Recently I took it upon myself to take up one of Lynda’s new “Learning Path.” Since completing my 1st year as a content strategist, I figured it would be a good idea to delve in a bit deeper. This specific “Learning Path” takes into consideration marketing, advertising and UX principles. The following are my top takeways for each video.
ONLINE MARKETING FOUNDATIONS
brad batesole
This video series truly sets the tone for this learning path. It begins with an overview of what online marketing is and then examines its main topics:
CONTENT MARKETING FOUNDATIONS
dayna rothman
The most intriguing part of this video was they way Dayna presented how content should be categorized. She uses a useful and memorable analogy—food.
- A roast represents large content initiatives such as an ebook
- Raisin Bran are everyday content pieces like cheat sheets or best practices
- Spinach is the nutrient-dense material such as thought leadership
- Chocolate cake is all the fun, lighthearted and even indulgent content that may include infographics, fun videos and projects
- Lastly, tabasco sauce represents the challenging posts or questions that you publish from time to time
UX FOUNDATIONS: CONTENT STRATEGY
morten rand-hendriksen
In this video series Morten not only alludes to both Halvorson’s and Kissane’s methodologies, but he also marries them to create a hybrid that consists of 4 stages.
Additionally, he brings up a very good point when he says,
“Just because you’re an expert at a subject does not mean you’re a great communicator of that expertise.”
It’s true because as a marketer, content strategist, web designer, etc. you must keep the user in mind. Just because you know your product, discipline, or store well does not mean a user will find it easy to understand it. You must explain its unique characteristics in a multitude of ways in order for a variety of people to understand.
BUILDING AN INTEGRATED MARKETING PLAN
matt bailey
Bailey provides many examples throughout his videos, but the most succinct is the one below. It helps you determine how to address the negative metrics you may see on your website, campaigns, etc. and provides an easy “if-then” statement to follow.
CONTENT MARKETING: STAYING RELEVANT
dayna rothman
In this information-rich video, Dayna provides simple, but adoptable tactics to ensure your content is seen by the right people. She hones in on an important element is all strategies which is to be relevant to your consumers. By incorporating buyer personas, demographics, and firmographics (organizational characteristics that help you find your ideal customer organization) you are able create personalized content and experiences that your audience craves.
BUSINESS STORYTELLING WITH C.C. CHAPMAN
c.c. chapman
Chapman’s top 6 pieces of advice for business storytelling clearly reinforces what the past videos in the learning path have advocated for which includes:
- Clearly defining your goals
- Profiling your ideal audience
- Hosting a creative brainstorm
- Nailing down the details
- Planning the strategy
- Reviewing and evaluating
luna tidrick 