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Do Online Technical Marketing Courses Deliver Real Value?

Founded by Peep Laja, an entrepreneur who was voted the most influential conversion rate optimization expert, CXL Institute is an online platform offering a range of technical marketing courses designed to equip students with the knowledge they need to be ‘the best’ at their craft.

The Institute prides itself in giving learners access to teachings from practitioners who are in the top 1% most successful in the industry.

I was given the incredible opportunity to complete and review the CXL Institute Growth Marketing Minidegree. Over the next 12 blog posts I will be sharing my opinions and learnings from the 33 courses (111h 41min) making up the Minidegree.

At the end of this journey, I hope that you will be well equipped to make an informed decision about whether or not online technical courses are worth your time and monetary investment.

Welcome to week 9!

There are a growing number of misconceptions about marketing including that the goal is just to trick customers,it's all about advertising, marketing is just a soft skill,marketing is dead, marketing works in a silo from product,it doesn't work with sales, it doesn't work with engineering, it's just about managing the website and running the Twitter.

Understanding what marketing really is and how it helps business requires a knowledge of the eight core areas of marketing.

At a large company, each of these may be its own department under marketing. In a midsize company, maybe each is a specific person who owns that area, and at a smaller company, these responsibilities are shared, and perhaps even deprioritized , depending on the company’s goals.

2. Brand

3. Demand Generation

4. Events and Community

5. Sales Enablement

6. Public Relations

7. Content and Creative

Bring ideas to life from other marketing areas like:

8. Operations and Analytics

All these areas of marketing are a success through collaboration. One of the most important of those internal parts is the sales team. Marketing and sales work on the same buyer’s journey, the same funnel, just different parts. As such the work of the two teams should be mutually beneficial.

Below is a view of how marketing and sales work together. The buyer’s journey is seen going from left to right and in the middle we have a visual representation of where marketing ends and sales begins, and the overlap.

It’s important that sales and marketing figure out how to work together and figure out what goals they share.

What core areas is your compAny strongest in? Which core areas would you like to strengthen? Understand which areas are important to your business and strengthen them to ensure that you get the most value from your marketing efforts.

On average, about 0.03% of people who start in a blog post actually become leads. This is extremely low. So how do you go about creating a content marketing strategy that consistently generates demand?

In its simplest form, a strategy is just a plan to reach a goal. Content strategy is a plan to use content to reach a goal, a business goal.

The very first step of your strategy involves putting your content on a mission! Below is a template for creating a mission statement.

You need to define who you talk to, what you talk about, and why they care? This mission statement should direct your website, your blog, newsletters, emails, social streams, and every phrase your rank for.

This is a vital stage, 48% of companies that have a documented mission statement are successful in marketing versus a 15% success rate from those who do not.

The following step is to make sure that you put your content on a mission and align everything with proper topics.

There are three main sources of topics:

When you identify a topic, you can zoom in or out on it to get more content from it. The example below shows how to zoom in on the topic of offices.

In content strategy there only two extremes exist, content that is amazing and content that is horrible. Buzzsumo researched one million articles and found that most content gets no traction in search or social, no links or shares. A small portion however, gets huge results, tens of thousands of shares.

In other words, Steve from Buzzsumo was saying that strong opinions and original research are the two most powerful formats for content.

If you take research reports, bench marks and surveys and put them into a tool that tracks who is linked to what, you will see hoards of websites that link to their research. This linking of sites to your pieces does wonders for your search rankings. This is how you have an authoritative website.

Don’t know where to start with your original content piece? Use surveys, observe data sets, aggregate and combine data from various sources. Do research and answer a question about your industry that no one else has answered.

You should publish interesting, informativ thats that go beyond text. Below is a guide for repurposing content from one format to another.

Every article you make, a social post, ebook, etc, these can be combined, broken up, put together in different way to produce more content. Always look for opportunities to leverage something that was just text into more compelling formats such as images or video.

Another area that you should focus on is collaboration and earned media. People who do influencer outreach outperform those who do not.

Get insights from others and include other people in your content through contributor quotes for example. Content that has a public creation process will receive social traction. Content optimized for social needs to include people. If there aren’t people, faces, insights, quotes and names in your content then it isn’t really optimized for social media. Target people who are also active content producers as their sites will have more authority than inactive people. Having authoritative sites linking to your posts is a huge boost.

A great content strategist knows their audience. They put themselves on a mission and write for different topics and subtopics. They build everything around a service page that is both search and conversion optimized.

They publish high quality content and become the primary source by going big on research. They pitch and publish on websites other than their own and include collaborators and co-creators in their work.

To win, you need to be consistent, focused and structured in your ways. You will ultimately create a steady stream of demand for your products and services which are at the core of your content strategy.

Let me know which of these strategies spoke to you the most. Collaboration is by far one of my favourites!

I look forward to meeting again next week!

Part 8: https://link.medium.com/YYVxtEuFjgb
Part 7: https://link.medium.com/piQ26kgrWfb
Part 6: https://link.medium.com/bCJPQfcXKfb 
Part 5: https://link.medium.com/mui7yaWRKfb
Part 4: https://link.medium.com/tfvJx6TRKfb
Part 3: https://link.medium.com/e6fJd6Ronfb
Part 2: https://link.medium.com/FCUtyVTonfb
Part 1: https://link.medium.com/qwcsNTUonfb

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