From late 2016 to early 2019, I spent a lot of time on the road talking to marketers. As Contently’s Head of Content Strategy, my job was to help solve our clients’ most painful problems. I quickly learned that the biggest pain was figuring out what the heck their content strategy should be in the first place.
As a discipline, content strategy is new; it’s only become a focal point inside most enterprise orgs over the last few years. It’s also been made to seem incredibly complicated. Go to most analyst conferences, and you’re inundated with content strategy frameworks that feature 30 different boxes and arrows, and it all threatens to induce a mild panic attack. Most teams just give up and say, “Screw it. Let’s just post some stuff to our blog and social channels and see what happens.”
It’s the biggest problem most content marketing teams face. And it’s killing the industry.
When I was named Contently’s Head of Marketing a few months ago, there was a lot I wanted to tackle. Messaging! Lead scoring! Sales enablement! The freaking website! But more than anything, I wanted our team to remember that great marketing means putting a single goal above all else—helping your audience solve their biggest challenges.
That’s why I’m incredibly excited to announce the launch of Contently’s Content Strategy Series—an in-depth educational course to simplify content strategy and help our audience build an actionable framework for their content marketing programs.
Our first module covers brand awareness and thought leadership. It features four video lessons, accompanied by exercises, worksheets, and templates to complete with your team each week.
The full course will cover the entire customer journey, with a new module released each month. I can’t take the credit; it’s the brainchild of our marketing team, particularly our two brilliant professors: Executive Content Strategist Deanna Cioppa, and Associate Editor Emily Gaudette.
Sign up here—we’ve made the course free to the entire content marketing community for a limited run. And stay tuned. When it comes to helping solve your biggest challenges, we’re just getting started.
-Joe Lazauskas, Head of Marketing, Contently
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