March 2023
Beginner
448 pages
13h 4m
English
Content preview from Digital Marketing Fundamentals
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CHAPTER 5Content Marketing
By Greg Jarboe
It's relatively straightforward to prepare for the OMCA exam. You have 75 minutes to answer approximately 70 multiple choice questions—and roughly 10 of those questions will test your concept‐level understanding of the components and practices of content marketing.
But, it's significantly more complicated to prepare to be successful in this marketing discipline. Why? Because many of the competencies and skills required to qualify for employment in a supervised associate position in content marketing have changed significantly over the past decade, although some concepts have remained remarkably the same.
Content Marketing Context
When I started teaching content marketing in 2012, I'd began my online courses and in‐person classes by answering these questions:
- What is content marketing?
- What are the benefits of content marketing?
- How does content marketing relate to search engine optimization (SEO) and social media?
- How is content marketing different from SEO and social media?
By the end of this chapter, you will have learned the answers to these questions, plus the answers to 20 more:
- What is the concept of content value?
- What is the concept of content relevancy?
- What is the concept of content engagement?
- What is the concept of content shareability?
- Why is video content important?
- How should content marketing be structured?
- Should you increase time spent talking with your customers?
- Should you revisit your customer/buyer personas? ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.