ACCESS THE FULL COURSE ATcontentstrategycourse.com

Julia McCoy,CEO Express WritersTwitter: @JuliaEMcCoy

Course Presented by:

Dan LevyContent Director,Unbounce

Shani TaylorCustomer Success Manager,Airtable

Sujan PatelEntrepreneur, Co-Founderof Web Profits, Digital Marketer

Michele LinnVP of Content, ContentMarketing Institute

Ryan WestCustomer Success Lead,SEMrush

Steve RaysonCo-Founder,BuzzSumo

Guest Expert Authors:

2 Guest Expert Authors

4 Foreword

6 Modules

7 Individual Curriculum Lessons

12 Brand Strategy Exercise List (Bses)

12 Course Enrollment

Hello, fellow content creator and marketer!

Welcome to the Practical Content Strategy Certification Course. The following course curriculum, intensive exercises, and lessons that you’re about to embark on is the result of 400 hours and five straight months of work on my part. Along the way, I was honored to have several industry guest experts, including Sujan Patel, Michele Linn from CMI, Steve Rayson from BuzzSumo, to name a few, contribute a few lessons with me at request for the course curriculum.

Six years ago, I started in this industry when I dropped out of college to follow an inner passion to learn how to make money online writing. That led me straight into a self-taught, full-time career in content marketing, and I haven’t looked back since. I began a content creation agency, Express Writers, after I accrued more freelance clients than I could handle that same year. Since then, we’ve grown and expanded on a bootstrapped marketing budget year after year, and we’re on track to hit our first seven-figure year this year, with a staff of more than 40 people. I’ve also written a best-selling book (So You Think You Can Write? The Definitive Guide to Successful Online Writing), started a podcast, and Twitter chat #ContentWritingChat.

My success in the field is due, 100%, to the practical content marketing methods I execute, tweak and continue to do day in, day out. At my agency, 95-98% of our new leads and overall marketing presence is sustained by the content I create and produce. I’ve written over a thousand pieces of content, and have guest blogged on top networks. I have over 4,000 keywords indexed in high rankings in Google with my organic content (hundreds of these pages ranking in the top 10 of Google). I worked my way to become a top content marketer (named #33 in 2016), and was even invited to lead the MarketingProfs 2017 Marketing Writing Bootcamp summer class after they happened upon a guest blog I wrote.

Before I created this course, I spent a month to research the industry and map out cutting-edge education. The practical knowledge of what it takes to create, build, implement, and maintain a high-ROI brand strategy is missing from the field. I am continually faced with it everywhere I turned, whether in hiring writers for my content creation team to strategizing services for new clients. It’s such a dire pain point that only 9% of B2B companies feel confident about their strategy, a huge decrease from those that are creating content (94% of small businesses) – and overall, only 3% of B2B marketers are willing to rate their overall content marketing approach as successful. (CMI B2B Content Marketing, 2017 Benchmarks, Budgets, and Trends—North America)

Foreword

Seeing this pain point continually in front of me as I worked daily in my agency, I decided to do something about it—and undertake the creation of training curriculum that could become a practical solution for the content strategy pain points in this industry. It was quite an undertaking, and I almost buckled halfway through the 400 hours and five months of creation time. Luckily, I had a great support network.I’m most grateful to my CTO and husband, Joshua McCoy, for supporting me at every difficult point in the curriculum, mentally and physically.

My key word in creating this course is “practical,” if you haven’t noticed already. Of course, that means that it’s fully hands-on. This workbook and the practice lessons have been kept full of examples, too, to help you stay above water and not get bogged down. It’s important to stay engaged and enjoy learning. I personally like hands-on learning where I am writing, creating and doing, led by the teacher: it helps me retain the information better. So, I’ve adapted a thoroughly hands-on style for the course you’re about to take. For each module and every lesson, you’ll have a matching exercise in this workbook to read or take notes in. And in a few core lessons, you’ll actually build the parts of a working content strategy that will compile your final brand strategy, the 8 Brand Strategy Exercises (BSEs).

You can access the course curriculum (over 75 videos, 20 individual resources, and 6 individual PDF workbooks pulled from this complete student workbook), at www.contentstrategycourse.com. I strongly suggest purchasing it, if you’re holding this workbook in your hands. You’ll need the visual tutorials and videos there to fully learn and implement the lessons.

As you go through this book with pen and highlighter, remember that each lesson builds on each other.

So, don’t skip around, and in the end, you’ll be rewarded with a working content strategy and newfound skills that will enable you to strategize high-ROI content for any brand.

We’ll create this strategy together, for your brand or a fictional client brand, as we go through the lessons. If you’re enrolled in the All-Access pass of the Content Strategy Certification Course, you will be able to access live feedback from my team and I on the final content strategy plan you create from the exercises throughout the course. (Go to contentstrategycourse.com to purchase those course options.)

Here’s to staying motivated, positive, and focused as you move through this six-week certification course on content strategy and build skills that will boost your reputation, skills and knowledge in our amazing industry of content marketing.

Happy learning & creating,Julia

MODULESIntroduction: Welcome to Content Strategy

Module 1: Core Foundations of a Practical, ROI-Focused Content Strategy

Module 2: A Beginner’s Guide to Audience Discovery, Personas, & Brand Content Style Guidelines

Module 3: Understanding Keywords, Researching Opportunities, & Creating Keyword Reports

Module 4: Preparing Your Content Focus & Content Cores for an Authority Presence Online

Module 5: A Guide to Topic Discovery & Practical Content Creation (Your Site & Guest Platforms)

Module 6: Content Promotion Techniques, Setting a Budget, Preparing Your Editorial Calendar, & Maintenance

Resource Module: Bonuses, Guides & References Section

Your Content Expertise: Defining Your Topic Area for an Authoritative, High-ROI Online PresenceTying Your Content Expertise to Your Content Differentiation Factor (CDF)Your Content Creation: 3 Goals for Repeated Content SuccessSetting A High-ROI “Net” of Content Marketing: Tracking vs. RealityAn Example of ROI Content: Highly SEO Ranked Content An Example of ROI Content: Brand Awareness and Customer Engagement ContentBonus: Guest Speaker Michele Linn Presents: How CMI Was Built Through Content & Practical Content Marketing Strategy Tips

Individual Curriculum Lessons

Introducing An ROI-Driven Content Strategy Teaching & the Skills You’re About to LearnSetting Your Personal and Professional Goals for this CourseContent Strategy vs. Content Marketing: The Big PictureWhy Does Content Fail? Protecting Against Content Catastrophe with the 4 KeysThe Reality & Budget of Many Businesses When It Comes to Content CreationWhere Content Marketing is Headed: InspirationThe Story Behind Julia McCoy: From Freelancer to Content Agency Owner (Video Story)Content Strategy vs. Everything Else: What You’ll Learn in This CourseHow Planning & Executing Great Content Is a Multi-Person, Expert Job (Content Team Structure)What’s Ahead: The 6 Cores You Need For a Profitable Brand Strategy & Your 4 Certified Skill Points

Introduction: Welcome to Content Strategy

Module 1: Core Foundations of a Practical, ROI-Focused Content Strategy

7

1

234

5

67

8

9

10

1

2

3456

7

Are Personas Actually Worth Creating? 4 Keys to Keep in MindWhere Creating Great Content Begins: Your Audience & an ROI PerspectiveA Beginner’s Guide to Mapping out a Content Audience Persona: New AudiencesBonus: New Audience Persona Bonus: Using Facebook Insights as A Low-Budget, High Quality Discovery AlternativeA Beginner’s Guide to Mapping out a Content Audience Persona: Existing AudiencesA Little Social Media Stalking Goes a Long Way: How to Discover Your Persona’s Interests (Demo)How to Map Your Buyer Persona to Lifecycle Stages to Create Sales Awareness ContentHow to Discover Sales Awareness Questions: Key Questions to Ask Your Persona [New Audience]Brand Strategy Part 1: Create a Brand Content Style Guidebook (Content Guidelines & Persona)Module 2 BONUS Resource: Best Email Marketing Tools

Outlining Your Three Goals for Setting Keyword Research & Online Content Success (Exercise)Why Organic Search Holds Higher ROI Than Paid & Google’s Quality Standards for ContentThe Blueprint to a High-ROI Keyword (Core Keyword Types & Defining the Sweet Spot)Keyword Research: Biggest Common Problems/Mistakes (The Don’ts)The Content Strategist’s Keyword Toolbox: Favorite Tools & Major DifferencesHow to Choose a Tool for Both Keyword Research & Position Tracking Guest Speaker Ryan West Presents How to Find a Good Keyword: An Overview of Keyword Research in SEMrushGuest Speaker Ryan West Presents Live Examples of Pulling Two Brand Keyword ReportsDetailed Keyword Discovery: How to Find Keywords & Define Your Next Content Action Steps (Live Demo Using KWFinder)Geo-Targeted Keywords: How Local Keywords Offer Excellent Long Tail OpportunitiesHow to Check for DA (Domain Authority), a Moz Ranking Factor, & How it Impacts Creating ContentBrand Strategy Part 2: Create a ComprehensiveKeyword Report (Exercise)

Module 2: A Beginner’s Guide to Audience Discovery, Personas, & Brand Content Style Guidelines

Module 3: Understanding Keywords, Researching Opportunities, & Creating Keyword Reports

8

12

3

4

5

6

7

8

9

10

1

2

3

4

5

67

8

9

10

11

12

Building Your “House” Online: How to Have Content Focus For Better Results & Where Your Focus Should BeHow to Win Every Time With A Core Content Commitment Approach in the Online Content Presence You BuildDefining the 3 Commitments to Core Content CreationCore Focus Circle: Identifying the Key Integral Commitment& Who to Trust for Content ProductionProving the Key Integral Commitment With Case Studies: I. How Unbounce Built Authority Solely Through BloggingProving the Key Integral Commitment With Case Studies: II. What Happened When My Agency Doubled Our BudgetSite Structure: A Map of a Strong Content HouseWhat is Cornerstone Content & Why Does it Matter?A Nutshell Guide on Internal Linking In Your Content & How to Judge Link Quality with AlexaThe ROI of Blogging (Aka, 2 Key Reasons Why You Should Have Started Blogging Yesterday)Level 2 Guest Speaker Michele Linn Presents: You Need a Blog: Ground Rules of Creating a Tangible Blogging PlanBrand Strategy Part 3A: Building Roads to Your House With Outside Channels: Guest Blogging Column Discovery (Exercise)Brand Strategy Part 3B: Building Roads to Your House With Outside Channels: Social Media (Exercise)Building Roads to Your House With Outside Channels: Guest Solo Appearances

Module 4: Preparing Your Content Focus & Content Cores for an Authority Presence Online

9

1

2

34

5

6

789

10

11

12

13

14

Simplifying the Content Ideation and Creation ProcessLive Demo of Pulling Strong Brand Awareness Topics from a Web CrawlHow to Find Hot Topics Using BuzzSumoBuyer-Focused Content: An Overall Look at Creating Content for the Stages of Your Funnel (Exercise)Buyer-Focused Content: Customer Topic Discovery for the Stages of Your Funnel (Demo)Best of Both Worlds: SEO Content That Achieves Sales Awareness Content GoalsSEO Optimization Checklist: 8 Steps to Help You Accurately Optimize Your ContentCreating SEO Content That Ranks: The 2 Super Simple Steps & Why They’re Missed Most of the TimeAnatomy of a High-ROI, Optimized Blog PostAnatomy of a High-ROI Optimized Landing PageRepurposing Core Format into Other FormatsThe Art (and Habit) of Comprehensive “10x Content:” Creating Your Best Content, Each Time [5-Step Checklist]CTAs: The Importance of List Building With Your ContentGuest Blogging Tutorial: How to Approach & Get On The Publications You Want Guest Blogging Tutorial: How to Pitch Irresistible Topic Ideas (BuzzSumo Demo)Optimize Your Headline and Your Hook: Key Content Cores for ConversionBrand Strategy Part 3C: Formulate High-ROI Content Topics & HooksBonus: Guest Speaker Steve Rayson Presents- An Intro to Great Headline and Topic DiscoveryBonus: An Inside Look at How I Successfully Approached HuffingtonPost

Module 5: A Guide to Topic Discovery & Practical Content Creation (Your Site & Guest Platforms)

1 0

12

34

5

6

7

8

9101112

1314

15

16

17

18

19

1 1

Guest Speaker Sujan Patel Presents: Content Promotion Strategies [Tools and Tactics]A Beginner’s Guide to Content Promotion & Key Fundamentals for Boosting ExposureA Guide to Social Media Platform Posting Velocity, Length & Best Practices [Cheat Sheet]Email Marketing: Best Practices for Email Writing & Scheduling Costs, Budget Setting, and Expectations to Associate with Content Creation (Brand Strategy Part 4A: Budget Setting)Guest Speaker Dan Levy (Content Director at Unbounce) Presents: The Cost & Return of 10x Blogging A Short Guide on How to Find Amazing Writers to Support Your Content CreationGetting All Your Moving Parts In Place: How Do I Start Creating a Content Plan?Editorial Calendar Planning: A Tool That’ll Take You 5 Minutes (Tutorial)Guest Expert Shani Taylor from Airtable Presents: Advanced Editorial Calendar Building TutorialOld Content is Your Money Content: Why & How to Set a Plan for Auditing, Maintaining & Updating Content Guest Speaker Ryan West Presents: How to Track Your Rankings, Set Up Competitor Research, and Maintain Positions in SEMrushTracking & Updating Your Ranking Content for a Serious Content ROI Boost [Live Tutorial]Conducting a Content Audit: A Step-by-Step GuideBrand Strategy Part 4B: Create An Editorial CalendarWhy Content Marketing & Strategy Knowledge Doesn’t End Here (& How to Stay Up on Your Skills)

Module 6: Content Promotion Techniques, Setting a Budget, Preparing Your Editorial Calendar, & Maintenance

1

2

3

45

6

7

8

9

10

11

12

13

141516

Brand Strategy Exercises (BSEs) List

Enroll online at contentstrategycourse.com

Students complete these 10 Brand Strategy Exercises throughout the course, with hands-on grading by the instructor for final certification.

*Individual classes from the course available as well as an all-access pass. Contact us for Agency Group programs, workshops & group discounts.

Contact: Julia McCoy, Course Creator julia@contentstrategycourse.com

JJ Bennett, Content Strategist, Course Support Assistantjj@contentstrategycourse.com