2. Modern Marketing Strategy Planning
About the Class
Modern marketing is reaching, moving, and building audiences to drive profitable action. It is infused into our overall marketing strategy. As Artificial Intelligence now propels us into another major shift, we examine the context of other fundamental shifts to the paradigm of marketing and how content fits in. We’ll see how the practice of modern marketing is evolving again and how content operations (like that of a media company) is at the center of this new evolution.
- Module: The Evolution of Marketing Into A Content Driven Approach (15 Minutes)
We’ll look at a brief history of modern marketing from the 4Ps through to Internet Search and we’ll see how we got to where we are.
- Module: Modern Marketing Strategic Planning (25 Minutes)
We’ll cover the four components of planning (the five forces, internal forces, Market Sizing and key competitors – and how a Marketing Intelligence System and content planning fits in.
- Case Study & First Exercise: Work on the Strategic Marketing Intelligence System
As a follow on to the first two modules – let’s introduce our Course-Long Case Study for the entire course – and their Marketing Intelligence System – and do our very first exercise which is to start our own Marketing Intelligence System.
- Module: Modern Content Marketing: Becoming The Strategy (10 Minutes)
An examination of how modern content marketing is infused into the overall marketing strategy process. We’ll examine how the two funnels are being joined together to form the total customer experience.
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.