

About the expert

Alex Birkett 
Alex Birkett is the co-founder at Omniscient Digital, a premium content agency. Back in the day, he worked on the CXL blog. Later, he worked on freemium acquisition growth at HubSpot and ran the experimentation team at Workato.