5. Content Mapping
About the Class
- Module: Developing Standards – Guidelines And Playbooks For A Consistent Strategy (15 Minutes)
Developing the standards and guidelines for brand and editorial voice, taxonomies and other elements to bring a consistency to the approach of content.
- Module: Modern SEO –Modern Search Engine Optimization (25 Minutes)
Looking at organic search through search engines, social and other platforms and optimizing our content to be found – especially in a new world of AI generated search engines.
- Module: Case Study & Exercise – The Development of Standards (10 Minutes)
Checking in on our ongoing case study and an exercise on how to set a matrix of needed standards across documentation, learning, and technology requirements.
About the Instructor
Chief Content Advisor, Content Marketing Institute
Robert is the founder and Chief Strategy Officer of The Content Advisory – the consulting and advisory group of The Content Marketing Institute. As a coach and strategist, Robert has worked with marketers at more than 500 companies including global brands such as adidas, Roche, Salesforce, NASA, and Hilton.
Robert is the author of four books. His latest, Content Marketing Strategy, was published by Kogan Page in September 2023, and was called “a rich and much-needed understanding of content marketing” by Professor Philip Kotler. Robert is also an early-stage investor and advisor to a number of technology startups, serving on the advisory boards of a number of companies, such as DivvyHQ, and BrandLens.