Entrepreneurship Course Stanford University - Stanford Webinar - Creating Demand with Content Marketing

Content Marketing. It is at the center of inbound and outbound marketing. Done right, it is the asset to help your marketing message break through the clutter. In this webinar, you will learn how to enrich your customer lifecycle and drive business results with a content strategy that leverages all communication channels. Presented by the Stanford Innovation and Entrepreneurship certificate program (http://create.stanford.edu/) 0:00 Introduction 1:14 Marketing and The Hierarchy of Effects 3:33 Types of Demand Creation 5:05 Inbound and Outbound Vehicles 7:32 So Why Content Marketing? 9:43 Content Marketing in the Year Ahead 10:41 Top Objectives of Content Marketing 12:45 Landing Pages and Lead Walls 14:36 The Content Marketing Process 16:32 Roles in Content Marketing 18:12 Building a Content Marketing Strategy 19:07 Types of Content 19:43 Content Marketing Examples 20:13 Sources of Content 21:35 Headlines Make a Difference 22:19 Copywriting Techniques 24:37 Content Distribution Tactics 26:01 What Makes Content Effective? 28:32 Top Content Marketing Metrics 29:53 Top Challenges Facing Content Creators 32:01 Save the Date: Upcoming Innovation Offerings